Topic 2 The Five Core Pillars of Social Media Marketing


2.Planning and Publishing

3.Listening and engagement

4.Analytics and Reporting


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1. Strategy

What are your goals?

⮚How can social media help you achieve them?

On which social media platforms do you want to focus on?

What type of content do you want to share?

⮚What type of content will attract the identified target audience best?


The major social media platforms are Facebook, Instagram, Twitter, LinkedIn, Pinterest, YouTube and TikTok.

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Suggestions / Ideas

✔Use social media for increasing brand awareness

✔Social media help generate engagement around a brand

✔Create audio-visual material (images, videos etc.)

✔Offer educational or entertaining content

There is always the potential of changing the strategy according to how social media posts perform.

TIP: When starting out, it’s better to pick strategically selected platforms according to your target audience than activating to many platforms.

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2.Planning and Publishing

Nowadays more than three billion people (3,000,000,000) use social media.

By being present on social media platforms, the brand is gradually getting more reachable from future customers.

Social media is an inexpensive way to interact with the institution’s target-audience constantly.

  • Publishing to social media is as simple as sharing a blog post, an image, or a video on a social media platform.

  • It’s just like sharing on a personal Facebook profile.

  • The difference is that the publishing activity will be planned in advance, instead of posting content spontaneously.

TIP: To ensure user engagement, you need to not only regiment your publishing activity with the proper frequency!

  1. Listening and Engagement

As businesses and social media grow, conversations about the brand will also increase.

Users will comment on posts, tag the brand name in their accounts, and send direct messages.

-> Track all the above actions carefully.

«Engagement is more than just marketing. It’s lending a helping hand when things go away, keeping the conversation going when problems are solved, and spreading the good word about what we’re up to and where folks can come say hi» (Kate Sebald, 1Password)

TIP:  Always answer user feedback. It is an opportunity for communication and interaction.

In case of any negative comments, you can take advantage of it to fix a situation.

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  1. Analytics and Reporting

Primary questions for every cultural institution

  1. Are you reaching more people on social media than last month?
  2. How many positive mentions do you get a month?
  3. How many people used your brand’s hashtag* on their social media posts?
  1. Advertising

Advertising platforms are so powerful that the marketing specialist can determine exactly who you will run your ads on.

KISS- Keep It Short & Simple: Use comprehensive vocabulary and simple pictures.

Advertisements allow to expand a target audience and interact with future customers

TIP: The digital space allows us to reach specific target groups. Analyse the profile of your customers and identify your major target audience according to their demographics, interests and behaviours.

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