Social Media Marketing
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Social Media Marketing
Relatively speaking, social media is still a new field in the world of marketing. Because of this, there is still a limited amount of theory on the subject; in a more academic sense, at least. Given the amount of time and resources modern-day business is spending on media like Facebook, Twitter, and LinkedIn, you desire them to be using some kind of social media marketing theory, to provide them with some direction.
The thing is, social media has developed so quickly, that the theory has simply not been developed quickly enough.
We can, of course, scrape a lot of data from social media activity and we can analyze it all day long. It gives us some insight into how businesses might shape their strategy to maximize engagement but what about the human side of social media? After all, that’s what makes it so unique as a marketing tool. What about the more subjective elements? Arguably this kind of analysis is more valuable to marketers.
About Social Media
We’ve designed a number of models which help to explain and define what people say and do online. This post highlights some of the key concepts explored in “#Winning at Social Media” and some of our related blogs here on the site.
Note that in this piece, we’re not focusing on the theory of how and why humans use social media. There is a lot of material available that looks at why consumers have an addictive connection with social media and the overall psychology of social media use. We’re going to focus on the business and marketing side.
This is a taster of some of the basic models.
The Role of Social Media in Business
Social media plays a major role in the scope of digital marketing. Digital marketing plays a more or less important role in the overall marketing strategy trusting on the nature of the business, its sector, and its target audience. Over the years, there has been an assumption as to which role social media marketing should play within a business’s outward-facing presence.
Certainly, social media has at times been seen as a tool to increase customer loyalty and increase repeat investments through customer retention. But there are clear examples of when social media is used to develop brand awareness through viral content or paid advertising on Facebook, for example.
Not seeing the possibility of social media as a sales tool or to reach new audiences overlooks three key features;
- great content with a viral nature, making the most of the algorithms,
- paid promotion, and
- active interaction and outreach.
As people’s relationship with social media has evolved, we’re increasingly seeing brands use social media to leverage the power of influencers and achieve or amplify PR coverage.