Social media platforms and websites are commonly used for marketing and promoting products or services. While social media marketing provides benefits like increased brand awareness, sales, and customer insights at a low cost, it also presents challenges. Natural language processing is used to analyze user opinions, comments, posts, and messages on social media to understand behaviors and gather data, but social media texts are informal which challenges standard NLP methods. The large amount of continuously generated informal user text on social media also makes understanding behaviors and extracting useful data difficult.

1. Social Media
Marketing
Natural language processing Application

2. Agenda
What is Social Media and
social marketing?
01
Cons and pros of social media
marketing.
02
How does social marketing
work?
03
NLP in social marketing04

3. What is social media? 56.1%
Internet users. As of April 2019, 56.1% of
the world's population has internet
access, and 81% of the developed world.
Social media are interactive computer-
mediated technologies that facilitate the
creation and sharing of information, ideas,
career interests and other forms of
expression via virtual communities and
networks.
Users usually access social
media services via web-
based technologies on
desktops and laptops, or
download services that
offer social media
functionality to their
mobile devices (e.g.,
smartphones and tablets).

4. Social Media Marketing
How Social Media
Influences Purchase
Decisions
Social media marketing is the use of social media platforms and
websites to promote a product or service. Although the terms e-
marketing and digital marketing are still dominant in academia,
social media marketing is becoming more popular for both
practitioners and researchers. Most social media platforms have
built-in data analytics tools, which enable companies to track the
progress, success, and engagement of ad campaigns.

5. History of social media marketing
The dot-com
bubble was a
critical event
that allowed
the internet to
become a
viable
marketing
tool.
1995 – 2001
LinkedIn is a
business and
employment-
oriented
service that
operates via
websites and
mobile apps.
2003
Twitter on
which users
post and
interact with
messages
known as
"tweets"
2006
Friendster was
a social
gaming site
based in Kuala
Lumpur,
Malaysia.
2002
Facebook, Inc.
is an American
online social
media and
social
networking
service
company.
2004

6. The Impact of Social Media Marketing Today
When a business is running on a fixed marketing
budget, social media is the most cost-efficient way to
market and promote the business
Cost Efficient
Businesses get a better understanding of their
customers by allowing them to share their
insights, knowing that the brand is listening.
Improved Customer Insights
Increased exposure through social media
drives traffic to the company. This, in turn,
converts potential customers to actual
customers.
Sales
Through social media, it is possible to
increase brand awareness among customers.
Establishing Brand Awareness
Social media allows businesses to respond to
customer grievances, questions, and concerns
almost instantly.
Better Customer Service

7. Cons of Social media Marketing
11 As with other types of political news, the internet has greatly increased
the number of poll results we see each day. Social media has accelerated
this even more.
The Impact of Polls
3 Risk of unwanted or inappropriate behavior on your site, including
bullying and harassment.
Bad Behaviors
2 Social media platforms often generate the majority of their revenue
through selling hyper targeted advertising based on algorithmically
mining
Social Media Platforms To "Sell" Our Data
4 Not having a clear marketing or social media strategy may result in
reduced benefits for your business.
Market understanding

8. What We
Do Now?
Social media algorithms play a very important role in
the ability for marketers and business owners to make an
impact online. And although algorithms are often difficult
to understand, we need to learn to work with them and
not against them if we want to find success.
SOCIAL MEDIA IS
LEARNING
Let’s start with what we know about the Facebook algorithm.
We already mentioned that meaningful interactions are a
priority for Facebook and successful Facebook pages. This
means that they look for content that creates interactions
between friends and family.
NLP is learning from users opinions
and shared feelings or even
commenting on a friend status.
Posts and Tweets
Messages also are being mined to
get the possible amount of data to
be used.
Messages

9. CHALLENGES IN SOCIAL MEDIA DATA
DataDataDataData
The information presented in social media, such as online discussion
forums, blogs, and Twitter posts, is highly dynamic, and involves
interaction among various participants. There is a huge amount of
text continuously generated by users in informal environments.
Standard NLP methods applied to social
media texts are therefore confronted with
difficulties due to non-standard spelling,
noise, and limited sets of features for
automatic clustering and classification.
Social media are important because the
use of social networks has made
everybody a potential author, so the
language is now closer to the user than to
any prescribed norms. Blogs, tweets, and
status updates are written in an informal,
conversational tone—often more of a
“stream of consciousness” than the
carefully thought out and meticulously
edited work that might be expected in
traditional print media. is informal nature
of social media texts presents new
challenges to all levels of automatic
language processing.