Warm-up
Social Media & Digital Marketing
Social Media & Digital Marketing
After this lesson you'll be able to...
- Use key vocabulary for social media and digital marketing
- Compare channels and results with comparatives and superlatives
- Write a short call to action with the imperative
- Explain a simple campaign result
Get to know each other (3 minutes)
- Which social network do you use the most? Why?
- Do you follow any company online? Which one?
- What makes you click on an advert?
- Is social media good or bad for business?
Say it out loud
Compare two channels. → Instagram is more popular than Facebook for our young customers.
Fact worth knowing
Vocabulary
Key vocabulary
Useful phrases
| Instagram is more popular than Facebook for our customers. | Instagram популярніший за Facebook для наших клієнтів. |
| This is our most successful post this year. | Це наша найуспішніша публікація цього року. |
| Videos are as important as photos. | Відео такі ж важливі, як і фото. |
| Our reach is much higher than last month. | Наше охоплення набагато вище, ніж минулого місяця. |
| Click the link and join us today! | Натисніть на посилання й приєднуйтеся до нас сьогодні! |
| The campaign went viral in two days. | Кампанія стала вірусною за два дні. |
| Let’s check the analytics. | Давайте перевіримо аналітику. |
| We need more engaging content. | Нам потрібен цікавіший контент. |
Try out the new words
Say one sentence with a new word. → …
Say one phrase from the list about your work. → …
Which word is it?
Fill in the missing word
Choose the correct word
Translate the phrase
Write each phrase in English.
Grammar
Comparatives, superlatives and imperatives
| Short adjectives: -er / the -est | cheap → cheaper than → the cheapest; fast → faster than → the fastest. One syllable: add -er / -est. Double the last letter after a short vowel: big → bigger. |
| Long adjectives: more / the most | popular → more popular than → the most popular; engaging → more engaging than → the most engaging. |
| Irregular forms | good → better → the best; bad → worse → the worst; far → further → the furthest. |
| as … as | Videos are as important as photos. Facebook is not as popular as Instagram. It shows that two things are equal or not equal. |
| Imperatives for a call to action | Use the base verb: Click the link. Join us today! Share this post. Add please or an exclamation mark for a friendly tone. Negative: Don’t miss it! |
Which sentence is correct?
Complete with the correct word
Rewrite it
Compare the two things. Several answers are possible.
Correcting mistakes
Each sentence has one mistake. Write the correct sentence.
Put the words in order
Put the words in the right order and write the full sentence.
Say it about your own work
Compare two things in your work. → … is more … than …
Reading
Read: a campaign summary
Campaign summary — Spring Sale
Our Spring Sale campaign ran for two weeks on three channels: Instagram, Facebook and email.
Instagram was the most successful channel. Its reach was 40,000 people, which is much higher than on Facebook (18,000). Video posts were more engaging than photo posts, and one video went viral in two days.
Email was less effective than social media, but the click-through rate was the best: 6%. Our organic posts were as popular as the sponsored ones.
Next time, we will use more videos, work with an influencer and add a clear call to action: “Click the link and save 20%!”
True or false?
The campaign ran for two weeks.
Facebook had the biggest reach.
Video posts were more engaging than photo posts.
The email had the worst click-through rate.
They will work with an influencer next time.
Answer the questions
Which channel was the most successful?
What was the reach on Instagram?
What happened to one video?
What call to action will they use?
Find the key language
Write the word (or phrase) from the text.
Fill in from the text
Why is this a good text?
Your own opinion
- Which channel would you choose? Why?
- Is an influencer a good idea for a small company?
- How would you improve the call to action?
Practice
Picture the situation
Post → Reach → Engage → Measure. Analytics show which content works best, so you can do more of it.
Match the phrase to its function
Put the words in order
Put the words in the right order and write the full sentence.
Fill in the missing phrase
Say it in your own words
Write one sentence. Several answers are possible.
Translate into English
Write each sentence in English. Several answers are possible.
A useful tip
Speaking
How to use this section
Your tutor plays a marketing manager. Compare channels, report results and suggest actions. Use more … than / the most … / as … as and imperatives like Click, Join, Share.
Comparing channels
Task: compare two social networks for your customers.
Starter: "Instagram is more popular than Facebook for our customers, and its reach is much higher."
Reporting results
Task: tell your manager the results of a campaign.
Starter: "Our Spring Sale campaign had a reach of 40,000 people. It was our most successful campaign this year."
Explaining why
Task: explain why one type of content works better.
Starter: "Videos are more engaging than photos, and one video even went viral in two days."
Suggesting content
Task: suggest what to post next.
Starter: "We need more videos and more content that is as useful as it is fun. Why don’t we work with an influencer?"
Writing a call to action
Task: say your call to action aloud for a new post.
Starter: "Click the link and save 20% today! Don’t miss it!"
Checking analytics
Task: ask a colleague about the numbers.
Starter: "Let’s check the analytics. Which post is the best? Which one has the lowest engagement?"
Planning the next campaign
Task: summarise your plan.
Starter: "Next month, we will use more videos, start with a clear call to action and spend less on sponsored posts."
Full conversation — no stops
With your tutor, role-play a marketing meeting: compare channels, report results, suggest improvements and write a call to action — entirely in English.
Let's talk — reflection
- Which social network do you think is the best for business?
- Do you trust influencers? Why or why not?
- What call to action makes you click?
Cool down
Now I can...
- Use key vocabulary for social media and digital marketing
- Compare channels and results with comparatives and superlatives
- Write a short call to action with the imperative
- Explain a simple campaign result
Quick self-check
How do we form the comparative of a long adjective?
How do we form the superlative of a long adjective?
How do we write a call to action?
One more thing before you go
Compare two things from your work. → … is more … than …
Homework
Words to remember
| a follower | підписник |
| a post | публікація, пост |
| a campaign | кампанія |
| engagement | залученість |
| reach | охоплення |
| a click-through rate | коефіцієнт переходів (CTR) |
| a hashtag | хештег |
| an influencer | інфлюенсер |
Fill in the missing word
Choose the correct form
Open the brackets
Correct the mistake
Each sentence has one mistake. Write the correct sentence.
Translate the phrase
Write each phrase in English. Several answers are possible.
Write it yourself
Write a short campaign summary (6–8 sentences). Compare two channels with comparatives, name the best result with a superlative and add one call to action.
Practise out loud
Say your summary aloud as if you were presenting results to your team.
Read aloud
Read the text “a campaign summary” aloud twice before the next lesson.
- 8.7 I did the writing task
- 8.8 I practised out loud
- 8.9 I read the text aloud twice