Social Media Marketing activities of companies
The term social media marketing (SMM) refers to all activities and activities used to create business opportunities on social networks and increase customer coverage and loyalty. Social media marketing can be seen as public relations and customer service. The first goal is to increase factors such as traffic, CTR and reach. The next step is to build long-term loyalty from customers, influencers and Viral Marketing. Social media marketing can be part of Customer Relationship Management and also includes social media advertising.
When social networks such as Facebook, Twitter, Instagram or LinkedIn were created, it was not clear that they were also offered as public relations and marketing tools. Social networks were considered harmless. However, as the number of users grows, the importance of direct customer contact and growing coverage becomes clearer. Networks have improved and the number has increased – spending on social media marketing is expected to increase. Today, very different social platforms are used in both B2C and B2B sectors to achieve corporate goals.
Social media marketing is an option for many businesses and organizations. Most likely, the target group uses social media in some way, whether on a smartphone or on a desktop or laptop computer at home. Portals such as Facebook, WhatsApp, Twitter, Snapchat, Tumblr, Instagram or Linkedin are among the most visited sites in the world. However, those who want to use it must first define the company’s goals and choose a strategy. This includes relevant platforms and networks, a content creation plan, and employees who can use social media as a customer service and communication channel.
EMS types
There are two main strategies in SMM, where the passive option is often considered a necessary component of any marketing:
- Proactive marketing on social networks: Here personal and user-generated content is created and distributed to achieve the company’s goals. Active social media marketing not only requires the use of resources and budget, but also with a multi-channel approach, it also involves the organization of various channels to increase coverage …
- Passive social media marketing: External content is used to achieve goals. The activities of users and market assistants are recorded and evaluated through monitoring. This information is additional information that can be used to make strategic and operational decisions.
Importance for online marketing
SMM is an integral part of the business life of many online retailers and companies today. Especially in the consumer goods sector, almost all companies have at least one social profile. The number of possible networks has also increased rapidly in recent years. Therefore, companies need to find appropriate platforms and fill them with interesting content. A multi-channel strategy is recommended. However, this does not mean that all available channels should be used. On the contrary, the target groups and examples of their use are crucial in choosing a platform. Methods such as targeting, segmentation and tracking allow you to reach the appropriate target groups and thus prevent losses.
Influencers also play an important role in social media marketing. These are well-known people who work for companies and recommend their products or have a wider community that raises brand awareness online. Influencers use their social media channels such as Instagram, Snapchat or blogs.
Social media marketing can cover or combine other forms of marketing. For example, content marketing or referral marketing is not possible without social me
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