Social Media Marketing: An Overview
Social Media Marketing (SMM) is a process of increasing web traffic or simply getting attention through social networking sites. SMM programs basically focus on efforts to create content that encourages people to share it on their social media profiles. In SMM, a corporate message is propagated from each user that probably resonates with their appearance from trusted sources. Therefore, this type of online marketing relies on “word of mouth”, which results in more earned media than payouts.
Social networking sites allow people to connect with each other in the quest to build relationships. However, when companies join these sites, people are free to connect with the company through the products on offer. Furthermore, the interaction between the company and the users becomes more personal due to the power of social media marketing.
Social networking sites like Facebook, Multiply, Twitter, Tumblr, Google+, and blogs allow their range of users to like, repost comments, or retweet updates about the product or service being promoted. By repeating company updates, all user connections will be able to see the message and reach more people. Social networks act as the “word of mouth” of the Internet, since the information about the product that is repeated generates more traffic towards the product or the company. It is through social networking sites that a company can interact with individual users. In fact, personal interactions instill loyalty, turning regular users into potential customers. The company can reach a limited target market by choosing the right users to interact with.
In the context of social media, SMM is often associated with “online engagement.” That is, online stakeholders and customers are more participants than viewers. Using social networking sites to grow a business allows anyone to share or express their opinion on the business path to marketing. Through SMM, each participating customer becomes part of the marketplace as others read and share their reviews and comments. Clearly, the entire engagement process is essential for effective social media marketing.
SMM can create a huge impact regardless of the outcome of such events. In 2010, an online petition appeared on Facebook asking NBC Universal to feature actress Betty White in an episode of “Saturday Night Live.” Since the petition went viral, users have forwarded the campaign to many of their followers. Betty White hosted SNL on May 8, 2010 after the network granted the request.
SMM played a major role in the 2008 US presidential election. Then Senator Barack Obama of the Democratic Party used Facebook and Twitter to make a difference in his campaign. His Facebook and Twitter pages garnered millions of followers. The use of social media gave the Obama campaign free access to social media profiles and email services. This, in turn, prompted the Democratic Party to launch an email campaign asking for donations and support during the election.
Many companies are now hooked on using social networking sites as a promotional tactic. Adidas, for example, created an agency for soccer players through social networks.