Social Media Marketing: Exploring the Fundamentals

Updated: Feb 24

Social media marketing is an important aspect of modern business and eCommerce practices. It refers to brand marketing and promotion via organic, paid, and networking strategies through social media platforms. Ecommerce companies are now using various social media platforms for marketing purposes and reaching new audiences.

Over time, the practices involved in social media marketing have become more sophisticated and extensive. Therefore, keeping oneself well-versed with these developments is essential in understanding its various dimensions and dynamics.

Social Media Marketing Versus Digital Marketing

Digital marketing is another important aspect of modern eCommerce practices. However, it is different from social media marketing because it uses online as well as offline means (e.g. online advertising, TV advertising, newspapers, mobile advertisements, SMS, etc. In contrast, social media marketing is limited to online boundaries only.

Social Media Marketing: Important Definitions

Content: Everything that is posted on social media is called content. Content can be a story update on Instagram, Snapchat, Facebook, and a Tweet, etc.

Context: When it comes to context, it is important to remember that catchy and attractive posts should be placed such that more people can see them. For example, if a company places a three-liner joke inside a 5000-word blog post, it will not garner much attention. But if the company decides to post that joke as a Tweet, it will work for it.

Hashtags: Hashtags are the most standard tools for adding meta information on their social media handles. These hashtags are used on Facebook, Twitter, Pinterest, Instagram, etc. Hashtags allow the companies to describe their content’s topic. With 90% of our post, we include #YPMaketing and #LetsTalk. They also enable the companies to make their content a part of any current trends. With hashtags and meta information, discovering and sharing the content becomes easier.

Sharing: Social media shares can be termed as the currency of social media marketing. Engaging and interacting with the audience with content is a positive aspect. Still, it should be taken as a more positive attribute when they start sharing it. When people share content, the more it shows its popularity among the others.

Engagement: Engagement refers to the interaction of people with the content. This engagement can come in many forms, e,g, a comment, a reaction, or a share. Among these, share holds more importance, as mentioned before.


The Five Important Pillars of Social Media Marketing

When it comes to social media marketing, it is important to know about its five pillars.

(1) Strategy (2) Planning and publication (3) Listening and engagement (4) Analytics (5) Advertising

Social Media Marketing Strategy

Creating a social media marketing strategy is important for ensuring a persistent presence on social media. The absence of strategy and planning leads to a waste of time, ultimately failing to reach the target audience. With content strategy, ecommerce platforms can achieve business goals in various ways, such as engagement driving, increase in conversions, and creation of valuable content.

To design a good social media marketing agency, it is necessary to define specific goals and in order to achieve those goals, appropriate plans should also be made.

Planning and Publishing

Planning the content and its other aspects is essential before publishing it. Therefore, it is important to keep some crucial aspects before publishing the content. In this regard, consider the following:

  • Knowing the Audience: Learning about the demographic of the audience to establish strong communication with them.

  • Quality-Focused Approach: The quality of the content is also important.

  • Brand Consideration: The organization should correspond to its brand values in its content.

After planning the aspects of its publication, the company should persistently and consistently publish its content. With regular publishing, people start coming more towards the content.

Listening and Engagement

Engaging with the audience is also vital as it helps learn their feedback about the platform and the content. Feedbacks can be negative, but it helps them know about the audience’s preferences. Both listening and engagement allow a successful digital transformation and enhance the customer experience. Social listening and engagement also allows

  • Getting awareness about newer trends

  • Identification of new sources and streams of income

  • Gaining important insights about the industry.


Determining the success of a social media market campaign can be easily done by data metrics and analytics. If the ecommerce platform does not have the analytical information, it will fail to

  • Get an understanding of its users’ behavior

  • Refining the strategy

  • Finding the platform that is the most appropriate for the platform

  • Discovering the times that are best for posting

  • Competitor analysis.

These parameters allow the organization to get a basic and better understanding of what works best. Furthermore, with analytics, the eCommerce platform also gets informed of the decisions it needs to take regarding its future campaigns. One such analytical tool to mention is the A/B testing, as it helps decide the organization's best content, design, and CTA.


Social media advertising is one of the fastest ways of reaching and gaining an audience. As an example, the amount of active Facebook users is 2.89 billion. There are three primary types of social media marketing, i.e.

  • Organic - Organic content is where the organization does not have to pay for the content, and it picks up its views naturally.

  • Paid - The organization sponsors the paid content, and its posting costs are required.

  • Earned - Earned content is provided freely in the form of likes, shares, and comments.

Advertisement can be done in various ways on social media. They include:

  • Content creation - Content creation includes videos and posts.

  • Content Promotion - The videos and posts included in this category are sponsored or promoted.

  • Engagement with People - Advertisement can also be done by interacting with groups and influencers related to the organization’s business.

  • Growing a Following - By creating and sharing appealing content, the organization can follow its brand.

  • Getting Downloads - The organization can offer various downloadable items on its social media profiles and channels. These items can include PDFs, PowerPoint presentations, white papers, podcasts, videos, etc.

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