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Social Social advertising refers to the use of paid advertising on social

Advertising media platforms to reach and engage with a target audience. It
involves creating and placing ads on social networks with the
goal of achieving specific marketing objectives. Social
advertising allows businesses to promote their products,
services, or content directly to users on platforms like Facebook,
Instagram, Twitter, LinkedIn, and others.

Key features of social advertising include:

• Ad Formats
• Social advertising offers a variety of ad formats,
including image ads, video ads, carousel ads, sponsored
posts, and more
• Targeting Options
• One of the strengths of social advertising is the ability to
target specific audiences based on demographics,
interests, behaviors, and location
Social Key features of social advertising include:
Advertising • Ad Placement
• Social ads can appear in various locations on
social media platforms, such as users'
timelines, feeds, stories, and sidebars
• Budget Control
• Advertisers have control over their budget,
allowing them to set daily or lifetime
spending limits
• Performance Tracking
• Social advertising platforms provide robust
analytics and reporting tools
Social Key features of social advertising include:
Advertising • Call-to-Action
• Social ads often include a call-to-action, prompting
users to take a specific action such as visiting a website,
making a purchase, signing up for a newsletter, or
downloading an app

Popular social media platforms offer advertising solutions

tailored to their user base and features.
• Facebook Ads: Highly customizable ads with extensive
targeting options
• Instagram Ads: Visual-centric ads, often leveraging
images and videos
• Twitter Ads: Promoted tweets, trends, and accounts for
increased visibility
• LinkedIn Ads: Professional-focused ads targeting
specific industries, job titles, or company sizes
Advertisement Appeals on Social Networks

Advertisement appeals on social media leverage the unique characteristics and

dynamics of these platforms to connect with users, evoke emotions, and influence
behaviors. Social media advertising often combines traditional advertising appeals
with strategies specific to the interactive and shareable nature of social platforms.

• Social Validation Appeal

• Objective: Leverage the influence of social proof and user-generated content
• Example: Showcase customer reviews, testimonials, or user-generated photos
and videos to highlight positive experiences with the product or service
Advertisement Appeals on Social Networks

• Interactive Appeal
• Objective: Engage users directly through interactive features
• Example: Polls, quizzes, contests, or interactive stories that encourage
users to actively participate and share their experiences
• Influencer Appeal
• Objective: Capitalize on the influence of social media influencers
• Example: Collaborate with influencers to promote the product or service
through sponsored posts, reviews, or influencer takeovers
Advertisement Appeals on Social Networks

• Shareability Appeal
• Objective: Create content that users want to share with their network
• Example: Design ads with shareable content, such as memes, challenges, or visually
appealing images that users are likely to repost
• FOMO Appeal (Fear of missing out)
• Objective: Create a sense of urgency or exclusivity to drive immediate action
• Example: Limited-time offers, flash sales, or exclusive deals promoted through social media
channels
• User-Generated Content Appeal
• Objective: Encourage users to create and share content related to the brand
• Example: Campaigns that invite users to share their experiences, stories, or creative content
using a branded hashtag
Advertisement Appeals on Social Networks

• Real-Time Appeal
• Objective: Leverage current events, trends, or cultural moments
• Example: Timely and relevant content that aligns with current conversations or trends,
creating a connection with the audience
• Conversational Appeal
• Objective: Encourage direct interactions and conversations with users
• Example: Use conversational chatbots, reply to comments, and engage in discussions to
build a sense of community around the brand
• Behind-the-Scenes Appeal
• Objective: Offer a behind-the-scenes look to humanize the brand
• Example: Share behind-the-scenes footage, employee stories, or glimpses into the product
development process to connect with the audience on a personal level
Advertisement Appeals on Social Networks

• Interactive Storytelling Appeal

• Objective: Tell a compelling story that unfolds progressively
• Example: Use Instagram or Facebook Stories to create a narrative that captures
attention and encourages users to follow along for updates

Given the fast-paced and dynamic nature of social media, advertisers often
experiment with a mix of these appeals to create engaging and shareable
content. The goal is to foster a sense of community, spark conversations, and
make the brand an integral part of users' social media experiences.
How to Gain attention on Social Media
Gaining attention on social media requires a strategic approach that considers
the platform's algorithms, audience preferences, and the competitive nature of
online content.

Produce high-quality and visually appealing

Create Compelling Content content

Understand your target audience's interests,

Know Your Audience behaviors, and preferences
How to Gain attention on Social Media
Maintain a consistent visual identity and
Consistent Branding tone of voice across all social media
channels

Use relevant and trending hashtags to

Utilize Hashtags increase the discoverability of your content

Respond to comments, messages, and

Engage with Your Audience mentions promptly
How to Gain attention on Social Media

Collaborate with influencers or thought

Leverage Influencers leaders in your industry

Host contests or giveaways to encourage

Run Contests and Giveaways user participation

Determine the optimal times to post based

Optimize Posting Times on your audience's online behavior
How to Gain attention on Social Media
Utilize Paid Advertising
Utilize • Invest in targeted social media advertising to reach
a specific demographic

Utilize Stories and Live Videos

• Leverage features like Instagram Stories, Facebook
Utilize Stories, and live videos to create real-time,
interactive content

Participate in Trends and Challenges

Participate in • Stay updated on social media trends and
participate in relevant challenges
How to Gain attention on Social Media

Partner with complementary brands for cross-

Collaborate with Other Brands promotions

Ensure that your social media profiles are fully

Optimize Your Profiles optimized with a clear profile picture, concise
bio, and relevant links

Regularly analyze your social media analytics

Monitor Analytics to understand what content performs well
and adjust your strategy accordingly
Impact of SMM on Other Functions of the Company

Marketing and Branding Customer Engagement and Sales and Lead Generation Public Relations
Support
It enhances brand visibility, increases allowing businesses to address inquiries, Social media platforms can be used to Companies can use SMM to share press
brand awareness, and provides a platform provide support, and engage in real-time generate leads and drive sales releases, respond to public feedback, and
for promoting products or services. conversations. The accessibility of social shape their public image. Crisis
media enhances the overall customer management and reputation building are
experience. key aspects of PR that can be influenced by
effective social media strategies.
Impact of SMM on Other Functions of the Company

Internal Communication Market Research and Consumer Product Development and Innovation
Insights
Social media platforms within a company's intranet or Social media provides a valuable source of real-time Companies can gather feedback, conduct surveys, and
collaboration tools can enhance internal consumer feedback and insights gain insights into consumer preferences, helping them
communication refine existing products or develop new ones.
Impact of SMM on Other Functions of the Company

Competitive Analysis Employee Advocacy

Monitoring competitors' social media activities Encouraging employees to share company
provides valuable insights into market trends, content on their personal social media profiles
consumer sentiment, and competitor strategies can amplify the reach and impact of marketing
messages
Social Media Governance

Social media governance refers to the set of policies, guidelines, processes,

and frameworks that an organization puts in place to manage and regulate its
use of social media
• It involves establishing rules and structures to ensure that the organization's
social media activities align with its goals, values, and legal requirements
• Social media governance is crucial for maintaining a consistent brand image,
protecting the organization's reputation, and mitigating potential risks
associated with social media use
Social Media Governance Models

• Centralized Model
• In a centralized governance model, a central team or department within
the organization maintains control over social media activities
• Decentralized Model
• In a decentralized model, individual departments or business units have
autonomy over their social media activities
• Hub and Spoke Model
• The hub and spoke model combines elements of both centralized and
decentralized approaches
Social Media Governance Models

• Collaborative Model
• The collaborative model emphasizes cross-functional collaboration
• Advisory Model
• In the advisory model, a central social media team serves in an advisory
role, providing guidance, best practices, and support to various
departments
• Networked Model
• The networked model focuses on fostering collaboration and
communication across the organization
Social Media Governance Models

• Governance by Objectives Model

• This model aligns social media governance with specific business objectives
• Customer-Centric Model
• The customer-centric model places a strong emphasis on understanding and engaging with
the customer

When choosing a social media governance model, organizations should consider their size,
structure, industry, and overall business objectives. The selected model should align with the
organization's culture and facilitate effective collaboration while ensuring compliance with legal
and regulatory requirements. Additionally, regular review and adaptation of the governance model
are essential to keep pace with the evolving social media landscape.
Dealing A social media crisis refers to a situation in which an organization
faces negative publicity, backlash, or a significant threat to its
with Social reputation on social media platforms.
Media
Crisis • Early Detection
• Monitor social media channels regularly to detect potential
issues early
• Establish a Crisis Response Team
• Form a dedicated crisis response team with representatives
from PR, marketing, customer service, legal, and senior
management
• Have a Crisis Communication Plan
• Develop a comprehensive crisis communication plan that
outlines how the organization will respond to different
types of crises
Dealing • Have a Crisis Communication Plan
with Social • Develop a comprehensive crisis communication
plan that outlines how the organization will
Media respond to different types of crises
Crisis • Respond Promptly and Transparently
• Acknowledge the issue and respond promptly
• Use the Right Channels
• Choose the appropriate social media channels for
your crisis response
Dealing • Apologize Sincerely
with Social • If the crisis resulted from a mistake or
wrongdoing, issue a sincere and genuine apology
Media
• Monitor and Adapt
Crisis • Continuously monitor the situation and adapt
your response strategy as needed
• Engage with Your Audience
• Engage with your audience in a respectful and
empathetic manner
Dealing • Offline Communication
with Social • Consider reaching out to affected parties directly
through private messages or offline channels
Media when appropriate
Crisis • Learn from the Crisis
• After the crisis has been resolved, conduct a
thorough analysis of what happened and why
• Post-Crisis Reputation Management
• Implement reputation management strategies
to rebuild trust and restore the organization's
image
Dealing Handling a social media crisis effectively requires a
with Social combination of preparedness, transparency, and a
willingness to learn from the experience. Organizations
Media that respond thoughtfully and promptly can often turn a
Crisis crisis into an opportunity to demonstrate resilience and
commitment to their stakeholders
References
• https://www.linkedin.com/pulse/advertising-appeals-adebanke-falade/
• https://www.visme.co/videos/advertising-appeal-examples/
• https://www.socialmediatoday.com/content/what-social-media-governance-and-5-key-elements-
successful-model
• https://blog.hootsuite.com/social-media-governance/