WhAT IS SOCIAL MEDIA?
Social media are media for social interaction, using highly
accessible communication techniques.
Social media is the use of web-based and mobile technologies
to turn communication into interactive dialogue.
It is also defined as "a group of Internet-based applications
that build on the ideological and technological foundations
of Web 2.0, which allows the creation and exchange of usergenerated content.“
Businesses also refer to social media as consumer-generated
SOCIAL MEDIA MARKETING
Social media marketing refers to the process of
gaining website traffic or attention through social media
Social media marketing programs usually center on efforts
to create content that attracts attention and encourages
readers to share it with their social networks.
A corporate message spreads from user to user and
presumably resonates because it appears to come from a
trusted, third-party source, as opposed to the brand or
Hence, this form of marketing is driven by word-of-mouth,
meaning it results in earned media rather than paid media.
Op 4 SOCIAL MEDIA
Social networking webSiteS and
These allow individuals to interact with one another and build
When companies join the social channels, consumers can interact with
them. Through social networking sites, companies can interact with
This personal interaction can instill a feeling of loyalty into followers and
potential customers. Also, by choosing whom to follow on these sites,
products can reach a very narrow target audience.
Social networking sites also include a vast amount of information about
what products and services prospective clients might be interested in.
Through the use of new SemanticAnalysis technologies, marketers can
detect buying signals, such as content shared by people and questions
posted online. Understanding of buying signals can help sales people
target relevant prospects and marketers run micro-targeted campaigns.
How Facebook booStS
Low cost customer service
It is an active monitoring of social media channels for information
about a company or organization, usually tracking of various social
media content such as blogs, news sites, micro-blogs such
as Twitter, and user-generated content in general as a way to
determine the volume and sentiment of online conversation about
a brand or topic.
Social media monitoring allow users to find insights into a brands'
overall visibility on social media, measure the impact of
campaigns, identify opportunities for engagement, assess
competitor activity and share of voice, and be alerted to
It can also provide valuable information about emerging trends
and what consumers and clients think about specific topics, brands
Several different providers have created tools to facilitate the
monitoring of a variety of social media channels from blogging to
internet video to internet forums.
The most three most trusted forms of advertising are:
Recommendations from people I know - 90%
Consumer opinions posted online - 70%
Branded websites - 70%
What Social Media has done is make the traditional twoway word of mouth marketing accessible and available to
everyone with a computer (or phone).
SoMe of the beSt Social
One of its most interesting social
campaigns was to celebrate the
brand reaching 1m Facebook
fans. Cadbury realised that
despite having so many fans,
only 16% of them ever saw
content that the brand posted
The challenge was to increase the
engagement among its fans, as
well as reaching friends of fans
and the wider Facebook
community. To test what
content users would engage
with, Cadbury decided to build a
giant Facebook ‘like’ thumb out
of pieces of Dairy Milk.
Never one to endorse brands
shamelessly chasing Facebook
‘likes’, I was in two minds
whether to include this campaign
on the list.
However Heineken went beyond
the usual “like us and we’ll
give you a discount” tactic
employed by many brands and
instead offered to blow up one
green balloon in its office for
every new 'like' it got on its
Brazilian fan page.
Heineken even personalised the
campaign by reading out the
names of some of the users on
The Seven MyThS of Social
Social Media is Just a Fad
Social Media is Just for the Young
There is No Return in Social Media Marketing
Social Media Marketing isn’t Right for This
Social Media Marketing is New
Social Media Marketing is Too TimeConsuming
Social Media is Free
Social Media MarkeTing
Social media marketing provides organizations with a way
to connect with their customers. However, organizations
must protect their information as well as closely watch
comments and concerns on the social media they use.
The top three social media incidents an organization faced
during the previous years included employees sharing too
much information in public forums, loss or exposure of
confidential information, and increased exposure to
Due to the viral nature of the internet, a mistake by a
single employee has in some cases shown to result in
devastating consequences for organizations.
WhaT doeS a Social Media
Work closely with your already existing marketing staff to understand
marketing strategy and goals.
Research the most appropriate social media channels for your business.
Help you set up your accounts.
Train internal staff how to manage those accounts using the tools.
Develop metrics and institute tracking devices to gauge return on
Advise on how to deliver promotional content and campaigns through the
Monitor changes in social media technology, channels, and tools and
make adjustments and provide training.