Module 4
Social Media Marketing
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
- Objectives: What do you want to achieve?
- Brand awareness, lead generation, sales, engagement
- Target Audience: Who are you talking to?
- Demographics, interests, pain points, behaviors
- Content Pillars: What will you talk about?
- 3-4 themes that align with brand and audience
- Content Mix: What formats?
- Educational, entertaining, promotional, user-generated
- 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 2 Primary Platforms
Based on your audience and content type — write one sentence why each fits.
Activity 2: Complete Account Audit
Use the checklist to optimize your profiles (bio, photo, link, highlights).
Activity 3: Plan One-Week Campaign
Create 3–5 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-page strategy outline:
- Objectives
- Target audience
- Platform choice (with reasoning)
- Content pillars
- 1-week posting plan:
- 5-7 posts with full copy
- Visual concepts or mockups
- Scheduling plan
Mini Rubric (15 points)
| Criteria |
Points |
| Platform strategy (2 platforms) |
5 |
| Campaign plan (1-week theme + schedule) |
5 |
| Execution (3–5 posts, format variety) |
5 |
Thank You!
Build Your Social Presence Strategically
Next: Module 5 - Search Engine Marketing