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Understanding Social Media Marketing

Social media marketing (SMM) involves using social media platforms like Facebook, Twitter, and Instagram to engage customers, drive brand awareness, and increase sales. SMM provides valuable data insights and allows marketers to measure the success of their campaigns. The power of SMM comes from the ability to connect with wide audiences, facilitate interactions between customers and the brand, and obtain customer data to improve targeting. Effective SMM involves promoting engaging content, extracting user information, and facilitating customer relationships both directly with the brand and through customer referrals. While SMM has advantages in reaching audiences, companies must also address any negative viral content to protect their reputation.

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Barani Kumar
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23 views12 pages

Understanding Social Media Marketing

Social media marketing (SMM) involves using social media platforms like Facebook, Twitter, and Instagram to engage customers, drive brand awareness, and increase sales. SMM provides valuable data insights and allows marketers to measure the success of their campaigns. The power of SMM comes from the ability to connect with wide audiences, facilitate interactions between customers and the brand, and obtain customer data to improve targeting. Effective SMM involves promoting engaging content, extracting user information, and facilitating customer relationships both directly with the brand and through customer referrals. While SMM has advantages in reaching audiences, companies must also address any negative viral content to protect their reputation.

Uploaded by

Barani Kumar
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

SOCIAL

MEDIA
MARKETIN
G

BARANI KUMAR
P
WHAT IS SOCIAL MEDIA MARKETING (SMM)?

 Social media marketing (SMM) (also known as digital marketing and


e-marketing) is the use of social media—the platforms on which
users build social networks and share information—to build a
company's brand, increase sales, and drive website traffic. In
addition to providing companies with a way to engage with existing
customers and reach new ones, social media marketing (SMM) has
purpose-built data analytics that allow marketers to track the
success of their efforts and identify even more ways to engage .
WHY IS SOCIAL MEDIA MARKETING SO
POWERFUL?

The power of social media marketing (SMM) is driven


by the unparalleled capacity of social media in three
core marketing areas:
 connection

 Interaction

 Customer data.
CONNECTION

 Not only does social media enable businesses


to connect with customers in ways that were
previously impossible, but there is also an
extraordinary range of avenues to connect with
target audiences—from content platforms (like
YouTube) and social sites (like Facebook) to
microblogging services (like Twitter).
INTERACTION:
 The dynamic nature of the interaction on social media—
whether direct communication or passive “liking”—enables
businesses to leverage free advertising opportunities from 
eWOM (electronic word-of-mouth) recommendations
between existing and potential customers. Not only is the
positive contagion effect from eWOM a valuable driver of
consumer decisions, but the fact that these interactions
happen on the social network makes them measurable. For
example, businesses can measure their “social equity”—a
term for the ROI (return on investment) from their social
media marketing (SMM) campaigns
CUSTOMER DATA

 A well-designed social media marketing (SMM) plan


delivers another invaluable resource to boost
marketing outcomes: customer data. Rather than
being overwhelmed by the 3Vs of big data (volume,
variety, and velocity), SMM tools have the capacity
not only to extract customer data but also to turn
this gold into actionable market analysis—or even
to use the data to crowdsource new strategies.
HOW SOCIAL MEDIA MARKETING WORKS

 As platforms like Facebook, Twitter, and Instagram


took off, social media transformed not only the way
we connect with one another but also the way
businesses are able to influence consumer behavior
—from promoting content that drives engagement
to extracting geographic, demographic, and
personal information that makes messaging
resonate with users.
CUSTOMER RELATIONSHIP MANAGEMENT

 Compared to traditional marketing, social media marketing


has several distinct advantages, including the fact that SMM
has two kinds of interaction that enable targeted 
customer relationship management (CRM) tools: both
customer-to-customer and firm-to-customer. In other words,
while traditional marketing tracks customer value primarily by
capturing purchase activity, SMM can track customer value
both directly (through purchases) and indirectly (through
product referrals)
EARNED MEDIA:


Social media marketing (SMM) is also the
 

most efficient way for a business to reap the


benefits of another kind of earned media (a
term for brand exposure from any method
other than paid advertising): customer-
created product reviews and
recommendations.
ADVANTAGES AND DISADVANTAGES OF SOCIAL
MEDIA MARKETING
 Tailored social media marketing (SMM) campaigns that instantly reach a
range of target audiences are clearly advantageous to any business.
 But—like any social media content—SMM campaigns can leave a
company open to attack. For example, a viral video claiming that a
product causes illness or injury must be addressed immediately—
whether the claim is true or false. Even if a company can set the record
straight, false viral content can make consumers less likely to purchase in
the future.

EVEN IN THE DIGITAL AGE, PEOPLE APPRECIATE


THE HUMAN TOUCH, SO DON'T RELY ONLY ON
SOCIAL MEDIA TO GET THE WORD OUT.
THANK YOU FOR
LISTENING

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