Social Media Marketing

Attitudes to Social Media Marketing are changing rapidly, it is no longer simply using optimisation techniques to promote a website or business it is now changing the business landscape.   More and more companies are using Social Media Campaigns as part of their marketing mix to launch, promote, brand but most importantly to communicate with their public.  But many are forgetting the key thing is they need to be part of that conversation too – and remember conversations are between individuals not companies.

The key word in all of this is Social. The adjective "social" implies that the verb or noun to which it is applied is somehow more communicative, cooperative, and moderated by contact with human beings, than if it were omitted.

Social Media and Social Networking Services are about communications meeting technology, they provide tools that facilitate conversations, to establish relationships.   In general, Social Media operates by bringing people with a common interest together and letting them share their experiences, the fundamentals of creating Social Networks and not only keeping them together but expanding them.

Add Marketing “The management process responsible for identifying, anticipating and satisfying customer requirements profitably.” and of course Social Marketing which according to Kotler and Andreasen, “seeks to influence voluntary social behaviours” and the result is Social Media Marketing.

So Social Media Marketing uses technology to facilitate conversations which influence social behaviours to identify, anticipate and satisfy customer requirements profitably.

• In terms of technology you are moving from informational Web1.0 to conversational Web 2.0.
• In terms of messaging you are moving from positioning statements to being where the conversation is happening.
• In terms of marketing you are moving from mass communications to masses of communicators. 
• In terms of assets you are moving from Economic Capital to Social Capital.
  

Social Media Marketing Fundamentals

• Creating buzz or news worthy events, videos, tweets, or even blog entries that attract attention, and become viral in nature.
• Building ways that fans of a brand or company can promote it themselves in multiple online social media venues.
• It is conversational. Social media marketing is not fully controlled by the organisation, it allows for user participation and dialogue.

Social Media Marketing Benefits

• Customer Engagement
• Engender Community
  
• Direct Customer Communications
• Speed of Feedback Results
• Create Content
• Learn Customer Preferences
• Low Cost
• Brand Building
• Create Peer Relationships between Producer, Seller and Consumer
  
• Market Research
• Increase Trust

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