What is Social Media Marketing?

Social media marketing (SMM) is using social media platforms to connect with an audience to build a brand, increase sales, drive website traffic, and create a community of followers who can help promote and support your business. It involves creating and sharing content on social media networks and running paid social media advertisements to achieve marketing and branding goals.

Key Components of Social Media Marketing

  1. Content Creation and Publishing: This involves producing engaging content tailored to your target audience’s preferences and behaviors. Content can be text posts, images, videos, infographics, stories, and live streams. Regularly posting this content on platforms like Facebook, Instagram, Twitter, LinkedIn, TikTok, and others helps maintain a presence and engage with followers.
  2. Paid Advertising: Social media platforms offer paid advertising options that allow businesses to target specific audiences with tailored messages. This can include promoted posts, sponsored stories, video ads, and display ads. Paid ads can help boost reach, drive traffic to your website, and generate leads or sales.
  3. Engagement and Interaction: SMM is not just about broadcasting messages; it’s about building relationships. Engaging with followers through comments, direct messages, likes, shares, and mentions helps create a sense of community and builds loyalty. It also allows businesses to receive valuable feedback and insights directly from their audience.
  4. Analytics and Reporting: Monitoring the performance of social media campaigns is crucial. Most platforms provide analytics tools that track reach, engagement, clicks, conversions, and more metrics. Analyzing this data helps marketers understand what works and what doesn’t, allowing them to adjust their strategies for better results.
  5. Social Listening: This involves monitoring social media channels for mentions of your brand, competitors, and relevant keywords. It helps businesses understand public perception, identify trends, and gather insights for future campaigns.
  6. Influencer Marketing: Collaborating with influencers—individuals with a large and engaged following—can amplify your brand’s reach. Influencers can promote products through authentic content that resonates with their audience, enhancing credibility and driving sales.

Benefits of Social Media Marketing

  1. Increased Brand Awareness: SMM helps businesses reach a broader audience and increase visibility. Regular posts and interactions keep the brand top of mind for followers.
  2. Improved Customer Satisfaction: Social media provides a platform for direct customer communication, allowing businesses to address concerns, answer questions, and provide support promptly.
  3. Higher Conversion Rates: Engaging content and targeted ads can lead to higher conversion rates. Social media platforms offer precise targeting options, ensuring your message reaches the right audience.
  4. Cost-Effective Marketing: Unlike traditional advertising, social media marketing can be more affordable and offer better ROI, especially for small businesses and startups.
  5. Enhanced SEO: Social media activities can drive traffic to your website, positively impacting your search engine rankings. High-quality content that gets shared widely can also generate backlinks.
  6. Valuable Insights: Analytics and social listening provide insights into customer preferences, behavior, and feedback, helping businesses refine their marketing strategies and product offerings.

Platforms Commonly Used in Social Media Marketing

  1. Facebook: With its vast user base and diverse ad formats, it is ideal for B2C and B2B marketing. It’s great for building community, sharing updates, and running targeted ad campaigns.
  2. Instagram: Known for its visual content, Instagram is perfect for brands that rely on strong imagery and video content. Features like Stories, IGTV, and shopping tags make it a versatile platform for engagement and sales.
  3. Twitter is ideal for real-time updates, customer service, and conversations. Its fast-paced environment is great for building brand personality and engaging with trending topics.
  4. LinkedIn: The leading platform for B2B marketing, LinkedIn is effective for professional networking, thought leadership, and lead generation.
  5. TikTok: Popular among younger audiences, TikTok offers opportunities for creative, short-form video content that can go viral quickly. It’s effective for brands looking to engage with Gen Z.
  6. YouTube: The go-to platform for video content. YouTube is excellent for tutorials, product reviews, and long-form content that educates or entertains.


Social media marketing (SMM) is an essential component of modern digital marketing strategies. By leveraging each platform’s unique features, businesses can engage with their audience, build brand loyalty, and drive significant results. Whether through organic content, paid advertising, or influencer partnerships, SMM provides powerful tools to connect with consumers and achieve business goals.

What The Trend?! What Is ClubHouse? (Episode 1)

Clubhouse is an exclusive app meant for using your voice to instead of your face. The user is able to create sound bites to post into chat rooms. These soundbites could be informative, inspirational, or humorous; the main point is to chat with others. Users can enter different chat rooms (think back to the AOL days) and can discuss different topics by posting them to said rooms. This new style of social media has grabbed the attention of some very big names like Elon Musk, Drake, and even Rhianna. As of now, the app has over 8 million downloads and is valued at over 1 Billion dollars. While the number of downloads is impressive, not all of those people have access to the app. Clubhouse is invite-only at the moment, which builds the hype of this app.

Born in the chaos of the pandemic, the Clubhouse founders Paul Davidson and Rohan Seth developed a platform that allowed a closer peri-social connection than its predecessors. The founder’s main goal was to have a better way to network in a time were social connection was strained. This productivity mindset that started this app can be seen in most of the topics talked about, such as Bitcoin and investment pitching. Considering they started in Silicon Valley, it is no surprise that their number one feature has to do with productivity.

Like any new empire, it has its blind spots. One feature that has not been set up yet is User Safety.  As of now, they do not have any protocols in place to handle misconduct, harassment, or hate-speech. Since the app is founded on the idea of speaking and sharing information, the lack of regulation regarding what is said in these chat rooms can be concerning. While these regulations have not arrived with the initial launch, it can be assumed that this will come later when the platform is open to the public.

While it might be fun, this app is meant for networking at its core. This can be very useful for adverting and business. Clubhouse’s being audio-based interface will allow for a resurgence of radio-espue advertising, similarly to a podcast ad. This will give business and ad-agencys another outlet to promote on. Clubhouse is on its way to becoming one of the most successful apps on the market and will give not only business, but the “average joe” another way to become closer to people via the internet.


What is Social Advertising?

What Is Paid Social Advertising?

Paid Social Advertising is the process of creating advertisements that are embedded within the social space. Whether that’s Facebook, Instagram, Twitter, Snapchat or YouTube, paid social advertising helps you achieve your business goals and objectives.

Why Do I have to Pay?

A few years ago, you could leverage social media to collect our fans on brand pages and continue to engage with them with your posts. However, Facebook, Instagram and Twitter decided to minimize the reach of organic posts (posts without advertising dollars). This is how they make money.

Prior to 2012, businesses were able to reach so many fans with organic posts on Facebook. Research from Social@Ogilvy has suggested that some brand pages reach as low as 2% of a brand’s fans.

What Type of Ads Can You Create?

Each social platform has a unique set of ad products. Here’s a list of some of the many ad types offered on each platform.

How Much Do They Cost?

The beautiful thing about paid social advertising is that it is an affordable advertising option when compared to other forms of advertising. Signs, posters, billboards, radio are all traditional ways of advertising, however, they can be expensive and you may never be able to fully measure your return on investment without conducting a marketing survey.

With paid social advertising, you can monitor your spending and analytics in real-time. You also have the ability to adjust your spending during your campaign.

Instead of asking yourself, how much does it cost, the better question is how much is in your budget? Once you have an allocated a budget each month, you will have a better idea on how much you will need to pay to achieve specific goals.

Paid Social Advertising is a bidding system. You are bidding against other businesses who are also bidding on similar targets, so you the amount of spend will always from one campaign to the next.

Here are a couple of ways in which your business can be charged across different platforms:

  • Link Clicks – Cost Per Click (CPC)
  • Impressions – Cost per 1 Million Impressions (CPM)
  • Engagements – Cost per Engagement (CPE)
  • Video Views – Cost Per View (CPV)

To give an example of how this may work, if you buy your ad on a cost-per-click, you can pay as low as $0.30 for a click or it can be as expensive as $5.00 per click depending on how many other advertisers are buying your specific target. There are multiple ways to bid on each social platform and multiple variables that effect cost.

How Can You Target?

Each social platform has unique capabilities when it comes to targeting your customers. However, as competition increases, their targeting options begin to look similar and similar. The wonderful thing about paid social advertising is the ability to laser target. After, paid social advertising has better targeting capabilities than a TV spot!

Here are a list of ways you can target on each social platform:

Let’s make this simple, shall we? You’re a local Mexican restaurant. With Facebook, you can laser target your customer with the following parameters:

  • Males
  • Bilingual Hispanics
  • 25-45 years of age
  • 10 Mile Radius of your city
  • Interested In: Food & Beverage, Mexican Cuisine
  • With the behavior of eating out often

You can even create separate campaigns that can re-target people who visited your website!

Learn more about paid social advertising here: https://www.keensocial.com/social-advertising-paid-social/