What Is Social Media Marketing?

Social media marketing, also known as social media marketing or social marketing, is a way to use social media, online communities, blogs, encyclopedias, or other Internet collaboration platform media for marketing, public relations, and customer service maintenance and development. Also known as social media marketing, social media marketing, integrated social media marketing, mass relationship marketing.

Social media marketing

Social media marketing is also known

Social media marketing is a way to use social networks, online communities, blogs, encyclopedias, or other Internet collaboration platforms and media to disseminate and publish information, resulting in marketing, sales, public relations processing, and customer relationship service maintenance and development. . General social media marketing tools include forums,

Long cycle; the content of the communication is large and diverse; it is in the state of marketing and interaction with consumers at all times, emphasizing the content and interactive skills; the need to monitor, analyze, summarize and manage the marketing process in real time; Marketing goals need to be adjusted based on real-time feedback from the market and consumers. The rise of social media is in recent years

First, quasi-targeted customers.

Social networks hold a large amount of information about users, and aside from the content that violates users' privacy, there is a large amount of extremely valuable information in the data that users disclose. It's not just superficial things like age and work. By analyzing the content published and shared by users, you can effectively determine information such as user preferences, consumption habits, and purchasing power. In addition, with the development of the mobile Internet, the proportion of social users using mobile terminals is getting higher and higher. The geographical location of the mobile Internet will also bring great changes to marketing. In this way, through accurate crowd targeting and geographic targeting of target users, we can naturally get better results in advertising on social networks than in traditional online media.

Second, the interactive nature of social media can shorten the distance between enterprises and users.

Interaction was once a clear advantage of online media over traditional media, but it was not until the rise of social media that we really experienced the great magic that interaction brings. Advertisements placed in traditional media cannot see user feedback at all, and the feedback on the official website or blog is one-way or not instant, and the interaction is not sustainable. Often, we publish advertisements or news, and then see user comments and feedback, but it is very difficult to continue in-depth interaction, and the channels for companies to continuously communicate with users are not smooth. And the social network allows us to have the official Weibo of the enterprise and the official homepage of the Renren website of the enterprise. On these platforms, are the enterprise and the customers both users? The inherent equality and the convenience of social network communication make the enterprise Customers can interact better and form a good corporate brand image. In addition, social media such as Weibo is a natural customer relationship management system. By looking for users' discussions or complaints about corporate brands or products, they can quickly provide feedback and solve user problems. If the company's official account can form a good relationship with customers or potential customers, and let customers treat the company account as a friend's account, the value of the company's gain is inestimable.

Third, the big data features of social media can help us conduct public opinion monitoring and market surveys at low cost.

Just described in detail the advantages of social media in terms of interactivity. In addition, with the popularity of social networks, the big data characteristics of social networks are well reflected. And if companies can do a good job of social network data analysis and processing, they can also receive great benefits from it.

First, through social media companies can conduct public opinion monitoring at low cost. Before the advent of social networks, it was difficult for companies to monitor users' opinions. Nowadays, the role of social media in corporate crisis public relations has been widely recognized. Any negative news has spread from a small area. As long as the company can monitor public opinion at any time, it can effectively reduce the occurrence and proliferation of corporate brand crisis. may.

Secondly, by analyzing a large amount of data on social platforms or conducting market surveys, companies can effectively mine the needs of users and provide a good market basis for product design and development. For example, if a cake supplier finds a large number of Of users searching for information about European cakes can increase the design and development of cakes in this area. Before the advent of social networks, this was almost impossible to achieve. Now, as long as you take out some small gifts and do an event on social media, You will receive massive user feedback.

Finally, social media gives businesses the power of low-cost organizations

This sentence is a bit verbal, but the unorganized organizational strength is indeed the biggest feeling that the Internet brings to us. Through social networks, companies can organize a huge fan promotion team at a low cost, and how much value can fans bring to the company? For example, Xiaomi phones now have a huge team of fans. The huge amount of rice noodles has become an important factor in the rise of Xiaomi phones. Whenever Xiaomi phones have activities or new products, these fans will rush to tell and do publicity, and these , Almost no cost! If there is no social network, Lei Jun would have to spend extremely high costs to organize the Mi Fans to advertise for Xiaomi. In addition, the public information of social media can also enable us to effectively find opinion leaders. Through propaganda and offensive against opinion leaders, we can naturally obtain better results than spreading the net in a large area.

The advantages of social media in marketing are obvious, but there are still many problems. For example, the controllability of social media marketing is poor, the input-output ratio is difficult to calculate accurately, and so on. However, with the advent of the social network era, the social media marketing system will also gradually improve. Therefore, every marketer cannot choose to avoid it. We must face this new challenge.

Social media marketing is no longer a strange word. For many companies, social media platforms such as official Weibo and Renren.com homepages are already a must-have item for corporate marketing. However, surveys show that most companies do not have clear social media marketing strategies, and precise marketing is even more difficult to talk about.

Pinpoint

First of all, companies should understand their positioning and target groups. Different social platforms have different characteristics of user groups. The first step for companies is to judge and choose the social platform that is suitable for the company based on their positioning and customer group characteristics. , Where the business should be.

Comprehensive strategy

Social media marketing is not as simple as imagined. Setting up an account and sending news is not enough. From the establishment of account matrix, content planning, the establishment of interactive feedback mechanism, and crisis public relations, etc., companies need detailed analysis and planning. Establishing a comprehensive marketing strategy and long-term maintenance will definitely bring value to the enterprise.

Data monitoring and reporting

In addition, real-time monitoring and regular data analysis are essential. Enterprises need a set of monitoring mechanisms to serve and find issues of interest and related people. Which customers mentioned themselves on social networks? How do they rate the brand? Who cares most about themselves and do they have a demand for consumption? Companies need to find this content and give it back.

At the same time, regular reports and summaries are also the key to promoting corporate social marketing. Information on the Internet is ever-changing, and corporate marketing strategies should be adapted to it.

To be sure, most companies' social marketing is still very planned. The positioning of the brand and the choice of media platform are in line with the brand characteristics. It should be noted that enterprises need to strengthen the establishment of monitoring and feedback mechanisms, or take technical measures to support precision marketing!

Link effect

The activities on the social media website are not related to the optimization of the page itself, but outside of your own website, but may have a significant impact on the most important external link construction of SEO.

Most social media websites are user-contributed content and can leave URLs freely, but for SEO staff, bringing links is not as simple as posting posts and leaving URLs. Most of the places where users can leave URLs are already done. When it comes out, the URL left behind cannot be a link in the ordinary sense. So using social media websites to build external links is indirect. You need to let other users pay attention to your brand, product, or topic on social media, and then users discuss and mention your website again on their own websites and blogs. Bring a link.

Because of such a step in the middle, ordinary interactions on social media sites are difficult to bring links to, and only those that have become popular topics, such as topics that have been reposted thousands of times on Weibo and heatedly discussed in forums. In order to bring a lot of traffic and valuable external links. The advantages of external links brought by this method are obvious, very natural, completely contributed by users, and also one-way links. There are also links to high-weight domain names.

Interactive and word-of-mouth communication

The battle for social media marketing terms

At first, the molecular interaction was quite repulsive to add marketing directly behind the channel platform name, because it seems that marketing can be added to anything behind it. I am afraid that one day there will be telegraph pole marketing and roadside marketing. Although there are no major obstacles to communication for the time being, the name of the specification is still necessary, and rigorous naming will help more scientific development in this field.

Social Media Marketing Platform Choice

If we can rely on an independent social media platform to make a big impact in the early stage, then as the platform's marketing communication value is quickly tapped, the attention of the relative unit audience is continuously diluted and dispersed. Most of the influence comes from the integration with different channels of offline and online, that is, the actions of offline or other online channels cause communication and discussion on social media.

The importance of social media marketing ideas

For general brands, it is more difficult to make content. In addition, corporate social media ID requires more daily content in order to stay active. Therefore, creativity is needed to integrate content and make regular content as interesting and relevant as possible ,valuable. In addition to regular content, doing Campaign's requirements for creativity has taken it a step further. Campaign gameplay, topic detonation, copywriting, visual presentation and many other sections are all driven by creativity.

Tipping point for social media marketing media

One of the characteristics of social media itself is that it weakens the "point-to-face" transmission mode, replacing it with "point-to-point" and "point-to-film". This has caused a problem for marketers, how to spread a lot of content when their account resources are not strong enough. Because even if it is very high-quality content or has viral content of BIG IDEA, if the primary transmission cannot reach a critical value, it will not explode the audience's autonomous transmission. ^[1]