Lecture notes
Social Media Marketing
- Institution
- The University Of Manchester (UOM)
This document describes steps in social advertising, its characteristics and various stakeholders that add value to the advertisement.
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Social Media Marketing, Event MarketingThis lecture will cover aspects of application of social advertising and
marketing.
Before a company plans to have a social media campaign online or advertise
about something on such platforms, it performs a series of steps –
1. Audit/Analysis – it tries to identify the different values of the
company, its product/services, what its competitors are supplying
and what consumers actually want. All this forms a vital part in making
further decisions regarding social media advertising. The limitations and
opportunities of the medium is recognized, what value is aimed to
achieve etc. Competitor analysis is vital to know the certain standard of
advertising prevailing and developing ways to overshadow it.
2. Vision, Goals and Budget – To spend money in the most
economical way and gain most value from it, the vision or the goals
should be clear. This vision or goals have important implications on
decisions regarding choice of platform, form of advertising etc.
3. Organizational Change – the current state of Policies, training of
employees, monitoring of current performance and current social media
channels and IT systems should be kept in mind before planning on the
type of platform.
4. Define plan & timeframe – At the end, the plan should be
determined and should be executed according to the timeframe
decided. The end period of such advertisements should also be
determined to be more effective.
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