Social Media Marketing

Why social media marketing fails:

  • reputation wasn’t managed
  • data wasn’t analysed
  • the wrong platform was used
  • wron tone was used
  • content quality is poor
  • we didn’t tailor our content
  • poor budgeting
  • our competitors did it better
  • spelling and grammar are bad
  • unrealistic expectations

We need to strategize. Strategy is a path to success. Tactics is an action or strategy carefully planned to achieve specific end. Why do we need strategy:

  • stay focused
  • will allow us to determine success – KPIs
  • resources
  • information management

S.O.S.T.A.C. – continous cycle:

  • situation analysis
  • objectives
  • strategy
  • tactics
  • actions
  • control

Tools for strategy management:

Areas of strategy we need to keep in mind: attribution, acceptance and costs.

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Online Reputation Management

Social media = interaction, creation, sharing, engaging. Reputation management is the practice of attempting to shape public perception by influencing online informations about entity in question = PR. Reputation can determine your success or failure.

Negative feedback grows legs. If you do nothing:

  • how do you know how your brand is percieved
  • how to response to criticism
  • how to resolve complaints
  • lack of competency and legitimacy
  • problem locating your business
  • vulnerability to negative feedback is increased

Protecting your brand is critical:

  • what negative feedback can do
  • what lack of training can do
  • what should we do
  • educate yourself

Build your skills:

  • build expert knowledge
  • respond correctly
  • have customer service background
  • check your tone, see customer perspective
  • this isn’t limited to social media
  • it comes from everywhere
  • customer facing operations

Tools (to check what are people saying):

Easier to track those people, can improve our ORM.

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Social Analytics

Using data for understanding and optimizing social media usage.


Web tools:


  • impressions
  • engagement
  • reach
  • bounce rate
  • post clicks
  • organic
  • paid

Top tips:

  • team effort
  • ROI – keep in mind
  • use the right tool for interpreting
  • qualitative components
  • tailor your social media

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Data Driven Marketing

Data is raw information gathered from almost anywhere. Data analysis is turning data into useable information. Without the ability to analyse, cannot determine the reason for success or failure. Why analysing data:

  • stop spending too much (how much can we spend, what will we make); data can prevent campaigns that should never have happened
  • improve conversions (work with large traffic flow, hurting your profile, using data wrong)

Good practice:

  • we need to make educated changes
  • track them
  • make the changes and analyse again

Rewards of data analysis:

  • it shapes your strategy
  • making informed decisions
  • minimizing risk of bad campaign

Risks of data analysis:

  • if we don’t analyse data, we risk a bad user experience, spending too much
  • if we misinterpret data, we are left blinded by data

Know the numbers so you know:

  • how much you generate per client
  • how much your spend to attract a client
  • how much you can safely spend

Data is key for:

  • knowing your return
  • assessing the campaign
  • justifying the campaign

Accountability = assigning revenue to specific channel.

ARPLaverage revenue per lead (how much revenue you generate per new lead)
ARPAaverage revenue per account or acquisition (not every lead convert)
PPMpercentage profit margin

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Share your life with friends through a series of pictures. Pictures tells a thousand words… 400 millions of users, who and why uses Instagram?

  • younger people, 18-34 years
  • female gender dominate
  • upper middle class
  • interests: food, fashion, entertainment, sport

People use Instagram because of engagement opportunities, in-house editing tools and integration accross platforms. Rewards:

  • content as visual presentation of your brand
  • integration with other platforms
  • clear demographics


  • like
  • hashtag
  • direct (private) message
  • re-gram

Instagram for business – it is not just for B2C companies.

Creating content

  • keywords in description
  • hashtags (with capitalization) in description
  • location
  • tag people
  • share

Checklist for creating content:

  • image quality
  • in-house editing tools
  • related hashtags
  • call-to-action (no link in description)
  • self-promotion (sharing)
  • engage with your audience
  • post regulary only if you have reason

What we can analyze on Instagram: audience, engagement and optimization. Does not have in-house analytics – use and Advertising on Instagram through Facebook Power Editor:

  • create campaign
  • objective
  • buying type
  • campaign spending limit

Integrate e-commerce

  • post description
  • cross-linking
  • 3rd party e-commerce platforms like Soldsie

Promotion on Instagram through building a community:

  • by leveraging hashtags
  • collaboration
  • integration

Top tips for Instagram:

  • include a call-to-action in your posts
  • create a strategy
  • include relevant hashtags
  • don’t underestimate power of words (up to 2200 characters)
  • promote Instagram accross other platforms
  • post regulary only if you have a reason for posting

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Social networking site designed specifically for the business community. The goal of the site is to establish networks of people they know and trust professionally. Why is LinkedIn good:

  • data integration
  • professionally focused
  • recruitment
  • professional brands
  • business launch

Who and why uses LinkedIn:

  • 30-49 years age
  • employment opportunities
  • it’s like digital CV
  • conversion opportunities


  • professional networking
  • job opportunities
  • digital CV


  • connections: 1st, 2nd and 3rd degree + fellow members
  • inmail credits
  • pulse
  • groups (1.4 million groups)

Personal vs company page:

managed by single usermultiple admins
following public posts from your groupsfeature your own group
limited metricsadditional analytical insights

Checklist for profile setup:

  • professional header
  • summary
  • experience
  • examples
  • engagement

Aim for all-star profile strength.

Types of premium accounts:

  • job seekers
  • business plus
  • sales navigator
  • recruit lite

Content creation

  • share an update
  • post
  • topic and tone need to be professional
  • keep relevancy
  • post comments
  • show your expertise
  • keep it professional
  • add media
  • call to action
  • use analytics


They are key element of LinkedIn, can be text or media, for variety of purposes. Analytics:

  • hosted on LinkedIn
  • profile: who’s seen your page, where you rank
  • page: followers acquired, page likes, reach engagement, comments and shares

Simply Measured – designed for LinkedIn (free trial).

Top tips:

  • be conscious of your tone
  • use professional language
  • aspire for all-star profile
  • sponsor your best posts
  • don’t limit yourself
  • include media in posts
  • use the business services

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Social networking and microblogging service for broadcasting short posts called tweets. Lifetime of tweet: 17 minutes. 305 millions monthly active users. Who uses Twitter:

  • 23% of all adults
  • 65+ demographics is growing
  • college graduates

Why using Twitter:

  • viral content
  • immediate interaction with brands and celebrities


  • engagement
  • feedback/getting
  • customer satisfaction
  • reach and brand building


  • tweet, 140 characters (original SMS length)
  • retweet, forward or share another tweet
  • like
  • mention
  • direct message
  • hashtags
  • trends

What Twitter offers:

  • data integration
  • virality
  • active management
  • designing for Twitter
  • researching
  • how we strategize
  • implementation

Checklist for account setup:

  • choose username wisely
  • bio
  • images
  • location
  • website
  • contact info
  • have something to tweet
  • share informations between platforms
  • assignement

Best practices for tweeting:

  • have reason for tweeting
  • use context (hashtags)
  • include media (more engagement)
  • add link (use link shortening tools)
  • check spelling
  • are you sure you want to send that tweet?
  • geo-targeting
  • company account

E-commerce on Twitter

“Buy” button is available only in U.S., Twitter offers. Building your base on Twitter takes time. Tips:

  • relevant, well produced content
  • leverage, hashtags and trends
  • follow other popular accounts
  • stay on top of customer comments
  • analyse your posts (

Data driven approach to social media. What we can examine:

  • activity
  • engagement
  • imperssions
  • profile visits

Top tips for Twitter:

  • plan when you are tweeting and why
  • spelling and grammar
  • have contact information
  • be an inovator, try something different
  • actively manage your account
  • be patient
  • be flexible, run promotions and have fun

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Facebook Marketing

Facebook have 1.4 billion active users, 4 out of 10.000 users clicks on advertisement. Three pillars of Facebook:

  • online reputation management
  • conversions: content and ads
  • data analytics

Why People use Facebook:

  • global reach
  • in-house analytics
  • easy demographic targeting


  • customer base
  • accessibility (people regulary check Facebook)
  • verified pages (official source of content)


  • like (reactions)
  • share
  • profile (personal)
  • page (company)
user (individual)business or brand
managed by one usermultiple admins
following public postsyou can like a page to see updates in your news feed
metrics: nonepages have additional metrics

Page setup checklist:

  • category
  • complete business profile
  • images
  • address
  • URL
  • website
  • contact info
  • content
  • customer facing marketing
  • responsibility for maintaining


  • making a post
  • how we engage
  • text and imagery
  • algorithm

What we need for text post:

  • content
  • action
  • honesty


  • spelling errors
  • awkwardness
  • irrelevancy
  • avoid politics and religion

Goals for putting images: product launch and improving visibility of a product. Criteria for images:

  • have logo
  • quality
  • ad copy

Content creation questions:

  • reason to post
  • action
  • who is posting it
  • who I am trying to reach
  • why using Facebook instead of other platforms
  • image, can I inlcude it?

Share 3rd party content only when time and resources are limited. Screen your posts! Watch for competitors (don’t share that content), inappropriate content and other red flags.

How Facebook selects content? Previously used EdgeRank based on affinity, weight and decay. Now has 100.000 ranking factors with machine learning.

Advertising on Facebook

Similar to paid advertising on other platforms:

  • bidding process
  • call-to-action button
  • the future is paid!

Analysing Facebook through Facebook Insights. What can we analyze and why is this important. Top tips:

  • analyse data
  • manage your comments
  • listen to your audience
  • engage
  • tailor your content
  • strategize
  • integrate and self-promote
  • manage your reputation

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Video based platform, place to share video content. YouTube is good for curated (organized and groupped) content. Risks:

  • potential costs of content creation
  • demand for quality


  • easy to consume
  • search engine optimization

Setting up channel (YouTube account):

  • channel art
  • channel icon
  • connect channel from website
  • links back to your website
  • add description of your channel

Managing YouTube

  • needs active management
  • removal of comments (trolls)
  • think who is interested in your product

Top tips:

  • use annotations
  • use YouTube as a support system
  • manage your comments
  • listen to your people
  • tailor your content
  • strategize
  • be realistic
  • integrate and self-promote
  • review your platform (contact, description etc.)

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Dgital community that allows you to post, upload and save images and videos known as pins through collections known as boards.

Creating board:

  • name
  • description (don’t be dull)
  • pick category
  • localization and adding map
  • setting up access

Checklist for pinning:

  • image quality
  • specific topics
  • description (relevant, interesting, unique)
  • correct board
  • links
  • source, location and price
  • integrate with other platforms

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