Social Media Fundamentals – Slide presentation

Written by Michael Watkins  |

    • I was asked to upload the slide deck I use for the 4 week Social Media course I run for Adschool Australia. So here it is, in condensed form.

Key Points:

The Three Key Pillars of Social Media Marketing

– Advertising Strategy, to grow your community with qualified consumers.

– Content Strategy, to consistently engage your community with relevant content. If you do this correctly you will increase the organic reach of your page.

– Community Management and Reporting Strategy, to uncover consumer insights that will allow you to continually optimise and improve your strategy as a whole.

The RRR Rule 

– Real, Relevant, Relaxed. Ensure all of your content, be it advertising copy or updates comes across as being real, relevant and relaxed. If you stick to this rule your brand will always come across in a way best suited for social media.

Content Tip – Make consumers act, not think. 

– The more you make them think with complex updates, open ended questions or irrelevant content the less likely they are to engage.

– Having short, simple updates with a clear call to action (questions with answers), the more likely consumers will instictively act, leading to engagement.

Understanding where Social Media sits within other marketing channels

– It sits across all of them. The first marketing channel to do so in history.

Defining Paid, Owned and Earned media in Social Media

– Paid. The investment in advertising to grow your fanbase

– Owned. A property the brand itself owns, think microsites or brand platforms faciliating social interaction with consumers. Facebook is NOT an owned property for a brand, it is owned by Facebook.

– Earned. When a consumer creates content on behalf of the brand, be it through sharing, liking or commenting (all actions that amplify out to the friends and family of that user). The more earned media your social media campaigns generate, the more successful they will be. As a social media strategist, maxmimising earned media potential should always be your #1 goal.


– If you work in social media and do not view optimisation as essential in all facets of the dicipline including advertising, content and community management – you need to. Optimisation allows us to improve strategy within hours based on what we are seeing in realtime, something other marketing professionals could only with to do. The heavier your optimisation efforts, the stronger your overall ROI will be.

Moderation Frameworks

– In order to manage a community efficiently you need to ensure the correct processes are in place. A moderation framework is a key process that should be created and implemented immediately, if you don’t have one already. It gives you a game plan and reassures your client that if things do go wrong, you have a plan to tackle it, quickly.


– You should always report back to your client on what is happening within their community. Forget focus groups. The information gained from a community of consumers is the richest you can find – and, when presented to the consumer in the right way, can be help them improve almost every part of their business.

The full slide presentation:


About Framework Marketing Group

Framework Marketing Group has access to and is able to provide a range of co-ordinated creative thinkers…as and when you need them. It’s a marketing communications company with a toolbox of resources able to be used on an “on-demand” basis. The focus is on communication tools that evaluate brand strategies and interpret consumer behaviour to ensure a consistent and practical brand communications programme. Specifically: 1. Build strategic marketing plans: Understanding market data so strategic marketing plans have practical outcomes and communications to target markets are effective. 2. Communication audits From analysis of all messages – understand how customers really think and then recommend improvements to messages and media channel selection 3. Brand evaluations Establish how robust the brand equity is with each target market so communications to them is relevant 4. Integrate all communication channels Recommend an effective mix of communication channels to achieve economies of scale timing and content compatibility 5. Interpret market research Understand and fix gaps in market knowledge for consumers, customers and staff 6. Sales strategies Develop sales strategies from a foundation of core marketing platforms so all communications to market are complementary to each other
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