SOCIAL MEDIA IS BOTH A DARK

AND BRILLIANT THING FOR

MENTAL HEALTH.

Fearne Wood -An English broadcaster and author

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ADVERTISING ON
SOCIAL MEDIA:
FUNDAMENTALS,
POTENTIALS AND
ECONOMIC
THREATS
Hamid LABIAD & BEN MHAMED Mostafa
 PLAN

I. Fundamentals,
II. Potentials
III. Economic Threats

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UNDAMENTALS
 Define Your Target Audience

Demographics Interests & Preferences

Understand age, gender, location, and Identify what your audience enjoys and
other relevant details. what matters to them.
Choose Platforms

Platform Alignment B usiness Goals

Ensure the chosen
Select platforms where
platforms align with
your target audience is
your specific business
highly active.
objectives.
 Create a Content Strategy

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Informative Content 2 Entertaining 3 Promotional

Provide valuable Develop engaging and Include relevant

information related to entertaining posts to promotions without
your industry and captivate your overwhelming your
products. audience. audience.
 Use Visual Content
High-Quality Images 2 Engaging Videos 3 Infographics and
Visuals
Create and share engaging
Incorporate visually videos to increase audience Utilize infographics and
appealing images to engagement. other visual elements for
captivate attention. information delivery.
 Monitor and Analyse
Performance
• Track Key Metrics
Monitor reach, engagement,
and conversion rates to assess
performance.

• Refine Strategies

Use analytics to refine your social

media strategies for better results.
POTENTIALS
 MICRO-TARGETING

Through social media sites, businesses have the opportunity to

target specific audiences with great precision.

With the use of data analytics, businesses can identify the

interests, behaviors, and demographics of their target audience
and tailor their messages accordingly.

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 AUGMENTED REALITY (AR) ADS

Augmented Reality (AR) is a powerful tool for advertisers

that is becoming more integrated in social ads. That means
AR technology makes social media ads even more exciting
and engaging.
Ads can be more fun and easier to remember when you use
a smartphone camera. It makes the ad look like it is part of
the real world.
Moreover, Users can touch and use products just like real-
life settings. They can also be part of the brand stories you
connect to the product.
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 INTERACTIVE ADS

Social media advertising is changing with interactive

content. That is different from regular ads because users
can do things such as answer questions, play games,
make contests, and watch videos.
Users are no longer passive spectators; they become
integral to the ad experience. When people are really
engaged with content, they spend more time with it. It
also gives them a chance to have a conversation about it
that is personalized just for them.
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 AI AND MACHINE LEARNING
Machine learning leverages historical data and identifies patterns without the
help of human interaction. Essentially any task that utilizes information or
requires a set of rules can be streamlined through machine learning technology.
Companies can save time and money by automating processes that previously
would need human intervention. Employees then have time to solve more
complex business problems, leading to more profits and less time on tasks that
are time-consuming and mundane.

Below, we have outlined three reasons organizations should implement AI as

part of their strategy in attracting new customers and increasing ROI.

1. Better personalization
2. Better advertising decisions through machine learning and AI
3. Better creative based on data

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ECONOMIC THREATS
 PHISHING ATTACKS

Social media is just one way brands can

become the victim of a phishing attack.
Attackers are able to compose and
send messages that look just like yours
to online users, usually with links to a
fake website. When users click the links
and share their details on this website,
their personal or credit card information
is compromised. This usually then falls
back on your business, who may be
perceived as being to blame.

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 POTENTIAL DAMAGE TO BRAND
REPUTATION AND CREDIBILITY

Each business requires a strategy to handle any social media crisis or problem.

Damage to a brand's reputation or its credibility can be caused in many ways. For example,
poor behavior on social media sites and posting words or content that is harmful or distasteful.
Promoting inaccurate products or services can lead people to believe you offer something
inaccurate. Additionally, if you're unable to respond to and handle conversations on social
media, your brand can come across as digitally inept
All of these factors can result in self-inflicted damage to the brand's reputation. Brand revenue,
ethical reputation goodwill ,and the trust your customers' place in your business can all be
affected.
Your social media output and conversations need to be reflective of the morals and values your
brand holds as a whole.

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VULNERABILITY TO ONLINE THREATS:

Putting your business out there online is leaving your business vulnerable
and the door wide open to online security breaches. The smallest mistake
can see heavy impacts on the way your brand is consumed. Hacking can
affect any business big or small. We have seen this with companies like
Burger King so no one is off-limits to hackers.
In 2013 Burger King fell victim to an online hack via the social media
platform Twitter. The hackers renamed their Twitter account 'Mcdonald's'
the name of their fast-food rival. They sent out a series of Tweets
including #soldtomcdonalds #failurewhopper and making drug-related
comments online.

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QUESTION

How can we ensure that our social media

advertising efforts will be sustainable in the
long term?

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THANK YOU !