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2022 | OriginalPaper | Chapter

8. Optimizing the Use of Four Major Social Media Platforms

Authors : Francisco J. Martínez-López, Yangchun Li, Susan M. Young

Published in: Social Media Monetization

Publisher: Springer International Publishing

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Abstract

Facebook is an ideal social media platform for achieving significant sales and maximizing business value. First, Facebook can enable a firm to reach one-fifth of the world’s population (Vrountas, 4 reasons why you can’t ignore Facebook advertising. Retrieved from https://instapage.com/blog/4-reasons-facebook-advertising-cant-be-ignored, 2019). Instagram Shopping is Instagram’s most crucial function for enabling firms and brands to achieve monetization through e-commerce. Instagram has reported that 70% of shopping enthusiasts use Instagram to discover products. WeChat is a social media and messaging app mainly targeting at consumers in China. WeChat was released as a messaging app around a decade ago by its parent company Tencent (Sehl, How to use Pinterest for business: 8 strategies you need to know. Retrieved from https://blog.hootsuite.com/how-to-use-pinterest-for-business/, 2019a; How to use WeChat for business: A guide for marketers. Retrieved from https://blog.hootsuite.com/wechat-marketing/, 2019b). It quickly became “an app for everything,” offering users gaming, ridesharing, e-shopping, and e-government services. Pinterest is an American image sharing and social media platform designed for the discovery of inspiration and ideas (Gershgorn, Pinterest is distancing itself from social networks as it goes public. Retrieved from https://qz.com/1579086/pinterest-is-distancing-itself-from-social-networks-as-it-goespublic/, 2019). Pinterest is one of the most popular social apps in the USA.

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previous chapter Social Media Strategy Design

next chapter Cases and Analyses of Companies Leveraging Social Media

see Facebook’s official introduction: https://www.facebook.com/business/ads

For more details about Facebook’s ad targeting options, please see Lister (2020).

Facebook for Business (n.d.) defines a goal “conversion” (C1) for the campaign objective “conversion” (C). We do not think that a specific goal should be labeled as its upper objective; calling them “actions,” for instance, would be more suitable because this specific objective aims to elicit Facebook users’ specific actions.

Data are taken from Facebook. Please see Facebook’s advertising solutions: https://www.facebook.com/formedia/solutions/instant-articles

The factors that determine whether an ad can win the ad auction are adapted from Facebook’s Business Help Center. The original webpage is: https://www.facebook.com/business/help/430291176997542?id=561906377587030

The discussion on Facebook ad formats is adapted from the website of Facebook for Business: https://www.facebook.com/business/learn/lessons/tips-for-choosing-the-right-ad-format?ref=search_new_0#

This section is adapted from Instagram’s shopping solution: https://business.instagram.com/shopping. Firms that are interested in Instagram shopping are welcome to visit this website to access more information about this key function.

The description of IKEA USA’s Board “Living Rooms” can be seen at https://www.pinterest.com/IKEAUSA/living-rooms/. This Board is a successful case in Pinterest marketing, getting almost half a million followers. IKEA nicely organizes different Pins in different product segments. It is quite convenient for customers to find relevant furniture and décor on the Board.

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Title: Optimizing the Use of Four Major Social Media Platforms
Authors: Francisco J. Martínez-López
Yangchun Li
Susan M. Young
Publisher: Springer International Publishing
Book: Social Media Monetization
Print ISBN: 978-3-031-14574-2

Electronic ISBN: 978-3-031-14575-9

Copyright Year: 2022
DOI: https://doi.org/10.1007/978-3-031-14575-9_8