{"id":9554,"date":"2022-12-05T23:05:04","date_gmt":"2022-12-05T23:05:04","guid":{"rendered":"https:\/\/advesa.com\/?p=4954"},"modified":"2023-01-31T19:06:44","modified_gmt":"2023-01-31T19:06:44","slug":"social-media-marketing-definition-and-strategy","status":"publish","type":"post","link":"https:\/\/advesa.com\/digital-marketing-insights\/marketing\/social-media-marketing-definition-and-strategy\/","title":{"rendered":"Social Media Marketing: Definition and Strategy"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"9554\" class=\"elementor elementor-9554\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-4b4ceac elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"4b4ceac\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7200c33\" data-id=\"7200c33\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-791ba80 elementor-widget elementor-widget-text-editor\" data-id=\"791ba80\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.9.1 - 14-12-2022 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#818a91;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#818a91;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p><span style=\"font-weight: 400;\">Social media now becomes the standard for a business\u2019s digital presence. People tend to engage with and buy from brands with credible and consistent social content. For this reason, social media marketing plays a critical role in the success of every business.<\/span><\/p><p><span style=\"font-weight: 400;\">As of 2022, there are approximately <\/span><a href=\"https:\/\/www.statista.com\/statistics\/278414\/number-of-worldwide-social-network-users\/\"><span style=\"font-weight: 400;\">4.59B social media users<\/span><\/a><span style=\"font-weight: 400;\"> around the world. That\u2019s more than half of the world population! In the upcoming years, this number is projected to increase even more. So how do you get started and leverage social media marketing to grow your brand and engage your buyer?<\/span><\/p><p><span style=\"font-weight: 400;\">In this article, you will learn what social media marketing is and how you can leverage it to grow your business.\u00a0<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-0c457ad elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"0c457ad\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2aff1e0\" data-id=\"2aff1e0\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-8323e77 elementor-widget elementor-widget-heading\" data-id=\"8323e77\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.9.1 - 14-12-2022 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h2 class=\"elementor-heading-title elementor-size-default\">What is social media marketing and why is it important?\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e966f23 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e966f23\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d35b08c\" data-id=\"d35b08c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-09b7bca elementor-widget elementor-widget-text-editor\" data-id=\"09b7bca\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">The implementation of strategies on social media to increase brand awareness and market products and services, and drive website traffic is called <\/span><b>Social Media Marketing (SMM)<\/b><span style=\"font-weight: 400;\">.\u00a0<\/span><span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ), Sans-serif; text-align: var(--bs-body-text-align); background-color: var(--bs-body-bg);\">Tapping into the social media powerhouse is the best way to reach as many people as possible and create meaningful touch points with new and existing customers.<\/span><\/p><p><span style=\"font-weight: 400;\">The power of social media marketing is driven by its increasingly innovative features of social media in three core marketing areas: <\/span><b>connection, communication and customer data<\/b><span style=\"font-weight: 400;\">.<\/span><\/p><p><b>Connection: <\/b><span style=\"font-weight: 400;\">Social media offers a variety of mediums\u2013from content platforms (like Youtube and TikTok) and social sites (Like Facebook and Instagram) to microblogging services (like Twitter)&#8211;for businesses to reach and connect with their target audience locally and globally. Social media marketing allows businesses to connect with their customers throughout their customer journey.\u00a0<\/span><\/p><p><b>Communication:<\/b><span style=\"font-weight: 400;\"> While traditional marketing only offers one-way communication\u2013from business to consumers, social media marketing creates engaging conversations for all parties involved. As social media strategy allows\u00a0<\/span><a href=\"https:\/\/advesa.com\/insights\/featured-articles\/the-rise-in-user-generated-content-and-the-reason-behind-it\/\">user-generated<\/a><span style=\"font-weight: 400;\">\u00a0and community-based content creation and sharing, businesses can leverage the power of the online communities and free advertising opportunities from electronic word-of-mouth (wEOM) recommendations between existing and potential customers<\/span><\/p><p><b>Customer Data: <\/b><span style=\"font-weight: 400;\">In addition to providing companies with a way to engage with existing customers and reach new ones, social media marketing also provides built-in data analytics that allow marketers to track the success of their campaigns and identify more opportunities to engage. Most social media tools have the capacity to extract customer data and turn them into actionable market analysis for businesses to generate the most optimal solutions.<\/span><\/p><p><span style=\"font-weight: 400;\">All of the key features of social media marketing mentioned serve the ultimate purposes of driving traffic back to your website and increase sales through strategically promoting products and service.\u00a0<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-2de21ba elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2de21ba\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-3de3818\" data-id=\"3de3818\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f4cbc7f elementor-widget elementor-widget-heading\" data-id=\"f4cbc7f\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Planning a Winning Social Media Strategy<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-a365191 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"a365191\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-c6cd2d0\" data-id=\"c6cd2d0\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9967903 elementor-widget elementor-widget-text-editor\" data-id=\"9967903\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">A social media strategy is a document outlining your social media marketing goals, the tactics you will use to achieve them and the metrics you will track to measure your progress and success.\u00a0<\/span><\/p><p>A good social media marketing strategy\u00a0should start with defining your <a style=\"font-weight: 400;\" href=\"https:\/\/advesa.com\/insights\/branding\/what-is-brand-positioning-how-to-position-your-brand-for-success\/\">brand positioning<\/a> to your target audience so that you can identify the <a style=\"font-weight: 400;\" href=\"https:\/\/advesa.com\/insights\/featured-articles\/customer-value-what-it-is-and-how-your-business-can-build-it\/\">invaluable resources<\/a> that only you can provide to your audience and potential customers.\u00a0<\/p><p><span style=\"font-weight: 400;\">Understanding your brand tone and personality and expressing them strategically across all platforms will help you attract and nurture the right audience for your brand.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-61e5f38 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"61e5f38\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-40d2f25\" data-id=\"40d2f25\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a2b718d elementor-widget elementor-widget-heading\" data-id=\"a2b718d\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Understand your target audience<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-93c0324 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"93c0324\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-8f5e3b0\" data-id=\"8f5e3b0\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-aec9cb4 elementor-widget elementor-widget-text-editor\" data-id=\"aec9cb4\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">The key to success for many brands on social media is to attract the right audience. Learning and understanding your target audience can help you create\u00a0<\/span><a href=\"https:\/\/advesa.com\/digital-marketing-insights\/marketing\/the-beginners-guide-to-content-marketing-in-2023\/\" target=\"_blank\" rel=\"noopener\">relevant and valuable content<\/a><span style=\"font-weight: 400;\">\u00a0and grow a strong audience base.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Determine the demographics of your customers such as age, gender, and location by asking what they do, where they live, and what social platforms they are on. It is also important to find out what their interests are and what topics they mostly talk about.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\"><a href=\"https:\/\/blog.hootsuite.com\/social-listening-business\/\">Social listening<\/a> can help you discover what your target audience is talking about. Without social monitoring, businesses usually exercise their effort aimlessly and are more likely to fail to make any return on their investment in social media marketing.\u00a0<\/span><span style=\"font-weight: 400;\"><br \/><\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-ae873b2 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"ae873b2\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-403b69d\" data-id=\"403b69d\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f966359 elementor-widget elementor-widget-heading\" data-id=\"f966359\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Understand your brand tone\/persona\n<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-d6e4723 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"d6e4723\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-b7ef0e4\" data-id=\"b7ef0e4\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-72fde35 elementor-widget elementor-widget-text-editor\" data-id=\"72fde35\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Brands&#8217; social media accounts tend to have some personality. For some, it\u2019s professional and informative and for others, it\u2019s witty and humorous.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">If you already have a brand voice established for your overall marketing strategy, you can extend that to your social media marketing strategy with a tailored approach by social platforms.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Since social media is predominantly content-oriented, visuals, captions and related copy are crucial pieces of branding your social media posts. The content usually shares the same voice and tone guide, which should embody the\u00a0<\/span><a href=\"https:\/\/advesa.com\/digital-marketing-insights\/culture\/10-brand-philosophy-examples-align-your-company-culture\/\" target=\"_blank\" rel=\"noopener\">brand philosophy<\/a><span style=\"font-weight: 400;\">, personality traits and vocabulary.\u00a0\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">If you have multiple people managing your accounts, having a guide to reference keeps your team aligned so it doesn\u2019t seem like your company is writing from different perspectives.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Data collection is key when it comes to social media marketing because your knowledge on your target audience will define the right social media marketing strategy for your business.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-ced5451 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"ced5451\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-9cc3dc2\" data-id=\"9cc3dc2\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-426fdb0 elementor-widget elementor-widget-heading\" data-id=\"426fdb0\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Social media advertising<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-b11180b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"b11180b\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-11667b7\" data-id=\"11667b7\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-de27df5 elementor-widget elementor-widget-text-editor\" data-id=\"de27df5\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Identifying the type of social media marketing as part of your strategy will help you effectively structure your budget. Paid and organic social advertising are both powerful tools best harnessed for different goals. Understanding the pros and cons of each type will help you create a holistic approach that balances awareness with conversion.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-51faf00 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"51faf00\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7c2d356\" data-id=\"7c2d356\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f69709c elementor-widget elementor-widget-heading\" data-id=\"f69709c\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Organic social media\n<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-d998593 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"d998593\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-3bf9b2c\" data-id=\"3bf9b2c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-84e9b42 elementor-widget elementor-widget-text-editor\" data-id=\"84e9b42\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><b>Organic social media<\/b><span style=\"font-weight: 400;\"> refers to the free content (posts, photos, video, stories, etc.) that all users, including brands and their audience, share with each other on their feeds.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">As a brand, when you post organically on your account, you can expect reach and engagement from the following sources:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A percentage of your followers<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Your follower\u2019s followers (if your followers decide to share your post)<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">People following any hashtags you use.<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">Non-paid social organic advertising can also come from your\u00a0<\/span><a href=\"https:\/\/advesa.com\/digital-marketing-insights\/branding\/what-is-brand-advocacy-how-to-use-it-to-grow-your-business\/\" target=\"_blank\" rel=\"noopener\">brand advocates<\/a><span style=\"font-weight: 400;\">\u00a0in the form of <\/span><a href=\"https:\/\/advesa.com\/insights\/featured-articles\/the-rise-in-user-generated-content-and-the-reason-behind-it\/\"><b>user-generated content <\/b><span style=\"font-weight: 400;\">(UGC).<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/a><\/p><p><span style=\"font-weight: 400;\">UGC is any form of content, such as images, videos, test, and audio, that is posted by users on online and social media platforms.\u00a0<\/span><\/p><p>In a gigantic sea of information and new content rolling out every day, authentic social content is the floater for content creators to stay afloat. People are more likely to trust and buy products recommended by people who have no affiliation to the brand. Incorporating authentic social content into your social media strategy\u00a0will help you increase your brand trust and credibility.\u00a0<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-4528689 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"4528689\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-8d0e091\" data-id=\"8d0e091\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6a4c2fe elementor-widget elementor-widget-heading\" data-id=\"6a4c2fe\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Paid social content<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-0a3f5eb elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"0a3f5eb\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-eb7770e\" data-id=\"eb7770e\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-bbeda4f elementor-widget elementor-widget-text-editor\" data-id=\"bbeda4f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">On the other hand, <\/span><b>paid social content<\/b><span style=\"font-weight: 400;\"> refers to content shared on Facebook, LinkedIn, Twitter, YouTube, etc with specific new targeted audiences when brands pay money to these platforms.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Paid posts are the best way for brands to target new audiences on social media and convert them to customers. Business and organizations use paid promotion on social to:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Raise brand awareness and attract new followers in a shorter amount of time compared to organic non paid content<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Promote their newest deal, content, event, etc<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Generate leads<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Drive conversions<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">NOTE: Paid social media marketing generally does not include influencer marketing, which is typically arranged directly with the influencer on a particular platform. For more information on influencer marketing, check out our <a href=\"https:\/\/advesa.com\/insights\/marketing\/key-strategies-for-influencer-marketing\/\">key strategies for influencer marketing.<\/a><\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-ca8a345 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"ca8a345\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2583525\" data-id=\"2583525\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3e8b28a elementor-widget elementor-widget-heading\" data-id=\"3e8b28a\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Building Your Social Media Marketing Calendar<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5f1fdf3 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5f1fdf3\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-020026d\" data-id=\"020026d\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c2c0989 elementor-widget elementor-widget-text-editor\" data-id=\"c2c0989\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Advanced planning and scheduling are extremely important parts of a successful social media strategy to ensure every step leading up to and after content posting and engagement is implemented timely and smoothly. A social media marketing calendar can help you visualize all your planned posts for the next weeks or months ahead.<\/span><\/p><p><span style=\"font-weight: 400;\">Here are some factors to consider for your social media marketing calendar:<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-012b159 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"012b159\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-415823a\" data-id=\"415823a\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-10359da elementor-widget elementor-widget-heading\" data-id=\"10359da\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Frequency and Consistency\n<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-598e9dd elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"598e9dd\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-189b5ad\" data-id=\"189b5ad\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-cf97b7d elementor-widget elementor-widget-text-editor\" data-id=\"cf97b7d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><b>Frequency<\/b><span style=\"font-weight: 400;\"> indicates how often you post on social media and <\/span><b>consistency<\/b><span style=\"font-weight: 400;\"> is the quality of always behaving or performing in a similar way, or of always happening in a similar manner.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">To maximize the effectiveness of social media marketing, you need to be strategic with the frequency and consistency of your content.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">For each social network, there is an approximate frequency of posting that optimizes your ability to connect with your target audience. In addition, you must be consistent in tone used, the way you communicate online, the types of content you share and your posting schedule, so that people can better recognize and remember your brand.\u00a0<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7e4dbb5 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7e4dbb5\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-10fe4ef\" data-id=\"10fe4ef\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5ee0432 elementor-widget elementor-widget-heading\" data-id=\"5ee0432\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Original vs. curated content\n<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-c774108 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"c774108\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-0f16bf7\" data-id=\"0f16bf7\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e270df1 elementor-widget elementor-widget-text-editor\" data-id=\"e270df1\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">One of traditional marketing\u2019s common practices was to create as much original content as possible. But creating original and engaging content on a daily basis is a time-consuming task, if ever possible.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Marketers now depend on other sources and other companies for ready content and simply share them from time to time. This has given rise to content curation. <\/span><\/p><p><span style=\"font-weight: 400;\">Contrary to <\/span><b>content creation<\/b><span style=\"font-weight: 400;\">, which means that you create original content that is unique to your brand, <\/span><b>content curation<\/b><span style=\"font-weight: 400;\"> is the process of gathering existing information related to a topic relevant to your niche and sharing it with your followers.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">While original content is important when it comes to building a unique voice for your brand, it can be time-consuming and challenging to upkeep on a daily basis. Generally, curated content takes less effort than creating fresh new content. However, you need to be mindful of competition and your own reputation when using curated content.\u00a0<\/span><\/p><p>Considering the pros and cons of each type of content, it is best to use a blend of original and curated content. Both are powerful methods for your social media\u00a0strategy and calendar and can aid your brand\u2019s growth.\u00a0<\/p><p><span style=\"font-weight: 400;\">The <\/span><i><span style=\"font-weight: 400;\">rule of thumb<\/span><\/i><span style=\"font-weight: 400;\"> is to start off sharing 40% created and 60% curated content and adjust it from there according to what resonates with your audience. <\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-9f57da6 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"9f57da6\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4729819\" data-id=\"4729819\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4fd77a1 elementor-widget elementor-widget-heading\" data-id=\"4fd77a1\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Caption with brand tone and relevant hashtags\n<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-89ced63 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"89ced63\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-ff80dcf\" data-id=\"ff80dcf\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-aa6cee2 elementor-widget elementor-widget-text-editor\" data-id=\"aa6cee2\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Caption is an essential factor of\u00a0social media marketing, which can define the success of your social media strategy. While it is true that most social media platforms are visual-oriented, the most impressive visual is incomplete without an engaging story to go along with it.\u00a0<span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ), Sans-serif; font-size: var( --e-global-typography-text-font-size ); text-align: var(--bs-body-text-align); background-color: var(--bs-body-bg);\">The caption of the Instagram post tells the audience the story behind the visual, adding context to the post. Besides, an effective caption offers an opportunity to spark conversations and trigger desirable actions. It also allows you to connect with your community.<\/span><\/p><p><span style=\"font-weight: 400;\">In addition to engaging captions, attaching relevant hashtags to your post will help increase your exposure and chances of getting discovered by new audiences. All of these factors are needed to beat the Instagram algorithm and ensure the success of your social media strategy.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Here are a few things to keep in mind when creating captivating captions and using hashtags:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Keep it simple<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Be authentic<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Create an attention-grabbing opening line<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Use power words<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Include a question and call-to-action<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Add some humor<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Don\u2019t over sell<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Don\u2019t forget to add relevant hashtags to create visibility for your content. People can find your content through hashtags. Hashtags also help you touch on the interests of your target audience.<\/span><\/li><\/ul>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-12a20db elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"12a20db\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-422424e\" data-id=\"422424e\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-00f7b7a elementor-widget elementor-widget-heading\" data-id=\"00f7b7a\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Measuring Your Success (Analytics\/ROI)<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-d9b8122 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"d9b8122\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-c7ae4ed\" data-id=\"c7ae4ed\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e7c1dba elementor-widget elementor-widget-text-editor\" data-id=\"e7c1dba\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">As you plan your social media marketing campaign and calendar, you need to determine how you will evaluate your success. Without metrics to track the progress of your social media strategy, it\u2019s hard to know which efforts are paying off and how to optimize your resources.<\/span><\/p><p><span style=\"font-weight: 400;\">The number of followers alone is not always a good indicator to reflect the level of your success. There are other more reliable indicators that you should take into account when tracking your social media marketing efforts.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Here are some common KPIs you should pay attention to:<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-fbf758d elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"fbf758d\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4dd7e00\" data-id=\"4dd7e00\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-b954581 elementor-widget elementor-widget-heading\" data-id=\"b954581\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Engagement rate<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-0128f55 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"0128f55\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-81360ea\" data-id=\"81360ea\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3074078 elementor-widget elementor-widget-text-editor\" data-id=\"3074078\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><a style=\"font-family: var( --e-global-typography-text-font-family ), Sans-serif; font-size: var( --e-global-typography-text-font-size ); text-align: var(--bs-body-text-align);\" href=\"https:\/\/sproutsocial.com\/insights\/social-media-engagement\/\" target=\"_blank\" rel=\"noopener\">Engagement<\/a><span style=\"font-weight: 400;\">\u00a0is, by far, the most important social metric of all. The more engagement your post receives, the higher your viral reach is likely to be.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Consistent high engagement means your audience knows and trusts you. It\u2019s an indicator that you\u2019ve created a community around your brand.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">When measuring engage, here are some common metrics to pay attention to:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Likes and shares: From Facebook to YouTube, liking and sharing are universal actions users can take to express appreciation and interest in your content<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Audience growth: the rate at which your followers grow in a given period of time. This indicator can inform your posing schedule and consistency.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Followers\/following ratio: Your follow ratio indicates your credibility on social media. If you follow 500 people but only 90 follow you, it may turn people off from following you.<\/span><\/li><\/ul>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-1671d6f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"1671d6f\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-3563a6b\" data-id=\"3563a6b\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-923dc0b elementor-widget elementor-widget-heading\" data-id=\"923dc0b\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Impressions\/Reach\n<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-feea138 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"feea138\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1776990\" data-id=\"1776990\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5389cc8 elementor-widget elementor-widget-text-editor\" data-id=\"5389cc8\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Impressions and reach of social media platforms tell you very different things about the performance of your ads and content. <\/span><b>Impressions <\/b><span style=\"font-weight: 400;\">calculate how many times your content is displayed no matter if it was clicked or not. If an ad pops up on people\u2019s screen a total of 300 times, the number of impressions for that ad is 300.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">\u00a0<\/span><b>Reach<\/b><span style=\"font-weight: 400;\"> is the number of people who have seen your content. If 100 total people have seen your ad, that means your ad\u2019s reach is 100.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">There are 3 types of reach on most of the major social platforms:<\/span><\/p><p><b><i>Organic reach:<\/i><\/b><span style=\"font-weight: 400;\"> refers to the number of unique people who saw your content organically (for free) on their feed or explore page.<\/span><\/p><p><b><i>Paid reach:<\/i><\/b><span style=\"font-weight: 400;\"> is the number of people that see a piece of content that has been paid for, like an ad. It\u2019s often determined by factors like budgets and audience targeting.<\/span><\/p><p><b><i>Viral reach: <\/i><\/b><span style=\"font-weight: 400;\">is the number of people who saw your content because one of their friends interacted with it by sharing, liking, or commenting on.\u00a0<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-d851afb elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"d851afb\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-b2ad155\" data-id=\"b2ad155\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e828155 elementor-widget elementor-widget-heading\" data-id=\"e828155\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Conversion KPIs\n<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6bff367 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6bff367\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4f6b0a3\" data-id=\"4f6b0a3\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c03d239 elementor-widget elementor-widget-text-editor\" data-id=\"c03d239\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Conversion KPIs measure how many social interactions turn into website visits, newsletter sign-ups, purchases or other desired actions. Conversion metrics reflect how effective your social media strategy is and whether it\u2019s leading to actionable outcomes. This KPI group usually include:<\/span><\/p><p><b>Conversion rate\u00a0<\/b><\/p><p><span style=\"font-weight: 400;\">This indicator refers to the number of users who perform the actions outlined in your social media call-to-action, such as visit your website or landing page, subscribe to a mailing list, make a purchase, etc.) compared to the total number of clicks on that given post. A high conversion rate shows that your content actually delivers value which makes the client want to take action.\u00a0<\/span><\/p><p><b>Click-through rate (CTR)<\/b><\/p><p><span style=\"font-weight: 400;\">CTR is the percentage of people who view and click on your post CTA (call to action) it included.<\/span><\/p><p><b>Bounce rate<\/b><\/p><p><span style=\"font-weight: 400;\">Bounce rate is the percentage of people who click on your post, but then shortly leave the page without engaging or taking action.<\/span><\/p><p><b>Cost per click<\/b><\/p><p><span style=\"font-weight: 400;\">CPC is the amount you pay a social media platform per every time someone clicks on your paid social media post.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-72d6a5f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"72d6a5f\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2cf742b\" data-id=\"2cf742b\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c88d3f1 elementor-widget elementor-widget-heading\" data-id=\"c88d3f1\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Flourish on social media and grow your business<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-761d2de elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"761d2de\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-cfa5100\" data-id=\"cfa5100\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-0c829a8 elementor-widget elementor-widget-text-editor\" data-id=\"0c829a8\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>While most businesses choose to refuse to take action, you have the opportunity\u00a0<\/p><p>Since the rise of social media and in influencer marketing, the dimensions of social media marketing have completely shifted. Use this blueprint to distance yourself from all the noise and to connect and engage with your target audience.\u00a0<\/p><p>Now the time has come to take matters into your own hands and create your own influencer marketing strategy. If you can\u2019t find the time and resources to do the work, it\u2019s wise to <a href=\"https:\/\/advesa.com\/branding-and-design\/\">partner with a team of brand and design experts<\/a>. Either way, your business will flourish on social media.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-1ecab807 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"1ecab807\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-214fec37\" data-id=\"214fec37\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5094345f elementor-widget elementor-widget-heading\" data-id=\"5094345f\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Share:<\/h1>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-6a743539\" data-id=\"6a743539\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-243fda19 elementor-share-buttons--view-icon elementor-share-buttons--skin-gradient elementor-share-buttons--shape-square elementor-grid-0 elementor-share-buttons--color-official elementor-widget elementor-widget-share-buttons\" data-id=\"243fda19\" data-element_type=\"widget\" data-widget_type=\"share-buttons.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<link rel=\"stylesheet\" href=\"https:\/\/advesa.com\/wp-content\/plugins\/elementor-pro\/assets\/css\/widget-share-buttons.min.css\">\t\t<div class=\"elementor-grid\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-grid-item\">\n\t\t\t\t\t\t<div class=\"elementor-share-btn elementor-share-btn_facebook\" tabindex=\"0\" aria-label=\"Share on facebook\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-share-btn__icon\">\n\t\t\t\t\t\t\t\t<i class=\"fab fa-facebook\" aria-hidden=\"true\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-grid-item\">\n\t\t\t\t\t\t<div class=\"elementor-share-btn elementor-share-btn_twitter\" tabindex=\"0\" aria-label=\"Share on twitter\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-share-btn__icon\">\n\t\t\t\t\t\t\t\t<i class=\"fab fa-twitter\" aria-hidden=\"true\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-grid-item\">\n\t\t\t\t\t\t<div class=\"elementor-share-btn elementor-share-btn_linkedin\" tabindex=\"0\" aria-label=\"Share on linkedin\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-share-btn__icon\">\n\t\t\t\t\t\t\t\t<i class=\"fab fa-linkedin\" aria-hidden=\"true\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Social media now becomes the standard for a business\u2019s digital presence. People tend to engage with and buy from brands with credible and consistent social content. For this reason, social media marketing plays a critical role in the success of every business. As of 2022, there are approximately 4.59B social media users around the world. [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":9617,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[20,51],"tags":[],"_links":{"self":[{"href":"https:\/\/advesa.com\/wp-json\/wp\/v2\/posts\/9554"}],"collection":[{"href":"https:\/\/advesa.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/advesa.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/advesa.com\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/advesa.com\/wp-json\/wp\/v2\/comments?post=9554"}],"version-history":[{"count":7,"href":"https:\/\/advesa.com\/wp-json\/wp\/v2\/posts\/9554\/revisions"}],"predecessor-version":[{"id":10359,"href":"https:\/\/advesa.com\/wp-json\/wp\/v2\/posts\/9554\/revisions\/10359"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/advesa.com\/wp-json\/wp\/v2\/media\/9617"}],"wp:attachment":[{"href":"https:\/\/advesa.com\/wp-json\/wp\/v2\/media?parent=9554"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/advesa.com\/wp-json\/wp\/v2\/categories?post=9554"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/advesa.com\/wp-json\/wp\/v2\/tags?post=9554"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}