Social Media Marketing Guides and Case Studies

Digital Boom’s social media coverage follows the work behind a post: planning content, listening to audiences, managing groups and turning campaign ideas into participation. Start with a practical guide or explore campaigns from Egypt and the wider MENA region.

The years below identify when each article was first published. Campaign reports describe their period; older guides may refer to tools or settings that have since changed.

Plan your social media work

Build a social media marketing strategy (2020): Separate goals, strategy, objectives and tactics, then connect the content plan to measurement.

Social Media Listening: Power or Peril? (2018): Natasha Ighodaro explains why a volume of mentions needs context before it becomes a useful insight.

How InterNations managed a global social audience (2017): An interview about choosing content for different platforms, checking sources and responding to members.

To connect campaign results to spending, use the guides to CPM and impression costs, CPC and click costs, and conversion rate and its denominator. Read the measures together: cheaper exposure or clicks alone cannot establish whether a campaign produced valuable actions.

Manage communities and difficult moments

Plan before, during and after a social media crisis (2017): A framework for monitoring, agreeing responsibilities and keeping messages consistent.

Manage a cause-related Facebook group (2018): A group founder’s account of setting rules, protecting members and organizing volunteers.

Write a community manager job description (2021): A starting template for defining communication, content and community responsibilities.

Study how campaigns encouraged participation

Lipton’s positivity campaign in Egypt (2016): Good deeds became personal GIFs, invitations to friends and stories printed on tea labels.

Pepsi’s football campaign with Egypt’s fans (2018): Players’ musical videos gave supporters a format to recreate in their own posts.

TikTok’s Ramadan campaign told through a mini-series (2023): Six connected episodes presented the platform’s research in a format built around the season.

Explore platforms and publishing

Facebook marketing hub: Find Marketplace explainers, account guides, group-management articles and campaign reporting.

Facebook and Instagram campaign advice (2017): Platform representatives discuss mobile video, visual identity and creative testing.

When a charity video moved from YouTube to Facebook (2015): Digital Boom spoke to its producer about the difference between wider reach and monetization on the original upload.

For publishing and productivity guides, browse the Digital Tools hub.