7 Pillars of Social Media Marketing That Can Make or Break Your Business - (2022)

Almost 53% of the world is engaging on social media platforms right now. This amounts to almost 4.2 billion active social media users on various platforms. Suffice it to say, more than half of the total internet usage is directed towards social media platforms. Although there is a large variety of platforms, all of them have active and even unique users signing up every day.

The aforementioned facts clearly prove the importance of incorporating social media in your digital marketing strategy. While the audience you’re looking to target might be engaging on a different platform, the fact remains that all sorts of audiences can be reached through social media marketing.

Depending upon the niche of your business, there are platforms that can work in your favour should you apply the right tactics at the right time. This is something that will require thorough research, something for which you can consider hiring a digital marketing agency. You need to understand your business and the type of audience that are plausible customers for it.

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Only after you’ve reached a point of understanding pertaining to your business needs and goals can you apply the 7 pillars of SMM to your online campaign. These pillars are important aspects of social media marketing and can work for all sorts of audiences, provided you have them narrowed down.

Let’s take a look at them:

7 Pillars of Social Media Marketing

Audience Research

We’ve already established the significance of researching the ideal audience for your business. This is key in determining how well your strategy will go. To keep it simple, let’s just say you won’t be doing yourself a favour by reaching out to doctors and selling them fertiliser. Similarly, targeting the youth to sell cars might seem like a good idea, but your chances of getting sales are significantly lower.

Audiences can be categorised and classified according to their interests, behaviour, etc. It’s critical to know your audience because you can’t target all social platforms.

You need a specific set of platforms that have the highest number of people relevant to your business engaging on a regular basis. If you hire a social media marketing agency, they’ll also spend time searching for target audiences and use any data they can find to narrow down potential masses.

For example, Quora is known to be a hub that has over 300 million users, with 43% being females, 35% being Americans, 65% being degree holders, etc. As a webmaster or advertiser, you can understand that information such as this can be integral in ensuring your social media marketing is targeting the perfect audience.

Strategy and Planning

Strategising and planning your marketing goals are the next steps to take once you’ve found the right platform and more importantly, the right audience.

Every platform has its own interface and trends with respect to what and how people view content. For example, YouTube only supports videos and thus, you can’t hope to reach people through textual content.

Similarly, Facebook might allow multiple forms of content but depending upon your target audience and goals, perhaps going with slideshows might be better. People have hired a digital marketing agency that excels in social media strategies just for consultations. Suffice it to say, even a consultation with an expert can be decisive.

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You can look towards your competitors in this regard to have a better idea about what works. There can be a variety of ways to make an impression on users and establish a credible identity. Stats show that video content is likely to generate more trust when embedded along with texts.

As you can probably deduce, this also depends highly upon how well you’ve researched your audience and competitors. Simply put, it is important that you have a robust social media marketing strategy if you desire to succeed in this domain.

Scheduling and Publishing

This is something that most people often overlook and underestimate. Scheduling and publishing were thought to be irrelevant details of social media marketing before people started to realise the significance of time.

Sure, every social media user is going to log on at some point in time during any given day. However, there are going to be millions of people posting updates that are going to crowd the users’ feeds.

This is why you need to enhance your audience research and figure out times when your users are likely to log on. An effective social media marketing agency recognises scheduling and publishing as tasks of a critical nature as they can either break or make your overall strategy.

Since you’re only working with numbers, go with the analytical data that will give you the ideal time to schedule and publish your posts.

While you’re encouraged to have multiple posts in your pipeline, timing them perfectly to land in people’s feeds at the moment of logging on can really improve your chances.

Listening and Engagement

Social media is better than search engines and even your business websites for users. That is because people feel more comfortable engaging with others and even businesses through familiar platforms. Most of social media marketing involves engaging with users online.

It’s vital for any business to generate a credible, trustworthy and authoritative identity in the eyes of the public. Regardless of whichever industry or niche you’re targeting, you need the public’s endorsement.

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This is where some of the most notable examples of companies like Samsung, Apple, Huawei, Wendy’s, etc. are important for consideration.

While some of these companies resorted to sponsoring influencers and have them promote the company’s products, others have sought endorsements through gifts and donations. This has worked because people believe a lot of things they hear on social media.

The recent Venmo cash campaigns have worked wonders in terms of influencing people and getting conversions. All good campaigns have been followed by massive user engagement and while you can’t satisfy everyone, you are required to do as much as you can and more.

However, the key to succeed here is hiring a reliable and reputable digital marketing agency that specialises in social media marketing. For instance, hiring Zoom Digital can ensure that your audiences are engaged and kept updated on everything your business is up to.

You need to engage with your peers and clients, especially if you’re new to the business. Not only will you face criticism and bad reviews, but you’ll also have to respond to customer complaints and update them on what’s to come.

Use of Tools for Analytics and Reporting

Not knowing how well you’re doing is how you jeopardise your chances of success. You can’t judge how your strategy is faring by comments and a few engagements.

Rely on hard facts, stats and analytics to keep a track of what’s happening. There are many tools provided by various platforms such as YouTube Studio, Facebook Ad Manager, Google Analytics, etc. You can even find tools like Hootsuite and more that aid in social media marketing.

These tools can provide you with detailed insights into how every post has performed. You can take a look at the reach, impressions, interaction and engagement, retention, design and schedule posts and a lot more. Social media marketing also revolves around analytical reports that comprise data collected through various campaigns, often improving with trial and error.

These stats are crucial in helping an advertiser understand how they can improve upon their strategy. Whether it’s the content that needs improving, the scheduling that needs revision or even narrowing down target audiences, your strategy can become significantly better by regular reporting on analytics.

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It’s understandable that the work this entails can be frustrating and stressful. This is why we recommend getting in touch with a digital marketing agency that specializes in social media marketing. After they’ve crunched the numbers, they’ll let you know the gist of the important stats that can help you look for creative solutions.

Branding and Promotion

Once you’ve established all of the above, you’ll already be in the process of branding your business. Considering how different platforms provide different campaign options, you can choose to reach out to the masses. While quick and immediate paid campaigns can promise instant outreach, you need a viable long-term plan. Unless you hire a digital marketing agency to help you with it all, you should get started long before executing it.

Promoting your business will become significantly easier once you’ve figured out what your audience likes and wants. By engaging with them on a regular basis, you can find groups, pages, communities, forums and much more to promote your business. Make sure to include relevant links and information that your peers will find interesting, helpful and engaging. Much of your social media marketing should be focused on engaging the user before encouraging a call to action.

You don’t just want people to know that your business exists. You want them to know what it provides and how credible an authority can be considered for any given niche. Don’t be afraid to cover news pertaining to your industry even if your business isn’t directly involved.


Lastly, paid advertisements to come into play after you’ve made sure that your social media marketing is going adequately well. While you can do it on your own, it’s strictly recommended that you resort to hiring a digital marketing agency or social media marketing professionals who can save your budget.

Paid advertisements are of many types depending upon the goal that you’re trying to attain. Even a million-dollar budget can be spent in a few seconds unless the advertiser hasn’t set proper goals and narrowed down audiences to target. Whereas, a thousand-dollar budget can help you reach out to clients and generate the maximum number of sales.

All platforms provide their own advertising tools and interfaces. You can find all of them offering some or other types of classification and categorisation options that allow you to narrow down audiences. For example, you can use Facebook to target CEOs or Co-Founders of any organisation regularly spending budget or showing interest in specific niches/products at any time. Similarly, other platforms also offer targeting options that can greatly save your advertising budget.


Social media platforms are showing no signs of slowing down in terms of garnering more traffic and signing up even more unique and new users. As of 2021, the average person spends around 2 hours and 25 minutes on social networks. The numbers only prove more useful when considering the youth who’s found using social media platforms for almost 3 hours every day.

You can find stats like these changing every day only to prove that it’s high time to target social media for your business marketing campaign. We recommend getting in touch with an expert at Zoom Digital to make sure that you get off on the right foot.

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What are the pillars of social media marketing? ›

Then, you'll discover the five core pillars of social media marketing: strategy, planning and publishing, listening and engagement, analytics and reporting, and paid social media.

What do you think are the biggest challenges in social media marketing list at least seven 7 of the biggest challenges in social media marketing? ›

5 of the Biggest Social Media Marketing Challenges:
  • Challenge #1: Lack of Connection Across Departments.
  • Challenge #2: Identifying the Right Platform.
  • Challenge #3: Understanding the Target Audience.
  • Challenge #4: Declining Organic Engagement.
  • Challenge #5: Meeting Consumer Expectations.
29 Jul 2022

What are the pillars of a successful social media campaign? ›

7 Pillars of a Successful Social Media Strategy
  • Accurate Social Media Profiles. ...
  • Use Mostly Value-Add Content. ...
  • Promote Blog Articles. ...
  • Promote Content Offers. ...
  • Consistent Social Publishing. ...
  • Monitoring and Responding. ...
  • Measuring Results.

What are the benefits of social media marketing for my company? ›

With consistent updating, the right social media marketing strategy will lead to increased traffic, better SEO, higher conversion rates, improved brand loyalty, and much more. There are virtually no reasons not to implement social media into your marketing strategy.

How social media marketing helps businesses? ›

Social media allows marketers to connect and engage potential customers where they are at: LinkedIn, Twitter, Youtube, Facebook, Instagram, and even some of the younger platforms like TikTok. With a strong social media strategy and the ability to create engaging content, marketers can engage their audience.

What are the 7 functions of social media? ›

In response, we present a framework that defines social media by using seven functional building blocks: identity, conversations, sharing, presence, relationships, reputation, and groups.

What are the importance of social media? ›

Why is social media important? Social media is important because it allows you to reach, nurture, and engage with your target audience — no matter their location. When a business can use social media to connect with its audience, it can use social media to generate brand awareness, leads, sales, and revenue.

What is the impacts of social media? ›

However, multiple studies have found a strong link between heavy social media and an increased risk for depression, anxiety, loneliness, self-harm, and even suicidal thoughts. Social media may promote negative experiences such as: Inadequacy about your life or appearance.

What is the most common problem in social media marketing? ›

Common social media marketing problems include: Not engaging with followers. Focusing too much on sales. Being tone-deaf to your audience and platform-specific trends.

What challenges businesses face by social media? ›

Five Challenges Social Media Will Bring to Business
  • Integration. Becoming a “social business” (meaning true participation as opposed to leveraging social media as a new form of marketing) can impact nearly every function of a business. ...
  • Governance. ...
  • Culture. ...
  • Human Resources. ...
  • Measurement & ROI.
14 Aug 2009

How can social media marketing challenges be overcome? ›

Compare social media goals to the overall business goals. Compare with competitors. Set up analytics to track performance.
How to overcome the challenge:
  1. First follow accounts to get more followers.
  2. Share valuable and informative content.
  3. Engage with audience.
  4. Collaborate with partners to launch campaigns.

What are the pillars of a marketing strategy? ›

The 4Ps of Marketing, often referred to as the Marketing Mix, are Product, Price, Place and Promotion. Consideration of these four elements should form the basis of any good marketing strategy.

How many content pillars should you have? ›

So, how many content pillars do you need? Well, while there are no set rules on how many content pillars you should have, we think three to six content pillars can create a nice balance. Within that, your content pillars might vary by channel. Your content pillar may not even be a topic.

What is social marketing and its importance? ›

Social marketing is the use of commercial marketing principles and techniques to improve the welfare of people and the physical, social and economic environment in which they live. It is a carefully planned, long-term approach to changing human behavior.

Why social media is the best way to advertise? ›

Social media networks are open to all, giving businesses a chance to follow their consumers' activities or potential buyers. This helps marketers be more informed about their target audience, likes, dislikes, and interests so that they can create a better marketing strategy to attract such customers.

How does social media negatively affect businesses? ›

The most negative impact of social media on business are as follows: Reduces Employee Productivity. Increased Risk of Cyber Threat. Reduces Confidentiality and image of the company.

Why is marketing important for the success of the business? ›

The importance of marketing for your business is that it makes the customers aware of your products or services, engages them, and helps them make the buying decision. Furthermore, a marketing plan, a part of your business plan helps in creating and maintaining demand, relevance, reputation, competition, etc.

What are the advantages and disadvantages of social media in business? ›

Social media can be a useful tool for businesses, bringing advantages such as engaging with your audience and boosting website traffic. However there can also be disadvantages, including the resources required and negative feedback.

In what way does media affect your life personal/professional academic social others? ›

When it affects personal life, there is damage in both professional and academic. Many studies have shown that social media has negative impacts on mental health causing signs of stress, depression, anxiety, etc. There are many cases registered in the cyber for misusing information and for cyberbullying.

Is social media helpful or harmful? ›

Although there are important benefits, social media can also provide platforms for bullying and exclusion, unrealistic expectations about body image and sources of popularity, normalization of risk-taking behaviors, and can be detrimental to mental health.

Is social media necessary for business? ›

The business-boosting benefits of social media.

Social media is an easy, affordable way to reach a wide audience. Posting on social media can help build your business's brand and drive traffic to your website. You can use social media to engage directly with customers and learn what they want.

What is the role of social media in your life and the world? ›

It has made its importance in our lives in a very short period. It has become necessary daily activity for people. Social media enables its users to stay in contact by making communication easier. Sharing pictures, videos, expressing thoughts, ideas, and documents are just one click away.

What are the benefits of using social media when looking? ›

Following are some the benefits of using social media when looking to advertise your business locally:
  • Target Audience: ...
  • Awareness and visibility of the brand: ...
  • Superior SEO rankings: ...
  • Less expensive: ...
  • Revenue: ...
  • Advancement of the brand: ...
  • Betterment of traffic: ...
  • Outstanding conversion rate:
19 Jul 2020

What is social media and its negative effects? ›

Social media harms

However, social media use can also negatively affect teens, distracting them, disrupting their sleep, and exposing them to bullying, rumor spreading, unrealistic views of other people's lives and peer pressure. The risks might be related to how much social media teens use.

How media affects our daily life? ›

Emotion. Multiple studies have shown that unlimited use of social media causes stress, bad moods and negative mental health. Many people wake up in the morning and immediately check their Instagram, Snapchat or Twitter.

What is the biggest problem with social media today? ›

Increased usage. The more time spent on social media can lead to cyberbullying, social anxiety, depression, and exposure to content that is not age appropriate.

Why is setting goals for a social media marketing campaign Important select all that apply? ›

Building engagement is a very important social media goal as it encourages brand building, generates referrals, and determines how your content is prioritised and how many people you will reach. On social media, the engagement of your audience is measured by how many likes, shares and comments they make on your posts.

How does social media create business opportunities? ›

Social media opportunities for business

directly target customers with marketing campaigns. promote new products or services. build brand awareness. personally interact with existing and potential customers.

What are the opportunities of using social media? ›

Social media platforms have varying advantages, but for any business, it is essential to use them for digital marketing, customer support, gathering data, and more. Additionally, it is a simple and low-risk way for your company to reach new audiences who may be interested in your brand and services.

What is the core of social media? ›

1. Connecting to Customers - The core of social is connecting people to people, and it goes the same for brands.

Does social media Help SEO? ›

If you're only just getting started with SEO, social media can also help attract visitors sooner than search engines. SEO can take months to start working and while it's worth the wait, you might not be getting the traffic you need right in the beginning.

How important is social media nowadays? ›

In today's society, the use of social media has become a necessary daily activity. Social media is typically used for social interaction and access to news and information, and decision making. It is a valuable communication tool with others locally and worldwide, as well as to share, create, and spread information.

What social media marketing is best? ›

10 Best Social Media Marketing Platforms
  • LinkedIn.
  • Instagram.
  • YouTube.
  • Pinterest.
  • Reddit.
  • Snapchat.
  • Tumblr.
  • TikTok.
28 Sept 2020

What are the importance of social media? ›

Why is social media important? Social media is important because it allows you to reach, nurture, and engage with your target audience — no matter their location. When a business can use social media to connect with its audience, it can use social media to generate brand awareness, leads, sales, and revenue.

What is social media marketing in simple words? ›

Social media marketing (SMM) is a form of internet marketing that uses social media apps as a marketing tool. These social media platforms enable brands to connect with their audience to: build a brand; increase sales; drive traffic to a website; and.

Does social media marketing really work? ›

According to HubSpot, social media has a 100% higher lead-to-close rate than outbound marketing tactics. That could be because every post you make and each interaction you have on your social media channels is an opportunity to convert an interested lead into a happy customer.

Why social media is the best way to advertise? ›

Social media networks are open to all, giving businesses a chance to follow their consumers' activities or potential buyers. This helps marketers be more informed about their target audience, likes, dislikes, and interests so that they can create a better marketing strategy to attract such customers.

What is in a social media strategy? ›

A social media strategy is an outline of the content that your business will post, the responsibilities of your social media team, and the social media channels you will use to promote your business. A social media strategy includes social media goals that complement your business' overall digital marketing strategy.

How can a company improve its social media ROI? ›

Start with your most important goals, and select the best tactics for meeting these goals. By using social insights to learn more about your target audience, and using your performance data to improve your tactics over time, you are well on your way towards improving your social media ROI.

What are pros and cons of using social media to market products? ›

10 Pros And Cons Of Social Media Marketing In Mobile App Development
  • Time-consuming: This is one of the biggest cons of social media marketing for a mobile app development company. ...
  • Long time on ROI: ...
  • Risk of negative publicity: ...
  • Loss of control: ...
  • Dilutes brand voice: ...
  • Low cost: ...
  • Big audience: ...
  • Fast:
11 Apr 2018


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