Social Media Marketing

Social media itself is a catch-all term for sites that may provide radically different social actions. For instance, Twitter is a social site designed to let people share.
Table of contents

• What Is Social Media Marketing? - Search Engine Land
• How Are Search & Social Media Marketing Related?
• Social media marketing

Learn more with a free day trial to uncover crucial data with Sprout! Vanity metrics like follower count and likes are always good to measure, but does it tell you the whole story of your brand on social media? Large audiences and likable content is absolutely great, but here are some other metrics you might want to pursue in So how do you find that information? The simplest way to find competitors is through a simple Google search.

Look up your most valuable keywords, phrases and industry terms to see who shows up. Search for those who show up who are in your specific industry. Next you want to see who is active on social. Here you can see post break downs of text, images and video to see what your competitors are doing to drive the most engagement. Did someone say content? This means you should avoid things like reaching out to your unpopular demographics without a complete strategy in place.

How important is video to your social media marketing strategy? These type of stats should only enforce your reasoning to invest in social media video content. Brands can reach users through Instagram Stories, Facebook Live and other in-the-moment media. One of the toughest challenges to visual content is creating it on a day-to-day basis.

A Venngage infographic showed This truly shows how important highly-visual content is to marketers and the people they want to reach. Instagram is one your premier channels to work off visual themes. Anthropologie does an amazing job at keeping their Instagram feed consistent, colorful and eye-popping. Work in content themes to ensure you have a consistent schedule of excellent content to publish.

Social media channels are built as networks. This means their main purpose is to be a space to converse, discuss topics and share content. Through social media, you gain respect as a brand by just being present and talking to your audience. LinkedIn Groups is a great venue for entering into a professional dialog with people in similar industries and provides a place to share content with like-minded individuals.

It's also great for posting jobs and general employee networking. Encourage customers or clients to give your business a recommendation on your LinkedIn profile. Recommendations makes your business appear more credible and reliable for new customers. Also browse the Questions section of LinkedIn; providing answers helps you get established as a thought leader and earns trust. YouTube is the number one place for creating and sharing video content, and it can also be an incredibly powerful social media marketing tool.

These how-to videos also have the added benefit of ranking on the video search results of Google, so don't under-estimate the power of video content! Social media platforms like Yelp , FourSquare , and Level Up are great for brick and mortar businesses looking to implement marketing on social media. Register on these sites to claim your location spot, and then consider extra incentives such as check-in rewards or special discounts. Remember, these visitors will have their phones in hand, so they will be able to write and post reviews. A lot of good reviews can significantly help sway prospective visitors to come in and build your business!

Reddit , or similar social media platforms such as Stumble Upon or Digg, are ideal for sharing compelling content. With over 2 billion page views a month, Reddit has incredible social media marketing potential, but marketers should be warned that only truly unique, interesting content will be welcomed. Posting on Reddit is playing with fire—submit spammy or overtly sales-focused content and your business could get berated by this extremely tech-savvy community.

If you have content you believe the Reddit community majority is young, geeky, liberal, and internet-obsessed would enjoy, you could reap tremendous benefits and earn valuable traffic. Using social media in marketing does more than improve site traffic and help businesses reach more customers; it provides a valuable venue for better understanding and learning from your target audiences.

We love paid social advertising because it's a highly cost-effective way to expand your reach. If you play your cards right, you can get your content and offers in front of a huge audience at a very low cost. Most social media platforms offer incredibly granular targeting capabilities , allowing you to focus your budget on exactly the types of people that are most likely to be interested in your business.

Below are some tips and resources for getting started with paid social media marketing:. Learn the ins and outs of social media advertising on four major networks: These QR codes can be scanned by cell phones and computers , sending viewers to the product website. Advertising is beginning to move viewers from the traditional outlets to the electronic ones. While traditional media, like newspapers and television advertising, are largely overshadowed by the rise of social media marketing, there is still a place for traditional marketing.

For example, with newspapers, readership over the years has shown a decline. However, readership with newspapers is still fiercely loyal to print-only media. The Internet and social networking leaks are one of the issues facing traditional advertising. Video and print ads are often leaked to the world via the Internet earlier than they are scheduled to premiere.

Social networking sites allow those leaks to go viral , and be seen by many users more quickly. The time difference is also a problem facing traditional advertisers. When social events occur and are broadcast on television, there is often a time delay between airings on the east coast and west coast of the United States. Social networking sites have become a hub of comment and interaction concerning the event.

This allows individuals watching the event on the west coast time-delayed to know the outcome before it airs. The Grammy Awards highlighted this problem. Viewers on the west coast learned who won different awards based on comments made on social networking sites by individuals watching live on the east coast. All the advertisement and promotion put into the event was lost because viewers didn't have a reason to watch. Social media marketing provides organizations with a way to connect with their customers.

How Are Search & Social Media Marketing Related?

However, organizations must protect their information as well as closely watch comments and concerns on the social media they use. An example of a social media mishap includes designer Kenneth Cole 's Twitter mishap in When Kenneth Cole tweeted, "Millions are in uproar in Cairo.

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Rumor has they heard our new spring collection is now available online at [Kenneth Cole's website]". In during Hurricane Sandy, Gap sent out a tweet to its followers telling them to stay safe but encouraged them to shop online and offered free shipping. The tweet was deemed insensitive, and Gap eventually took it down and apologized. Examples include a YouTube video of a Domino's Pizza employee violating health code standards, which went viral on the Internet and later resulted in felony charges against two employees. In , Max Factor, MAC and other beauty brands were forced to rush to disassociate themselves from Kuwaiti beauty blogger and Instagram 'influencer' Sondos Alqattan after she criticised government moves to improve conditions for domestic workers.

The code of ethics that is affiliated with traditional marketing can also be applied to social media. However, with social media being so personal and international, there is another list of complications and challenges that come along with being ethical online. With the invention of social media, the marketer no longer has to focus solely on the basic demographics and psychographics given from television and magazines, but now they can see what consumers like to hear from advertisers, how they engage online, and what their needs and wants are.

Social networking websites are becoming wise to these practices, however, and are effectively weeding out and banning offenders. In addition, social media platforms have become extremely aware of their users and collect information about their viewers to connect with them in various ways. Social-networking website Facebook Inc. Some people may react negatively because they believe it is an invasion of privacy.

On the other hand, some individuals may enjoy this feature because their social network recognizes their interests and sends them particular advertisements pertaining to those interests. Consumers like to network with people who have interests and desires that are similar to their own. Managers invest in social media to foster relationships and interact with customers. Since social media marketing first came to be, strategists and markets have been getting smarter and more careful with the way they go about collecting information and distributing advertisements.

With the presence of data collecting companies, there is no longer a need to target specific audiences. This can be seen as a large ethical gray area. For many users, this is a breach of privacy, but there are no laws that prevent these companies from using the information provided on their websites. Companies like Equifax, Inc.

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Facebook later revealed that they purchased the information in order to create a more efficient advertising service. Facebook had an estimated He proposed the Privacy Bill of Rights, which would protect the average user from having their private information downloaded and shared with third party companies.

The proposed laws would give the consumer more control over what information companies can collect. This involves tracking the volume of visits, leads, and customers to a website from the individual social channel. Google Analytics [] is a free tool that shows the behavior and other information, such as demographics and device type used, of website visitors from social networks. This and other commercial offers can aid marketers in choosing the most effective social networks and social media marketing activities.

The end goal of any marketing effort is to generate sales. Although social media is a useful marketing tool, it is often difficult to quantify to what extent it is contributing to profit. ROI can be measured by comparing marketing analytic value to contact database or CRM and connect marketing efforts directly to sales activity. Several customers are turning towards social media to express their appreciation or frustration with brands, product or services.

Therefore, marketers can measure the frequency of which customers are discussing their brand and judge how effective their SMM strategies are. Popular social media such as Facebook, Twitter, LinkedIn, and other social networks can provide marketers with a hard number of how large their audience is nevertheless a large audience may not always translate into a large sales volumes. Therefore, an effective SMM cannot be measured by a large audience but rather by vigorous audience activity such as social shares, re-tweets etc.

There has been an increase in social media marketing in sport, as sports teams and clubs recognise the importance of keeping a rapport with their fans and other audiences through social media. From Wikipedia, the free encyclopedia. Journal of Business Research. An analysis of international courses and programs". The International Journal of Management Education. The International Journal on Networked Business. Retrieved 7 February A comparison of QR code users and non users".

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