Marketing
Social Media Marketing
Social media marketing involves using social media platforms to connect with your audience to build your brand, increase sales, and drive website traffic. This involves creating and sharing content on social media networks, engaging with followers, and running social media advertisements. The goal is to reach and engage with potential customers where they are already spending their time.
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10 Key excerpts on "Social Media Marketing"
No longer available |Learn more- Michelle Krasniak, Jan Zimmerman, Deborah Ng(Authors)
- 2021(Publication Date)
- For Dummies(Publisher)
Adapted from eMarketer Making the Business Case for Social Media CHAPTER 1 Making the Business Case for Social Media 9 Defining Social Media Marketing The bewildering array of social media (which seem to breed new services faster than rabbits can reproduce) makes it hard to discern what they have in common: shared information, often on a peer-to-peer basis. Although many social media messages look like traditional broadcasts from one business to many consumers, their interactive component offers an enticing illusion of one-to-one communi- cation that invites individual readers to respond. The phrase Social Media Marketing generally refers to using these online services for relationship selling — selling based on developing rapport with customers. Social media services make innovative use of new online technologies to accomplish the familiar communication and marketing goals of this form of selling. The tried-and-true strategies of marketing (such as solving customers’ problems and answering the question, “What’s in it for me?”) are still valid. Social Media Marketing is simply a technique, not an entire marketing strategy. This book covers a variety of social media services (sometimes called social media channels or platforms). We use the phrase social media site to refer to a specific named online service or product. You can categorize social media services, but they have fuzzy boundaries that can overlap. Some social media sites fall into multiple categories. For example, some social networks and online communities allow participants to share photos and include a blog. Here are the different types of social media services: » Social content-sharing services: These services facilitate posting and commenting on text, videos, photos, and podcasts. • Blogs and content-posting sites: Websites designed to let you easily update or change content and to allow readers to post their own opinions or reactions.
- Kavita Singh(Author)
- 2023(Publication Date)
- Society Publishing(Publisher)
At the same time, these businesses must be wary of never compromising their own values, ethics, and principles in the pursuit of online dominance; lest there is a backlash from the very consumers that they are targeting. As a starting point towards this process, one must first define or conceptualize Social Media Marketing as modern phenomena. 1.1. WHAT IS Social Media Marketing? Social Media Marketing (or SMM in some literature) is a subset of internet marketing, hence requiring access to a website that is hosting on the world wide web (WWW) (Akrimi and Khemakhem, 2012; Appel et al., 2020; As’ad and Alhadid, 2014; Assaad and Gómez, 2011). That access then becomes an integrated and coherent platform on which businesses can create and share specific marketing content along selected networks. Ultimately, the platform and its content are geared towards achieving specific branding and marketing goals that are determined by the business itself. Examples of Social Media Marketing include posting content such as videos, images, discussions, and text which stimulate discussions and hopefully persuade participants to engage with your brand. Some companies have opted to outsource this service to professionals who handle the entire online marketing strategy. The public that engages with social media platforms is not naïve to the fact that Social Media Marketing exists and that it involves some level of manipulation (Assaad and Gómez, 2011; Duffett and Wakeham, 2016; Heinze et al., 2016; Laksamana, 2018; Romo, Medina, and Romero, 2017). However, there has been a general acceptance of online marketing as a fact of life. The cases in which there is a backlash against social media marketers involve some level of deception, fraud, or broken promises. For example, the blog comments may not be offended by the fact that the blogger is obviously Introduction to Social Media Marketing 3 trying to persuade them to purchase certain products.
eBook - ePubClinical Nutrition and Aging
Sarcopenia and Muscle Metabolism
- Chad Cox(Author)
- 2017(Publication Date)
- Apple Academic Press(Publisher)
Develop an understanding of practical approaches to improve marketing on tne main social networks 5.8 Social media optimization (SMO) Understand approaches to increase the returns from Social Media Marketing5.1 What is Social Media Marketing and why is it important?Social media means different things to different people, so let’s start at the beginning … social media, that’s Facebook, Instagram, LinkedIn, Pinterest, Snapchat and Twitter? Well yes, but success in social media is not so much about the different social networks, your tools, but your communications strategy for how to use them as part of inbound marketing (Shah and Halligan, 2009). To apply them effectively for communications, we have to recognize that socializing online is all about participation in discussions and sharing of ideas and content. We think the CIPR Social Media Panel described social media well:Social media is the term commonly given to Internet and mobile-based channels and tools that allow users to interact with each other and share opinions and content. As the name implies, social media involves the building of communities or networks and encouraging participation and engagement.(CIPR, 2011)This definition shows that the most important feature of these social media channels is that we encourage our prospects and customers to interact and create user-generated content (UGC). Social media can be used as another broadcast-only channel, but that’s a mistake!To simplify it to the essence of why social is social, we can say: social media are digital media which encourage audience participation, interaction and sharing .Social Media Marketing
eBook - PDF- Sudha Menon(Author)
- 2020(Publication Date)
- Society Publishing(Publisher)
APPLICATION OF SOCIAL MEDIA IN MARKETING 7 CONTENTS 7.1 Introduction ..................................................................................... 150 7.2 What Is Marketing? .......................................................................... 150 7.3 Forms of Online Marketing .............................................................. 151 7.4 What is The Meaning of Social Media Marketing (SMM)? ................. 152 7.5 How is Social Media Used In Marketing? ......................................... 153 7.6 Types of Social Media Marketing (SMM) Strategies ........................... 154 7.7 What Roles Do Social Media Play in Marketing? .............................. 155 7.8 Benefits of Social Media Marketing (SMM) ....................................... 157 7.9 The Impact of Social Media Marketing (SMM) On Business Growth .......................................................................... 159 7.10 Effectiveness of Social Media Marketing (SMM) ............................. 160 7.11 Adoption of Social Media Marketing (SMM) ................................... 161 7.12 Challenges of Social Media Marketing (SMM) ................................ 163 Chapter Social Media in Social Work 150 7.1 INTRODUCTION Social Media Marketing (SMM) is a type of marketing where social media accounts are used to engage the target audience with the objective of building the brand, increasing sales, and increasing the website traffic. The number of social media platforms is increasing year on year according to statistics, and they are an important part of the world’s economy. Previous studies have stressed on the importance of a SMM strategy. It should be linked to the overall company strategy and held to provide a framework for the company to engage customers and build success. The key to successful SMM is a clear understanding of the customer and their needs.
- Ahmet Bulent Ozturk, Murat Hancer, Ahmet Ozturk(Authors)
- 2022(Publication Date)
- Goodfellow Publishers(Publisher)
1: Definition and functionality of social media 9 Collaborative projects, Content community sites, Feedback sites. As it can be seen from the classifications above, there is no certain way to group social media applications. Furthermore, the rapid evolution and development of social media would require new classification and group-ing in years to come (Kaplan & Haenlein, 2010: 61, 62). Although classifica-tions are different, for various purposes the majority of the social media serves one united purpose, that is Social Media Marketing. Tuten (2020: 19) defines Social Media Marketing as the way that the organizations and com-panies utilize the components of social media, technologies, tools, and soft-ware, and how they establish, communicate, distribute, and exchange any type of offering that has a potential value. Unlike traditional marketing, where attention is obtained via orientation on mass media channels; Social Media Marketing targets interaction, participation, dialogue, and sharing to gain attention on niche and social media channels (Tuten, 2020: 19). It is important to clearly understand that, although the social media is a strong and effective domain for marketing, some risks are associated with social media, such as it being time-consuming and overwhelming (Ake-hurst, 2009: 51); therefore, it should be carefully designed and monitored. Some possible solutions being used in Social Media Marketing are data mining, sentiment analysis, data visualization and storytelling. In channels such as social media, consumers do not passively listen to the brand story, but actively tell the brand story. In other words, consum-ers are authors of the brand stories in social media environment (Gensler et al. , 2013: 244). In the hospitality industry, thanks to social media, travel-ers now tell the stories in each stage of their experience, from researching the trip, to illustrating and sharing their experience (Leung et al. , 2013: 5).
eBook - ePubSocial Media Communication
Concepts, Practices, Data, Law and Ethics
- Jeremy Harris Lipschultz(Author)
- 2023(Publication Date)
- Routledge(Publisher)
Flynn, Smith, & Walsh, 2021 ). Digital disruption impacted the ability to create meaningful consumer journeys and experiences. Email clutter, for example, remains a problem. Touchpoints, such as a marketing email, are designed to be timed for optimized impact. Top email service providers – Salesforce, Mailchimp, Oracle and Marketo – help, but a majority of people tell marketers that they receive too many emails that are not helpful or interesting. Relationships, instruction, communication and entertainment (R.I.C.E.) may be helpful within a customer journey to battle communication fatigue. Once audience members are aware of a product, service or event, strategically targeted media experiences may lead to valuable customer satisfaction, a need for service or marketer planning for future optimal communication plans.Holtzhausen et al. (2021) offered strategic communication principles that see communication professionals and their work as “agents and domains of practice” (p. 3). Strategy may happen within participative communities, continuous and inclusive communication and intention that can be assessed by using a “strategy matrix” (p. 58).SOCIAL MEDIA STRATEGIC PLANNING, AWARENESS AND ENGAGEMENT
One important distinction between social networking site activity and social media is the role of social business models. Cha (2013) identified value creation, sources of competency, target market and revenue as four business considerations. In theory, value is created through successful brand positioning within a market; it also may be considered a specific competency (p. 63). Social media engagement is created through positive interaction within a specific social media online space. For example, Twitter’s real-time information positioning is different from LinkedIn’s professional and job seeker target market, which typically is not as connected to a moment in time (p. 76). It is important within advertising and marketing perspectives for a team to develop social media plans that guide responses during a crisis but also direct the general purposes and goals of ongoing engagement. Increasingly, teams employ an integrated media approach that weds PR, advertising, marketing and general business plans. Social media sites are noisy, and it is not easy to reach consumers and make them aware of current branding. A top marketing goal is increasing brand awareness, and social media sites may be seen as “a playground for engaging with one another” and an opportunity “to engage with customers at every stage of their journey” (Mosley, 2019
eBook - ePubDigital Marketing Trends and Prospects
Develop an effective Digital Marketing strategy with SEO, SEM, PPC, Digital Display Ads & Email Marketing techniques. (English Edition)
- Shakti Kundu, Dr. Shakti Kundu(Authors)
- 2021(Publication Date)
- BPB Publications(Publisher)
HAPTER 4Social Media Marketing
S ocial media marketing is now a proven way for companies to reach new customers, interact with old customers, and encourage their tone, mission, or culture. Also termed as “e-marketing” and “digital marketing,” marketing on social media has tools that are used to analyze data and allow marketers to track how successfully their strategies are performing. What’s the impact of social media on search engine optimization? What are the basic approaches to Social Media Marketing? How to create and test landing pages? You will find the answer to these questions in this chapter and the subsequent ones. So let’s get started!Structure
In this chapter, we will cover the following topics: 4.1 Key concepts of Social Media Marketing 4.2 Different social media channels: Facebook, Twitter, and YouTube 4.3 Business page: setup and profile 4.4 Social media content 4.5 Impact of social media on SEO 4.6 Basic concepts: CPC, PPC, CPM, CTR, and CPA 4.7 Importance of landing page 4.8 How to create and test landing pages 4.9 User-generated content 4.10 Multimedia video (video streaming) 4.11 Multimedia audio and podcasting 4.12 Multimedia photos/imagesObjective
After studying this chapter, you should be able to:- Understand the importance of Social Media Marketing.
- Understand the concepts of CPC, PPC, CPM, CTR, and CPA.
- Remember various multimedia elements.
4.1 Key concepts of Social Media Marketing
Social Media Marketing is generally termed as the process of gaining the visitors’ attention from different social media platforms such as Facebook, Instagram, LinkedIn, and so on. Social media is a very catchy name for sites in itself that may invoke some different social actions. For example, social sites like Twitter are developed to allow users to share short messages or “updates” with their friends, family, and other users.
eBook - PDFStrategic Customer Management
Integrating Relationship Marketing and CRM
- Adrian Payne, Pennie Frow(Authors)
- 2013(Publication Date)
- Cambridge University Press(Publisher)
She identi fi es 188 RELATIONSHIP MARKETING the following steps which echo similar thoughts to those within the social media strategy framework above: Listen It is imperative to understand the online presence of your target market and your brand. Listening fi rst and devising a plan based on that intelligence will provide the greatest ROI for your online efforts. Plan the strategy and establish metrics Here are some questions that need answering: What are the campaign objectives? What will resonate with consumers? What will inspire and motivate them to participate? How can you make it easy for them to share the campaign with others? Social media monitor-ing tools help you identify a baseline for setting expectations. After the campaign is over, these benchmarks will provide comparatives that make it easy to measure success. Online engagement One of the overarching goals for your social media strategy should include building community around your brand. This is the premise of every social engagement. Every campaign requires metrics and reporting in order to determine the extent to which it has met the business objectives. A social media monitoring tool aggregates the conversations from all of the social channels in one place and makes it easy to create high-level reports for management depicting things such as the increase of volume of conversations about your brand compared to the benchmark, the sentiment around the campaign and your brand, and main topics of discussion around the campaign, etc. Evaluate and revise Reviewing the success of a campaign is essential for planning future ones.
eBook - PDF- Alan Charlesworth(Author)
- 2014(Publication Date)
- Routledge(Publisher)
Available online at www.emarketer.com ExactTarget (2014) 2014 State of Marketing. Available online at www.content. exacttarget.com/en/StateOfMarketing2014 Kamal, I. (2011) The Social Media Measurement Imperative: Building Business Value. Available online at www.emarketer.com/Article.aspx?R=1008727 Li, C. (2010) Open Leadership: How Social Technology Can Transform the Way You Lead. Jossey-Bass. Sterne, J. (2010) How Much Is a Social Media Participant Worth? Available online at www.clickz.com/clickz/column/1708953/how-much-is-social-media- participant-worth Syncapse (2013) The Value of a Facebook Fan. Available online at www.syncapse.com/ value-of-a-facebook-fan-2013 Tata Consultancy Services (2013) Mastering Digital Feedback. Available online at www. tcs.com 5 Social service and support The point is made in the preface of this book that many – if not all – of the various subjects covered in this book are inextricably linked, and those addressed in this chapter are no exception. However, there is first an issue of what is it called to be addressed. This book is called An Introduction to Social Media Marketing and yet in this section of the book I am going to ask the question of what is marketing? The reason it must be addressed is that marketing is normally seen as attracting customers, and once they become customers a different department of the organization takes over. For example, advertising might attract people into a Tesco store but would that organization’s marketing department be responsible for the store layout, its cleanliness and staff? Similarly, a marketer in a B2B engineering company might be responsible for making a sale to a customer, but after that they play little or no part in the design, manufacture and delivery of the finished product.
eBook - PDFTikTok as a Marketing Channel for Influencer Marketing
A comparison between Instagram, YouTube & TikTok
- Chantal Van Houtte(Author)
- 2021(Publication Date)
- LIT Verlag(Publisher)
Social Media Marketing makes use of the many-to-many exchange on social media to establish di- alog with customers, potential customers, and opinion leaders of a com- pany (Tropp, 2014, p. 559; Kreutzer, 2018, p. 12). Having said this, it is important for firms to comprehend that social media is neither solely a sales nor advertising channel, neither a form of public relations. Instead, the fo- cus here lies on the dialogue and the adoption of the basic principles of communication in social media, being honesty and authenticity, openness and transparency, relevance, continuity, and sustainability and last but not least a dialogue at eye level with consumers and experts (Kreutzer, 2018, p. 3-12). For the purpose of marketing on social media, one can distinguish paid, owned, and earned media, as depicted in subsequent figure. The distinction between the three was introduced by Daniel Goodall, who then working as a senior marketing manager at Nokia, on his blog in 2009. The approach was then rapidly recognized and studied by the marketing industry (Kost & Seeger, 2020, p. 64; Goodall, 2009). Social Media Marketing 8 Figure 2: Owned, Paid and Earned Media Source: own illustration based on Goodall, 2009 and Kreutzer, 2018, p. 15 Owned Media refers to the online activities for which the company them- selves are responsible, such as corporate websites, online shops, social me- dia accounts, and corporate blogs. Paid media is form of advertisement on social media that implies a purchase from third-party members, for in- stance keyword ads, or promoted and sponsored posts. Lastly, earned me- dia comprises all content that deal with the brand. It includes all the PR and word-of-mouth benefits, a concept which will be explained in the sub- sequent chapter 2.4, a business receives without directly investing money for the purpose.
Index pages curate the most relevant extracts from our library of academic textbooks. They’ve been created using an in-house natural language model (NLM), each adding context and meaning to key research topics.
