Coursera- Social Media Management

Created by Maria Acuña, Modified on Fri, 13 Sep at 5:31 PM by Maria Acuña

Focus: Facebook and Instagram.

Social media offers a platform for businesses to connect to customers and potential customers.

With social media, marketers can become part of the conversation and social media marketing can help businesses launch products, generate sales and provide excellent customer service.

Social media marketing involves making authentic connections and providing value through content and interaction.

Social Media Management Overview

Managing Social Media Presence

Creating great content

Building and presenving the brand

Reacting and responding to comments and trends

Understanding what content works

Social Media Presence

Components of a Social Media Profile

1. Account Name

2. Profile picture: Logo

3. Cover photo: Choose an image that tells people something about the business. Maybe it shows products, a behind the scenes photo, a reference to a current add campaign, and so on.

4. Contact information

5. Description: Add a description of the business that tells people what is about, anything that will give people good idea of what the business is and what it stands for.

6. Call-to-action (CTA): Is a way to highlight what you would like people to do after seeing your profile (Shop Now or Learn More, link to website).

More information: PDF-Create a Social Media Presence for Your Business

What Is a Brand

Products or services
Felling when logging on to the website or at a location
Logo, colors and images
Words and voice use to communicate
The stories the business tell about what they do
Principles and values
Connection and how it makes the consumer feel
Creating a personality or identity for your business that differentiates from competitors

A brand's ultimate goal is to not only have consumers buy their products, but to identify with the brand so much that they become an advocate for it.

Function of a Brand

Build trust

Brands tend to have a history associated with them, with established consistent stories, products, and experiences.

Build conections

A brand connects through believes it communicates, and draws in customers who share the same beliefs.

Enable recognition

Brands are a signal to consumers about what they can expect from the product and who it belongs to.

Ease selection

Brands also create an ease of selection for a consumer who has had positive interactions with that brand before.

Signaling device

Consumers may buy the brand because they want to signal that they have the values or lifestyle that a brand presents. People may buy products of a status symbol brand for instance.

Foster loyalty

Creating a brand can foster loyalty enough that customers will follow the brand to new products and innovations.

Price sensitivity

Customers loyal to a brand may also have less pricing sensitivity as well.

Facilitates company decision making

Having a strong brand is a benefit for the internal marketing team, as all decisions surrounding social media communication website. And in store experience, the way they interact with customers and even new product packaging is filtered through their branding framework.

The Brand Framework - EPIC Framework

Existence

Purpose

Identity

Connection