Chapter 1. Introduction to Marketing and Social Media

A. Strategy

1. In Unit 01 – Introduction to Websites, you created your distribution strategy that included a website. Now, it is time to promote it. How are you going to do that? In this unit, we will discuss some ways to get people to engage with your website, enjoy your content, and tell others about it. Before that though, here is a quick story. 

B. Introduction story

1. In February of 2017, Kalaam Media held a web-building workshop in a country in Asia. People came from all over the northeast part of the country from different language groups and subcultures. For most, the national language was not their first language and they did not know each other. After a few days, they came to breakfast laughing with each other and joking about phone messages. They planned a sightseeing trip together without any help from the workshop leaders. Regardless of their differences, they were connected.

2. How did they get connected so fast? The first day they set up a WhatsApp group and began sharing their lives digitally with each other. It greatly increased their connection as a class. As an outsider looking in, I was impressed and admired their skills. Their connectedness in a cause made the class much better as they helped and supported each other.

C. Definitions

1. Marketing is the action by a business or individual to promote or “sell” products or services. In the story above, several students (unknowingly to them) promoted the workshop with WhatsApp by appealing to the students’ desire for community.  

2. Marketing is a necessary tool for businesses and ministries. You need to tell people about your products and website. Most of this document will focus on Social Media to market your material, but it may not be the best way. Websites, Facebook, WhatsApp, QQ, WeChat, and Instagram are thriving. According to Statista1, Facebook has nearly 2.5 billion active users, YouTube has 1.5 billion users, and WhatsApp (owned by Facebook) and Facebook Messenger have 1.3 billion users globally. Facebook has more users than the population of China! According to Erik Qualman2, social media influence 93 percent of buying decisions. 50 percent of the world population is under 30 years old. In the US, 81 percent of the people have a social media profile3. Asia-Pacific is driving much of the growth, with the number of active users of social media growing to over 3.1 billion and 2.8 billion active mobile social media users4. How can you gain access to this vast and growing market with our media? You need a strategy.

1 https://www.statista.com/statistics/264810/number-of-monthly-active-facebook-users-worldwide/   

2 https://www.youtube.com/watch?v=PWa8-43kE-Q (Erik Qualman)

3. https://www.statista.com/topics/3196/social-media-usage-in-the-united-states/media-research/

4. https://thenextweb.com/contributors/2017/09/28/everything-need-know-state-digital-asia-pacific-2017/ (TNW - Simon Kemp)