Social Media Basics

Grozina / Social Media Basics

Social Media Basics

Social media has transformed how we connect, share information and engage with others. Understanding the basics of social media such as earned social media, campaigns, management and social media calendars is important. 

Before diving into social media’s intricacies, it’s important to grasp the fundamental concepts. Social media is a collection of online platforms and tools that allow individuals and organizations to create, share, and exchange information, ideas, and content. These platforms include Facebook, Twitter, Instagram, LinkedIn, and YouTube.

Earned Social Media

Earned social media, or organic or natural social media, refers to the attention and engagement generated by users without paid promotion. It encompasses all the mentions, shares, likes, comments, and recommendations that occur organically. Earned social media is highly valuable as it represents genuine interactions and endorsements from the audience.

To earn social media recognition, you must provide valuable, engaging content that resonates with your target audience. This can include informative articles, entertaining videos, compelling images, or thought-provoking discussions. By consistently delivering quality content and engaging with your audience, you can foster a loyal following and increase your chances of earning social media visibility.

Social Media Campaigns

Social media campaigns are strategic efforts to achieve specific goals, such as increasing brand awareness, driving website traffic, or boosting product sales. Sometimes however, social media campaigns also include closing down a business. 

Here are some examples of opening, existing, repositioning and closing social media campaigns:


(a new product or brand)

“Are you ready to change the way you see the world? Introducing #TheOtherPerspective. It’s time to broaden your horizons and challenge your perspectives by exploring new and different points of view.”


(celebrating 10 years in business)

“We’ve been in business for 10 years and we are overwhelmed by the responses from our followers. Our mission is and always has been X and we are so thankful for each and every single one of you!”


(changing business name)

“We have decided to switch things up a little bit. We are no longer #FitFridays but we are now #MindfulMondays. We believe that taking care of your mental health is more important than your physical health, and we hope that this change in direction is for the better.”


(going out of business)

“Thank you for having been a part of our journey for the last 10 years. Our time here has come to an end, but we hope that we were able to inspire you for the time we have been here. Now it is time to reconnect with what matters most in life – loved ones, nature and self-care.”

Social Media Management

Effective social media management is crucial for maintaining a strong online presence. It involves overseeing all aspects of your social media accounts, including content creation, scheduling, engagement, and analytics. 

Here are some key elements of social media management:

  • Content Creation: Develop a content strategy that aligns with your brand identity and resonates with your target audience. Create diverse content formats like articles, videos, infographics, and images. Consistency and quality are essential for establishing your brand’s credibility and maintaining audience engagement.
  • Scheduling and Publishing: Use social media scheduling tools to plan and automate your content distribution. Consistent posting schedules help maintain audience interest and maximize reach. Experiment with different posting times and frequencies to determine the optimal schedule for your audience.
  • Engagement and Community Management: Proactively participate with your followers by replying to feedback, direct messages, and tags. Prompt conversations, respond to queries, and display gratitude for content produced by users. Creating a powerful community centered on your brand cultivates devotion and endorsement.
  • Analytics and Performance Tracking: Utilize social media analytics tools to track key performance metrics. Analyze data such as reach, engagement, click-through rates, and conversions. These insights will help you understand what works best for your audience and refine your social media strategy.
  • Social Media Calendars: Social media calendars are essential for effective planning and organizing of your content. They provide a visual overview of your content strategy, ensuring consistency and preventing content gaps. Here are some tips for creating and utilizing social media calendars:
  • Content Planning: Identify your content themes, topics, and key dates relevant to your brand and audience. This initial step helps you align your content with your brand identity and audience interests. Create a monthly or weekly calendar that outlines the content you intend to publish, including special events, holidays, product launches, or industry-related observances.
  • Content Distribution: Assign specific dates and times for publishing your content across social media platforms. By scheduling your content strategically, you can maximize visibility and engagement. Consider platform-specific requirements and optimal posting times for each platform to reach your target audience effectively.
  • Collaboration and Approval: If you are working in a team, social media calendars can facilitate collaboration and ensure proper approval processes. Use the calendar to allocate responsibilities, assign tasks, and establish clear communication channels. This streamlines the content creation and publishing workflow, promoting efficiency and cohesion within your team.
  • Performance Evaluation: Regularly review the performance of your social media content by analyzing key metrics such as engagement, reach, click-through rates, and conversions. Use the insights gained from performance evaluation to refine your future calendar plans and optimize your content strategy. This data-driven approach helps you make informed decisions and continuously improve your social media presence.

By mastering the foundations of social media, including earned social media, campaigns, management, and calendars, you can establish a strong online presence and effectively engage with your audience. Remember to consistently deliver valuable content, adapt your strategies based on audience feedback, and use analytics to track and optimize your performance.