Social media marketing, also referred to as webvertising, is the use of various social media networks and sites to advertise a product or service. While the terms’ digital marketing and e-marketing are often dominant in academic circles, social media marketing has become increasingly popular for researchers and practitioners alike. This rise in interest has been attributed, in part, to the success that consumers have found in using social media to obtain information about new products and services.
The practice of marketing with social media has grown so much in popularity that some have referred to it as the ‘new advertising.’ Because people can easily connect with brands online and connect with one another via the social media networks, there is no longer a need to worry about directly selling products or services to customers. Instead, the focus of social media marketing efforts is on allowing consumers to access more information about a brand, review products and services, and rate and comment on the products and services. In this way, consumers can get more involved in the decision-making process of their purchase. By doing so, they can help brand marketers build stronger customer relations and create loyalty among current consumers.
The key to success in social media marketing strategies lies in how brand marketers plan and execute campaigns. Social media users are used to quick and sometimes instantaneous results; therefore, it is important for marketers to take advantage of these consumers’ tendencies. A smart strategy is to build buzz around a brand through various social media platforms. For instance, by using blogs to publish social media marketing posts, marketers can ensure that their posts get picked up by blogs and other relevant websites. Additionally, social media posts can reach a wider audience by syndicating them across various media outlets.
It is important to remember that a social media marketing campaign requires a lot of time and focus. Brands must take note that in every social platform, there are several competing players; therefore, if a campaign is not effective, it may just be doomed to fail. This is why it is important for social media marketing companies to engage in long-term strategy planning. In addition to the scheduling of posts, brands need to think carefully about the overall tone and theme of each post. There are some social platforms that allow users to respond to posts with one click; if this is the case, it is essential to make sure that each social post is well-worded and captures the reader’s attention.
As with any other type of marketing strategy, SMM requires that marketers work within the budget set by the company. While social media marketing can provide a great return on investment, this is not always the case. SMM involves a great deal of time and effort from brand owners, which can be difficult to keep up. In addition to having the right strategy, marketers must have the patience to see their plans through to the end.
Brand owners should also know that there are several different types of SMM, including paid advertising campaigns, free promotional campaigns, and social media marketing. In the online world, most people engaged in SMM campaigns are using paid campaigns, as they tend to produce results faster. Free promotional campaigns are generally used for small scaled promotional activities or events, such as company parties and charity events. Social media analytics can be used for all types of SMM campaigns.