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Module 4

Social Media Marketing

PRC 112: Digital Marketing Practicum

Duration: 2 hours

Learning Objectives

  • ✅ Understand major social platforms and their audiences
  • ✅ Create a focused social media strategy
  • ✅ Plan and schedule a one-week campaign

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 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?

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)

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?

Content Mix: The 80/20 Rule

80% Value

  • Educational tips
  • Industry insights
  • Behind-the-scenes
  • User stories
  • Entertainment

20% Promotional

  • Product launches
  • Sales & offers
  • Event announcements
  • Service promotions

Remember: People follow for value, not ads!

Best Times to Post

Platform Best Days Best Times (Nepal)
Facebook Tue-Fri 8-10 AM, 7-9 PM
Instagram Mon-Fri 11 AM, 6-8 PM
LinkedIn Tue-Thu 7-9 AM, 5-6 PM

Test and analyze: These are starting points. Track your own data!

Hashtag Strategy

Instagram

  • Use 5-10 relevant hashtags
  • Mix: niche + popular
  • Research competitors
  • Create branded hashtag

LinkedIn

  • Use 3-5 hashtags max
  • Professional & specific
  • Follow trending topics
  • Don't overdo it

Engagement Best Practices

  • Respond quickly: Reply to comments within 1-2 hours
  • Ask questions: Encourage discussion in captions
  • Use polls & quizzes: Interactive Stories features
  • Tag others: Mention relevant accounts
  • Share user content: Repost customer photos/reviews
  • Join conversations: Comment on others' posts

Scheduling Tools

Free

  • Meta Business Suite (FB/IG)
  • LinkedIn native scheduler
  • Buffer (limited)
  • Later (limited)

Paid

  • Hootsuite
  • Buffer Pro
  • Sprout Social
  • CoSchedule

Benefits

  • Consistency
  • Batch scheduling
  • Analytics
  • Team collaboration

Hands-On Activities

Activity 1: Choose 1-2 Platforms

Based on your audience and content type

Activity 2: Complete Account Audit

Use the checklist to optimize your profiles

Activity 3: Plan One-Week Campaign

Create 5-7 Posts Including:

  • Post copy/caption (with hashtags)
  • Visual concept (describe or create)
  • Platform and posting time
  • Content pillar it supports
  • Clear CTA

Module 4 Deliverables

  1. 1-page strategy outline:
    • Objectives
    • Target audience
    • Platform choice (with reasoning)
    • Content pillars
  2. 1-week posting plan:
    • 5-7 posts with full copy
    • Visual concepts or mockups
    • Scheduling plan

Mini Rubric (10 points)

Criteria Points
Strategy coherence & platform fit 4
Schedule completeness 3
Copy quality & CTA 3

Thank You!

Build Your Social Presence Strategically

Next: Module 5 - Search Engine Marketing

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