Social media marketing refers to the process of gaining [2]

Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks. A corporate message spreads from user to user and presumably resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself.[citation needed]

Social media has become a platform that is easily accessible to anyone with internet access. Increased communication for organizations fosters brand awareness and often, improved customer service. Additionally, social media serves as a relatively inexpensive platform for organizations to implement marketing campaigns.

Contents

[edit] Social media outlets/platforms

[edit] Social networking websites and blogs

citation needed]

Social networking sites and citation needed]

Through social networking sites, products/companies can have conversations and interactions with individual followers. This personal interaction can instill a feeling of citation needed]

Social networking sites also include a vast amount of 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. Understanding of buying signals can help sales people target relevant prospects and marketers run micro-targeted campaigns.

[edit] Cell phones

advertisements are always in sight. Also many companies are now putting QR codes along with products for individuals to access the company website or online services with their smart-phones.

[edit] Engagement

In the context of the social web, engagement means that customers and stakeholders are participants rather than viewers. Social media in business allows anyone and everyone to express and share an opinion or an idea somewhere along the business’s path to market. Each participating customer becomes part of the marketing department, as other customers read their comments or reviews. The engagement process is then fundamental to successful social media marketing.[3]

[edit] Campaigns

[edit] Betty White

Social networking sites can have a large impact on the outcome of events. In 2010, a Facebook campaign surfaced in the form of a [5] Once signed, users forwarded the petition to all of their followers. The petition went viral and on May 8, 2010, Betty White hosted SNL.

[edit] 2008 Presidential Election

The [6]

[edit] Local businesses

[6] This type of message encourages other locals to follow the business on the sites in order to obtain the promotional deal. In the process, the business is getting seen and promoting itself (brand visibility).

[edit] Kony 2012

A short film released on March 5, 2012, by humanitarian group [10]

[edit] Tactics

[edit] Twitter

Twitter allows companies to promote products on an individual level. The use of a product can be explained in short messages that followers are more likely to read. These messages appear on followers’ home pages. Messages can link to the product’s website, Facebook profile, photos, videos, etc. This link provides followers the opportunity to spend more time interacting with the product online. This interaction can create a loyal connection between product and individual and can also lead to larger advertising opportunities. Twitter promotes a product in real-time and brings customers in.

[edit] Facebook

Facebook profiles are more detailed than Twitter. They allow a product to provide videos, photos, and longer descriptions. Videos can show when a product can be used as well as how to use it. These also can include testimonials as other followers can comment on the product pages for others to see. Facebook can link back to the product’s Twitter page as well as send out event reminders. Facebook promotes a product in real-time and brings customers in.

As marketers see more value in social media marketing, advertisers continue to increase sequential ad spend in social by 25%. Strategies to extend the reach with Sponsored Stories and acquire new fans with Facebook ads contribute to an uptick in spending across the site. The study attributes 84% of “engagement” or clicks to Likes that link back to Facebook advertising. Today, brands increase fan counts on average of 9% monthly, increasing their fan base by two-times the amount annually.[11]

[edit] Foursquare

[13]

[edit] Instagram

[15]

[edit] Blogs

Everyday there are more reasons for companies to use blogging platforms to their social media repertoire. Platforms like [17]

Blogs allow a product or company to provide longer descriptions of products or services. The longer description can include reasoning and uses. It can include testimonials and can link to and from Facebook, Twitter and many social network and blog pages. Blogs can be updated frequently and are promotional techniques for keeping customers. Other promotional uses are acquiring followers and subscribers and direct them to your social network pages.

In a similar fashion, online communities benefit businesses because they enable them to reach the clients of other businesses using the platform. These online environments can be accessed by virtually anyone; therefore consumers are invited to be a part of the creative process. To allow firms to measure their standing in the corporate world, Glassdoor is a site where employees can place evaluations of their companies.[16]

Some businesses opt out of integrating social media platforms into their traditional marketing regimen because their employees dislike such isolated online environments. There are also specific corporate standards that apply when interacting online.[18]

[edit] LinkedIn

[23]

[edit] Yelp

Yelp consists of a comprehensive online index of business profiles. Businesses are searchable by location, similar to Yellow Pages. The website is operational in seven different countries, including the United States and Canada. Business account holders are allowed to create, share, and edit business profiles. They may post information such as the business location, contact information, pictures, and service information. The website further allows individuals to write, post reviews about businesses and rate them on a five-point scale. Messaging and talk features are further made available for general members of the website, serving to guide thoughts and opinions.[24]

[edit] YouTube

YouTube is another popular avenue; advertisements are done in a way to suit the target audience. The type of language used in the commercials and the ideas used to promote the product reflect the audience’s style and taste.

Also, the ads on this platform are usually in sync with the content of the video requested, this is another advantage YouTube brings for advertisers. Certain ads are presented with certain videos since the content is relevant. Promotional opportunities such as sponsoring a video is also possible on YouTube, “for example, a user who searches for a YouTube video on dog training may be presented with a sponsored video from a dog toy company in results along with other videos.[25]”Youtube also enable publishers to earn money through Youtube Partner Program.Youtube is also known for its viral nature that eventually allow marketers to promote their product for free.

[edit] Marketing techniques

[edit] Targeting, COBRAs, and eWOM

Social media marketing involves the use of [25] With social networks, information relevant to the user’s likes is available to businesses; who then advertise accordingly.

Consumer’s online brand related activities (COBRAs) is another method used by advertisers to promote their products. Activities such as uploading a picture of your “new social media, however a poor service will result in a negative consumer review which can potentially ruin the company’s reputation.

[edit] Social media marketing tools

Besides research tools, various companies provide specialized platforms and tools for social media marketing:[28]

[edit] Implications on traditional advertising

[edit] Minimizing use

Traditional advertising techniques include print and computers, sending viewers to the product website. Advertising is beginning to move viewers from the traditional outlets to the electronic ones.

[edit] Leaks

Internet and social networking leaks are one of the issues facing traditional advertising. Video and print ads are often leaked to the world via the Internet earlier than they are scheduled to premiere. Social networking sites allow those leaks to go viral, and be seen by many users more quickly. Time difference is also a problem facing traditional advertisers. When social events occur and are broadcast on television, there is often a time delay between airings on the east coast and west coast of the United States. Social networking sites have become a hub of comment and interaction concerning the event. This allows individuals watching the event on the west coast (time-delayed) to know the outcome before it airs. The 2011 Grammy Awards highlighted this problem. Viewers on the west coast learned who won different awards based on comments made on social networking sites by individuals watching live on the east coast.[29] Since viewers knew who won already, many tuned out and ratings were lower. All the advertisement and promotion put into the event was lost because viewers didn’t have a reason to watch.

[edit] Social media marketing mishaps

Social media marketing provides organizations with a way to connect with their customers. However, organizations must protect their information as well as closely watch comments and concerns on the social media they use. A flash poll done on 1225 [30] Due to the viral nature of the internet, a mistake by a single employee has in some cases shown to result in devastating consequences for organizations.

An example of a social media mishap includes designer [32]

Numerous additional online marketing mishap examples exist. Examples include a YouTube video of a [35]

[edit] See also

[edit] References

  1. ^ “What is Social Media Marketing”. Search Engine Land. http://searchengineland.com/guide/what-is-social-media-marketing. Retrieved 11 January 2012.
  2. ^ Trattner, C., Kappe, F.: Social Stream Marketing on Facebook: A Case Study. International Journal of Social and Humanistic Computing (IJSHC), 2012.
  3. http://books.google.com/books?hl=en&lr=&id=7l2OR6giC6AC&oi=fnd&pg=PT15&dq=social+media+promoter&ots=jLG3wU2N5U&sig=X-D-jOgcbNEUxMgqNOhs0XjJkaU#v=onepage&q=social%20media%20promoter&f=false. Retrieved 2011-11-17.
  4. ^ Itzkoff, Dave (2010-05-10). “Betty White Helps Boost Ratings of ‘SNL'”. The New York Times. http://www.nytimes.com/2010/05/10/arts/television/10arts-BETTYWHITEHE_BRF.html.
  5. ^ Levin, Gary (2010-03-12). “Live, from New York, it’s … Betty White hosting ‘SNL'”. USA Today. http://www.usatoday.com/life/television/news/2010-03-11-bettywhite11_ST_N.htm.
  6. ^ http://0-ehis.ebscohost.com.ilsprod.lib.neu.edu/eds/detail?hid=22&sid=e8949099-0cb3-410a-91ac-0b9bf1986d28%40sessionmgr15&vid=8&bdata=JnNpdGU9ZWRzLWxpdmU%3d#db=bth&AN=55584217. Retrieved 2011-11-17.
  7. ^ Smith, Kay. “Kony 2012: The Ultimate Social Media Campaign?”. Social Media Marketign. Business 2 Community. http://www.business2community.com/social-media/kony-2012-the-ultimate-social-media-campaign-0145368. Retrieved 29 March 2012.
  8. ^ Padilla ’13, Camille A. (21 Match 2012). “Kony 2012: 6 days, 100 million hits”. The Hawk. http://hawkhillnews.com/news/2012/03/21/kony-2012-6-days-100-million-hits/. Retrieved 29 March 2012.
  9. ^ Jones, Melanie (12 March 2012). “Joseph Kony 2012 Campaign Now Most Successful Viral Video In History”. International Business Times. http://www.ibtimes.com/articles/312895/20120312/joseph-kony-2012-campaign-viral-video-history.htm. Retrieved 29 March 2012.
  10. ^ Wasserman, Todd (12 March 2012). “‘KONY 2012′ Tops 100 Million Views, Becomes the Most Viral Video in History [STUDY“]. Mashable. http://mashable.com/2012/03/12/kony-most-viral/. Retrieved 29 March 2012.
  11. ^ “Marketers Spend More”. Mediapost.com. http://www.mediapost.com/publications/article/160225/marketers-spend-more-on-mobile-search.html. Retrieved 2011-12-21.
  12. ^ “6 ways foursquare can help your social-media strategy”. Bizjournals.com. http://www.bizjournals.com/bizjournals/blog/socialmadness/2012/06/6-ways-foursquare-can-help-your.html?page=all. Retrieved 2012-09-26.
  13. ^ “Foursquare Website”. Foursquare. https://foursquare.com/. Retrieved 2012-09-26.
  14. ^ http://www.businessinsider.com/instagram-2010-11
  15. ^ http://www.technewsdaily.com/4841-4-ways-eyeem-beats-instagram.html
  16. ^ http://go.galegroup.com.myaccess.library.utoronto.ca/ps/i.do?id=GALE%7CA243043185&v=2.1&u=utoronto_main&it=r&p=AONE&sw=w. Retrieved March 28, 2012.
  17. ^ Chiang, I-Ping; Chung-Hsien Hsieh (October 2011). “Exploring the impact of blog marketing on consumers”. Social Behavior and Personality: an international journal.: p1245. http://go.galegroup.com.myaccess.library.utoronto.ca/ps/i.do?id=GALE%7CA271975088&v=2.1&u=utoronto_main&it=r&p=AONE&sw=w. Retrieved March 28, 2012.
  18. ^ Kerr, Gayle; et. al. (January 2012). “Buy, boycott or blog”. European Journal of Marketing 46: pp387-405.
  19. ^ LinkedIn. [press.linkedin.com/about “About Us”]. LinkedIn Press Center. press.linkedin.com/about. Retrieved 28 March 2012.
  20. ^ Evans, Meryl. “33 Ways to Use LinkedIn for Business”. Gigaom. http://gigaom.com/collaboration/33-ways-to-use-linkedin-for-business/. Retrieved 28 March 2012.
  21. ^ LinkedIn. “What is LinkedIn?”. LinkedIn Learning Center. http://learn.linkedin.com/what-is-linkedin/. Retrieved 28 March 2012.
  22. ^ Slutsky, Irina (29 March 2012). “Why LinkedIn Is the Social Network That Will Never Die”. AdAge Digital. http://adage.com/article/digital/linkedin-social-network-die/147475/. Retrieved 29 March 2012.
  23. ^ Ek, Melissa. “Use LinkedIn Company Profile Pages to Promote Your Freelance Business”. Freelance Folder. http://freelancefolder.com/use-linkedin-company-profile-pages-to-promote-your-freelance-business/. Retrieved 29 March 2012.
  24. http://www.yelp.ca/faq#what_is_yelp. Retrieved 29 March 2012.
  25. ^ http://bf4dv7zn3u.search.serialssolutions.com.myaccess.library.utoronto.ca/?ctx_ver=Z39.88-2004&ctx_enc=info%3Aofi%2Fenc%3AUTF-8&rfr_id=info:sid/summon.serialssolutions.com&rft_val_fmt=info:ofi/fmt:kev:mtx:journal&rft.genre=article&rft.atitle=Advertising+and+social+media&rft.jtitle=ABA+Bank+Marketing&rft.au=Kincy%2C+Jason&rft.date=2011-09-01&rft.pub=Bank+Marketing+Assn&rft.issn=1539-7890&rft.volume=43&rft.issue=7&rft.spage=40&rft.externalDBID=n%2Fa&rft.externalDocID=266456871. Retrieved 18 March 2012.
  26. ^ 10.2501/IJA-30-1-013-046.
  27. ^ Kim, Ellen; Mattila, A., Baloglu, S. (2011). “Effects of gender and expertise on consumers’ motivation to read online hotel reviews”. Cornell Hospitality Quarterly 52 (4): 399–406. doi:10.1177/1938965510394357.
  28. ^ Erik Cambria; Marco Grassi, Amir Hussain and Catherine Havasi (2011). “Sentic Computing for Social Media Marketing”. In press: Multimedia Tools and Applications Journal. Springer-Verlag, Berlin Heidelberg (DOI 10.1007/s11042-011-0815-0). http://springerlink.com/content/q1vq625w2x27x4r7.
  29. ^ “Hey Grammys, you can’t tape-delay social media”. Lostremote.com. 2011-02-13. http://www.lostremote.com/2011/02/13/hey-grammys-you-cant-tape-delay-social-media/. Retrieved 2011-11-17.
  30. ^ [1], Information Management Journal.
  31. ^ [2]
  32. ^ http://www.mediabistro.com/prnewser/kenneth-coles-twitter-fail_b14367
  33. ^ [3]
  34. ^ High price to be paid for controversial social-media mishaps San Francisco Chronicle March 17, 2011, retrieved April 4, 2012
  35. Hong Kong Economic Times April 20, 2012, retrieved April 25, 2012



This article uses material from the Wikipedia article Social Media Marketing, which is released under the Creative Commons Attribution-Share-Alike License 3.0.

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