Would you like to focus your career on the hottest digital marketing channels and work with some of the most innovative minds in marketing? Social media leaders are in exceptionally high demand and command lucrative salaries.

Social media marketing is intimate and engaging. It is quickly becoming the primary digital channel through which companies humanize their brands to target and interact with markets and build meaningful, lasting and profitable relationships. As a result, brands are continually pouring more money into social media marketing. This is no wonder, with nearly 5 billion users worldwide who spend an average of two hours and 28 minutes daily on social media.

According to Statista, ad spending in the social media advertising segment should reach $94 billion in 2023. Researchers anticipate an annual growth rate (CAGR 2023-2027) of 8.43% from 2023 to 2027, resulting in a projected market volume of $131 billion by 2027.

Brands that engage successfully through social media channels stay top of mind, with 70% of social media users logging into their accounts at least once per day. TikTok and YouTube users spend 45 minutes every day on these platforms, and other platforms like Facebook, Instagram and Twitter are not far behind.

Benefits of Social Media Marketing

Unlike traditional forms of marketing such as TV, radio and print advertising, social media marketing engages users by their own choice — and it offers entertainment value. The impact of digital marketing channels, including social platforms, is immediate and often measurable. Brands use social media marketing to accomplish a wide variety of objectives, such as:

  • Increase brand awareness
  • Foster genuine, interactive customer relationships
  • Drive website traffic
  • Generate leads and boost conversions
  • Boost sales
  • Improve customer service
  • Keep tabs on competitors
  • Improve brand reputation

Types of Social Media Marketing

There are several approaches and strategies for social media marketing. Here are some of the most fundamental types of social media marketing used by brands of all sizes in nearly every industry:

Paid social media advertising: Because social media platforms — including Facebook, YouTube, Twitter and Instagram — are so large and data-driven, they can target users by particular demographics and interests. Precise targeting on social platforms allows for more specific and compelling presentations and offers, which generate more website traffic and conversions than approaches like SEO and banner advertising.

Content marketing: Brands leverage content across social media platforms and their website blogs to build thought leadership in their spaces and drive traffic to their websites, where customers learn more and purchase products and services. With complex products and services, such as in the B2B space, content marketing gives brands a chance to educate and nurture their prospects into the funnel and to eventual sales.

Influencer marketing: Influencer marketers, such as YouTube product reviewers and industry bloggers, have large followings that brands leverage to build instant credibility and interest in their offerings. Brands work with influencers in a variety of ways, including sponsoring content and providing products to review. As influencers (such as Jeremy Fragrance, PewDiePie and the Property Brothers) become successful, marketers who work with them have a high probability of success.

Facebook and Twitter engagement: Brands build virtual communities on these and other platforms, interacting with their audiences and building ongoing relationships. Some engagement strategies they employ include promotions, contests, giveaways, Q&A sessions, product announcements, livestreaming videos and discussions around informative content.

One powerful feature of social media platforms is that brand followers can interact with one another, allowing product evangelists and loyalists to influence newer followers. Another is hashtags, which let brands post topics so they are discoverable by people interested in the subject. Perhaps the most exciting feature of all — one that signals social media success for a brand — is shares. These are a vital social media marketing metric that measures the amount users distribute content.

Preparation for Social Media Marketing Leadership

The online Master of Business Administration (MBA) with a concentration in Marketing program from the University of Wisconsin-Parkside (UWP) deepens marketing professionals’ expertise in digital marketing, social media, internet marketing, consumer behavior, web analytics and search engines. Courses in creative management, project management, marketing management and advanced strategic management are especially vital in preparing students for management, directorial and executive leadership positions. With an understanding of how digital channels work together using proven concepts and strategies, graduates learn to provide highly effective digital marketing leadership to their employers.

The program includes four elective courses to help focus on particular career paths. The Digital Marketing and Social Media course emphasizes digital marketing, social media, internet marketing, consumer behavior, web analytics, search engines, optimization, advertising and creativity strategy via cases, discussion and a simulation game. Other relevant elective courses are Integrated Marketing Communications, Global Marketing Management and Sales and Key Account Management.

Social media marketing continues to explode, accounting for an increasing share of advertising and marketing budgets each year. If you want to leverage fast-growing, highly rewarding opportunities in marketing and advertising, UWP’s online MBA in Marketing can be the gateway to success.

Learn more about the University of Wisconsin-Parkside’s online MBA with a concentration in Marketing program.