What is Social Media Marketing​

What is Social Media Marketing

Social media marketing is the use of social media channels to communicate with your audience to create your brand, improve sales and increase traffic on websites. It includes posting great content on your social media profiles, listening to your followers and engaging them, reviewing your performance, and running social media ads.


The main (currently) social media platforms are Facebook, Instagram, Twitter, LinkedIn, Pinterest, YouTube, and Snapchat.



There are also a number of social media management tools that help companies get the most out of the aforementioned social media platforms. For starters, Buffer is a network of social media management tools that can help you make your social media marketing success. Whether you’re looking to build a brand or grow your company, we want to help you succeed.

Publishing started first with social media marketing. Businesses posted their social media content to generate traffic to their websites and, potentially, sales. Yet social media has evolved far beyond merely being a place to broadcast content.


Nowadays, businesses use a myriad of different methods of using social media. For example, a company that is concerned about what people feel about its brand should track discussions on social media and respond to specific mentions (social media listening and engagement). A business that wants to understand how it performs on social media with an analytics tool (social media analytics) will evaluate its scope, interaction, and sales on social media. A company that wants to reach a specific audience on a scale will run highly targeted social media advertising (social media ads).


Those are also sometimes referred to as social media management as a whole.

The 5 Main Pillar of Social Media Marketing

1. Social Media Strategy

Before jumping straight into and posting something on social media, let’s take a step back and take a look at the bigger picture. The first move is to think about your plan for social media.


What are your targets? How can social media help you achieve your goals for the business? Some businesses use social media to increase awareness of their products, others use it to drive traffic and sales on websites. Social media can also help you build awareness around your brand, create a community and serve your clients as a customer support platform.


What social media platform do you want to focus on? As mentioned above, the major social media sites are Facebook, Instagram, Twitter, LinkedIn, Pinterest, YouTube, and Snapchat. Smaller and up-and-coming sites, including Tumblr, Tik Tok, and Anchor, as well as social media apps like Messenger, WhatsApp, and WeChat also exist. It’s better to pick a few channels that you think your target audience is on when you launch than to be on all platforms.


What kind of content do you wish to share? Which type of content best appeals to your target audience? Is this a picture, a video or a link? Is it material that is informative or entertaining? A good starting point is to create a marketing identity that will help you answer those questions. And that doesn’t have to be fixed forever; according to how your social media posts work, you can always change your approach.


2. Planning and Publishing


Small business social media marketing usually starts with having a consistent social media presence. Nearly three billion (3,000,000,000!) people use social media. By being active on social media platforms, you are giving your brand an opportunity for your future customers to explore.


Publishing on social media is as easy as posting on a social media platform a blog post, a picture or a video. It is just like posting on your personal Facebook profile. But instead of producing and publishing content randomly, you’ll want to schedule the content ahead of time.


You also need to publish great content that your audience enjoys, at the right timing and frequency to ensure you optimize your impact on social media.


There are now a number of social media scheduling tools, such as Buffer Post, that can automatically help you post your content at your preferred time. It saves you time and allows you to meet your audience when the content is most likely to be engaged.


3. Listening and Engagement

Conversations about your brand will also increase as your company and social media followers. People are going to comment on your social media posts, tag you in their social media posts or directly contact you.


People on social media might even talk about your brand without letting you know. So you’ll want to track the discussions about your brand on social media. If it is a positive comment, you get an opportunity to impress them and please them. Then, before it gets worse, you can offer support, and fix a situation.


All your updates can be reviewed manually across all social media platforms but this is not productive and you won’t see messages that didn’t tag the social media profile of your company. Alternatively, you can use a social media listening and communication tool, including Buffer Response, which aggregates all your social media mentions and comments, including posts that didn’t tag the social media profile of your company.


4. Social Channel Analytics 

You’ll want to learn how your social media marketing is doing along the way, whether you’re publishing content or communicating on social media. Do you meet more people on social media than you did last month? How many positive mentions will you get one month? How many people have used the hashtag of your mark on their social media posts?


A basic level of such information is generated by the social media platforms themselves. You can use the broad range of social media analytics tools available, including Buffer Analyze (in closed beta), to get more in-depth analytics information or to easily compare it across social media platforms.


5. Advertising on Social Media

When you have more funds to expand your social media marketing, social media advertising is one area you should consider. Advertising on social media lets you reach a wider audience than those who follow you.


Social media advertising channels are nowadays so strong that you can specify exactly who you want to show your ads to. Based on their demographics, preferences, attitudes, and more you can build target audiences.


You should start using a social media advertising tool to make bulk changes, automate processes and optimize the ads while running multiple social media advertising campaigns at once.

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1 Comment

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