Social Media Marketing (PART TWO)

Learn how to develop a cohesive strategy for brands, including publishers, authors, and digital publishing verticals. Explore how to use social media to optimize content, monitor and interact with trends and develop a voice for your brand. Users will gain an understanding of agile marketing, native and influencer marketing, the basics of social media advertising, and community management. Ultimately, the goal is to convert social media metrics to book sales. 

Voice:

• How do brands determine who is in their audience and what does that mean for developing a voice:

• (Will include notes from AC: Using humor, tugging at heartstrings: how emotions play into effective social media campaigns)

Engaging your community:

• Best practices for publisher / imprint channels and author channels
• How to amplify positive content and respond to the negatives

Monitoring and responding to trends:

• Spotting Trends
• Listening Tools (free and trial)

Video 2 Optional Assignment: Trend Spotting

Think about an event, news article or cultural moment (examples: a royal wedding, the Olympics, a trending topic on Twitter).

Imagine you are a publisher who is looking to capitalize on this social media engagement and pick a book, article or piece of content (this can be real or something you’ve made up for the assignment) and tie it to the trending event of your choice. You will brainstorm one post for the following platforms:

• Twitter
• Facebook
• Instagram
• TikTok

Each post will relate the book/article/content to the trend in some way. Include an outline for what images or video might be used and write a caption in keeping with the parameters of each platform.

After, write a short reflection for each piece of content: what was specific for the platform? What voice did you use? Did you include anything extra (a hashtag, link, tagging another account)? Why did you choose the copy, image or tone for this post and platform?

Glossary

• KPI (Key Performance Indicators)
• A quantifiable measurement of performance for a specific objective.
• Engagement
• Includes all likes, replies and comments (think active participation)
• Interaction/Interaction Rate
• Includes likes and comments along with shares, video views and link clicks  (think active AND passive participation)
• Reach
• “The total number of people who have seen your posts in their newsfeed, or on your Page's Timeline”
• Impressions
• “The total number of times any organic or paid content from your Page or about your Page appeared on someone's screen. Content can include posts, check-ins, ads, stories from friends who interacted with your Page, and more”
• Open Rate: % of people who opened an email
• CTR (Click-Thru Rate): % of people who clicked a link in an email
• Intent to Purchase: customers who clicked a buy link, indicated they intended to purchase (often with a specific retailer)

Additional Resources, Websites and Blogs