Social media marketing is an approach to promoting a brand or product through the mediums most commonly used by users. While the terms digital and e-business marketing are increasingly dominant in academic circles, social media marketing continues to gain popularity for both researchers and practitioners. A recent article on the Brand Keys website contends that Facebook is now the fourth most used social network among US internet users. This is despite the fact that Google owns YouTube, which has overtaken Facebook in most online internet marketing metrics. Other mediums used by internet users include: twitter, LinkedIn, StumbleUpon, Foursquare and Technorati.
Research has found that Facebook is most effective when used in tandem with other branding strategies, particularly those focusing on creating brand awareness. Social media allows for brand identification to be spread quickly, reaching potential customers at their leisure. For this reason, digital agencies often use Facebook to create brand awareness among their clientele. Additionally, brands can build brand loyalty by providing news feeds on popular social sites like Facebook, or publishing blog posts on the medium. Facebook is also useful in disseminating press releases to the appropriate media outlets.
When properly executed, social media will provide marketers with a unique opportunity to connect with their target audience. The goal of these marketing campaigns is to engage users in a dialogue, which allows for positive user experience and brand loyalty. In this way, Facebook can complement traditional brand building techniques, as it enables brand recognition in a completely new venue. Brand recognition, of course, should not be taken lightly. A well-designed Facebook campaign can help ensure success in the competitive times we live in.
With Instagram, a brand can showcase current and upcoming events, interact with followers and build brand recognition by offering relevant content. As a company, you can take advantage of the power of social media to reach a larger number of people and share your product information or news. If you have an Instagram account, you can also take advantage of the opportunity to increase brand awareness.
Another powerful feature of Instagram is that it allows businesses to interact with followers on an even more personal level. Unlike most other platforms, a business can see the reaction of its fans and participate in discussions. Businesses can draw in new followers and engage them in conversations with other Instagram users. Businesses can also use the forum to reach out to previous followers to remind them about their updates. This strategy is especially effective for launching new products or promoting existing ones that have not been covered in typical media outlets.
Finally, Twitter may be the king of the social media platforms, but it cannot be ignored when it comes to branding. Twitter, like Facebook, can allow you to interact with previous and current followers, reach out to your industry audience, and reach out to potential customers. If you haven’t already started a Twitter account, it’s definitely time you do so. Not only will you be reaching out to your existing customers, but you can also attract hundreds of new customers daily.