Contents
Video 1: Social media marketing.........................................................................................2
Video 2: Facebook.............................................................................................................. 5
Video 3: Instagram..............................................................................................................8
Video 4: Linkedin................................................................................................................ 9
Video 5: Pinterest.............................................................................................................. 11
Video 6: TikTok................................................................................................................. 13
Video 7: Youtube.............................................................................................................. 15
Video 8: Organic vs paid content......................................................................................18
Video 9: Post-purpose marketing......................................................................................21
Video 10: Social brands....................................................................................................24
Video 11: Social circle and consumer...............................................................................26
Video 12: Human to human & brand personality...............................................................30
Video 13: Influencer marketing.........................................................................................32
Video 14: branding on social media..................................................................................34
Video 15: content marketing.............................................................................................36
Video 16: What content on socials....................................................................................38
Video 17: content creationµ..............................................................................................40
Video 18: measuring analysing on social media...............................................................42
Video 19: Social media strategy........................................................................................46
1
,Video 1: Social media marketing
Brand: needs to stand out
Definition
Social marketing is a method where a brand is authentic and human so to have an open
dialogue and build a connection with their target audience (fans) and beyond, with the focus
on social goals (not just profits).
- Authentic and human: if you want to use social media as a marketing channel, you
can’t use it like all your other channels. In de past marketing was more a one way
conversation. (my phone has the best battery) With social media there is a different
dynamic going on. It is a network of people, a community. The best way to show up
on social media is authentic and human.
- Open dialogue: the goal is to have a conversation. U can't claim things as a brand
because people will comment. Someone on social media can break down your claim
almost instantly. People are there and everyone has their own voice. Dialogue is
important. Talk about actual topics and the social goals our business has, not the
profits. What is your purpose?
- Build a connection: Say things like human being. In this way you can have a
conversation and build a connection with your target audience. You need to build a
relationship so people can trust you.
- Not just profit: on social media you really need to talk about the social goal (MVO).
Bryan Kramer
“Bring back the human side of communication, in all its imperfection empathy, simplicity and
authenticity.”
→ This means just having a conversation, show up very simple and
authentic as a brand is enough on social media. You don’t need perfection
like in commercial ads. s
2
,Social media is a marketing disrupter
- you can have instant feedback 24/7
- fundamental shift in how people communicate day-to-day
(our style of communication has changed)
Advantages of social media for brands
- Abbreviated words and emojis now commonplace.
I don’t know → idk
Advantage of social media for brands
- Unlimited access and free to use
- Reach - a large audience → you can’t really chose who you reach (bereik)
- Target very precisely → ik wil 30 jarige aantrekken die van fashion houden
- Heighten engagement through dialogue: engagement (LSC)
- Increase brand awareness and loyalty: people get to know who you are and they can
be loyal to you
- Most effective digital marketing channel
- Allows for immediate measurement: you know when a post is successful so u know
when to change things
Brand awareness
If you post good content as a brand, people can share the content/ actually do something
with the content. Sometime the brand itself doesn’t have anything to do worth it, but they still
reach a lot of people because someone shared the content.
3
, Disadvantages of social media for brands
- Not like in a shop where you can talk
to people f2f
- People can be critical
- You need people and budget to deal
w social media
- Consument verwacht te veel
- Hacking can happen
- You need to spend a lot of time and
money on it
- Misbehaving in a branded space
can’t happen
- Difficult to measure the real
investment return
Example negative sides: a famous person can make a negative comment about a brand and
they can share it on a worldwide …
- Pepsico & Kendall Jenner: damaged the brand
- BandAid: used BLM to launch new products (band aids in different colors), people
say it's racist
Evolving towards social brands
= brands the understand that social media is more then just another channel. it’s all about
the social behaviour, brands that understand this are social brands.
→ The social media marketing trap: considering the channel as extra resource and
technology and not utilizing the human side to maintaining the connection and dialogue with
the customers.
It isn’t about the technology but about the social behaviour on the platforms.
A ‘social business or brand’ understands this and makes sure that their business totally
centred around social (media) marketing. They dare to speak up, they dare to change.
4
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