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How to Make Money as a Social Media Manager? Platforms
Prosperity in Iranian perspective of Media Economy and
Technopreneurship? (Case Study: Instagram)
By: Hooman Qapchi, Ph.D. Holder, Adjunct Professor in Media Management, University
of Tehran, Tehran, IRAN
Key Words: Technopreneurship, Business Management, Social Media Entrepreneurship, Economy of
Attention, Macro Celebrity, Micro Influencer
Abstract:
Nowadays, most Iranian people consider Instagram as the best platform for Hidden
employment as well as the easiest one to earn money online. Since a few years ago, only
macro-celebrities were able to make that much money from cyberspace, especially by
focusing on a specific platform like Instagram, but now the time has come for micro
businesses and micro influencers. According to some official research centers, the income
from advertising by Instagram influencers per year is about seven hundred to one thousand
billion tomans and the income of the top six hundred Iranian Instagram influencers is
almost equal to the income of IRIB advertisements. More than two hundred & fifty
thousand small businesses are also earning money this way. Now you may be wondering
how it is possible to make money on social media as a so-called micro actor. To achieve
this goal, first You should gain a clear perception of the reason why to work, how to use
hashtags, how to create minimal visualizations to match the content hamburger, how to
make proper network advertising, how to layout your posts and simultaneously you should
be able to work with analytic tools for content and feedback analysis of Comments and
Likes. If you are interested in above mentioned phrases, this article would be helpful to
you to some extent.
Introduction
Iranian Instagram Users post and repost nearly Cases on a regular basis.
Regarding the first half of the year , Iranians have Posted more than million cases
on their popular platform.
Based on text mining From April to September , Iranians in Instagram
:
Social Issues 59%
Fashion 23%
Iranians on Instagram Follow a “Life Style”
Cultural Issues 22.73%
Music 18%
Economic Issues 6.23%
Car & Vehicles 33%
Sports 6.21%
Political Issues 3.67%
Technological2.15%
Small businesses usually have five levels of growth:
(Existence)
(Survival)
(Success)
(Take-off)
(Resource Maturity)
Platforms Prosperity in Iranian perspective of Media Economy &
Technopreneurship
Among different definitions of Media entrepreneurship, I found the sentences below more
Precise and less Complex:
the innovative use of (radical/incremental/imitative) resources (ownership/control) with a
view to transform an idea into activities to offer value (creation/delivery) in a media form
(content/platform/user data) that meets the need of a specific portion of market (businesses
or consumers), either in an individual effort or by the creation of a new venture or the
entrepreneurial managing of an existing organizational entity and to earn benefit
(money/attention/favorite behavior) from one of the sources that is willing to pay for (direct
consumers, advertisers, data demanders or any customer of generated information of
(Khajeheian, 2017:102)
1
(Iranian Instagram Posts are more often Social.)
There would be no or low need to mention, to gain a better comprehension on this
definition, better take a look at the figure below.
Figure 1: Building Elements of Media Entrepreneurship (Khajeheian, 2017)
First Vision- general features of the virtual organizations
why people engage more in virtual media rather than real world would be mostly
because of general features of the virtual organizations:
.
So, businesses focus on what they do best.
opportunities.
(Bahcecik, Y. S., Akay, S. S., & Akdemir, A. (2019).)
Second Vision – Game Theory
Some Scholars believe that It’s been all like a game consisting of the special rules. Based
on the Game Theory, they discuss that even “
broadlyact as a lens through which to view and mechanize the rules of the game. “Cotter,
K. (2019)
Third Vision – Tips for Small businesses
According to Daniel Forman, few tips for small businesses on Instagram include, 1. Open
a business account 2. Fill your bio strategically 3. Use hashtags in your feeds 4. Implement
Instagram stories 5. Consider suitable metrics 6. Upload high-quality videos and pictures 7.
Post consistently
Fourth Vision- Be Smart!
define the strategy goals and themes prior to posting on the social media.
Specific: Be specific in what you want to achieve. Do you want to raise awareness of your
brand? Increase sales? Improve customer service? Strengthen loyalty?
Measurable: How will you know that your goal has been achieved? What analytics tools
will you use to track your progress?
Achievable: Is your goal realistic? When you are just starting off, don’t aim too high at
the risk of being deflated if you don’t hit your projected goal; getting really adept at all
this stuff (particularly if you are approaching social media marketing seriously for the first
time) takes a while.
Relevant: Is your goal aligned with your company's mission, vision and values?
Time Specific: When do you want to have achieved the goal by? To add a focus to your
marketing, stick to one overarching goal at a time, e.g. "I want to increase traffic to our
website by 15% in the next 3 months". (Macarthy, A. (2021))
Fifth Vision - Track and analyze your Instagram activity
third-party options
out there, both free and paid.
Favorites are Iconosquare (http://www.iconosquare.com) - a free analytics service that
provides a variety of metrics for your Instagram account, including your Top most-liked
and followed photos, how often you use filters and which are your favorites, and your most
engaged followers, as well as management tools like the ability to follow or unfollow users,
like and comment on posts, and use Emoji in comments - and Collect.to
(http://www.collect.to) a platform with both free and paid options that provides you with
analytics and data to help you run Instagram campaigns and contests. A paid account
provides you with enhanced filtering options for date, hashtags, locations, etc. Whichever
you choose, sign in with your Instagram details and use the stats to monitor which of your
Instagram activity best resonates with your audience, and use this as a basis for future
content. (Macarthy, A. (2021))
Figure 2 The “follow for follow” model on Instagram
There are at least two possible explanations as to why following seems to be the most
to easily notice who their (new) followers are and enables users to easily react to that
endorsement by following back., Björk, & Sjöström (2017) Second, to be noticed by others
is a motivational factor on social media, particularly on Instagram (Sheldon and Bryant,
2016). The findings suggest that following other users creates a more engaging reaction
than liking and commenting on their posts.
Sixth Vision – social media Habit
A recent Ohio state university research shows that A social media habit can be viewed from
five levels of analysis: platform, device, interface, behavior, and motor. (Bayer,
Anderson& Tokunaga ())
Seventh Vision – Content Strategy Burger
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strategies of Internet entrepreneurship in the context of virtual organizations: Facebook,
Instagram and YouTube samples. Procedia Computer Science, 158, -.
Cotter, K. (). Playing the visibility game: How digital influencers and algorithms
negotiate influence on Instagram. New Media & Society, 21(), -.
Khajeheian, D. (). An introduction to entrepreneurship and innovation in media
markets. Global Media Journal–Canadian Edition, 10(), -.
Herzallah, D., Muñoz-Leiva, F., & Liébana-Cabanillas, F. (). Selling on Instagram:
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