This document summarizes a class about social media marketing. It discusses different social media platforms for advertising like Facebook, LinkedIn, Twitter, YouTube and Google AdWords. It provides information on setting goals and budgets for social media campaigns. Example budgets and targets are given for a hypothetical Twitter campaign. Emerging trends in social media advertising like content overload and new platforms are also mentioned. Recommended reading and upcoming guest speakers on related topics are listed at the end.

1. Week #7
March 12, 2014
Utica College
PRL 408: Social Media
ThomasArmitage

2.  What is advertising?
 Advertising vs PR
 Social media marketing
 Handles vs posts
 Google AdWords
 Facebook ads
 LinkedIn ads
 Twitter ads
 YouTube ads
 Other platforms
 Software
 Trends

3.  Chapter 18 in The New Rules of Marketing and
PR on Instagram and photo sharing apps
 “5 Social MediaAdvertisingTrends toWatch
for in 2014” - http://bit.ly/MSelf9

4. (Curtis, 2013)
Advertising is the paid, impersonal, one-
way marketing of persuasive
information from an identified sponsor
disseminated through channels of mass
communication to promote the adoption
of goods, services or ideas.

5.  Growing organically can be slow
 Fast results
 Tap new, targeted audiences
 Inexpensive compared to mass media
 Trackable

7. (Boies, 2013)

8.  500 million searches each day
 $10.86 billion in ad revenue last quarter
 PPC model
(Goodwin, 2011)

10. (Miller, 2012)

11.  50% of active users log on every day
 30 billion pieces of content each month
 Inexpensive
 Great targeting features
(Odden, 2010)

15.  Drive users offTwitter
 Potentially cheapest option
 Build an audience and keep it
 Limited insight
(Slagen, 2012)

19.  Professionals, B2B and/or recruitment
 Create many variations
 Highly specific targeting
 CPM or CPC pricing models
 Potentially most expensive
(Odden, 2010)

20.  XXX

23.  1 billion unique visitors per month
 2nd most popular search engine
 Multiple formats
 More detailed messages
(Odden, 2010)

27.  BestYouTube ads entertain
 Tell stories
 Be short and sweet

29.  Goal
 Traffic
 Brand exposure
 Engagement
 Budget
 Target
(Smith, 2013)

30.  AdRoll
 Unified Social
 ArgyleSocial
 KISSMetrics
 FollowerWonk

31.  Goal: obtain targetedTwitter followers
 $10,000 budget
 2% engagement rate, $0.50 per follow
 1,000,000 impressions
 20,000 followers

32.  Content overload
 Twitter ads
 Facebook video?
 Google+ ads
 Blurred lines
(Lee, 2013)

33.  Guest Speakers
 Evaluation and Measurement
 To do:
 Read chapter 22 from the text
 Read articles from #UticaCollegeSM and comment
 SnapChat andTvTag presenters should be ready to
present
 Review channels of our guest speakers…

34.  Rick Short, Director of Marketing
Communications at Indium Corporation
 indium.com
 youtube.com/user/INDIUMcorporation
 blogs.indium.com
 vine.co/u/934495255103942656
 facebook.com/indium
 twitter.com/indiumcorp
 reverbnation.com/rickshort

35.  Sarah Foster, Director of Group Sales at
Oneida CountyTourism
 oneidacountytourism.com
 youtube.com/user/getawayregion
 facebook.com/oneidacountyny
 twitter.com/OCTevents
 pinterest.com/getawayregion

36.  Boies, J. (2013, November 21).The guide to social media advertising. ExactTarget. Retrieved on March 8,
2014 from http://www.exacttarget.com/blog/the-guide-to-social-media-advertising-infographic/
 Curtis, A. (2013). What is advertising? University of North Carolina at Pembroke. Retrieved on March 8, 2014
from
http://www2.uncp.edu/home/acurtis/Courses/ResourcesForCourses/Advertising/AdvertisingWhatIsIt.html
 Goodwin, D. (2011, April 21).Top Google result gets 36.4% of clicks. Search EngineWatch. Retrieved on
March 8, 2014 from http://searchenginewatch.com/article/2049695/Top-Google-Result-Gets-36.4-of-
Clicks-Study
 Kim, L. (2012, July 17).The war on ‘free’ clicks: think nobody clicks on GoogleAds?Think again!
Wordstream. Retrieved on March 8, 2014 from http://www.wordstream.com/blog/ws/2012/07/17/google-
advertising
 Lee, J. (2013, December 30). 5 social media advertising trends to watch for in 2014. Search EngineWatch.
http://searchenginewatch.com/article/2320367/5-Social-Media-Advertising-Trends-to-Watch-for-in-2014
 Miller, M. (2012, October 10). 53% of organic search clicks go to first link. Search EngineWatch. Retrieved
on March 8, 2014 from http://searchenginewatch.com/article/2215868/53-of-Organic-Search-Clicks-Go-to-
First-Link-Study
 Odden, L. (2010). Getting started social media advertising on Facebook,YouTube & LinkedIn.Top Ranked
Blog. Retrieved on March 8, 2014 from http://www.toprankblog.com/2010/12/social-media-advertising-
tips/
 Parker, P. (2012, October 25). Google bringing in more than $100 million per day via AdWords. Search
Engine Land. Retrieved on March 8, 2014 from http://searchengineland.com/google-bringing-in-100-
millionday-via-adwords-says-study-137583
 Slagen, D. (2012, April 16).The pros & cons ofTwitter advertising for small business. Inbound Hub.
Retrieved on March 8, 2014 from http://blog.hubspot.com/blog/tabid/6307/bid/32354/The-Pros-Cons-of-
Twitter-Advertising-for-Small-Business.aspx
 Smith, B. (2013, August 9). How to choose the most effective social media platform for your brand. Social
MediaToday. Retrieved on March 8, 2014 from http://socialmediatoday.com/brianna5mith/1648356/how-
choose-most-effective-social-media-platform-your-brand