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Module 4.1

Social Media Platform Strategy

PRC 112: Digital Marketing Practicum

Faculty of Management Studies • Pokhara University

Duration: 1 hour

Session Objectives

  • ✅ Understand major social platforms and their audiences
  • ✅ Choose the right platforms for your project
  • ✅ Optimize social media profiles completely

Major Social Platforms in Nepal

Facebook

  • 12M+ users in Nepal
  • All demographics
  • Best for community
  • Local business reach

Instagram

  • Visual-first platform
  • Younger audience (18-34)
  • Great for brands
  • Stories & Reels

LinkedIn

  • Professional network
  • B2B marketing
  • Thought leadership
  • Career-focused

Platform Comparison

Platform Best For Content Type Avg. Age
Facebook Community, Events Posts, Videos, Groups 25-55
Instagram Visual Brands Photos, Reels, Stories 18-34
LinkedIn B2B, Professionals Articles, Updates 25-45
YouTube Long-form Education Videos, Tutorials 18-44
TikTok Entertainment Short Videos 16-28

Platform Selection Strategy

Don't be everywhere. Be where your audience is.

Questions to Ask:

  • Where does my target audience spend time?
  • What content format suits my brand?
  • Can I maintain consistency on this platform?
  • What are competitors doing?
  • Do I have resources (time/skills) for this platform?

Start with 1-2 Platforms

Quality over Quantity

  • Better to excel on 1 platform than be mediocre on 5
  • Easier to maintain consistency
  • Learn one platform deeply
  • Can expand later once established

Account Audit Checklist

  • ☐ Profile picture (clear, professional, consistent across platforms)
  • ☐ Cover photo/banner (branded, updated)
  • ☐ Bio/About (clear value proposition, keywords)
  • ☐ Contact info (email, phone, address if applicable)
  • ☐ Website link (working, with UTM tracking)
  • ☐ Call-to-action button (Book, Shop, Contact)
  • ☐ Highlights/Pinned posts (showcase best content)

Profile Picture Best Practices

For Personal Brands

  • Professional headshot
  • Face clearly visible
  • Good lighting
  • Neutral background
  • Smiling/approachable

For Businesses

  • Logo (square format)
  • High resolution
  • Works at small size
  • Consistent branding
  • Recognizable

Size: Minimum 400x400px, PNG format preferred

Bio/About Section Formula

Include These Elements:

  1. Who you are: Name/brand + credentials
  2. What you do: Clear value proposition
  3. Who you help: Target audience
  4. How to connect: CTA or next step
  5. Keywords: For searchability

Example: "Digital Marketing Expert 📊 | Helping Nepal businesses grow online 🚀 | SEO · PPC · Social Media | Book free consultation ⬇️"

Link Strategy

Most platforms allow only ONE clickable link in bio

Options:

  • Website homepage
  • Landing page
  • Linktree/Bio.link
  • Latest blog post
  • Product/service page

Best Practice:

  • Use UTM parameters
  • Update regularly
  • Match to current campaign
  • Track clicks

Cover Photo/Banner Strategy

  • Showcase value: What you offer
  • Include text: 2-3 words max
  • Use brand colors: Consistent with identity
  • Update seasonally: Promotions, events
  • Mobile-optimized: Check how it looks on phones

Sizes: Facebook (820x312px), LinkedIn (1584x396px), Twitter (1500x500px)

Social Media Strategy Framework

  1. Objectives: What do you want to achieve?
    • Brand awareness, lead generation, sales, engagement
  2. Target Audience: Who are you talking to?
    • Demographics, interests, pain points, behaviors
  3. Content Pillars: What will you talk about?
    • 3-4 themes that align with brand and audience
  4. Content Mix: What formats?
    • Educational, entertaining, promotional, user-generated
  5. Posting Schedule: When and how often?

Facebook-Specific Tips

  • Create a Page: Not personal profile for business
  • Complete About section: All details filled
  • Add CTA button: Contact, Shop, Book
  • Set up Messenger: Automated responses
  • Join/create groups: Community engagement
  • Use Facebook Business Suite: Manage Page & Instagram

Instagram-Specific Tips

  • Switch to Business/Creator account: Get insights
  • Create Highlights: Organize Stories by theme
  • Use consistent aesthetic: Grid appearance matters
  • Write detailed captions: Tell stories
  • Leverage Reels: Highest reach currently
  • Engage actively: Comment, reply, share

LinkedIn-Specific Tips

  • Complete profile 100%: All sections filled
  • Custom URL: linkedin.com/in/yourname
  • Featured section: Showcase best work
  • Recommendations: Request from colleagues
  • Post natively: Don't just share links
  • Engage professionally: Thoughtful comments

Hands-On Activity

Activity: Optimize Your Profile

  1. Choose 1-2 platforms based on your audience
  2. Complete the account audit checklist
  3. Update profile picture and cover photo
  4. Write compelling bio with keywords and CTA
  5. Add website link with UTM parameters
  6. Create/update highlights or pinned posts
  7. Take screenshots of before/after

Time: 25-30 minutes

Common Profile Mistakes

  • ❌ Incomplete profile information
  • ❌ Low-quality profile picture
  • ❌ No clear value proposition in bio
  • ❌ Missing contact information
  • ❌ Inconsistent branding across platforms
  • ❌ No call-to-action
  • ❌ Outdated information

Quick Tips for Success

  • ✨ Consistency is key: Same profile pic across all platforms
  • 🎯 Keywords matter: Use them in bio for discoverability
  • 📱 Mobile-first: Check how profile looks on phone
  • 🔗 Use link wisely: Always include UTM tracking
  • 🔄 Update regularly: Keep profile current and fresh

Resources & Tools

  • Design: Canva, Adobe Express
  • Bio Links: Linktree, Bio.link, Beacons
  • UTM Builder: Google Campaign URL Builder
  • Profile Checkers: Grammarly (bio text), Canva (image sizes)

Session Wrap-Up

What We Covered:

  • ✅ Understanding major social platforms
  • ✅ Platform selection strategy
  • ✅ Profile optimization best practices
  • ✅ Optimized your social profiles

Coming Up Next:

Module 4.2: Social Media Campaign Planning & Execution

Thank You!

Your Social Presence is Optimized

Next: Module 4.2 - Campaign Planning & Execution

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