📊 Lecture Slides
This module is divided into two 1-hour sessions:
- Session 4.1: Social Media Platform Strategy (1 hour)
- Platform comparison and selection strategy
- Profile optimization and bio formula
- Session 4.2: Campaign Planning & Execution (1 hour)
- Content scheduling and hashtag strategy
- Engagement best practices and one-week campaign planning
- 4.2.1 Canva Walkthrough: Creation and scheduling of posts on social media
💡 Click any session above to view full-screen presentation with navigation
Learning Objectives
- Understand role of major platforms (Facebook, Instagram, LinkedIn, YouTube)
- Draft a simple social media strategy (objectives, audience, content mix)
- Plan and schedule a 1-week campaign
Key Concepts
Running example used in every module: Sajilo Momo, a small family momo shop near Tribhuvan University in Kirtipur that wants more student orders and repeat customers. The business is fictional; the figures are illustrative.
Choosing platforms
Pick two primary platforms where your audience already spends time. For local food and retail in Nepal, Instagram and Facebook (plus WhatsApp for orders) are usually strongest; LinkedIn suits professional services; TikTok and YouTube suit video-led brands.
Profile optimization
- Profile photo: logo or clear face, readable at small size
- Bio formula: Who you are + what you offer + proof or location + CTA
- Link: website, menu, or WhatsApp link
- Highlights / pinned posts: menu, reviews, how to order
Campaign basics
A campaign is a short, themed burst of posts with one objective, such as “50 orders in Momo Week”. It needs: objective, audience, key message, posts, schedule, and KPIs.
Hashtags and timing
Use 3–8 relevant hashtags: a mix of broad (#momo), local (#kirtipur, #kathmanduFood), and branded (#SajiloMomo). Post when your audience is online; for students that is often lunchtime and 7–10 pm. Check your page insights after two weeks and adjust.
Engagement
Reply to comments and messages quickly (within an hour during opening hours), thank people who tag you, and share customer posts with permission. Engagement is part of the strategy, not an extra.
Activities (Hands-on)
- Pick 2 primary platforms based on audience
- Perform a quick account audit (profile completeness, visuals, bio, links)
- Define a 1-week campaign theme and plan 3–5 posts (copy, creative, hashtags)
- Create posts (live or mockups) and schedule with native tools or Canva
Worked Example: Sajilo Momo “Momo Week” Campaign
Platforms: Instagram (discovery, Reels) and Facebook (offers, older staff and families), with WhatsApp for orders.
Instagram bio:
🥟 Handmade momo near TU, Kirtipur Steam • Fried • Jhol | Student combo Rs. 150 🛵 Delivery in 30 min — order on WhatsApp ⬇️
Objective: 50 WhatsApp orders during the week. KPIs: reach, profile visits, WhatsApp chats, orders.
| Day | Platform | Post | Format |
|---|---|---|---|
| Sun | Both | “Momo Week starts tomorrow” teaser | Story + post |
| Mon | Folding time-lapse | Reel | |
| Wed | Customer review carousel | Carousel | |
| Thu | “Guess the filling” poll | Story | |
| Fri | Both | Student combo offer | Post |
Schedule: create the posts in Canva and schedule them in Meta Business Suite for 12:30 pm and 7:30 pm.
Common Mistakes
| Mistake | Better approach |
|---|---|
| Being on five platforms with little activity | Do two platforms well |
| Bio with no location or CTA | Use the bio formula and add an ordering link |
| 30 random hashtags | Use 3–8 relevant broad, local, and branded hashtags |
| Ignoring comments and messages | Reply within an hour during business hours |
Deliverables
- 1-page strategy outline for 2 platforms (objectives, audience, content mix)
- 1-week campaign brief + 3–5 posts (screenshots or mockups)
Mini Rubric (15 pts)
Matches Assignment 4:
- Platform strategy (5)
- Campaign plan (5)
- Execution of 3–5 posts (5)
Key Takeaways
- Choose two platforms based on your audience.
- Optimize the profile: photo, bio formula, link, highlights.
- Run short campaigns with one objective and clear KPIs.
- Schedule posts and engage with every comment and message.
Exam-Style Questions
Short answer
- How should a small business choose social media platforms?
- Write the bio formula.
- What is a social media campaign?
- Why is engagement important?
Long answer / practical
- Plan a one-week social media campaign for a local business, including objective, platforms, five posts, schedule, and KPIs.
- Audit the social media profile of a Nepali small business and recommend improvements.
