1. Social Media Marketing
Yna Aggabao
Digital Marketing & Social Media Specialist

2. About Me
I went to Boston College’s Carroll School of Management to study Marketing & Information Systems from 2012 to 2016
I’ve worked with Boston College, Coca-Cola, Boston Globe Media, Asian Women for Health (a healthcare non-profit), various fashion & beauty brands, and most recently, netBlazr (an Internet service provider)
I specialize in digital and social media marketing - this includes inbound marketing, website development, content creation, digital strategy, paid social, search engine marketing, and more
I’m a fashion and lifestyle content creator in my free time at thisisyna.com

3. What is social media marketing?
Social media marketing is how you communicate the voice of the company over social media platforms like Facebook, Twitter, and Instagram
You can promote your brand’s products, services, values, or company culture
Social media marketing is a form of real-time marketing - you need to be on top of everything that’s going on with your company and your industry
This requires a lot of flexibility in terms of when you work
You have to juggle both scheduling social media posts as well as engaging with your brand’s audience when they want to engage with the brand - even if it’s 11pm or a Sunday morning
Have a team ready to deal with breaking news or real time events

4. When to post on Facebook, Instagram, etc?
Post when your audience is paying attention
Do you cater to a business audience (B2B)? Post during the work day!
Do you cater to consumers (B2C)? Post when they’re most active!
Post when you have new or relevant information to share
If you have a very active audience, post as much as you content as you can create/schedule
If your audience only engages with big news, post more sparingly
Post what’s interesting to both you and your brand!
If you’re the social media marketing manager, this gives you the freedom to mesh your personality with the brand’s - it’s a very creative role

5. Risks associated with social media
Social media marketing exposes you to a lot of risks since people will always use social media as an tool to voice their frustrations about the brand
You have to have a crisis management and escalation plan in place if an issue is brought up by someone on social media
Try to take care of the problem through direct messages so you don’t alert other people following your brand who may not be affected by the issue, unless it’s a widespread problem
Always have a collaborative relationship with your company’s customer service since you need to work with them in risk assessment and recovery
Always be polite and respectful - even if your brand voice is “humorous”

6. Questions?
If you think of any questions after the presentation, feel free to connect with me on LinkedIn: linkedin.com/in/thisisyna or me at