A – Z of Social Media Marketing


  • Analytics– A highly useful tool when developing your business through social media as it allows you to gain a better understanding of your audience. Each social media platform has their own form of analytics (some more detailed than others) as well as the most known – Google analytics, which is ideal for a more in depth analysis of your website.



  • Branding– develop a distinct and unique brand allows customers to recognise your business quickly, which is mightily important in the noise of your audience’s social media feeds. Aim to stand out from other businesses by adding a consistent colour scheme and tone of voice that conveys a little bit of your dazzling personality.

  • Blogs– writing informative, relevant articles and blog posts is perfect for adding content to your social media, but also a great way to drive people to your website. Posts of 500 words + helps push you up the rankings on Search Engines, because you are regularly updating the content on your site.

  • Buffer – an easy to use platform allowing you to schedule your social media content across your platforms. The site allows you to have a free account to manage one Twitter, Facebook (page or profile), and LinkedIn account with up to 10 updates in your scheduler.



  • Call – to – action – a must have feature that allows people to take quick steps in order to ‘see more’ or ‘get in touch’. These can feature on your social media posts as well as frequently throughout your website. Making your online presence as user friendly as possible will increase customer satisfaction as it is a direct route to the cont ent they want to see.

  • Content – by posting creative, interesting content not only sets your business apart from the rest, but allows your audience to learn more about your brand and your company’s personality. Make sure you have visual posts so to stand out from the crowd and keep on brand.

  • CanvaCanva is a really useful and easy user friendly graphic design website, which allows you to create unique graphics tailored to your brand. There’s plenty of free imagery available for you to adapt.



  • Design– creating unique posts for your website allows you to show how your business differs from the rest. When it comes to thinking about the layout of your website or how you want your business to look, think about what you like about other companies. Ensure it’s easy to use and it directs those who come into contact with your efforts to where you want them to be. Remember, we’re visual creatures, but don’t like to be overwhelmed with endless paragraphs of writing.



  • Emojis– although they may not be for all brands, they have become increasingly popular in digital marketing as they are a great way to convey your tone or humour through your posts. On Twitter alone it’s been shown that the use of emojis increased engagement by 25.4%– just make sure they’re necessary and carefully selected.
  • Engagement –engagement is simply the interaction between the business and the audience, for example, a ‘like’, share, link click or comment. The better engagement on a post, the more people will see that content on their social media feeds.



  • Followers – the people who have actively chosen to continuously see the content you post on your pages. The more the merrier!
  • Facebook– with over 60 million active business pages using this platform, Facebook is an undeniably huge player in the social media world and a greatly recommended tool in getting your business on the map.



  • Google – when you hear Search Engine, which empire do you automatically think of? Whilst they might be the most popular search engine, they also offer some helpful tools such as analytics and Google Calendar, ideal for keeping you organised with your social media posts and reviewing their success.



  • Hashtags– using the hashtag symbol (#) allows you to link any keyword or phrase to your post, which can be particularly useful when associating your content to something that is trending.


  • Instagram– Instagram allows their 1 billion (and growing) active users to share photos and videos from their accounts. A great platform to utilise, particularly if your business produces a visual product or service. Increasing in popularity for the food and beverage industry.

  • Images – make sure any graphics or imagery you post is of high quality and fit in within the ratios of your platform’s margins.



  • Join– joining more social media platforms or groups can help you promote your business and communicate with a wider range of people. Remember to engage!



  • KPI– key performance indicator is a way of measuring how well your business is performing by setting goals.
  • Keywords – using frequently searched for words on your website or social media will allow your content to be searched for more easily whilst increasing your SEO ranking.



  • LinkedIn – unlike other social media platforms LinkedIn is predominantly for businesses, used by 562 million people.



  • Marketing– marketing is a general term meaning simply promoting your business, product or service by reaching out to your target audience in both online and offline formats. Using social media to do this is not only one of the easiest ways to reach a large audience but also one of the most cost-effective marketing strategies.



  • Notification– notifications are alerts about your online activities. These alerts could be anything from a new follower to a direct message. You can manage which applications provide you with particular notifications through the platform preference settings.



  • Optimisation– optimisation within digital marketing is to get the most out of content, emails, apps, etc in order to help your business perform at its best.



  • Profile– your business or personal profile is where people can see everything that you share about yourself or your business. For example, how many people follow or like your page, what your business is about or where you are located.
  • Paid-ads– simply when a business pays for an ad space on a social media platform to promote their business/service in the hope that it generates business. You can tailor adverts to certain demographics including location, interests and age bracket. Prices vary depending on your desired level of reach.



  • Quality– making sure your content is relevant and of good quality can ensure you are attracting the right people and effects the amount of people you attract.



  • Retweet– an easy way to stay active on Twitter by sharing someone else’s Tweet, which would then appear in your own feed. It is also a good way to build relationships with other users as it shows engagement. You can also add your own thoughts on that specific Tweet to build your profile.

  • Response– when responding to messages, queries or comments timing is key. The faster the response time improves user experience. Particularly as response times on Facebook pages are shown to those that visit specific pages, therefore the more efficient, the better.



  • Share– one of the main benefits of social media marketing is being able to easily share your brand message with a huge amount of people. Also, sharing your own and other users’ content such as recent news articles, is useful as it shows you are an active member and maintaining you and your brand’s knowledge with informative content.



  • Twitter– An effective platform with 326 million active users comprising of a wide audience base, you can communicate with short messages (280 characters or less per Tweet). A fairly straight forward and simple format compared to other platforms, that can be used to re-share content from other users on to your feeds as well as create your own Tweets.

  • Trending– when an idea or post starts to become increasingly more popular on social media it is known as trending. By linking your content to something that is trending can help your post to be seen by a wider audience.

  • Tiktok – an app quickly growing in popularity and has great dominance in South East Asia – a video sharing platform. What makes it different to Instagram? It allows its users to add music and special effects to their 15 seconds videos before they share them. Tiktok was 2018’s most downloaded mobile apps for Apple and Android devices in the US and Europe.



  • Username– your username is what you are known as on social media, whether that be your business name or your own personal name, that is what people would search for when trying to find you.

  • User-generated content – a particularly strong marketing strategy for engagement, using the uploads by customers, UGC is the process in which businesses can repost pictures onto their main social pages. This provides an authentic endorsement, whilst not having to do the hard work of creating your own images.



  • Viral– when a photo, message or video has been trending around the world through social media it is known as viral.
  • Voice– your digital voice is important when deciding how you want your audience to perceive your business. It is also imperative to be consistent with your voice when sharing your content, so your brand is identifiable. Too many voices and tones can be interpreted as unprofessional and lacking in communication between the organisation’s divisions.



  • Website– your website is the place where people can learn about your business and having a good quality, responsive website makes it easier for people to contact you. You will want a lot of your marketing efforts to drive your audience to your site, to increase the likelihood of sales.



  • X Generation– people who are of the ‘Generation X’ are usually born between 1965 to the early 80’s. Knowing your target audience will allow you to tailor your content accordingly.



  • YouTube – YouTube, the video sharing platform is hugely useful for both learning and entertainment – watching tutorials from how best to apply eyeliner or sharing highlights about your week, it’s a strongly performing platform as 65% of the population are visual learners.



  • Z generation– people born between 1995 to 2015 are part of ‘Gen Z’, the generation after Millennials. Snapchat is the most greatly used platform for this audience and to be considered should this be your target demographic.



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