1. eMarketing: The Essential Guide to Marketing in a Digital World Social Media Channels
What you’ll learn
The four main social media channels – social networking, content sharing, bookmarking and aggregating, and location- based media
A wide variety of platforms that fall under these four channels
How to track and measure your social media marketing success
The best ways to engage with audiences on social media

2. Social Media
Social media epitomises what the web is about: collaborating and sharing content, ideas and information.
Social media are media (from written to visual to audio) that are designed to be shared.
Sharing means easy to:
Comment on
Send and copy the media
Who uses Social Media
What do you use? (Facebook, Twitter, YouTube)
What do you use it for?
What do you do on Social Media?
What do you share, what keeps you using it?

3. Social Media Traditional Media Social Media Fixed, unchangeable
Instantly updateable
Commentary limited and not real-time
Unlimited real-time commentary
Limited, time-delayed bestseller lists
Instant popularity gauge
Archives poorly accessible
Archives accessible
Limited media mix
All media can be mixed
Committee publishers
Individual publishers
Finite
Infinite
Sharing not encouraged
Sharing and participation encouraged
Control
Freedom
Think about the difference between a Coco Cola advert in a newspaper and a Coco Cola Facebook page

4. Social Media
Has changed publishing, both online and offline, as well as how they can sell advertising
Social media channels can be categorised as:
Social networks: social channels that are built around social profiles
Content creation: using social channels to create and share content
Bookmarking and aggregating: social curation and sharing content
Location: a subset of social networks that are based on location

5. Facebook Pages

6. Applications Promotions and competitions
Brands can run promotions and competitions through their Facebook Pages, but must use an application that has been authorised by Facebook to do so, and ensure that they comply with Facebook’s terms and conditions. Wildfire ( is an application that can be used to run promotions on Facebook.

7. Facebook Connect
Allows users to log into services external to Facebook using their Facebook login details

8. Facebook Like
Allows users to recommend content, images, media or websites, and to share them with their social circle
The Like button can be used on any website
The Facebook Like button allows users to indicate that they like or recommend content, images, media or websites, and to share that recommendation with their social circle. The Like button can be used by any website, allowing visitors to recommend their site and content easily, and to see who of their friends might like the same content.

9. Facebook Newsfeed
This algorithm is called EdgeRank, and it evaluates posts according to three factors:
Affinity – how close your relationship is to the poster, based on your Facebook engagement
Weight – some interactions and content types are worth more than others (so a comment outranks a Like, and an image outranks a text-only update)
Time decay – how old the post is (fresher is better)

10. Google+
Circles, Hangouts, Google+Local

11. Social Networks as Marketing Tools
Free: no fees for joining - these sites attract an enormous audience.
YouTube is the third largest website in the world (Alexa, 2013)!
Encourage content distribution.
YouTube allows videos to be embedded easily into other websites
Flickr has generated applications and widgets that allow the images to be shown all over the web
The key word here is free: there are no fees for joining, whether you are uploading or viewing content (although premium paid-for memberships can provide added features). This means that these sites attract an enormous audience. In fact, according to Alexa rankings, YouTube is the third largest website in the world (Alexa, 2013)!
Many of these services also encourage distribution of their content. YouTube allows videos to be embedded easily into other websites, and Flickr has generated a number of applications and widgets that allow the images to be shown all over the web (and even printed onto cards and stickers via

12. Flickr

13. Pinterest

14. YouTube

15. Corporate blogging

16. Blogging and SEO
Search engines value regular, fresh content, and blogging can create just that
Each blog post should be a unique page easily be accessed and indexed by search engines
Use keywords
Each post should have its own unique metadata (title, description and key phrases)
Social sharing and bookmarking functionality
Start with the documentation and processes you already have in place for marketing and communication: for example, brand and tone of voice guidelines, or PR policies. Build on these to create a robust foundation that suits this spontaneous, dynamic space.

17. Promoting Blogs Tips to raise the profile of a blog
List the blog in blog directories
Ping web services with updated content
Use TrackBacks
Participate in the blogosphere
Make use of aggregators

18. Microblogging
Allows a user to publish short text updates that can be viewed by anyone or restricted to a specific community
Tweet
@username
Hashtag
Retweet (RT)

19. Twitter for marketing
Many brands use it successfully for rapid customer service

20. Podcasting
A podcast is a digital radio (or video) programme downloadable from the Internet
Podcasts are:
Targetable
Measurable
Controllable
Responsive
Boundary free
Relatively inexpensive
However, the content must be:
Excellent quality
Real and valuable

21. Bookmarking and aggregating
Social bookmarking sites, allow you to store links online, use tags to describe them, and share these lists with other users
Websites that encourage users to submit content to bookmarking and aggregating sites use chiclets
Some of these sites allow you to submit URLs that other users vote on, while others allow you to use the tags saved to browse through the lists and libraries that have been generated..
Chicklets are buttons placed around the content that make it easier to submit and share the article.

22. StumbleUpon
Stumbleupon ( allows you to explore the web through your interests, based on how other web users tag content. Users select categories of interest and bookmark URLs to those categories. You can then choose to ‘stumble’ through the web using the category of your choice. The service will randomly show you a website that has been submitted to that category.
Bookmarking and aggregating as marketing tools

23. Location and social media
These services allow users to ‘check in’ at locations they visit with equipment such as mobile phones and tablets

24. Tracking social media campaigns
Facebook Insights
YouTube Analytics
Twitter Analytics
Click tracking with URL shorteners
Web analytics for social media

25. SM Marketing: Rules of engagement
Marketing to content creators
Marketing to content consumers
Marketing to content sharers
Advertise on social media platforms

26. Community guidelines
Guidelines should be friendly, with the tone in keeping with your community or brand
Set the tone for the community
Useful for difficult community members
Set behavioural guidelines
Useful if a member or post needs to be removed
A good example of community guidelines:

27. Advantages and challenges
Switch off or ignore
Relevant and targeted
Engage with on their terms
Go viral
Brand evangelists

28. Advantages
Feedback helps drive both future business insights and innovation
Constant involvement with the audience
Relevant and targeted messaging
Possibility to go viral
Engage brand evangelists

29. Challenges Customer really is king
Controlling the conversation can backfire
Know what is being said, respond timeously
Be careful how you use personal data
Possibility of negative messages and brand attacks

30. Doing it right: Col’Cacchio
Col’Cacchio created a solid social media footprint and encouraged pizza lovers to tweet for discounts

31. What happened? 23% more Twitter followers
After one hour, the #PriceSlice hashtag was trending in Cape Town Within three hours and #PriceSlice were trending in South Africa
23% more Twitter followers
21% of campaign website visitors returned to the site
PR and blogger engagement

32. That’s all folks You can also read about:
User Experience Design , Web Development and Design, Writing for Digital, CRM, SEO, Search Advertising, Online Advertising, Affiliate Marketing , Video Marketing, Social Media Channels, Social Media Strategy, Marketing, Mobile Marketing, Data Analytics and Conversion Optimisation.