Social Media Marketing: What You Need to Know

Posted by Alicia Mayle

Oct 12, 2017 2:14:29 PM

As a social media manager, I get asked a lot of questions about what exactly it is that I do.

Many people, who aren’t in this industry, believe that I play on my phone all day or take Snapchat pictures for stories. This belief is wrong.

Social media marketing (SSM) is always evolving. Meaning, I constantly have to evolve, and I always have to plan. A portion of my time is spent researching updates, new trends, new updates, best practices for social media management and so on.

Let’s dive into some research that I’ve been doing.

Facebook Updates: How It Affects Marketing on Facebook

In the middle of 2017, Facebook made a major update to their Graph API in their 2.10 version. This update was a major game changer for the social media marketing industry and not in the very best way (I’m still trying to decide how I feel about it.)

Let’s get to it, and please bear with me as social media is like a black hole that sometimes light comes from.

social media marketing

Before the update, we could change the title, meta description and images of our posts (in the red box). This allows us to use images that could potentially target our audience better, use titles that maybe are a bit more eye catching and use language in the meta descriptions that appeals to that specific audience.

After the update, this is no longer possible for anyone, including those third party social media scheduling tools we (social media managers) are so fond of. When Facebook curates content for the post, it is pulling original copy and images from the website the content is coming from. Sometimes, the images attached to the site aren’t sized correctly for Facebook, the titles are keywords, and the meta descriptions are basic knowledge.

What was Facebook’s reason for developing this update? To combat fake news. While is is great because fake news can do no good in this world, this update poses certain challenges for marketers (the not being able to change the media).

How can we get around this, and what is my personal belief on why Facebook developed this update? To drive marketers to Facebook Ads Manager. You can get around not being able to change the content by creating individual ads in Ads Manager.

Social media managers are not strangers to Facebook marketing; however, it has created a certain hassle. Instead of making advertisements from Facebook posts, we have to create individual advertisements and risk not getting engagement on a client’s Facebook page.

Social Media Marketing Company

This is an example of the same content, but with different images. One is a Facebook post and one is a Facebook advertisement.

I won’t get into the details of Facebook advertising, but you can read a previous blog I wrote on it.

Does this update mean that it’ll stay this way? I can’t fully answer this; however, I can say with confidence that Facebook is making continuous changes in light of the current situation.

Did anyone notice that Facebook went down for “regular maintenance” yesterday (10/11/12)? Yeah, me too. It was down for more than 20 minutes. I think that Facebook is hearing our complaints and trying to appease some of us.

One change that they made (didn’t last long) was that to advertise mobility on Facebook, we would have had to advertise on Instagram as well. This update lasted all of one day, I think.

Instagram Updates: How It Affects Marketing on Instagram

Instagram advertising is a tough one for me, and I really think it depends on what your audience demographic is.

Instagram marketing company for small business

How can we utilize on Instagram marketing for small businesses?

  • Photo ads
  • Video ads
  • Carousel ads

On Instagram, we can accomplish brand awareness, promoting educational content and conversions.

  • Updates that could affect Instagram advertising are:
  • Seeing Instagram stories on desktops
  • Having the ability to post multiple pictures in any format (portrait or landscape)
  • Monitoring Instagram engagement from Facebook
  • Having threaded comments like Facebook

One thing that I think is important to mention is having the ability to monitor Instagram engagement from Facebook.

It’s almost like Facebook wants you to stay on Facebook, am I right?

LinkedIn Updates: How It Affects Marketing on LinkedIn

Something that we at InnerAction Media are delving into is LinkedIn. Some of our clients are engineering firms, and the best way to reach their audience is through a social platform like LinkedIn.

This platform gives us the ability to insert ourselves into groups that we already know are interested in the subject.

Read more about LinkedIn and what we think about it, here

InnerAction Media | Social Media Marketing Company

Social media marketing is like a maze. It starts off dark, and you don’t know where you’re going. You will make mistakes, and you’re going to take a wrong turn.

Sometimes, it will feel as though you are doing nothing right; however, if you learn from your mistakes and think logically--you will get through it.

It is trial and error, which is why research and staying current on updates can only help you.

Here at InnerAction Media, we are dedicated to staying true to best practices and researching new ways to market our clients. We’re always excited help with a new social media marketing strategy!

If you think you need help with marketing your business on social media, give us a call.


Alicia Mayle

Written by Alicia Mayle

Alicia, a graduate of West Virginia University, received her degree in journalism, specializing in public relations and advertising. Alicia is responsible for coordinating and developing content for our clients, as well as managing their social media strategy and promotion. Throughout the month, you can find her looking at client campaign analytics, researching relevant awareness months and building out audience profiles to understand clients' target audiences. When Alicia is not developing, promoting or analyzing content, you can find her at the grocery store gathering supplies for the latest dinner idea, playing chess and talking about the perfect cup of coffee or just trying to learn something new.

Topics: Social Media Marketing, Social Media Management