Social Media Marketing Channels: Facebook, Twitter, and Pinterest

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  • 0:03 What Is Social Media…
  • 0:52 Social Media Marketing…
  • 2:03 Facebook & Twitter
  • 3:48 Pinterest
  • 5:23 Lesson Summary
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Lesson Transcript
Instructor: Beth Loy

Dr. Loy has a Ph.D. in Resource Economics; master's degrees in economics, human resources, and safety; and has taught masters and doctorate level courses in statistics, research methods, economics, and management.

Likes, tweets, +1s, pins, and more! This lesson provides information about the most popular social media outlets. Learn more about using Facebook, Twitter, and Pinterest to expand your digital marketing reach.

What Is Social Media Marketing?

Social media marketing is the strategic use of social media platforms to promote your business and engage customers. Although most people may tend to think of social media as just a fun thing, it can actually be a powerful business tool and can change the way businesses interact with customers. For example, before social media channels existed, anyone with a complaint just wrote a letter to the company, and most times, the company never bothered to respond. Now, thanks to social media, these complaints can be posted online in public forums and companies tend to respond quickly.

Social media channels allow companies to engage customers like never before, which can be good and bad. We'll look over best practices for social media marketing, then we will break down Facebook, Twitter, and Pinterest to see how each platform can be used in marketing.

Social Media Marketing Practices

Let's look at tips for using social media as a marketing tool:

First, set up a business account - not a personal account. Use backgrounds that relate to your customers and a name and brand presence they'll recognize, and then leave it alone. Consistency is key and constantly changing profile pictures is just confusing.

Next, consider engaging anyone related to your business. Include customers for sure, but you might follow the CEO, board members, partners, and suppliers as well. Also, be sure to show community involvement and goodwill by linking to local organizations, businesses, schools, and charities.

Show professionalism by turning criticism into a positive, answering questions promptly, and always thanking your most recent followers. Make sure to engage and reward your followers by tagging them in photos and offering them discounts. Additionally, highlight employees so customers get to know the faces of your company. Finally, analyze the best day and time to share information and stimulate times of slower activity with new messaging.

You want to think broadly when using social networks as marketing tools, but remember to stay focused on your mission and your brand. Let's look at each channel so we can get a better idea of what is available.


Facebook is a social network that allows you to build an online community and communicate with friends who like your page. It focuses on a newsfeed that lets you create timelines, highlight trending topics, and carve out specific groups of friends to share information with. Posts can be long or short, show video or pictures, and include links and hashtags. Strong posts are rewarded with likes from those who follow your page.

For example, commenting on other posts and always responding to comments on your own page will help you increase your exposure. You can also ask your followers for specific feedback in the comments; just make sure you respond to everyone who takes the time to leave a comment.

Even if someone likes or follows your page on Facebook, your posts might not show in that person's newsfeed. Facebook uses an algorithm to decide when followers see different posts. The goal, according to Facebook, is to encourage more interaction. Two of the indicators the current algorithm uses to show posts are how many comments your posts get and how many times you comment on other posts. Being engaging is key to marketing on Facebook. The more you interact with others, the more traffic you will receive back.

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