Social Media Marketing (SMM Panel): Why is everyone talking about it?

 It sure isn't the first time you've heard it. And I am sure that it is not the first time that someone tells you that you have to do Social Media Marketing in your company. But what exactly is this SMM Panel that you hear so much about in recent years?

Because there is something else that is safe too and is that Social Media Marketing has revolutionized the market since social networks became a basic in the lives of all people (or almost all). If everyone is in networks, it is logical that companies want to be too. And that's more or less that's what the SMM is about. I explain it to you well.

What is Social Media Marketing?

As I always say, what better way to start than to start at the beginning? The SMM Panel is the marketing that is carried out using social networks as a medium. That is, it includes ALL those actions that we do in our company and that has to do with Social Media. It is usually a part of the digital marketing strategy, along with SEM, SEO, SMO...

Many times you have heard Social Media Marketing referred exclusively to pay advertising on social networks. As with the SEM, many times we use these very broad concepts to refer to very specific things. However, as I was saying, the SMM Panel is EVERYTHING. A strategy of publications on social networks (the work that so famous community managers do) are also part of the SMM.

In this blog, we have already talked many times about the management of social networks and of all networks in particular (you can see all our articles here). So, although it has already become clear to us that SMM Panel is NOT just this, today you are going to allow me to focus on paying advertising.

Paid advertising on social media

As I said before, we are going to focus more on this specific aspect of Social Media Marketing, which is what most "fear" (or respect) gives to entrepreneurs. Paid advertising consists of the insertion of advertisements in the different networks to reach their users.

These are campaigns that, well done, can be tremendously effective. The great advantage of social networks is the immense capacity of segmentation that they allow us. We can reach the audience we really want to impact, no more, no less. The big disadvantage is that we can annoy users a lot, causing them to hate our brand instead of the opposite.

Then, in each network, you can make different ads, reach a different audience ... To explain it better, I'm going to focus on advertising on 5 major social platforms:

»Facebook Ads

Facebook was one of the first networks to launch paid advertising as a financing method. At first, it caused rejection, doubts, fear ... But it has been working for years and all the initial problems have been overcome. Now Facebook has a very complete advertising platform (almost, almost like AdWords).

The social network allows us to make various types of advertisements: on the users' wall, on the sides, on video...

»Twitter Ads

Surely you have ever seen that "promoted trend" out there by Trending Topics. And is that Twitter allows you to promote from a TT to an update on the wall, an account ... A tad younger than advertising on Facebook, even so, we can say that Twitter Ads is one of the oldest in the sector.

»Advertising on Instagram

Not long ago, Instagram has allowed us to advertise in Spain. Now, taking into account that Instagram has become the fastest growing social network in the world… Advertising on its platform is something more than interesting. The format in this case exclusively images, logically, but that does not mean that the possibilities are more limited.

»Advertising on LinkedIn

This social network has an objective and an audience very different from the rest. It is the professional network par excellence, but this does not mean that there can be no advertising on it. In fact, used well, LinkedIn advertising can be very useful for attracting new customers or leads.

Like the previous ones, it has an advertising management platform, a bit more basic than the other two, but just as useful.

»Advertising on YouTube

YouTube advertising differs a lot from the rest that we have discussed so far. Since YouTube is now owned by Google, advertising is handled directly from AdWords. The operation is the same as the rest of the Google campaigns with minor nuances, since; after all, it is about video advertising.

The segmentation possibilities of this network are immense. The only "bad" thing about this type of advertising is that it requires a higher degree of training than for the rest. There is a specific AdWords certification and it is highly recommended that whoever does one of these campaigns be certified since it is a very complex and complicated platform to use.

I have only told you the 5 networks that have the best-established advertising on their platforms. But they are not the only ones and surely many more are going to join the bandwagon. Pinterest, another network that we really like, has been allowing advertising in some countries for some time.

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