Social Media Marketing

1. Social Media Marketing
RESHNA ULLAS
STUDENT BBA 3-A

2. CONTENTS
 Definition.
 History.
 Development.
 Applications.
 Advantages.
 Disadvantages.
Social Media Marketing 10/18/2016

3. Definition
 Social media marketing is the use of social media platforms and websites to promote a
product or service.[1] Most of these social media platforms have their own built-in data
analytics tools, which enable companies to track the progress, success, and engagement
of ad campaigns. Companies address a range stakeholders through social media
marketing including current and potential customers, current and potential employees,
journalists, bloggers, and the general public. On a strategic level, social media
marketing includes the management of the implementation of a marketing
campaign, governance, setting the scope (e.g. more active or passive use) and the
establishment of a firm's desired social media "culture" and "tone".
 To use social media effectively, firms should learn to allow customers and Internet
users to post user-generated content (e.g., online comments, product reviews, etc.),
also known as "earned media", rather than use marketer-
prepared advertising copy.[2][3][4] While social media marketing is often associated with
companies, as of 2016, a range of not-for-profit organizations and government
organizations are engaging in social media marketing of their programs or services.
Social Media Marketing 10/18/2016

4. History
 Before there was social media, netizens in the 1970s and 1980s spent most of their time on
social networks like dating sites and online forums. Six Degrees, Livejournal, and Friendster
were the earliest form of social medias.
 The dot-com bubble of 1995 – 2002 was a critical event that allowed the internet to
become a viable marketing tool. It began with search marketing, prompting brands to create
websites to establish an online presence. As Google, Yahoo and MSN’s search engines
evolved, companies turned to SEO strategies to remain at the top of search results.
 When web 2.0 sites – blogs in particular – increased in popularity, marketers began to
recognize the potential of content marketing. Inbound marketing, where more value is added
for the customer and business is earned, starts replacing age-old “buy, beg or bug” outbound
marketing strategies.
 In 2003 – 2004, the arrival social media sites like Facebook, LinkedIn and My
Space initiates the shift of internet users from multiplayer online games into social
networking sites. Eventually, businesses picked up on the positive effects of a social media
site presence on e-commerce and started creating their own profiles on the popular
networking sites.
Social Media Marketing 10/18/2016

5. Development
 In the years that followed, customer’s favorable attitude towards social media
marketing slowly changed business marketing preference from the more
aggressively-proactive outbound marketing to the more reactive inbound
marketing.
 Nowadays, over 90% of marketing executives utilize social media as part of
their marketing strategies, and successful businesses utilize social media
marketing for branding, lead generation, customer retention, research and e-
commerce. Not only does social media manage to significantly reduce marketing
expenses and the time needed to market products and services, it also increased
the effectiveness of marketing and overall customer satisfaction.83% of
customers who post complaints on a brand’s social site like Twitter and get a reply
state that they are satisfied. This helped companies retain more of their
customers, resulting to increased existing customer transactions.
Social Media Marketing 10/18/2016

6. Applications
 Driving Traffic:
 Every website owner wants to increase their traffic; Social networks top the list
of site referrals. Not to mention that they triumph in time spent on site, as well.
 Search Engines used to be the sole focus for driving traffic and marketers
allocated all their resources there. SEO still exists but it has now become more
social.
 Branding:
 With every profile being unique, businesses can give brands a personality on social
networks. How they interact, the look and feel of the profile, all encompass the
general characteristics of the brand. For many businesses your social profile may
be more important than your website.
Social Media Marketing 10/18/2016

7.  Mobile:
 Everything on a mobile device can be shared with any social network, take that into
perspective. Your website most likely will be viewed through a mobile device, be sure it
is compatible and offers the viewer a positive experience.
 Business:
 All successful businesses have grown to know their audiences very well. The benefit of
social media is that, getting to know your audience is now easier then ever. With
analytics like Facebook Insights in Hootsuite you can understand the major
demographics and patterns of your customer behaviors. This not only allows you to
better target your audience but it also helps you understand the specific needs of your
customer base.
Social Media Marketing 10/18/2016

8. Advantages
 Improved Audience Insights.
 Improved Customer Service.
 Content is Easily Distributed.
 Become an Influencer in Your Industry.
 Increased Traffic.
 Enhanced SEO rankings.
 Save Money.
Social Media Marketing 10/18/2016

9. Disadvantages
 Social Networking is Time Intensive.
 Social Marketing Seen as Intrusive.
 Lack of Feedback Control.
 Local Businesses and Distant Fans.
 Mainly Attracts Current Brand Users.
Social Media Marketing 10/18/2016

10. References
 Social media marketing. (n.d.). Retrieved October 05, 2016, from
https://en.wikipedia.org/wiki/Social_media_marketing
 By Amber King | Small Business. (n.d.). The Evolution of Social Media Marketing. Retrieved
October 05, 2016, from https://www.aabacosmallbusiness.com/advisor/evolution-social-media-
marketing-043109995.html
 By adding social media to your marketing plan, you are adding more paths leading users back to
your site. The more quality content you share on your social accounts, the more inbound traffic
you'll generate while creating conversion opportunities. (n.d.). What are the Benefits of Social
Media Marketing? Retrieved October 05, 2016, from http://www.business2community.com/social-
media/benefits-social-media-marketing-01140985#TVsBWGrhPz06YsT9.97
 The Disadvantages of Using Social Networks as Marketing Tools. (n.d.). Retrieved October 05,
2016, from http://smallbusiness.chron.com/disadvantages-using-social-networks-marketing-tools-
20861.html
Social Media Marketing 10/18/2016