Social Media Marketing Definition

What Is Social Media Marketing?

Social media marketing is a collective name for channels that allow users to communicate directly with each other through text, image, sound and film. Unlike traditional media, the content is generated by you as a user or visitor of the website.

Examples of such marketing channels are internet forums, blogs, wikis, podcasts / podcasts, article comments and those that perhaps most people think of; Community and network services such as Facebook, Twitter, Instagram, Snapchat, Youtube, Google+, LinkedIn and Pinterest.

Why should you invest in social media marketing?

Social media marketing is an advantage for many start-ups as it is an easily accessible channel.

Social media is a quick and easy way to get attention for a product, if you convey a message that users appreciate and want to share.

It can also be a financial benefit. If you only use your existing network, it’s completely free.

Social media with the most users

I have listed some of the most popular social media that you can use for marketing:

1. Facebook

Used as a social network for both individuals and companies with the opportunity to, for example, create a Facebook page for your business and share sponsored status updates.

2. Twitter

Twitter is only used to make status updates with a text of a maximum of 140 characters. Famous profiles with many followers have great reach.

3. Instagram

Used as a social network with a focus on sharing photos. In 2015, the opportunity arose for advertising on Instagram.

4. LinkedIn

Used as a social network for professionals in working life and serves as a recruitment portal for companies. Works well for B2B marketing.

5. Blog

Website that is updated frequently with posts about everything from topic articles to company news.

6. YouTube

Video service where the user can share their own movies or watch others and follow their favorite channels.

7. Snapchat

App for sending pictures and movie clips with a time limit that is mostly used by young people.

8. Tik Tok

TikTok is an app for creating and sharing short mobile movies, often sounded with music or sound effects. Especially popular with children and young people, but starting to creep up with age.

When choosing which social media to market yourself through, it is important that you relate to your target audience and choose the channel that your potential customers use.

You can benefit from visiting other similar companies and see what social media they use.

It is also important that you have time to keep your social media channels up to date, otherwise your business may seem frivolous and out of date.

Stay up to date on social media

Social media is constantly evolving and it is important that you stay up to date on what changes are taking place.

It can therefore be a good idea to read some articles about social media and subscribe to newsletters from e.g. communications agencies.

The challenge is to stand out from the crowd of advertisers on social media and highlight something unique, fun or emotional.

Otherwise, it is easy for the user to scroll past your content.

Why social media marketing?

With the help of social media, your company can strengthen its brand, market products or build relationships with both current and future customers.

In the digital society, consumers do not just want information about opening hours, telephone numbers and visiting addresses.

They also want the opportunity to ask questions to brands and get relevant content directly in their feeds.

I have developed our 8 best tips on how you can use social media – and what platforms are available:

1. Create relevance

Consumers are flooded with impressions in the information society. It is becoming increasingly difficult for companies to reach out through the noise.

Make sure your content is relevant!

If you own an excavator company, your followers may not be particularly interested in makeup tips and vice versa.

2. Choose your channels carefully

There are big differences between the different social channels. Who are you targeting? Where do you want to be seen? How do you want to be perceived?

You do not want to spend a lot of time unnecessarily on a channel where your target audience does not exist.

Start by thinking about which platforms your target audience uses and which social media are most popular right now.

3. Be consistent

Direct contact pays off, so make sure you keep track of if someone contacts you.

You should get in touch as soon as possible to show that you are a serious business owner.

4. Customize your message

Your message must be adapted to the channel.

In some cases, for example, the length of the text or the language used needs to be adapted to the different channels.

5. Handle criticism

Everyone has the right to an opinion. Answer, and take the dialogue outside the forum.

Never delete posts as it can cause irritation among followers and you may be perceived as frivolous.

Exceptions to the rule are personal attacks and offensive comments.

6. Keep track of your inbox and comments

Social media is two-way communication.

Direct contact pays off, so make sure you keep track of if someone contacts you.

You should get in touch as soon as possible to show that you are a serious business owner.

7. Watch and listen to other channels

Some channels can be more rewarding for you to follow than updating yourself.

Here you can get ideas. What’s happening in your industry and what about your products?

8. Get help from others

Invite your friends and acquaintances to share, comment and like your posts.

In this way, you get a larger spread, which in turn increases the chance of getting more customers.

Great tips that simplify your digital presence

Are you afraid of not having time to keep track of your social media? There are a number of different tools that automate large parts of the work.

Buffer and HootSuite are two of the most prominent tools that also offer free setup.

Here you can, among other things, plan content and schedule posts!

Here are my tips for you to succeed with your social media marketing

1. Start from the end goal

What do you really want to achieve? This is really basic for all communication and marketing, but always worth remembering.

It is an advantage that it is easy to get started with social media marketing. But that does not mean you should not have a plan and a goal.

If you use paid advertising on, say, Facebook, then you want to make sure you have measurement tools (see for example this post about Facebook Pixel) that can tell you if your ads really lead to more conversions or not.

Even if you only market organically, you should always keep the end goal in mind.

Even if you have a more content marketing-oriented approach, you MUST not forget to capture the interest you have generated with material that leads to conversions.

Marketing is not an end in itself, either on social media or elsewhere.

2. Measure results and test yourself

What are the measurable points that lead to your end result? To relate to the importance of the end goal: make sure to always measure at least one event that drives your marketing (which is linked to the end goal!).

Then test yourself to what to the extent that drives this. Creativity is great, but to really succeed with your social media marketing requires a good dose of analysis.

If you want commitment, you measure shares, likes and comments.

If you want followers, you measure followers. Likewise, if you want to have purchases, you measure purchases.

The combination of measuring and testing is especially important if you use paid advertising, as you e.g. Facebook’s advertising tool offers full insight into how well your ads are performing in various respects.

Finally, do not be afraid to create your channels and get started. Create a Business Manager on Facebook so you can get started with paid advertising if you wish.

Install a Pixel on your website. Sure, you can waste a lot of time that does not lead to anything on social media, but everything is a process.

If you do your homework and do not forget the purpose of your marketing, you will soon find out how to best achieve valuable results for your particular business on social media.


Social selling – building a relationship on social media

To systematically use social media to communicate and interact with potential customers in their sales work is called social selling.

And precisely interactions are the basis of social selling, because it is about building a relationship, and the entrance to it is through a dialogue.

To have a dialogue, you can share your knowledge and experience through your own posts, join relevant groups, comment on relevant posts in your potential customers’ networks, answer questions and give your input in discussions about the topic or industry that you operate within or want to build your authority within.

Social selling definition

Social selling thus means that you work methodically for your potential customers to see you, gain confidence in you and your skills, and to develop it into a dialogue and relationship that you can take on in other channels.

With social selling, in the short term you can get the chance to interact with your potential customers, and in the long run you will build up an authority in the area where you are perceived as an expert.

This takes time, don’t give up

At the same time, your network will grow faster over time with this method, so you get more contacts and more dialogues with potential customers.

However, this is a long-term job that requires time, patience and consistency. You have to plan for it, set aside a lot of time for it every day and work on it for a long time.



This article has been reviewed by our editorial board and has been approved for publication in accordance with our editorial policies.

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