Social Media 101

    Social media wasn't always a means of posting selfies and stalking our high school crushes. But after reading Michelle Charello's Essentials of Social Media Marketing, it's clear there's more going on behind the feed. From branding to analytics, the initial 12 chapters dissect the big brand moves being made online—and trust me, it's more calculated than people think.

Chapter 1: So, What Even Is Social Media Marketing?

    The book begins by stating social media marketing is more than being present online—it's building relationships, brand loyalty and concrete goals. Companies use platforms like Instagram, Facebook and TikTok to do everything from selling products to managing customer service. It's not a matter of posting haphazardly; it's a full-fledged strategy.

Chapter 2: Knowing Your Audience (Seriously, Know Them)

    Prior to a brand ever posting a meme, it needs to know whom it's talking to first. This chapter breaks down the need to know your target audience's demographics, psychographics and online behaviors. Spoiler: When you try to speak to everyone, you'll connect with no one.

Chapter 3: Platforms Are Not One-Size-Fits-All

    This chapter discusses the differences between platforms. Each one has its own personality—LinkedIn is professional, Instagram is visual, X (formerly Twitter) is opinionated and fast-paced. Brands need to shape their content to the platform if they want to be seen.

Chapter 4: Developing a Social Media Strategy That Doesn't Fail

    Here's where things get real. A good social media plan includes set goals, measurable KPIs and a content calendar. Posting randomly = getting random results. The moral: planning and consistency beat spontaneous creativity every time.

Chapter 5: Creating Content That Actually Works

    Good content doesn't just occur naturally. This chapter explains how various forms of content—videos, images, polls, blogs—can be leveraged to tell the story of a brand and interact with audiences. Also, pro tip: Humans are obsessed with behind-the-scenes and real moments. They can sniff out fake from a mile away.

Chapter 6: Social Media Advertising (aka Paying to Play)

    Organic reach is wonderful, but most brands need to pay for ads in order to scale. From post boosting to creating full ad campaigns, this chapter breaks down how paid strategies can amplify reach, drive conversions and deliver real ROI.

Chapter 7: Influencers Are Essentially the New Celebrities

    Influencer marketing isn't going away. Micro-influencers (influencers with smaller, yet engaged followings) are often more powerful than household names. Why? They're more relatable and trustworthy. Brands still need to do their homework—authenticity beats follower count.

Chapter 8: Engaging With Your Audience (Don't Ghost Them)

    Engagement isn't a metric—a mindset. Brands that reply to comments, reshare fan posts and respond to messages have healthier communities. In other words: don't post and ghost.

Chapter 9: Social Media Etiquette (Yes, That's a Thing)

    This chapter is all about what NOT to do. Posting too frequently, not responding to comments or leaping on contentious trends without considering it first can harm a brand quickly. Essentially: think before you post.

Chapter 10: Analytics Don't Lie

    Numbers tell you what's working and what isn't. This chapter gets into metrics such as reach, engagement, click-through rates and conversions. If brands aren't measuring their performance, they're flying blind.

Chapter 11: Crisis Management (aka When Things Go Wrong Online)

    Even good brands mess up. This chapter shows how a smart, quick and honest response can turn a PR crisis into an opportunity for a comeback. The key? Plan ahead of the drama.

Chapter 12: Ethics and Social Responsibility in the Digital Age

    Lastly, social media marketing isn't solely about selling stuff—it's about being accountable on sites. Transparency, honesty, and inclusivity matter. Brands are meant to stand for something and back it up with action.

Final Thoughts

    Reading these chapters gave me a whole new appreciation for the work behind every brand’s social media presence. It’s not just about going viral—it’s about connecting with people in real, strategic and measurable ways. Whether you’re managing a business account or just trying to build your personal brand, this book lays the groundwork for doing it right.



Comments

  1. Katelynn GalvinMay 8, 2025 at 12:47 PM

    Loved this recap! It was very detailed and informative. It’s crazy how much thought actually goes into the stuff we scroll past everyday. The part about knowing your audience and not just posting randomly really stood out and makes you realize social media is way more than just memes and selfies.

    ReplyDelete

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