Introduction to Social Media Marketing

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Using examples and statistics, Kim Adamek gave us a good overview of the various social media channels and their active social media users. We were able to actively participate here and discussed what social media actually is. The conclusion was that social networks are primarily about personal exchange and networking – far too often, however, these platforms are used as an additional advertising channel, which is usually not well received by users and should be taken into account by companies. The introduction also covered social media teams in companies, their positions and responsibilities, as well as current trends in the social media sector. To be able to note down and organize our own thoughts, we all used a shared Miro board .
The right social media strategy
The next question was about the right strategy, which should be carefully developed and greece phone number data always used as the basis for all activities. Kim explained to us what a strategy should include and how critically assessing the status quo is to build on it sustainably. We participants were then able to conduct our own SWOT analysis for our company or our clients using the Miro Board : What are the strengths, what are the weaknesses, and what external opportunities and threats might we face? (Fig. 1)

Figure 1: Developing your own SWOT analysis using the Miro Board.
We then conducted a competitive analysis, defined our resources, and set goals, because: Without goals, marketing will NEVER be successful, regardless of the channel! Fundamentally, there should not only be corporate and marketing goals, but also goals for social media, the individual channels, and goals for each individual post. For this reason, we also discussed the different types of goals (quantitative vs. qualitative), as well as long-term and short-term goals, and how to clearly define different goals. When defining goals, it can be extremely helpful to define them "smartly" (Fig. 2), as in this example: Status Quo : Instagram account with 1,323 followers on February 20, 2022. Goal : I want 2,000 fans on Instagram by December 31, 2022. We do this by posting twice a week, answering all comments, and regularly commenting on relevant profiles. Person XY is responsible for this.

Figure 2: This is how you can define goals “smartly”.
But defining the target group also plays an important role: Who do we want to address? What do we know about the target groups? Where do we get information? It can be useful to form target groups to find out what specific people are looking for, what problems they have, and what they already know.