Social Media Marketing Essay Example


Social Media Marketing

Social Media Marketing


Social media marketing is beneficial to organizations and people by providing an extra channel for customer support, a way of gaining customers as well as competitive insight, enrollment and retention of new clients and a way of managing reputation online. Key features that ensure the success of social media marketing include its relevance to the client, its value to the customers and the strength on which it’s founded. According to Evans (2008), a strong foundation is the platform in which the organization centralizes its information and directs clients on its latest developments through other social media channels, for example articles and press release publications. The development of social media has impacted the communication within organizations. The internet offers diverse ways that enable individuals to build social and business connections, share information and also team up on numerous business projects online.

Normally, social media marketing programs aim at creating content that attracts attention and prompts readers to share the content with their social networks. A corporate message is distributed from user to user and most probably resonates since it basically comes from a trusted source. Progressively, social media has become the platform that can be accessed by many people who can access internet. Increased communication within organizations promotes brand awareness and often, better customer service. In addition, social media is a comparatively cheap platform for organizations to put into practice marketing campaigns. With the emergence of channels such as facebook and twitter, the hindrance to get into social media has highly reduced (Taylor, Lewin, & Strutton, 2011).

The social media world is changing and marketing professionals have to comprehend these changes and how these changes affect and influence clients and marketing programs. Evidently, it is a challenge to maintain the traditional marketing communication methods as well as the new inundation of interactions impacted by the internet where social media is mostly controlled by clients and not marketers. The organizations should understand that social networks do not stand for immaterial and invasive marketing messages. Web sites in addition to other media offer strong development opportunities and also strengthen the relationship between the clients and the marketers. Social media is prompted by content that is developed and driven by clients; and most of the content within social media deals with products and brands. Organizations should utilize “social media transformer” which allows large scale interactions that broaden to external stakeholders and this enables organizations to make use of the unexpected in improving the way they carry out their business. The social transformer strategy can have the most powerful impact on an organization and this affects all business operations (Wilson, Guinan, Parise, & Weinberg, 2011).

According to Powell, 2011, the people using mobile communication devices obtained entertainment value from using technology and browsing advertising content too. For the last ten years, the media scenery has undergone dramatic changes with social media channels and these media channels have a great effect on marketing performance. Organizations with clear goals for utilizing and examining social technologies within a specific part of the firm ought to start as predictive practitioners. They are supposed to look for group such as marketing that is allied in becoming more social within its business activities. Other organizations are supposed to utilize a large scale strategy in case the company wants to achieve important outcomes. A social champion strategy can assist organizations in indentifying and enlisting devotees in expanding initiatives within and outside the organization (Stephen, & Galak, 2010).

The organizations should always leverage the power that the social media has the business and therefore the organizations should acknowledge that it is not possible to control social media. It is not possible to force organizational objectives on people talking about the organization, products as well as offerings. When defining organizational goals, it is important to take into consideration the meaning of success to the people interacting through the Web with the company’s brand. Furthermore, when defining goals and establishing means of leveraging social media, one should understand that there is a difference between social media owned by the organization and the social media that the organization doesn’t own (Dickey, & Lewis, 2010). The organizations have the power to own social media and then empower that on the site, and other social media blogs. In many cases, organizations only focus in understanding how individuals interact in the social media initiatives controlled by the organization. Organizations should define means of harnessing the positive comments within the social media blogs and also looking for negative comments and tackling them in order to ensure that the situation does not get out of control and that the negative comments does not affect the organization negatively (Powell, 2011).

The main reason as to why social networking sites are growing is because they offer content and information that customers may not otherwise obtain alone. Customers communicate regularly regarding products and brands, and the marketing practitioners should be aware of this. User recommendations as well as brand associations that are being undertaken within social media ought to be the priority to marketers as they look for ways of harvesting and exploiting this information (Brown, 2010). Marketers should acknowledge that the regularity with which individuals report their similarities for brands on social networking sites, for example social nets, blogs as well as personal web pages: moreover, they should understand that customer reviews and trusted references are progressively significant marketing features. For instance, Facebook has created applications meant to display customer’s preferred brands, purchases and also tastes. Some studies have shown that customers go to social networking sites to search for product information if they feel they have the capacity to learn regarding other customers’ product or service experiences, in case it is simple to find and readily available, they find it simpler to get suitable sites. Moreover, they believe that the odds are good that customers will in reality post their experience regarding their own experiences on these sites. In order to be certain, social networks offer value comparable to the value of verbal advertising. Another alluring aspect for customers is that such information has the ability of spanning the business operations instantly: and is restricted just by the size of the online network (Powell, 2011).

In conclusion, media outlets generating publicity for products, brands as well as organizations should be perceived as a component of a single system. For this reason, social media components, for example bloggers, clients, fans as well as other regular individuals generating content through posting messages on blogs, online societies as well as networks are extremely powerful. Actually, social media act as a “critical” function since social media takes information from lesser-known, lower-reach channels and societies creates awareness with time and ultimately attracts the attention of typical traditional media. Social media holds the public consciousness and this means that the people who take part within social media collectively have a significant role in disseminating information within the wider media scene (Brown, 2010).


Brown, E. (2010). Working the Crowd: Social Media Marketing for Business. Sydney: BCS, The Chartered Institute

Dickey, IJ & Lewis, WF. (2010). The evolution (revolution) of social media and social networking as a necessary topic in the marketing curriculum: a case for integrating social media into marketing classes, Society for Marketing Advances Proceedings, pp. 140-143.

Evans, D. (2008). Social media marketing: an hour a day. New York: John Wiley and Sons.

Stephen, AT & Galak, J. (2010). The complementary roles of traditional and social media publicity in driving marketing performance, INSEAD Working Paper, October, pp. 1-40.

Taylor, DG, Lewin, J, & Strutton, D. (2011). Friends, fans, and followers: do ads work on social networks? How gender and age shape receptivity, Journal of Advertising Research, vol. 51/ 1.

Powell, G. (2011). ROI of Social Media: How to Improve the Return on Your Social Marketing Investment. New York: John Wiley and Sons.

Wilson HJ, Guinan, PJ, Parise, S & Weinberg, BD. (2011). What’s your social media strategy?, Harvard Business Review, pp. 23-25.