Jason Boucher

Social Media Marketing

Questions or misconceptions about Social Media Marketing

I’ve been a coordinator, manager, and social media director since 2012. The social media and digital marketing industry has changed so much in just eleven quick years — for one, when Facebook, Twitter, and Instagram were introduced, there were no ads. That’s hard to believe these days, right?

Here are some questions or misconceptions about Social Media Marketing (SMM) that I’m often asked about and how everyone can benefit from its use.

What are the benefits of social media marketing?

SMM can help businesses increase brand awareness, generate leads and sales, build relationships with stakeholders and customers, provide customer service, drive website traffic, and improve search engine ranking.

What are the different ways or methods used to perform social media marketing?

There are many different ways to use social media marketing to help reach your goals. Emails about innovative applications and fancy tools probably flood your inbox daily, each saying it’s the best. Perhaps some are better than others, but the bottom line is that you need help moving the needle forward. These are the categories or methods to use SMM for your benefit:

  • Content Marketing – creating and sharing valuable content that attracts and engages your target audience.
  • Social Media Advertising – running paid ads on various social media platforms.
  • Influencer Marketing – partnering with influencers to promote your brand.
  • Social Media Listening – monitoring conversations to learn about your target audience and identify opportunities.
  • Social Media Analytics – tracking the performance of your social media campaigns to measure success and learn what content performed best.

How much does SMM cost?

The cost of social media marketing can vary depending on your business size, goals, audience, and platforms used. Don’t worry! Many affordable options exist, even with a limited budget.

How do I create a successful SMM strategy?

A successful social media marketing strategy starts with defining your goals. What would you like to do with social media marketing? Once you know your goals, you can develop a strategy. This plan should include the following:

  • The target audience you want to reach
  • Social media platforms you will use
  • Type of content you will create
  • Frequency of posts
  • Budget you’re willing to spend


How do I measure the success of my SMM campaigns?

You can use many different metrics to measure the success of your social media marketing campaigns. Some of the most common metrics include:

Reach The number of unique people who saw your content.

Engagement: The number of people who liked, commented, or shared your content.

Impressions: The number of times your content is displayed. Some audience members might see your content 3 to 5 times, but it only counts as one unique view.

Traffic (CTR): The number of people who clicked on a link in your content.

Leads: The number of people who submitted their contact information through your social media channels.

Sales: The number of sales you made due to your social media marketing campaigns.

What are some common mistakes to avoid in social media marketing?

Some of the most common SMM mistakes that I have seen include:

  • Not having a plan or a strategy
  • Not creating engaging content
  • Not posting regularly – create a content calendar to help you see the month ahead and plan better!
  • Not tracking results
  • Not being patient


To summarize, create a checklist and then ask yourself and your company all these questions.

How many are you already doing, and how many can you improve on or begin to do now?