Module 2: Organic Social Media Management (Social Media Strategy)

1. Introduction to Social Media & Understanding Different Platforms

Social media refers to online platforms that enable users to create and share content as well as interact with others. It has become an essential part of our lives, allowing people to connect, communicate, and share information globally. Popular social media platforms include Facebook, Instagram, Twitter, LinkedIn, Snapchat, and TikTok. They offer various features like posting updates, photos, and videos, following others, and joining communities. Social media also plays a crucial role in marketing and promoting businesses. However, users should be mindful of privacy, security, and the spread of misinformation. Overall, social media facilitates online communication and engagement among individuals, communities, and organizations.

2. Choose your Social Media Network

Social media networks are online platforms that enable users to create, share, and interact with content, as well as connect with other users.

Social Media Networks?







These networks facilitate communication, networking, and sharing of information, images, videos, and other multimedia content among users worldwide.

3. Social Media Strategy (Goals of Social media? What we want to achieve)

When developing a social media strategy, it’s important to define clear goals that align with your overall objectives. Here are some common goals that businesses and individuals aim to achieve through social media:

1. Increase Brand Awareness: One of the primary goals of social media is to raise awareness of your brand, products, or services. By consistently sharing valuable content and engaging with your audience, you can expand your reach and attract new followers.

2. Build and Nurture a Community: Social media provides a platform to build an online community around your brand. By fostering engagement, responding to comments, and creating meaningful connections, you can cultivate a loyal and active community of followers.

3. Drive Website Traffic: Social media can be an effective tool for driving traffic to your website. By sharing links to your website’s content or blog posts, you can encourage your followers to visit and explore further.

4. Generate Leads and Increase Conversions: Social media can help generate leads and ultimately convert them into customers. By strategically promoting your products or services, offering exclusive promotions or discounts, and using compelling calls to action, you can encourage your audience to take the desired actions.

5. Enhance Customer Service and Support: Social media platforms provide an avenue for customers to reach out to your brand with inquiries, feedback, or issues. By actively monitoring and responding to customer inquiries, you can improve customer satisfaction and build a positive brand reputation.

6. Gain Insights and Conduct Market Research: Social media offers valuable insights into your audience’s preferences, behaviors, and trends. By analyzing engagement metrics, audience demographics, and feedback, you can gather data to inform your marketing strategies and make informed business decisions.

7. Establish Thought Leadership and Authority: Sharing informative and valuable content on social media can position you or your brand as an expert or thought leader in your industry. This can help build credibility and trust among your audience.

It’s important to note that the specific goals of your social media strategy will depend on your business or individual objectives. By defining clear goals, you can tailor your content, engagement strategies, and metrics to measure the success of your social media efforts.

4. Identifying Your Ideal Customer

Identifying your ideal social media customer involves understanding your target audience and defining the characteristics of the individuals who are most likely to be interested in your products or services. Here are some steps to help you with this process:

1. Define Your Target Market: Start by defining your overall target market. Consider factors such as demographics (age, gender, location), psychographics (interests, values, lifestyle), and behavior (online habits, purchasing patterns). This will provide a broad understanding of the people you want to reach.

2. Analyze Existing Customers: Take a close look at your existing customer base. Identify common characteristics among your most loyal and engaged customers. Consider factors like demographics, interests, and behaviors. This analysis can provide insights into the types of individuals who are already attracted to your brand.

3. Conduct Market Research: Conduct surveys, interviews, or use online research tools to gather information about your target audience. Ask questions about their preferences, needs, challenges, and how they engage with social media. This research will help you gain a deeper understanding of their motivations and interests.

4. Monitor Social Media Analytics: Utilize social media analytics tools to track and analyze data about your followers and engagement. Look for patterns in demographics, engagement rates, and content preferences. This information can help you identify the characteristics of your most active and responsive social media audience.

5. Create Buyer Personas: Develop detailed buyer personas that represent your ideal social media customers. These personas are fictional representations of your target audience and include information such as age, occupation, interests, challenges, and preferred social media platforms. Use these personas as a reference when creating content and targeting your social media efforts.

6. Test and Refine: As you implement your social media strategy, continue to monitor and analyze your audience’s engagement and behavior. Refine your understanding of your ideal customer based on the feedback and data you collect. Adapt your strategy to better align with the preferences and needs of your target audience.

Remember, the process of identifying your ideal social media customer is an ongoing one. As your business evolves and your audience changes, it’s important to regularly reassess and refine your understanding of your target market. This will help you effectively tailor your social media content and strategies to engage and attract the right audience.

5. Facebook Business Marketing

Facebook Business Marketing refers to the strategies and activities businesses employ to promote their products or services on the Facebook platform. With its vast user base and diverse targeting options, Facebook offers businesses a powerful platform to reach and engage with their target audience. Here are some key aspects of Organic Facebook Business Marketing:

1. Facebook Business Page: Businesses create a dedicated Facebook Business Page to establish their presence on the platform. This page serves as a hub for sharing information about the business, interacting with customers, and showcasing products or services. It’s essential to optimize the page by providing accurate and compelling information, using high-quality visuals, and maintaining consistent branding.

2. Content Creation and Sharing: To engage and attract Facebook users, businesses create compelling content tailored to their target audience. This can include a mix of text-based posts, photos, videos, links, and live broadcasts. The content should be informative, entertaining, and relevant to the audience’s interests, while also aligning with the business’s goals and messaging.

6. Instagram Business Marketing

Instagram Business Marketing refers to the strategies and activities businesses employ to promote their products or services on the Instagram platform. Instagram, a popular social media platform primarily focused on visual content, provides businesses with an opportunity to showcase their brand, engage with their target audience, and drive business outcomes. Here are key aspects of Instagram Business Marketing:

1. Instagram Business Profile: Businesses can create an Instagram Business Profile to establish their presence on the platform. This profile allows businesses to provide essential information such as contact details, a bio, and a link to their website. It also offers additional features like access to Instagram Insights, the ability to run ads, and the option to add action buttons like “Call,” “Email,” or “Shop Now.”

2. Compelling Visual Content: Instagram is a highly visual platform, so businesses should focus on creating high-quality, eye-catching content. This includes images, videos, and Stories that align with their brand and resonate with their target audience. Content should be visually appealing, authentic, and reflect the values and personality of the brand.

3. Hashtags and Captions: Businesses can utilize hashtags strategically to increase the discoverability of their content. Research relevant hashtags that are popular in your industry or niche, and incorporate them into your captions to reach a wider audience. Captions should be engaging, and informative, and provide context or storytelling to enhance the overall content experience.

4. Instagram Stories: Instagram Stories are temporary visual content that disappears after 24 hours. Businesses can leverage this feature to share behind-the-scenes glimpses, product demos, limited-time promotions, or interactive polls and quizzes. Stories offer creative opportunities to engage with followers more informally and spontaneously.

5. Influencer Collaborations: Influencer marketing involves partnering with influential individuals on Instagram who have a significant following in your target audience. Businesses can collaborate with influencers to promote their products or services, increase brand awareness, and tap into their engaged audience. It’s important to choose influencers whose values align with your brand and whose audience matches your target market.

7. Twitter Business Marketing

Organic Twitter Business Marketing refers to the strategies and activities businesses employ to promote their products, services, or brand on the Twitter platform without relying on paid advertising. It involves creating and sharing compelling content, engaging with followers, and building an organic following. Here are key aspects of organic Twitter business marketing:

1. Twitter Business Profile: Create a dedicated Twitter Business Profile that represents your brand. Customize your profile by adding a profile picture, header image, and a concise and engaging bio that highlights what your business offers.

2. Content Strategy: Develop a content strategy that suits your brand and target audience. Create a mix of informative, entertaining, and engaging content that provides value to your followers. This can include sharing industry news, tips, behind-the-scenes insights, product updates, and relevant blog posts or articles.

3. Hashtags and Trends: Utilize hashtags strategically to increase the discoverability of your content. Research trending hashtags relevant to your industry or target audience and incorporate them into your tweets where appropriate. Participating in conversations around popular hashtags can help increase your reach and visibility.

4. Visuals and Multimedia: Incorporate visuals, such as images, videos, and GIFs, into your tweets to make them more engaging and eye-catching. Visual content tends to attract more attention and can help convey your message effectively within the character limit.

8. Linkedin Marketing

Organic LinkedIn Marketing refers to the strategies and activities businesses employ to promote their brand, products, or services on the LinkedIn platform without relying on paid advertising. It involves creating and sharing valuable content, engaging with connections and communities, and building a strong professional network. Here are key aspects of organic LinkedIn marketing:

1. LinkedIn Profile Optimization: Start by optimizing your LinkedIn profile to represent your brand or business effectively. Include a professional profile picture, a compelling headline, a concise summary, and relevant experience and skills. Make sure to highlight your unique value proposition and expertise.

2. Content Strategy: Develop a content strategy that suits your goals and target audience. Share insightful and relevant content such as industry news, thought leadership articles, tips, case studies, or success stories. Aim to provide value and establish yourself or your business as a trusted authority in your field.

3. LinkedIn Pulse Articles: Utilize LinkedIn’s publishing platform, Pulse, to create and publish articles directly on LinkedIn. This allows you to showcase your expertise, share in-depth insights, and engage with a broader LinkedIn audience. Optimize your articles with relevant keywords and encourage engagement through comments and shares.

4. Engaging with Connections: Actively engage with your connections by commenting on their posts, sharing their content, and congratulating them on their achievements. This helps foster relationships and build rapport with your professional network. Engage in meaningful conversations and offer valuable insights to establish yourself as a knowledgeable and trusted professional.

5. LinkedIn Groups: Participate in relevant LinkedIn groups that align with your industry or interests. Contribute to discussions, share valuable insights, and answer questions. Engaging in group conversations helps expand your network, establish credibility, and connect with like-minded professionals.

6. Thought Leadership and Personal Branding: Showcase your expertise and establish yourself as a thought leader in your industry. Share your unique insights through articles, posts, and comments. Be consistent in delivering valuable content that educates and informs your audience, positioning yourself as an authority in your field.

9. Quora Marketing

Organic Quora Marketing refers to the strategies and activities businesses employ to promote their brand, establish expertise, and drive traffic to their website through organic interactions on the Quora platform. Quora is a popular question-and-answer website where users can ask questions, answer questions, and engage in discussions on various topics.

1. Create a Professional Profile: Begin by creating a Quora account and setting up a professional profile. Use a clear profile picture, write a compelling bio that highlights your expertise, and add relevant credentials or accomplishments.

2. Identify Relevant Topics: Search for and follow topics that are related to your industry, niche, or areas of expertise. By following topics, you’ll receive notifications when new questions are asked, allowing you to engage with relevant discussions.

3. Monitor and Research Questions: Regularly monitor the “Questions” section on topics you follow to identify relevant questions where you can provide valuable answers. Additionally, use the Quora search bar to find questions related to your expertise.

4. Provide Value-Driven Answers: When answering questions, focus on providing valuable and insightful responses. Offer helpful information, share personal experiences, and support your answers with relevant data or examples. Avoid overly promotional language and instead aim to genuinely help users.

5. Be Consistent and Engage: Consistency is key in organic Quora marketing. Regularly contribute valuable answers to build your reputation as a reliable source of information. Engage with other users’ answers by upvoting, commenting, and participating in discussions to expand your reach and build relationships.

6. Build Thought Leadership: Consistently delivering high-quality answers can help establish yourself or your brand as a thought leader in your field. As you gain more upvotes and followers, your credibility and authority on Quora will grow.

7. Use Links Sparingly: While it’s acceptable to include links to your website or relevant content occasionally, avoid excessive self-promotion. Quora’s community guidelines discourage spammy behavior, so focus on adding links when they genuinely add value to your answers.

8. Measure Your Impact: Keep track of the performance of your answers by monitoring views, upvotes, and comments. Analyze which topics and questions are generating the most engagement and adjust your strategy accordingly.

9. Leverage Quora Blogs (optional): Quora also offers a blogging platform called “Quora Blogs.” If you have in-depth knowledge or insights to share, consider writing longer-form blog posts on Quora to further establish your expertise.

10. Be Authentic and Engaging: Most importantly, be authentic in your interactions on Quora. Engage genuinely with the community, be respectful, and avoid engaging in controversial or unprofessional discussions.

10. The Structure of Social Media: Profiles, Pages, Groups, and a Social Rolodex.

  • Profiles: Individual accounts created by users to represent themselves on social media platforms. Profiles typically include personal information, such as name, bio, profile picture, and posts shared by the user.
  • Pages: Business or organizational accounts used for brand representation on social media. Pages allow businesses to share information, updates, and promotional content with followers. Users can follow pages to receive updates from the brand.
  • Groups: Community spaces where users with common interests, goals, or affiliations can come together to share content, engage in discussions, and connect with like-minded individuals. Groups can be public, private, or secret, with varying levels of visibility and access.
  • Social Rolodex: A term used to describe the network of connections or contacts that users accumulate on social media platforms. It represents the list of friends, followers, connections, or contacts that users interact with and engage with on social media. The social rolodex enables users to stay connected, share content, and build relationships with others online.

11. Social Media Automation Tools

Social media automation tools are software platforms designed to streamline and simplify the management of social media accounts and marketing activities. These tools help users automate various tasks, such as scheduling posts, analyzing performance metrics, engaging with followers, and monitoring mentions or conversations.

Social Media Automation Tools:

  • Hootsuite: A comprehensive social media management platform that allows users to schedule posts, monitor conversations, track analytics, and manage multiple social media accounts from a single dashboard.
  • Buffer: A social media scheduling tool that enables users to plan and publish content across various social media platforms, analyze performance metrics, and collaborate with team members.
  • Sprout Social: An all-in-one social media management platform that offers features for scheduling posts, engaging with followers, monitoring brand mentions, and analyzing social media performance.
  • Later: A visual social media scheduler primarily focused on Instagram but also supports other platforms like Facebook, Twitter, and Pinterest. It allows users to plan and schedule posts, as well as analyze engagement metrics.
  • Agorapulse: A social media management tool that provides features for scheduling posts, monitoring conversations, analyzing data, and managing social media contests and promotions.
  • SocialBee: A social media automation tool that helps users schedule posts, curate content, recycle evergreen content, and categorize posts for optimal engagement.
  • MeetEdgar: A social media scheduling tool that allows users to create content libraries, schedule posts, and automatically recycle content to ensure consistent posting across social media channels.
  • Tailwind: A scheduling tool primarily designed for Pinterest and Instagram, offering features for scheduling posts, analyzing performance metrics, and discovering trending content.