October 2025

2025

SOCIAL MEDIA Strategy to Increase Brand

Visibility & Online
Engagement

Dr Bhavook Chitkara
 October 2025

Introduction
Social Media Overview

Social media platforms are online tools and

websites that allow individuals, brands, and
organizations to create, share, and interact with
content while building communities. They have
transformed the way businesses engage with
customers, making marketing more interactive
and personalized.
Major Types of Social Social Networking Sites
Media Platforms Focused on connecting people.
Examples: Facebook, LinkedIn
Uses: Networking, community building, B2C
and B2B marketing

Microblogging Platforms
Short, frequent updates.
Examples: Twitter/X, Threads
Uses: News updates, trending topics, brand
engagement.

Discussion Forums & Communities Photo & Video Sharing Platforms

Focused on niche interests. Visual storytelling.
Examples: Reddit, Quora, Discord Examples: Instagram, YouTube, TikTok,
Uses: Customer support, market research, Pinterest
community engagement. Uses: Product demos, influencer marketing,
visual campaigns.

Professional Networks Professional Networks

Direct communication with users. Examples: LinkedIn
Examples: WhatsApp, Messenger, Uses: B2B marketing, recruiting, thought
Telegram leadership.
 Brand Awareness:
Reach wider audiences and establish brand identity.

Customer Engagement
Interact directly with users, respond to queries, and gather
feedback.

Lead Generation & Sales

Targeted ads and promotions can drive sales.

WHY Market Research

Understand trends, customer needs, and competitors.

BUSINESSES Cost-Effective Marketing

USE SOCIAL Many platforms allow free content sharing alongside paid
campaigns.

MEDIA
 SOCIAL MEDIA MARKETING
STRATEGY

DEFINE GOALS & OBJECTIVES IDENTIFY TARGET AUDIENCE

Examples: Increase brand awareness, drive Segment based on demographics, interests,

website traffic, generate leads, or boost behavior, and location.
customer loyalty. Create buyer personas to visualize ideal
Use SMART goals (Specific, Measurable, customers.
Achievable, Relevant, Time-bound).

SELECT APPROPRIATE PLATFORMS CONTENT STRATEGY

Choose platforms based on where the Decide on the types of content: images,
target audience spends most of their time. videos, stories, reels, blogs, infographics,
Example: Instagram for younger audiences, polls.
LinkedIn for B2B professionals. Maintain a content calendar to ensure
consistency and timing.
 SOCIAL MEDIA MARKETING
STRATEGY

ENGAGEMENT & INTERACTION ADVERTISING & PAID CAMPAIGNS

Respond to comments, messages, and Use targeted ads to reach specific audience
mentions. segments.
Encourage user-generated content and Platforms offer advanced targeting options:
reviews to build community trust. interest-based, demographic, behavioral,
and lookalike audiences.

MONITORING & ANALYTICS OPTIMIZATION

Track metrics like engagement rate, reach, Review performance regularly and adjust
impressions, CTR (Click-through rate), and strategies based on insights.
conversions. Test content types, posting times, and ad
Use tools like Facebook Insights, Instagram formats (A/B testing).
Analytics, Google Analytics.
EXAMPLE: SOCIAL
MEDIA STRATEGY FOR
A NEW PRODUCT

r e - o r d e rs.

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ct u d
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ep
Inc
Goal: Increase awareness and generate pre-orders.

at
re
Platform: Instagram & YouTube. se

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n

a
aw e
Content: Teaser videos, influencer reviews, behind-the- areness an dg

T arg

te d
scenes stories.

ete

res

o u n t.
Paid Campaign: Targeted Instagram ads to users aged

dI

te
18-35 interested in related products. ta

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ns
5

er c
Measure: Engagement rate, website clicks, pre-order gr - 3
am 1 8
ads d

ord
count. to users ag e

e-
pr
k

s,
l i c
e c
b s it
Eng e
a g e m e n t rate, w
FACEBOOK MARKETING
OVERVIEW
Facebook marketing involves using Facebook as a platform to promote a business,
connect with customers, and drive sales. With over 3 billion monthly users globally,
Facebook is one of the most powerful tools for businesses to reach a wide audience.

Why Businesses Use Facebook

Massive Audience Reach: Access to a diverse demographic across age, location, and
interests.
Precise Targeting: Advertisers can target users based on demographics, interests,
behavior, and more.
Cost-Effective: Organic posts plus paid campaigns allow businesses to control
budgets.
Engagement Opportunities: Pages, groups, and Messenger help businesses engage
directly with customers.
Analytics & Insights: Facebook provides detailed metrics to measure performance.
 PROMOTING BUSINESS
THROUGH FACEBOOK
MARKETING
A. Creating a Facebook Business Page B. Content Strategy for Facebook Facebook Groups
Steps:
Go to Facebook → Create → Page. Types of Content: Create or participate in niche
Choose Business or Brand. Status updates & tips groups.
Add business details: name, Images and videos Groups foster community
category, contact info, profile and Polls and surveys engagement, discussion, and brand
cover photos. Live streams (for events, product demos) loyalty.
Add a call-to-action (CTA) like User-generated content (reviews, testimonials) Example: A fitness brand can create
“Shop Now,” “Contact Us,” or “Book a “Home Workout Tips” group to
Now.” Frequency: 3–7 posts per week depending on engage members and subtly
Tips for Optimization: engagement. promote products.
Consistent branding with logo and
visuals.
Regular posting schedule (content
calendar).
Encourage followers to review and
 3. CREATING FACEBOOK
ADVERTISING CAMPAIGNS
A. STEPS TO CREATE A CAMPAIGN

1. Go to Facebook Ads Manager

4. Choose Placement
2. Choose Campaign Objective
Awareness: Brand awareness, reach. Facebook Feed, Stories, Messenger,
Consideration: Traffic, engagement, app Marketplace.
installs, video views, lead generation. Automatic placements recommended
Conversion: Sales, catalog sales, store for beginners.
visits.

3. Define Audience 5. Set Budget & Schedule

Location, age, gender, language.
Daily or lifetime budget.
Detailed targeting: Interests, behaviors,
Schedule campaigns to run at specific
connections.
times.
Custom audiences: Retarget website
visitors, email lists.
 3. CREATING FACEBOOK
ADVERTISING CAMPAIGNS
A. STEPS TO CREATE A CAMPAIGN

6. Design Ads
7. Launch & Monitor
Format: Single image, carousel, video,
Track performance with impressions,
slideshow.
CTR, conversions, engagement.
Include a compelling headline,
Optimize ads based on analytics.
description, CTA, and visuals.
 Business: Online jacket store

Objective: Increase sales

Target Audience: Men aged 25–40 in India

interested in fashion

Ad Type: Carousel showcasing 5

popular jackets

CTA: “Shop Now” with link to website

B. Example
Campaign Budget: ₹500/day for 2 weeks

Measurement: Website clicks, purchases,

ROI
04 FACEBOOK MARKETING
TOOLS
A. Facebook Insights
A Analyze post performance, audience demographics, reach, and
engagement.
Helps identify what content resonates most with the audience.
B. Facebook Ads Manager
B Core tool for creating, managing, and monitoring campaigns.
Features include audience targeting, budget management, A/B
testing, and reporting.
C. Creator Studio
C Manage multiple pages, schedule posts, and track
engagement metrics.
Particularly useful for video content and monetization tracking.

D. Facebook Business Suite (Meta Business Suite)

D Centralized platform for managing pages, messaging, posts,
and ads across Facebook and Instagram.
Supports collaboration for teams and allows performance
tracking.
 SOCIAL
MEDIA
ENGAGEMENT METRICS
LIKES, COMMENTS, CONVERSION
SHARES, RETWEETS, METRICS
MENTIONS.
EXAMPLE: A POST WITH Actions like

ANALYTICS
1,000 LIKES AND 200 purchases, form
SHARES INDICATES
STRONG ENGAGEMENT. submissions,
newsletter sign-ups.
Social media analytics refers to the process of collecting, measuring, Shows how social
and analyzing data from social media platforms to evaluate REACH & media contributes to
IMPRESSIONS
performance, understand audience behavior, and optimize marketing Reach: Number of unique users
business goals.
strategies. who saw your content.
Impressions: Total number of
Why It Matters
times your content was
Measures the effectiveness of campaigns.
displayed. AUDIENCE INSIGHTS
Understands audience preferences and engagement patterns.
Identifies trends and opportunities for growth. Demographics: Age,
Guides content creation and ad targeting. CLICK-THROUGH RATE
(CTR) gender, location.
Interests and behavior:
Percentage of users What content your
clicking on links in your audience interacts
post or ad. with most.
Mobile
Marketing
Mobile marketing is the practice of promoting
products or services via mobile devices, including
smartphones and tablets, using digital channels
like apps, websites, SMS, and social media.
Mobile Advertising

In-App Ads Mobile Web Ads SMS / MMS Marketing Push Notifications
Ads displayed within Ads shown on mobile- Text messages or multimedia Alerts sent via mobile apps.
mobile applications. optimized websites. messages sent to customers. Example: E-commerce app
Example: Banner ads Example: Pop-ups or Example: “Get 20% off today notifies users of a flash sale.
in a free gaming app. display ads on news only! Visit our app to claim.”
websites.

Social Media Mobile Ads Search Ads (Mobile PPC)

Ads optimized for mobile feeds Paid ads on Google search or
on platforms like Instagram, other platforms accessed via
Facebook, TikTok. mobile devices.
B. FORMS OF MOBILE
MARKETING
App-Based Marketing
Promoting through brand apps or third-party
apps.

Location-Based Marketing
Targeting customers based on their
geographical location using GPS.

QR Codes
Scannable codes linking to promotions, app
downloads, or websites.

Mobile Commerce (m-Commerce)

Facilitates purchases via mobile devices.
 C. MOBILE CAMPAIGN
DEVELOPMENT
Define Campaign Create Mobile-
Objectives Optimized Content
Awareness, engagement, Short videos, vertical
lead generation, app formats, concise
downloads, sales. messaging.
INITIAL
Identify Target Set Budget and
INVESTMENT Audience Schedule
Total investment Segment users based on Daily budget vs.
demographics, behavior, campaign duration.
$500,000 and device type.
Implement Tracking &
Choose Mobile Analytics
Marketing Channels
App ads, SMS, push Track CTR, conversion
notifications, mobile rate, app installs,
search, social media. engagement metrics.