Social Media Marketing: How to do it, Types, Tools & Tips

Times are changing. Social media marketing is more than posting on Facebook and Twitter a few times a day. If you want to build your brand, engage your prospects, and increase sales, it takes time and effort.

You have to stand out from the crowd of competitors, social media noise, and even compete with influencers, celebrities, and other big names.

You need a better social media strategy.

Often, as with any innovative marketing, you’ll find that you need to move away from traditional social media platforms—and continue to find new ways to reach your target customers.

TikTok’s popularity highlights the importance of staying up-to-date with the ever-changing digital world to avoid missing out on key opportunities.

Social Media Marketing Guide Definitions

Here are some common terms you should know when developing your social media marketing strategy.

SMM: Content

Content is what you post on social media. It can be a Facebook status update, a video on Instagram, a tweet and so on.

Content comes in many forms and you need to adapt it for each platform. However, context is more important than content.

SMM: Context

For example, you might have a great joke, but if you put it somewhere in a 3,000-word blog post, very few people are likely to see it. However, on Twitter, the same joke in a tweet can crush it.

Plus, anyone can get in on the fun. Judging by the most retweeted, funny tweets, even the CIA sees the value of using social media to generate some positive buzz.

The opposite is also true. It’s impossible to package your entire blog post into a single tweet, so try a good call to action with some relevant hashtags instead. And that brings us to hashtags.

SMM: Hashtags – Social Media Marketing

By now you probably know that hashtags are a very common tool that people use to add meta information to almost all social media channels. Twitter, Facebook, Instagram and Pinterest all use hashtags to describe the topic of your content or mark it as part of current trends.

They make your content easier for users to find, so they’re more likely to share it.

SMM: Shares

Shares are the currency of the social media world.

When people engage with your content, it feels good. But if they share it, it’s time to celebrate.

BuzzSumo is the best social media tool for measuring shares and overall impact of content.

The more shares, the more people like your content. Shares are the best form of engagement people have.

SMM: Engagement

It’s a general term that refers to how people interact with the content you create. It can be a like, reaction, comment or share. All this is good, but the stocks are where they are.

Now that we’ve covered some social media definitions, let’s look at the main pillars of social media.

SMM: Core Pillars of Social Media Marketing

There’s no doubt about it: these days, your business needs to be on social media, and your social media strategy needs to focus at least as much of your marketing efforts (and budget).

With 4.48 billion people having social media accounts, there is a whole world of potential customers that any business can reach by logging in and creating great content.

Brands like BooHoo, Depop and Chipotle excel at social media, and for one simple reason: they integrate the key pillars of social media marketing.

There are five main pillars. Let’s talk about them one by one.

SMM: Strategy

A good social media marketing strategy is the backbone of your social media presence. Without a strategy, you’re wasting time, unlikely to achieve your goals, and most likely struggling to reach your target audience.

If you’re not sure, content strategy is all about getting the “right content, to the right people, at the right time.”

In its most basic terms, a content strategy helps you achieve your business goals by enabling you to:

  • Create valuable content
  • Vote engagement
  • Increase conversions

A good social media marketing strategy should have clear goals, specific plans to achieve those goals, and be measurable.

Finally, you need to set benchmarks to see how things are going and if you need to change your approach.

SMM: Planning and Publish

Social media is a powerful tool, but you can’t go out there and publish content without a plan behind it.

When you plan content:

  • Know your audience: To communicate with your audience you need to know their demographics.
  • Focus on quality: Quality of content is just as important as quantity.
  • Consider your brand: Being consistent with your brand values ​​is key.

When it comes to publishing, there is one golden rule: consistency. A regular release schedule keeps people coming back for more.

Listening and Engagement

Plan your content and above all, really engage with your audience.

Your feedback will not always be positive; But, if you don’t make changes, neither will the tone of your answers.

Listening and engagement are part of a successful digital transformation, especially if you’re going to improve the overall customer experience.

It’s also worth noting that social listening isn’t just about customer experience. This will allow you to:

  • Pick up new trends
  • Identify new income streams
  • Get industry insights
  • Find influencers in your niche

Need some help getting started with social listening? Hootsuite has a free introductory tool for measuring keywords and hashtags.


The success of any social media marketing campaign depends on analytics to track and collect data. Without this information, you cannot:

  • To understand user behavior
  • Refine your strategy
  • Find out which platform works best for your brand
  • Find the best times to post
  • Analyze your competitors

Once you have all of these, you’ll know for sure what works and what doesn’t. That way you can spend more time on what you’re doing and less time wasted. In turn, analytics will inform the decisions you make for future campaigns – and greatly impact success rates.

Likewise, A/B testing is great for determining which content, design, CTAs, etc. work best.

If you’ve noticed that certain types of content get twice as much engagement as other posts, play around with that.

For example, if you’re a small business owner, your followers are mostly family and friends who love personal insight and celebratory posts because they care about you and your successes.

Creating high-quality content that your audience isn’t interested in will reduce engagement levels. Before you start feeding those intelligence industry blogs, you need to work to make sure your posts are showing up in people’s feeds.


For anyone looking for an audience, social media advertising is worth exploring. With approximately 2.89 billion active monthly users on Facebook alone, this is an incredible amount of opportunities.

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