Ever wondered what keeps you scrolling? Discover the Secrets Behind Engaging Social Media Content!

We had an insightful session with Sakshi Jalan who is a passionate Social Media Marketing Specialist and Client Account Manager at DOT & Co. She leverages her expertise to craft innovative campaigns that drive digital media success and elevate brands. she is proud of leading an award-winning campaign that achieved a rapid product sell-out within the first quarter her diverse skill set includes: Social Media Marketing Strategy & Execution, Content Management, Client Relationship Management.

Overview - She taught us how social media works , what is the basics of social media marketing what goes behind the scenes, how is a social media strategy created how are concepts finalized, how does a social media manager social media strategist stay update with the trends, with every platform how does the strategy change and what are the concepts that remain unchanged irrespective of anything. She also spoke about how social media marketing is pre planned of how much research is required for a brand that you are working on.?

Learnings from the session - One of the major learnings is that social media marketing is not as easy as it seems, it the formation of a social media strategy relies on target audience, one who understands the target market very nicely is someone who can make the social media posts relatable, funny and mainly how it suits the brands, as the tonality is not same for every brand , some brands on social media follow a lite hearted fun approach while the others follow a very formal approach. For example on platforms like TikTok and Instagram the audience present on the platform is usually the younger age groups hence the type of communication done informal. On the other hand, LinkedIn is a platform where professionals connect with each other hence the code of communication, the tonality is formal.

Social media is making use of a platform where your audience is the most active, hence not all brands should necessarily be present on all social media channels. As different social media channels require a different social media strategy everything changes from channel to channel. Another thing one should take care of while doing social media marketing is to read and be aware of the clause of each channel, to understand what protocols or what guidelines the platform has so that the content posted does not get restricted due to the same.?

The key metrics to major the success of any social media campaign is to analyze its reach and engagement. Further it is done through analyzing metrics like impressions, likes, shares & comments Content marketing is the way to do organic marketing on social media that is a form of storytelling, people on social media connect with the brand’s story they share through their posts.?

We also did a case study where the task was to develop a strategic plan for maximizing DOT & CO.’s organic reach and engagement. To which we were also allotted a time slot that was 5 hours each week. We then did our research on DOT & CO accordingly selected the platforms for its social media marketing, prepared the strategy, dedicated the time allotment for the strategy and listed the metrics we will be using for the measurement of the success of the strategy. This was all about the learnings.

Impact on career: Reflecting on the insights shared by Sakshi Jalan and following are the ways in which they will have an impact on my career.

1. Practical Application through Case Studies - The hands-on experience of developing a strategic plan for DOT&CO provided practical insights into real-world application. This experience will be invaluable.?
2. Client Management Skills: This marketing seminar made me understand the importance of client relationships and how we can maintain and retain clients effectively.
3. Making the best use to AI: When A.I. tools for example ChatGpt was launched it had created this buzz in the market of ChatGpt taking away jobs specially the copywriter’s job. Being a part of the social media marketing team copywriting is also one of our strong skills and this is why people in this industry niche were in fear. But Sakshi gave a really beautiful answer to deal with this issue was to make A.I. your friend, no matter how advanced the technology is, ultimately marketing is something that works when the message connects with people’s emotions and that is when the sale or conversion happens and thus A.I can be used to get ideas that can be tailored by social media marketers and thus help in driving effective results. Thus A.I. tools are something social media marketers must use to ? know what best can be improvised and add to the current knowledge of marketers.?
4. Creative Innovation: Learning from Sakshi’s innovative approach has inspired us to think out of the box and create successful unique campaigns that relate with the audience.
5. Niche specific market: Sakshi also told us how the Digital Marketing Industry functions in Canada and how each job role is niche specific.?
6. ?Adapting to Platform-Specific Strategies - The session highlighted the necessity of tailoring strategies to different social media platforms. Recognizing that each platform has its unique audience and communication style will allow me to create more effective and engaging content. This adaptability will set me apart as a versatile social media marketer.?
7. Importance of Compliance and Guidelines - Being aware of the guidelines and protocols of each platform is crucial to avoid content restrictions. This attention to detail will ensure that my campaigns run smoothly and adhere to the platform-specific rules, which is essential for maintaining the brand's reputation and effectiveness. This session enlightened us to how? it is important to keep an eye on the guides and to keep track of the changes.

I would like to thank Katidja Youssouf, MBA and Sakshi Jalan for this amazing session at George Brown College