Based on post reach
Social media refers to internet -based apps that allow users to create and share content such as text, photos and videos.
Importance of social media
1.Staying connected
2.News and trends
3.Businesses and ads
4.Social media influencing
5. Jobs and making connections
Social media fundamentals -understanding the evolution
Stage 1 – Early days(Six degrees, friendster and Orkut)
Stage 2- Rise of giants(Whatsapp, Facebook, Instagram)
Stage 3- Snapchat and Tiktok
Stage 4- Today
Six degrees was a social media networking service founded in 1997 by Andrew Wreinrich.It was named after theory of six degrees of seperation. A chain of friend of friend to connect any two people in a maximum of six steps. It is also know as six handshakes rule.
Freindster founded by Jonathan Abrahms in California in 2002.
Orkut was founded by a Google employee named as Orkut Buyukotten .It is owned and operated by Google.
Social media channels Audience
Platform Monthly active users (millions) Focus
Facebook 3030 Broad reach , diverse demographics
Youtube 2491 Video centric, engaged audience
Whatsapp 2480 Private messaging , strong international audience
Instagram 2040 Visually appealling , influencer marketing
Tiktok 1220 Short- form video, Genz and millenials focus
Linkedin 424 Professionals , B2b marketing ‘
X(Twitter) 550 News, real time conversations , opinion leaders
Quora 300 Knowledge sharing ,niche communities
Pininterest platform is used for product discovery.
Telegram is used for making channels.
Terms
1.Followers -Users who see yor post,reels and storiesin their feed.
2.Likes- Approval , appreciation or enjoyment of a post acting as a quick engagement tool.
3.Shares – Reposting or forwarding content like videos, articles, photos to your network .
4.Post reach -is the number ofunique people who have seen a specific social media post counting each person only once.
5.Viral – a video circulated rapidly form one end to another .
6.Following-I subscribe to subscribe some users whom I want to see.
Key metrics to decide if a video has gone viral
1. Rapid view growth – It is most visible sign . Views should spike exponentially often reaching hundreds or thousands or millions within first 24-72 hours far exceeding creator’s average performance.
2. High engagement rate -Virality is drawn by a interation.
a.Shares-It is organic as indicates voluntary interaction by viewers to their networks.
b.Comments -Content is sparking conversation.
c.Reactions- A surface level like metric , a high volume of like or strong liketo view ratio (e.g. 5-10% on tiktok )signals quality to platform algorithms.
Platform algorithms use artifical intelligence to rank content based on quality signals like experience, expertise , authority, trustworthiness (E-E-A-T) ,relevance.
d. Saves – Specially on instagram shows viewers find the content valuable enough to revisit , algorithm rewards it .
Social media creative sizes
Profile photo -170*170 px
Landscape -1200*630px
Portrait – 630*1200pixels
Square – 1200*1200px
Stories and reels – 1080 *1920 px
Cover photo – 851*315px
cover photo – Large image at the top of a profile or page on social media platforms such as facebook, X(formerly known as Twitter) , Linkedin.Unlike profile photo cover photos are large banner images that intorduces visitors to an individual or brand.
social media optimization means improving your profile on social media platforms.
Social Media Optimization(SMO)
Focus – visiblity and branding
Objective -optimization , marketing events
Key elements- Profile and content optimization
Cross channel and link building is the strategic practice of corodinating your marketing efforts across various channels (e.g. social media , email and content marketing) to acquire high quality backlinks and enhance your website’s authority and searchengine rankings.
Consistent branding
Key elements of Social media optimization
1. Paid advertising
2.Campaign planning
3.Google Analytics
4. Return On Investment(ROI)-
Formula – Net Profit/ Investment
Investment is also known as Capital Employed.
4. Promoted content