Social media marketing has become a standard part of the overall marketing strategy of businesses. Small and big companies alike, tap social media for different business goals. While this method of marketing is more popular with companies using the business-to-consumer model, you can still use it even for a business-to-business model. You just need to know how to adjust the presentation of your promotional materials to fit the tastes of your target audience. Older forms of media were mostly one-sided. In these platforms, celebrities and media personalities talked in their shows while people listened. All media platforms were in this form in the last five decades.
Social media changed all that. The internet provided us with a platform where in the ordinary person can be heard. The regular people were given the power to create and share their own content.
Aside expanding the regular person’s freedom of expression, social media also performs multiple functions. Each one adds value to their users. Because of the popularity of social media, it has become a goldmine for most marketers. Big consumer companies want to take part in it to sell their products. Because the industry is new, however, most beginners fail to reach the goals they want to achieve with their social media campaigns. Instead of gaining followers, some people end up damaging the reputation of their brands.
To do social media marketing right, you need to understand how each network differs from each other. Learn the specific types of people who are more likely to use each network. Most importantly, you also have to understand which network is best for your own business goals.
The challenge with social media is that it is always changing. Social networks are just giant communities. All the companies running these networks always want to keep their control over their communities. When a member signs up, he or she is made to tick a check box, making him or her agree to the terms of using the network. It is fair to say that more than 99% of social media users ticked this check box without reading the terms.
Because of this, social networking companies still need to keep track of people’s behavior inside the network to ensure that they do not affect the experience of other users negatively. In the process, most social networks also need to change the terms of the service pretty frequently to keep the networks fun to use.
Because of the frequent rule changes, social media marketing can be considered as an extremely dynamic platform. It is always changing. It is not just the rules that change. The appearance and the features of the network also change when the company adds new features.
Marketers should learn the updates in the networks they are using as soon as they are released. The businesses that survive online are the ones that adapt fast enough to the changes.
This book is designed to give you an overview of Facebook, Twitter, YouTube, Instagram, Pinterest & LinkedIn and how they can be best used for your marketing initiatives on social media.