PBL Task 7

Learning objectives: How to use social media marketing effectively in building / developing a brand?

  1. How to choose the right platform for your company?
  • Sm channels
  • B2B
  • B2C
  1. How to measure the impact of social media marketing?
  • How to analyze social media activity?

– Likes

– Clicks

– Shares

  1. How to apply?

3.1 Trends, examples

How to choose the right platform for company

For B2B:




If you only use one social media network, make it this one. LinkedIn currently has 260 million users in 200 countries (and in 20 languages).

  •  make contacts and build relationships.
  • build their brands and establish thought leadership. There are over one million. LinkedIn groups.
  • From a marketing standpoint, LinkedIn allows you to run advertising that can be extremely targeted by location, industry, title, company and other demographics.
  • smart place to introduce your company, share your content and boost traffic back to your website.
  • find out most everything on a professional level about a target prospect.


With over 540 million active users, Google+ is larger than LinkedIn and Twitter. And while it cannot currently match the networking strengths of LinkedIn, from a search engine ranking standpoint, you really can’t afford not to have a Google+ presence.

It’s sometimes easier to think of Google+ not as a social network, but as a social layer. When your content is published on Google+ it can rank higher as the content is fed into the personal search results of your Google+ circles. And images and video can gain even higher exposure.

Google+ has also become instrumental to Google in verifying content authorship. When you are a known quantity to the search engine (via the rel=”author” feature), it can further increase your visibility in search engines.

And on Google+ you can have a business page, too. This allows people to follow and engage with your business, which creates opportunities for relationship building.


Over 500 million use this microblogging service that enables users to send and read “tweets,”  It’s a great way for companies to get the word out and provide links back to their website. All tweets can be seen by everyone – nothing is filtered out like on Facebook. Twitter has essentially displaced the newswires for breaking news.

You can build Twitter lists. For instance you can build a list of reporters who cover your industry. If they ask a question or need some help, you can respond, help them and be on your way to building a relationship. The same goes for lists of your prospects.

Similarly, on Twitter you can search for mentions of your company or key industry or competitive terms. When someone tweets a question or has a problem, you can respond and help them or otherwise engage in the conversation.

Certainly, there are other networks that make business sense for B2B marketers. But until you have these first three nailed, remember that it’s more effective to have a strong presence on a few networks than a weak presence on many.

Source: Douglas Burdett The 3 social media networks that are best for marketing


STATISTIC: Which social media platforms that you use to market your business?


Screen Shot 2015-11-03 at 00.34.50

Social Media Examiner surveyed marketers worldwide and discovered that Facebook (surprise) is the preferred social media platform for B2C marketers, favoured by 67 percent of brands, ahead of blogging (11 percent) and Twitter (10 percent). http://www.adweek.com/socialtimes/social-media-b2c-b2b/485202

How to measure?

1) Connect Your Social Media ROI Back to Your Business Goals

Key examples of social media metrics to track include:

  • Reach
  • Site traffic
  • Leads generated
  • Sign-ups and conversions
  • Revenue generated

2) Select Social Media Analytics Tools To Measure Your ROI

Once you’ve established your social media goals, you’ll need to identify and implement the tools and processes required to measure the ROI on your social media.

Google Analytics: Track website traffic, on-site conversions, and sign-ups originating from social media campaigns.

Salesforce: Add Salesforce tracking codes to the links you share on social networks. When paired with marketing automation software like Marketo, you’ll be able to track sales leads back to specific campaigns or social messages.

Hootsuite Analytics: Hootsuite offers a variety of analytics tools to help you track your reach, conversions and more. A few noteworthy examples are:

  • uberVU via Hootsuite will help you identify your share of voice within your industry on social media, your reach, sentiment around your brand and much more.
  • Custom URL parameters allows you to track which social networks and social messaging did or did not drive traffic to your site, blog or landing page.
  • Hootsuite Analytics Reports offer quick snapshots of your reach through metrics like follower growth, total daily URL click-through and per-post stats for Facebook, Twitter and more
  • Social bakers

3) Calculate Your Social Media ROI

4) Adjust to Improve

IN GENERAL: To demonstrate social media’s value, you need to measure social media ROI as it relates to your broader business goals