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How to conduct marketing 
in social media

18 February 2020

Updated: 16th September 2022

Reading time: 6 min

Jak prowadzić działania marketingowe w mediach społecznościowych

It's obvious that social media has great marketing potential. Over 3 billion people actively use them. It is more than 40% of the population. The brand's success on the market largely depends on the presence in social media. That is why it is worth taking care of activities in this channel. How to do it? You'll find the answer in this article.



What is Social media

According to the simplest definition, social media are platforms created so that their users can communicate with each other. This feature distinguishes them from traditional media, in which the message is directed in one way. In the case of newspapers, television or radio, the roles of the sender and recipient of the message are clearly separated. 

Recipients in the traditional model have little impact on the content. Sometimes, newspapers publish lists of readers and radio and television stations allow viewers and listeners to call the studio. However, the lion's share of content is created by professionals. 

In the case of social media, communication looks completely different. Users are not only recipients but also message creators. People who post entries, photos or video read and view content created by other members of the community. 

An important aspect of social media is the interaction between users. The recipients have the opportunity to comment and evaluate the content, the creators usually respond to their opinions on an ongoing basis.


What are social media used for

As we have already mentioned, social media are primarily used for communication between users. However, the mere possibility of interaction is not everything. People using social networks for specific purposes. What exactly are they looking for there?

Contact with friends

This is the basic social media function from the user's perspective. Online activity is often a way to maintain contacts in real life. Many people are also looking for new friends on the web. Some of them depend primarily on making friends or meeting people with similar interests. Others are looking for opportunities to contact potential business associates or employers


It's easy to get personalized content on social media. That's why they are a good way to get information about events. Thanks to them, users can find interesting exhibitions, concerts or conferences. They do not have to search for them in the maze of hundreds of other suggestions.

Killing time

This statement may seem trivial, but almost 40% of social media users admit that using Facebook, Instagram or Snapchat is a "time filler" for them.

Entertainment content

Over a third of social media users look for entertainment in them. You can reach this group through memes, funny videos and gifs. They are potential recipients of viral marketing content.

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Types of social media

Individual social media channels are very different. We can divide them into several groups due to their purpose. The way you conduct marketing activities largely depends on which group your platform belongs to. 

Social Networks

They are used primarily to make and maintain friendships. These include, but are not limited to, Facebook and Linkedin. 

Social networks can be used to build brand awareness, customer service or lead generation. 

Platforms for providing visual content 

They are used to share photos and videos. The most popular tools of this type include Instagram, Youtube and Snapchat.

Marketing activities on these platforms usually focus on building brand awareness, engaging users in interactions and generating leads. 

The border between visual content sharing platforms and social networks is seamless. Visual materials can, for example, be posted on Facebook. The difference is rather in the distribution of accents - for the first tools it is more about displaying the image, in the second - the text can have more meaning. 


These are primarily places for exchanging views. Users also search for answers to specific questions, such as how to make a website? Popular discussion forums include Reddit, Quora and Digg. 

These types of platforms are a good source of knowledge about the problems and needs of your target group. You can also promote your product here in the comments. However, you must be careful not to consider them as spam. They should not be clearly advertising and must be well placed in context. 

Content collection platforms

It is about websites that allow users to save and share popular content such as graphics, movies and texts. The most famous website in this category is Pinterest. 

Such tools are useful in building brand awareness, user engagement and directing website traffic. 

Services with consumer reviews

Yelp, Tripadvisor or Zomato allow you to share opinions on products and services. Many potential customers pay attention to reviews placed there and are guided by them when making a purchase decision. 

Positive reviews posted on reviews are social proof of the quality of your offer. They can also be used to solve problems related to negative opinions. These types of services give the opportunity to respond to a review and communicate with a dissatisfied customer. 

Blog platforms

They are used to publish and discover content, usually in the form of written text. The most popular blog platforms are Wordpress and Tumblr. 

Running a blog in which users will find interesting and engaging content is a very effective method for building awareness and a positive brand image. It also influences lead generation and sales. 

Microblogs are popular blogging platforms allowing users to publish short texts. The most common tool in this niche is Twitter. It allows creating entries with up to 140 characters. 

Shopping networks 

Thanks to them, individual users can discover trends, share inspirations, track brands and make purchases. Popular platforms of this type are Polyvore and Etsy. 

Shopping networks combine elements of a social network and online store. They can be used to build brand awareness and user engagement. They are also a good sales channel. 

Networks based on common interests

They bring together people who share a passion. For example, in the case of Last.fm it is a similar musical taste, Goodreads is addressed to book lovers, and Houzz - those interested in interior design. 

Because such sites focus on narrow niches, you can easily reach potential customers. Of course, provided that your business is related to the theme of the site.

Shared economy networks

This is an increasingly popular business model. Platforms such as Airbnb or Uber connect people offering a given product or service (for example, an apartment for short-term rental or a car trip). 

Sharing economy websites are a good sales channel. In addition to giants like the above-mentioned Uber or Airbnb, there are more niche tools in which you can offer, for example, home-cooked meals or dog walking services.

The most popular social media in Poland

Only a dozen or so years ago the dominance of local solutions was noticeable on the Polish social media market. Nasza Klasa and Grono were popular portals, and the most used messenger was Gadu-Gadu. 

Today, the role of leaders was taken over by world giants, led by Facebook. Mark Zuckerberg's website already has over 17 million users in Poland (the number of all people using social media in our country is about 18 million). 

The second place is taken by Facebook Instagram with over 6 million users. 

Snapchat and LinkedIn occupy the next places. Each of these websites is used by over 3 million Poles. 

When it comes to the active use of social media, YouTube is the leader, with 89% of users actively using it. Facebook comes second with 85%. Behind him - FB Messenger - 64% and Instagram - 43%.

What benefits does the company's presence in social media bring?

The popularity of social media means that currently, virtually every brand should be present in it. What are the specific benefits of marketing in social media?

Reaching the right target group

Social media offers extensive targeting options. Messages can be directed to very specific groups of recipients. Age, gender, place of residence, interests or occupation are just some of them. 

Presence in social media allows you to reach people potentially interested in your offer. Thanks to this, you do not have to waste resources on communication with a large audience, of which only a handful belong to your target group, as is the case with traditional media. 

Getting to know the recipients

Social media users are active. They create entries, share content, comment and like. By analyzing the behavior of your target group on social media, it's easier to create a message that matches it. 

Building genuine commitment 

Social media work well in direct brand communication with the target group. Creating content that will interest recipients will translate into their involvement. 

Easier customer service

Sending a message or comment on Facebook is one of the most convenient forms of getting in touch with a company. Make sure that users can always count on a competent and quick response, such as by setting up an auto reply to Facebook comments

It's obvious that social media has great marketing potential. Over 3 billion people actively use them. It is more than 40% of the population. The brand's success on the market largely depends on the presence in social media. 

How to run social channels to achieve success?

Running social media is not an easy task. Requires sensitivity, commitment and knowledge of the target group. The effectiveness of marketing in social media depends on several factors. 

Adapt communication to the target group

If you know your audience well, you can easily create a message that matches it. It doesn't matter what you want to say. It's about what your potential customers want to hear. Answer their needs, questions and concerns.

Act quickly.

Nobody likes to wait long for an answer. Therefore, do not hesitate to reply to comments and messages from users. When you create new content, check what users have previously written. By referring to their statements you will increase the engagement of the recipients. 

Crisis response

Crises in social media appear quite often. It is important to put out fires in the ovule. A quick response to negative comments is crucial. You have to remember the golden rule of sales: the customer is always right. Ignoring, or worse, insulting users acts like gasoline for fire. 

Rule of 5 steps is useful in responding to crises. Apologize for the situation. Admit you've made a mistake. Prepare for actions that will help to overcome the crisis. Makeup for the loss. Improve yourself - prevent similar problems in the future.

How to effectively communicate with the client?

Communication in social media is a complex issue. In short, it can be assumed that it is based on three pillars. 

Create engaging content

Give users what they really care about. Thanks to this, your messages will not be unwanted spam and will become valuable to recipients.

Answer the questions

They leave no doubt unanswered. Smooth communication will help you create a lasting relationship with your recipients. Thanks to the efficient conversation you will build the image of a trustworthy professional. 

Have a dialogue

Try to match the language and style of expression to the recipients. After all, you won't be speaking to a group of lawyers on LinkedIn to advertise your software used by law firms in the same way as to teenage fans of popular YouTubers. Finding a common language will help you establish a dialogue.

Trends in social media in 2020

The social media market is changing dynamically. The development of technology and changing habits of users make it increasingly difficult to keep up with changes. Here are the top 5 trends that shape social media in 2020. 

Insta Stories 

The Stories feature is becoming more and more popular among users. It largely displaced Snapchat. The marketers have also noticed the trend, who are increasingly willing to use this tool in their activities. You should also try to schedule Reels to boost visibility. 

Tik Tok is gaining new users

The rapid increase in the popularity of Tik Toka began already in 2016, when this application merged with Musically. Until now, this platform was treated primarily as a tool for teenagers. However, it turns out that Tik Tok is getting older users. At the moment, people in the 16-24 age group are 60% of users in the USA. 

Content personalization

The development of analytical tools makes it easier to determine the preferences of very specific target groups. As a result, content is becoming more and more personalized, 


User-generated content, i.e. content created by users is gaining in importance. Posts or comments written by your customers are more authentic to recipients, and therefore help to increase confidence in the brand

Further increase in the popularity of video content

This trend has been around for several years, but it seems to be continuing to gain in importance. Various types of video content - from short animations to videos with extensive scripts play an increasingly important role. 

In summary, conducting activities in social media can quickly translate into success. Provided, however, that the activities will be carried out according to the plan, systematically and with head. The basis is tailoring specific solutions to individual channels, recognizing the needs of the target group, efficient communication and keeping up with trends. By meeting these conditions, social media marketing will become truly effective. 

Author: Jan Chmielowski

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