Social Media Marketing- an Overview

Social Media Marketing or Campaigning specifically on Facebook, Instagram, and Twitter can be highly beneficial for a Brand or an Author. Social media ads are specially targeted towards awareness and building an audience circle; however, they may also be used to target an ‘increase in sales,’ but this will be achieved over time with awareness.

During the start of a Social Media advertisement campaign, there may be a spike in sales, but this will be short-lived, and later sales will be increased only through consistent and increased awareness with the continuation.

Twitter ads are costly, but Facebook, together with Instagram, provides cost-effective solutions for densely populated countries. Facebook and Instagram Campaigns tend to become a bit expensive in highly developed countries or countries with a low population density; however, Facebook and Instagram Ads always costs less over Twitter and LinkedIn Ads.

LinkedIn is a social network of employers, employees, and dignitaries of companies and the business industry. LinkedIn Advertisement can be very costly but are a robust option when the target of an advertisement campaign is recruitment or attracting an investor or any other professional exposure.

Some Important Types of Social Media Marketing Campaigns

• Awareness Campaigns
• Reach Campaigns
• Lead Generation Campaigns
• Website Traffic Generation Campaigns
• Post Engagement Campaigns
• Video Views Campaigns
• Followers Campaigns

Awareness Campaigns for Brands or Authors, or other Individuals and Reach Campaigns are targeted towards reaching more and more people. Ads may be shown as a single or multiple time over a specific period. It creates public awareness. These campaigns are charged for every 1000 impressions served and costs less than all other types of campaigns.

Post Engagement Campaigns are targeted towards post shares, likes, etc. these types of campaigns are moderately priced.

Page Like or Followers’ Campaigns are charged on per like/ follower basis and are very costly. Page like or follower campaign is available separately on Facebook Ads, but on Twitter and LinkedIn, there is no option to run a follower campaign; instead, the people may choose the following option or like an option or both from a post-engagement campaign.

Lead Generation Campaigns can be targeted towards the generation of leads, such as collecting customer information or form fill or other similar targets; these are charged on per lead basis and can be very costly.

Comments & Suggestions

# Social media marketing is best when it is targeted towards public awareness or customer base creation; it is not a very good option to generate direct sales.

# Awareness and Reach campaigns can be run from time to time to create awareness at a low cost. Post engagement campaigns can be used to generate awareness as well as public engagement, while Page Like or Followers’ campaign can be used to create a customer base; this may be costly but highly beneficial in the long run.

# Facebook has the most significant number of users and is the best option to target the general population. Face ads cost less over Twitter and LinkedIn ads and offers a variety of filter options w.r.t factors such as age, location, qualification, interest, behavior, job profile, etc.

# If the target is the standing class such as celebrities, writers, politicians, etc. Twitter will prove a better option. On the other, if the goal is the professional class, then LinkedIn will yield the best results.

Final Comment: Social media Marketing is the best option for brand name exposure and creating a customer base.

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