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INFLUENCE OF SOCIAL MEDIA IN MARKETING by JULIETA VILLAFUERTE and JIGNA PATEL



Kirjoittanut: Julieta Villafuerte - tiimistä Ei tiimiä.

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                                                   INFLUENCE OF SOCIAL MEDIA IN MARKETING

 

 

INTRODUCTION 

Growing your business and reaching the conclusion that a Stronger social media presence is the way to do it, is an innovation you suddenly want to take into action but losing the idea where to begin. Taking that first step into social media can be overwhelming. 

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. These social media platforms enable brands to connect with their audience to: build a brand; In addition to providing companies with a way to engage with existing customers and reach new ones, social media marketing (SMM) has purpose-built data analytics that allow marketers to track the success of their efforts and identify even more ways to engage. 

Start with your basic objectives for using social media. Before you can really start to leverage social media, you need to ask yourself some key questions about why you’re doing it. 

To increase the sales online it is important to find ways to encourage people to share their positive experiences through videos and photos on social media. You can also get this content on your website by adding a social media feed. Using shoppable posts are amazingly effective ways to increase sales with social media so people can buy your products or services straight from your social media post. So, thanks to these features, increasing sales through social media just got a lot easier to do. 

Enlist the help of influencers and customers is also another way if you are just starting out on social media and want to get in front of many people fast. Influencers are a go-to method to increase sales with social media. 

On the other hand, if you want to focus more on branding, creating brand awareness shortens the sales process, increases market share, and positions a brand as a leader in its sector. It may sound like it requires more effort and lots of decision to make but 

it’s necessary to perform an internal audit to evaluate brand positioning strategies and to understand the impact of marketing actions on brand image to start with. Brand differentiation can develop from a number of actions such as the creation of original content, personalized promotions aimed at the target audience, prospect profiling, product development based on social insights, and communication strategies adapted for socio-demographics of interest. 

Focus on the key points to help track and report on the success of this objective: Mentions: the number of times the brand comes up in social media conversation and the number of times these conversations are shared. Social Sessions: the number of site visits, blog post views, etc. 

These five objectives will play very important roles in showcasing your brand in the competitive world of the social media business industry. Focus on the data and analyze the figures that will be generated time to time, the more views, more comments and more shares will flash your brand in every single page of every social media user. 

Aside from identifying your objective another important factor to consider is to identify which type of social media you would want to focus on? I have mentioned the three famous applications for social media for the intro but let me make it more Complicated by letting you know that there are various types of social media platforms though they can be broken down in so many ways but let me share a few, social networking, bookmarking, social news, media sharing, micro blogging, and online forum sites. 

 

TYPES OF SOCIAL MEDIA: 

 

 SOCIAL NETWORKING  

Social Networking is not social media. Blogs, videos, podcasts, and newsletters are some of the content types popular among the platforms and social Networking is the creation of both business and personal relationships and maintaining an interactive environment, with an aim of building a network. On the other hand, social networking is the creation of both business and personal relationships and maintaining an interactive environment, with an aim of building a network. While social media may not have a specific target crowd, social networking is very specific on the target crowd. While the goal of social media is to interact and generate buzz, the goal of social networking is to build a network and also nurture the relationships. While social media is basically a message delivering channel to users, 

 

BOOKMARKING  

Social bookmarking is the process of tagging a website page with a browser-based tool so that you can easily visit it again later. Instead of saving social media posts to your browser bookmarks, you can use different platforms’ features to bookmark posts. 

Social bookmarking sites began as simple resources for social media and content marketers. Instead of adding web pages to your ‘favorites’ menu in your browser, it is better to bookmark them, using a social bookmarking site. 

Through Social Bookmarking, you can access your saved pages with any computer that has a working internet connection. 

The concept of bookmark can be taken as your favourites, or personal Bookmarks etc. 

When you bookmark your pages, it becomes so simple that you can access all the pages you have bookmarked on any system with a working internet connection. Social bookmarking is not only helpful in future reference but also helps in sharing the information with friends and family. Drawing new Visitors – By listing your business in social bookmarking sites, it will help you in driving a lot of visitors in the form of viral traffic. People coming to your website from a social bookmarking site are there because your website appeared in the topics which the visitors were looking for. Helps to attract traffic – By adding social bookmarking buttons to your website, it gets easy for Readers or viewers to save and share your content leading to increase in traffic. Helps in promotion – If suppose you are on any bookmarking site, 

 

 

 SOCIAL NEWS  

Social media news, often referred to simply as social news, refers to a more modern tendency to get news from social media rather than more traditional news sources. This can take many forms, whether it means reading news that people in your network have shared, reading status updates and the like, or reading news from pages that you follow. Social news allows you to see not only the event or information itself but also the reaction this has among your social network. Just like real ‘word of mouth’, it is hard to tell the sources with social news and to verify the quality of that news. This has resulted in a lot of what is today called fake news – inaccurate and in some cases completely false news that is spread simply for the benefit of the brand spreading the news. When you cover ground breaking news, 

Likewise, sharing this news to your social media channels is a great way to get more shares from your network and to establish authority as a place to get useful information. In this regard being a Blogger will almost be like being a newspaper editor once again – rushing to get the latest story out while it’s still newsworthy and while you can still beat the competition. 

There are many tools that allow you to search social networks for trending news in different niches. 

 

 MEDIA SHARING  

A social media application that enables users to create, store, and share their multimedia files (photos, videos, music) with others is known as the media sharing. Essentially, it’s any content shared about your brand on social media, including word-of-mouth marketing content. Shared media came along with its various media channels, as people react to posts, leave likes, comments, and share the content with others. 

Much of the content shared on social media like Facebook, Twitter, Instagram, Pinterest, etc., falls under shared media. All of these are shared media, and they often flood the internet so that you no longer know who the author of the post is, or who it originally belongs to. Generally, this refers to content that your brand acquired from others, such as journalists, bloggers, or influencers who have written about your brand. The organic nature of media sharing makes it the most desired lead generation method. 

 

MICRO BLOGGING 

Micro blogging is a short blog post designed for quick and typically direct audience interactions. These concise blogs are shared using social media platforms like Twitter or Instagram, and can include different content formats such as audio, text, images or video. Rather than writing pages of text, a micro blog allows for quick, conversational connections with customers. Short micro blogging messages appear in various content formats, including audio, video, images and text. 

Supporting your business website with micro blogging is perhaps another Stem that you can use to introduce your business in the internet marketing and customer communication. Business owners like us can use a micro blog to quickly share short pieces of information with clients who want to have tips, links, news updates or video commentaries. The varying nature of this Stem makes individual posts generated quickly, giving businesses another way to post content to their site and share information with their customers, without having to devote as much time as a regular blog post might require. In addition to providing customers with a nice, steady stream of information, businesses who utilize a micro blog on their site will also be generating great content which will help with their search engine optimization (SEO), marketing (SEM) and ranking. 

 

 ONLINE FORUM  

People love to gather in groups and discuss the topics they’re most interested in, whether it’s in person or online. Today, people can choose to talk to their friends, colleagues, and peers not just through seeing them face to face but also through social media platforms and other online platforms – one of which is the online forum. 

An online forum is a space or platform where people can get together, converse, and have discussions. Unlike typical social media platforms, an online forum is usually an online discussion that revolves around or is grouped according to different topics. 

One of the best benefits of online forum pages in a business is that your customers find a place – an avenue to get together. Online discussion forums not only allow them to communicate with you, they also communicate with each other. By adding an online forum section on your website, you nurture your customers’ chance to come together as a community. 

Community positive reinforcements and suggestions are encouraged in an online forum which also gives space for customer engagement in discussions about their experiences with your products and/or services. Another one of the benefits of online forums is that your customers feel that it is a safe space for them to voice out their opinions and concerns. Because of your encouragement of online discussions through your online forum, you help them be more comfortable for you. And with the help of your online forum, you can easily ensure that your customers know how much you value their opinions and feedback. One of the many benefits of online forums is that they enormously help get your customer’s loyalty. By encouraging online discussion through your online forum, you allow them to share their insights and opinions. This online forum is, after all, a safe and public space where you can reach out to your customers and gain their Insights about certain features or Innovations that you have or are planning to have. Having an online forum fosters their sense of community and cooperativeness that can help both you and them in the long run. Community Forums also provide a self-service option for customers looking for support and are a powerful source of customer feedback. 

By having a community forum, businesses can reduce support costs since it is a public user-generated knowledge base. It can help Shrink support costs by allowing users to answer one another’s questions and share information and tips. 

Previous posts collected in your community forum, questions answered once can be used forever for all who enter. This reduces the number of tickets and, as a result, the need to utilize multiple team members, keeping your support costs down. 

It also boosts customer loyalty since online forums can help build a sense of customer community by connecting users to others with similar needs and interests. This often translates to users feeling more supported by the brand. Plus, if you give forum users the space to share their knowledge, they’ll presumably be an advocate for your brand in every position they hold. 

Spotify is another company that creates brand loyalty and boosts customer engagement through its online community forum. 

Creating online forums are an excellent way to create social connections and a sense of community. Members of online forums focused on a particular type of job or industry can share resources relevant to their work. There are a lot of social stems and online forum has kept its level from the original type of Internet forum and email lists are still going strong. 

“There are two main reasons why community Forums pair so well with a knowledge base: Firstly, customers may not need to ask a question in the forum in the first place if it is answered in a knowledge base. Secondly, your support team and the other community members can link to the knowledge base to answer questions. Blog post by Joshua Brown( 2022). 

 

 

DISCUSSION

Social media takes away the power of influence from businesses and empowers customers but an effective way to reach new audiences with engaging content and your social engagement helps you build trust, authority and also to show your brand personality. Businesses need a solid plan for engaging content to distribute via social media because in social media marketing, the customer has more power over the brands. Customers have a voice that resonates with the masses. This gives customers the ability to publicly share their views about a product without the fear of trial. Its market platform has opened up two-way communication between brand and audience to increase transparency and brand visibility. It has also given businesses full control over who they wish to target with their advertising, directly resulting in an expansion of business sales

 

“You’re one step closer to digital marketing Supremacy by listening to these social media ideas, taking care of your marketing strategy and thinking objectively about what works and what doesn’t, regardless of the medium you use (Moosend 2022)  

 

REFERENCES  

Al-Rahmi, Waleed Mugahed; Othman, Mohd Shahizan (2013). “The Impact of Social Media use on Academic Performance among university students: A Pilot Study”. Journal of Information Systems Research and Innovation: 1–10.  

 

Rowell, Guy R.; Groves, Steven W.; Dimos, Jerry (2011). ROI of Social Media: How to improve the return on your social marketing investment. New York: John Wiley & Sons. ISBN 978-0-470-82741-3. OCLC  

 

 

Scoble, Robert; Israel, Shel (2006). Naked Conversations: How Blogs are Changing the Way Businesses Talk with Customers. Hoboken, NJ: John Wiley. ISBN 978-0-471-74719-2. OCLC 61757953.  

Shearer, Elisa; Grieco, Elizabeth (October 2, 2019). “Americans Are Wary of the Role Social Media Sites Play in Delivering the News”. Retrieved March 2, 2022.  

Turkle, S. (2012). Alone together: Why we expect more from technology and less from each other. New York, NY: Basic Books. ISBN 978-0-465-03146-7. 

 

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