Social Media Marketing and Advertising Module 1 Foundations of Social Media Marketing

Описание: This module lays the groundwork for understanding social media as a transformative business tool. It examines the role of social media within the broader context of digital marketing, exploring its evolution from a space for personal connections to a global business arena. You will gain deep insight into how social media platforms have revolutionized communication, brand visibility, customer interaction, and revenue generation. The module does not just skim over social media as a tool but positions it as a strategic ecosystem that integrates psychology, communication, consumer behavior, and digital technologies.
2. Evolution of Social Media as a Marketing Channel
Web 1.0 to Web 3.0 Transition


Web 1.0 was static; no interactivity, only brand-driven broadcasting.


Web 2.0 ushered in interactivity and user-generated content, birthing social platforms like Facebook and YouTube.


Web 3.0 brings decentralization, blockchain-enabled networks, and AI-powered personalization.


Social Media as a Two-Way Communication Channel
Traditional marketing was one-to-many (broadcast); social media is many-to-many, creating a dynamic dialogue between brands and customers.


3. Strategic Importance of Social Media
Brand Awareness & Visibility: Social media offers unparalleled global reach, allowing startups and multinationals alike to build brand equity.


Customer Engagement: Engagement has shifted from mere product promotion to community-building, storytelling, and personalized interactions.


Lead Generation & Sales Conversion: With advanced ad targeting, social media platforms convert interest into measurable sales outcomes.


Data & Analytics Power: Every click, like, share, and comment is a measurable data point that can be turned into insights for future strategy.


4. Key Components of Social Media Marketing
Content Creation & Storytelling – Crafting engaging narratives that resonate with audience values.


Audience Targeting – Using demographics, psychographics, behaviors, and lookalike audiences.


Engagement & Community Building – Two-way conversations, brand communities, and loyalty programs.


Paid Advertising – Sponsored posts, PPC campaigns, remarketing ads.


Analytics & Optimization – Tracking KPIs such as CTR, ROI, impressions, and engagement rates.