Describe Social Media Marketing Tools

How are you connecting with your customers? Our social media marketing tools help you reach them wherever they are. See what our customers are saying about us, including testimonials and information about our toolset (news/updates) on the Social Media Marketing Tools page.

The Social Media Marketing Toolbox includes icons for Facebook, Twitter, Instagram,YouTube, Google+, Pinterest, Flickr, Soundcloud, LinkedIn and Slideshare. These are vector drawings that can be used in any editing software to create headers or graphics. They would look nice printed on t-shirts or mugs as well.

Social media marketing is the use of social media platforms to connect with your audience to build your brand, increase sales, and drive website traffic. This involves publishing great content on your social media profiles, listening to and engaging your followers, analyzing your results, and running social media advertisements.

The major social media platforms (at the moment) are Facebook, Instagram, Twitter, LinkedIn, Pinterest, YouTube, and Snapchat.

There are also a range of social media management tools that help businesses to get the most out of the social media platforms listed above. For example, Buffer is a platform of social media management tools, which can help you achieve success with your social media marketing. Whether you want to build a brand or grow your business, we want to help you succeed.

Core Pillars of Social Media Marketing

There’s no doubt about it: these days, your business needs to be on social media, and you should concentrate at least some of your marketing efforts (and budget) on your social media strategy.

With 4.48 billion people owning social media accounts, there’s a whole world of potential customers that any business can access, simply by logging in and creating brilliant content

Brands like BooHoo, Depop, and Chipotle excel at social media, and there’s one simple reason: they integrate the core pillars of social media marketing.

There are five main pillars. Let’s talk through them one by one.

1. Strategy

A sound social media marketing strategy is the backbone of your social media presence. Without a strategy, you’re wasting time, unlikely to achieve your goals, and will most likely struggle to reach your target audience.

In case you’re not sure, a content strategy consists of getting the “Right content, to the right people, at the right time.”

In its most basic terms, a content strategy helps you achieve your business goals by enabling you to:

  • create valuable content  
  • drive engagement 
  • increase conversions

A good social media marketing strategy has clear goals, specific plans to reach those goals, and must be measurable.

Finally, you need to set benchmarks to see how things are going and whether you need to change your approach.

2. Planning and Publish

Social media is a powerful tool, but you can’t just go out there and start publishing content without a plan behind it.

When you’re planning content make sure that you:

  • Know your audience: You need to know the demographic of your audience in order to connect with them.
  • Focus on quality: The quality of content is just as important as the quantity.
  • Consider your brand: Keeping in line with your brand values is crucial.

When it comes to publishing, there is one golden rule: consistency. A regular publishing schedule keeps people coming back for more.

3. Listening and Engagement

Plan your content and above all, actually engage with your audience. 

Your feedback might not always be positive; but, if you don’t make changes, neither will the tone of your responses. 

Listening and engagement are all part of a successful digital transformation, especially if you’re going to enhance the overall customer experience.

It’s also worth mentioning that social listening isn’t just about customer experience. It can allow you to:

  • pick up on new trends
  • identify new streams of income
  • gain industry insights
  • find influencers in your niche

Need some assistance to get started with social listening? Hootsuite has a free introductory tool for measuring key terms and hashtags.

4. Analytics

The success of any social media marketing campaign depends on analytics for tracking and collecting data. Without this information, you can’t: 

  • understand user behavior
  • refine your strategy
  • find which platform works best for your brand
  • discover the best times to post
  • analyze your competitors

Once you have all this, you’ll know with certainty what works and what doesn’t. That way you can spend more time on what does, and waste less. In turn, analytics will inform the decisions that you make for future campaigns—and highly influence the success rate.

Similarly, A/B testing is great for determining what content, design, CTA, etc. work best.

If you’ve been noticing certain types of content receiving double the engagement than other posts, play on that. 

For example, if you’re a small business, your followers are most likely going to be family and friends who will love the personal insight and celebratory posts because they care about you and your successes. 

Producing high-quality content that your audience isn’t interested in will mean that engagement levels tank. You need to work on making sure your posts appear in people’s feeds before you start feeding through those insightful industry blogs. 

5. Advertising

For anyone looking for an audience, social media advertising is worth exploring. With approximately 2.89 billion active monthly users on Facebook alone, that’s an incredible amount of prospects. 

social media marketing Facebook active users chart image

The three main types of social media advertising are:

  • Organic: Content that picks up views naturally and you don’t pay for.
  • Paid: Content that an organization sponsors and therefore costs money to post.
  • Earned: Content that has been given freely in the form of shares, likes, and comments.

There are several ways you can advertise on social media. For example, you can:

  • Create content: This includes posts and videos.
  • Promote content: Create posts that are promoted/sponsored.
  • Engage with people: Get active in groups related to your industry, interact with influencers in your industry, etc.
  • Grow a following: Get people in your industry to follow your brand by creating and sharing content that appeals to them.
  • Get downloads: Offer PDFs, white papers, PowerPoints, videos, podcasts, etc. on your social channels and profiles.

Social Media Marketing Resources

Social media platforms are always evolving. When Facebook first started, people can only share text updates. Now, there are so many content formats such as images, videos, live videos, and Stories.

Hence, social media marketing is always changing, too. We want to help you stay up-to-date with all the latest changes and strategies to succeed on social media. Here are a few resources to get you started:

Social Media Marketing Blog

Buffer’s social media marketing blog covers the latest social media strategies and tools for Facebook, Instagram, Twitter, and more.

Social Media Marketing Guide

The complete beginner’s guide to creating a social media marketing plan, for those brand new to social media and looking for a straightforward way to start.

Social Media Listening and Engagement Guide

Here’s why we think social media listening and engagement is so important and how you can overcome the challenges to developing a successful strategy.

Social Media Analytics Guide

There’s a wealth of information and insights in your social media data. Here are seven simple, quick, and actionable social media analytics tips.

Social Media Advertising Guide

There’s so much to learn with social media advertising. It’s difficult to know where or how exactly to get started. Here’s everything marketers need to know about advertising on social media.


With more than 1 billion daily active users on Facebook, there’s no doubt that it dominates the social media landscape. Additionally, more than 500 million people log into their Facebook accounts every day from a mobile device. For many businesses, a solid presence on Facebook is a necessity for reaching customers and growing a business.

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