Social Media Marketing
Social Media Marketing
As our society continues to jump into the digital age, many companies are now adjusting the focus of their marketing techniques on the ever expanding world of social media. No matter what type of company you represent or the product or service you provide, social media marketing is an important investment to make for a variety of reasons.
First and foremost, having a basis in social media marketing allows for better and easier community management. This refers to the ability of a company to publicly manage material and information about their brand or service. With social media, a consumer is quickly and easily able to view information about the marketing campaign that can validate their beliefs or wants to purchase a product. In short, social media makes positive information about products much more accessible.
Marketing a product, service, or company through social media can also make any and all social campaigns much more successful and visible. Organizing an event or service that benefits a social cause, such as victims of a recent tragedy or underprivileged individuals, can be a great way to demonstrate that your company has empathy and cares about more than just making money. Outing these efforts on social media can expose the philanthropic actions of your brand to a wide range of people, increasing the number of people that favor your services.
Influencer ID and Outreach
Influencer identification and outreach refers to the ability to find consumers that are most likely to impact other consumers’ opinions of your product. This can be in a positive way, such as a famous person or notable individual who had a positive experience with your brand, or in a negative way, such as someone very dissatisfied with a service who voices their distaste through media forms. Social media marketing is a great way to both reach out to those who feel they have been hurt by the company in an attempt to appease them and change their mind, and also a method for properly displaying positive experiences that others have had with the product. This demonstrates the “outreach” portion of this section; the marketer reaches out to the affected individual and makes them a focus of the marketing campaign in order to highlight either their effectiveness in solving a problem or show excellence through hand-picked events.
The term “social listening” refers to the ability to search and scour through conversations and data about companies and brands in order to determine the general population’s consensus about the product. Normally, social listening is conducted through examining interactions on social media, such as conversations between friends and status updates about companies and products. Through examining these, companies can effectively determine how their brand is perceived and alter their marketing campaign in order to combat features that the population does not approve of. A wide variety of software exists for computing social listening effectively, such as Meltwater Buzz and Trenrr.
Another important reason to invest in a social media marketing campaign is to undergo content syndication. This refers to the ability for companies to push their content onto third party websites that they are not affiliated with, such as blogs and the most popular social media websites. Having your content or information on websites you are not directly affiliated with demonstrates power, strength, and reliability within your product and brand; not only that, but the more sites your product, service, and marketing content is on, the more likely someone is to see it! Content syndication increases the visibility of your company, and social media is a huge component to this.
Finally, social media allows a company to adequately defend themselves from scrutiny and criticism. While this should not be done in a rude way, your brand should still be defended from actions that are skewed or biased, especially if the claims made by outside sources are unfounded or without evidence. Social media allows for a public domain to clear the air and engage in damage control.
All in all, it’s easy to see why having social media marketing is so important. Having social media presence allows you to connect to your market and target audience in ways that could barely be imagined fifteen years ago. Don’t squander the opportunity of using social media to connect and generate positive exposure around your product!