What is SMM and How it Works

SMM (social media marketing) is one of the tools of Internet marketing. The essence of SMM is to attract customers from social networks. According to Marketing Sherpa statistics, 95% of people aged 18 to 34 are most likely to follow a brand and interact with it through social networks. This is why there is a great demand for SMM specialists: almost every company runs social networks. For many brands, this is the only channel of promotion on the Internet.

SMM is suitable for all: B2B companies, online stores, services and media.

What Applies to SMM

Generate and promote content. This can be articles from a blog, news from the company’s sphere, promo of YouTube views in 24 hours, or announcements of new products on Instagram.

They respond to data feeds. Companies often express their opinions about important events in their business or take part in flash mobs.

Run ads. To do this, you need to choose the right audience, configure your ads, and calculate your budget. Sometimes this meant hiring a separate specialist target rule.

Monitor the effectiveness of and consider the money. Without proper Analytics, it is not clear whether the company’s contribution to social networks pays off.

Facebook Instagram or Facebook are not always the most popular social networks that companies use to promote their products. Often, the SMM specialist chooses more niche sites where it is more likely to find a target audience. Here is a list of social networks where brands promote their products:

  • Facebook
  • Instagram
  • YouTube
  • Twitter
  • My world
  • LinkedIn. Business and professional social network
  • Pinterest. A platform for publishing and sharing images
  • Discord. A platform for gamers to communicate
  • Reddit. Social network with a focus on news
  • SoundCloud. For musicians and DJs 

Local markets also have regional social networks. For example, in the CIS countries it is “Vkontakte” and “Odnoklassniki”, in China — QZone and Weibo. Consider regional social networks when working for a foreign audience.

SMM Goals

The main purpose of SMM (like any advertising) is to make the business bring in more money. They reach it in different ways:

  • They are looking for buyers among the audience of social networks. To do this, brands directly advertise products, use content marketing, or contact partners.
  • Create a community around the brand to increase the number of loyal customers.
  • Publish viral content that is distributed on social networks without the company’s participation.
  • Share useful articles and videos to attract the attention of potential buyers and increase the base of subscribers in social networks. 

What are the Responsibilities of an SMM Specialist?

SMM specialist is the man who deals with social networks.

What he does in the team:

  • Selects posts for publications, creates a content plan for a week/month/year.
  • Manages the content creation process: writing posts, preparing video content, and testing. Sometimes he writes himself.
  • Monitors data drives and responds to them on behalf of the company.
  • Answers questions from subscribers, and works out other people’s comments under posts.
  • Sets up paid promotion of posts in different social networks. Sometimes this is a separate specialist in marketing.
  • Monitors the effectiveness of various social networks: how the subscriber base is growing, whether new customers come to the company, whether they make orders, how much money they bring. 

How to Evaluate the Effectiveness of SMM

The effectiveness of SMM is monitored in the context of each individual social network and across all channels in General. Metrics can be either General marketing or specific, which are found only in SMM.

Marketing metrics include:

  • The number of clicks on the site from social networks.
  • Behavior of users from social networks on the site: bounce rate, duration of page viewing, click-through to other pages.
  • Conversion which includes registration, product purchase, participation in the event.
  • Profit and average receipt of clients from social networks. 

All these data can be found in Google Analytics.

SMM-metrics. These are indicators that are specific only to the SMM channel:

  • Growth of the subscriber base in different social networks.
  • The number of views of the material.
  • Number of likes, reposts, and comments.
  • The mention of the brand. Usually they are divided into positive, neutral and negative. 

Of course, you can monitor all these metrics manually. But if you run several social networks at the same time, it takes too much time to collect statistics. This is why SMM specialists use social network Analytics services (Buffer Reply, Hubspot, BRAND24) to track specific metrics.

Many social networks themselves generate convenient reports about what happened over the past week or month. Facebook Instagram, for example, is like this.

The effectiveness of social networks can be significantly improved by linking with other channels, such as content and email marketing.



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