Social Media Marketing…
Social media are interactive computer-mediated technologies that facilitate the creation and sharing
of information, ideas, career interests and other forms of expression
communities and networks. The variety of stand-alone and built-in social media
services currently available introduces challenges of definition; however,
there are some common features.
- Social media are interactive Web 2.0 Internet-based applications.
content, such as text posts or
photos or videos, and data generated through all online interactions, is the
lifeblood of social media.
- Users create service-specific
profiles for the website or app that are designed and
maintained by the social media organization.
- Social media facilitate the
development of online social
networks by connecting a user’s profile
with those of other individuals or groups.
usually access social media services via web-based technologies
on desktops and laptops, or download services that offer social media functionality to
their mobile devices (e.g., smartphones and tablets). As users engage with these electronic services, they create highly interactive platforms
through which individuals, communities, and organizations can share, co-create,
discuss, participate and modify user-generated content or pre-made content
Networks formed through social media change the way groups of people interact and communicate or stand with the votes. They “introduce substantial and pervasive changes to communication between organizations, communities, and individuals. These changes are the focus of the emerging fields of techno self studies. Social media differ from paper-based media (e.g., magazines and newspapers) and traditional electronic media such as TV broadcasting, Radio broadcasting in many ways, including quality, reach, frequency, interactivity, usability, immediacy, and performance. Social media outlets operate in a dialogic transmission system (many sources to many receivers). This is in contrast to traditional media which operates under a mono-logic transmission model (one source to many receivers), such as a newspaper which is delivered to many subscribers, or a radio station which broadcasts the same programs to an entire city. Some of the most popular social media websites, with over 100 million registered users, include Facebook (and its associated Facebook Messenger), YouTube, WeChat, Instagram, QQ, , Weibo, Twitter, Tumblr, Telegram, Reddit, Baidu Tieba, LinkedIn, LINE, Snapchat, Pintrest Viber, MeWe, and VK.
have noted a range of positive and negative impacts of social media use. Social
media can help to improve an individual’s sense of connectedness with real
or online communities and can be an effective communication
(or marketing) tool for corporations, entrepreneurs, non-profit
organizations, advocacy groups, political parties, and governments.
Social media marketing
Social Media Marketing is the use of social
media platforms and websites to promote a product or
service. Although the terms e-marketing and digital
marketing are still dominant in academia, social media marketing is
becoming more popular for both practitioners and researchers. Most social
media platforms have built-in data analytics tools, which enable companies
to track the progress,
Social networking websites allow individuals, businesses
and other organizations to interact with one another and build relationships
and communities online. When companies join these social channels, consumers
can interact with them directly. That interaction can be more personal to users
than traditional methods of outbound marketing and
advertising Social networking sites act as word of mouth or more
precisely, e-word of mouth. The Internet’s ability to reach billions across the
globe has given online word of mouth a powerful voice and far reach. The
ability to rapidly change buying patterns and product or service acquisition
and activity to a growing number of consumers is defined as an influence
network. Social networking sites and blogs allow followers to
“retweet” or “repost” comments made by others about a
product being promoted, which occurs quite frequently on some social media
sites. By repeating the message, the user’s connections are able to see the
message, therefore reaching more people. Because the information about the
product is being put out there and is getting repeated, more traffic is brought
to the product/company.
Social networking websites are based on building virtual communities that allow consumers to express their needs, wants and values, online. Social media marketing then connects these consumers and audiences to businesses that share the same needs, wants, and values. Through social networking sites, companies can keep in touch with individual followers. This personal interaction can instill a feeling of loyalty into followers and potential customers. Also, by choosing whom to follow on these sites, products can reach a very narrow target audience. Social networking sites also include much information about what products and services prospective clients might be interested in. Through the use of new semantic analysis technologies, marketers can detect buying signals, such as content shared by people and questions posted online. An understanding of buying signals can help sales people target relevant prospects and marketers run micro-targeted campaigns.
In 2014, over 80% of business executives identified social media
as an integral part of their business. Business retailers have seen 133%
increases in their revenues from social media marketing.
Success and engagement of
ad campaigns. Companies address a range of stakeholders through social media
marketing, including current and potential customers, current and potential
employees, journalists, bloggers, and the general public. On a
strategic level, social media marketing includes the management of a marketing
campaign, governance, setting the scope (e.g. more active or passive use)
and the establishment of a firm’s desired social media “culture” and
When using social media marketing, firms can allow customers and
Internet users to post user-generated content (e.g., online comments,
product reviews, etc.), also known as “earned media,” rather than use
marketer-prepared advertising copy.