Social media marketing principles and strategies stephen pdf download

Enter the email address you signed up with and we'll email you a reset link. Need an account? Click here to sign up. Download Free PDF. Sisca Sisca. A short summary of this paper. Due to its reliability, consistency and instantaneous features, social media opens a wide place for businesses such as online marketing. Marketing which occurs via social media is known as social media marketing.

Social media marketing has made possible for companies to reach targeted consumers easily, effectively and instantly. Besides that, social media marketing also faces several challenges in the field. Keywords: social media, social media marketing, advantages, disadvantages 1. Introduction The absence of Internet-based social media has made it possible for one person to communicate with hundreds or even thousands of people around the world.

Social media has exploded as a category of online discussion where people create content, share it, bookmark it and network at vast rate.

Due to its ease way of use, speed and reach, social media became the trendsetter in topics that range from environment, politics, and technology to entertainment industry. Social media are essentially self-promoting in that users spread.

Social media is now a developing phenomenon in marketing. Marketers are beginning to understand the use of social media as a component in their marketing strategies and campaigns to reach out to customers.

Promotions, marketing intelligence, sentiment research, public relations, marketing communications, and product and customer management are sub-disciplines of marketing that may use social media Tanuri, Each social media platform such as blogs, online discussion forums, and online communities has an effect on marketing performance e.

Furthermore, users of social media now are highly motivated web consumers. Consumers easily get what they want just by sitting in front of computer screen and accessing online websites. Though social media marketing has huge benefits on consumers and marketers, at the same time it has negative impacts on both of them.

Due to its ease way of getting access to information, lack of monitoring and control, undoubtedly it favors many risks and cyber crimes. In the coming chapters we will be discussing about advantages and disadvantages of social media marketing in further detail.

Social Media Marketing and Its features Social media marketing is a new trend and rapidly growing way in which businesses are reaching out to targeted customers easily. Social media marketing can be simply defined as the use of social media channels to promote a company and its products. By encouraging users to spread messages to personal contacts, social media marketing has injected a new term of exponential dissemination and trust to mass- communication and mass marketing Hafele, By this new approach of outreach and marketing, new tools are being developed and increased in turn for businesses.

Social media marketers are now going better and more effective insight through the introduction of analytic applications by official social network site platforms Hafele, There are numerous different social media sites, and they take many different forms and contain different features.

Undoubtedly, the most common social networking site that first comes to our mind is Facebook. Facebook was first launched in February , owned and operated by Facebook, Inc. As of May ; Facebook has over million active users. Users must register before using the site; they may create a personal profile, add other users as friends, and exchange messages, including automatic notifications when they update their profile Facebook, In addition, users may join common-interest user groups; categorize their friends into lists such as "People From Work" or "Close Friends".

Other social network sites such as Twitter, Google plus, and LinkedIn may differ in some ways, but essentially they work using the same principles. Social Media Marketing Page 3 of 10 Marketing using social media such as these can take multiple shapes. This concept extends to other forms of social media as well. According to Bernie Borges , Twitter is combination of micro blogging and social network Borges, Twitter, allows users to receive small updates and advertisements from favored producers as well Hafele, Twitter gives opportunity to users to involve in real time sharing.

A tweet is usually no more than characters, which followers of the user can see Borges, These two social media channels are among the most popular and heavily used options now, but they are far from being the only ones. As observed by Kaplan and Haenlein cited by Nick Hafele have identified several channels that fall under the category of social media, each of which has opportunities and unique advantages for marketing use. Collaborative projects, such as wikis, or editable data-sources, are particularly poignant avenues of contact.

Blogs, managed by either individuals or organizations, are another heavily used marketing forum. Through blogs, businesses can promote brand awareness by sharing insider information, updating customers on new products, as well as providing links to the main sales channels.

Fans will be updated time to time on any special events, contests or a new promotion organized by the brand or product. Blogs also facilitate the posting of comments and feedbacks, allowing fans and detractors to post opinions and questions to producers. This encourages the exchange of ideas between peers and can also promote honest discussion between individuals and companies to improve their defaults Hafele, Social media approaches need to be considered to ensure the highest chance of success with a social media marketing.

According to Ray et al. Advantages According to Watson et al. Social networking sites like Facebook and Twitter have transformed the way some businesses think about advertising. Some businesses direct customers toward their social network pages more than they direct them to their own websites.

There are certain advantages to market via social media, but there are also related drawbacks as well Watson et al. The primary advantages of social media marketing is reducing costs and enhancing reach. The cost of a social media platform is typically lower than other marketing platforms such as face-to-face salespeople or middlemen or distributors. In addition, social media marketing allows firms to reach customers that may not be accessible due to temporal and locational limitations of existing distribution channels.

Social media platforms increase reach and reduce costs by providing three areas of advantage for customers Watson et al. First, the marketing firm can provide unlimited information to customers without human intervention.

This is an advantage over other forms of contact because the amount of information that can be provided is much greater than in any other form of communication. Additionally, and more importantly, the information can be provided in a form that customers can easily process and understand.

For example, airline scheduling and reservation systems are very difficult to create and maintain to serve individual needs. Additionally, in this context, the choices are large and difficult to provide in any format that is better than web-based format Watson et al. Second, social media marketing firm can create interactions by customizing information for individual customers that allow customers to design products and services that meet their specific requirements For example, online checking and seat assignment can be done on the Internet.

Finally, social media platforms can allow transactions between customers and firms that would typically require human contact as in the case of successful firms such as Dell and amazon. Cost-related According to Weinberg , The main advantage of social media marketing is cost-related. The financial barriers to social media marketing are quite low compared to others.

The majority of social media sites are free to access, create profile and post information. Whereas traditional marketing campaigns can cost millions of dollars, many social media tools are free even for business use. Businesses can run highly successful social media marketing campaigns on a limited budget. The advantage of reaching your targeted market for little or no cash investment is substantial, and the audience wanting your information voluntarily joins or follows you.

Pay-per-click advertisements on sites such as Facebook are "geo-targeted" according to specific criteria, to reach the correct audience. The viral nature of social media means that each person who reads your posts has the capability to spread the news farther within his own network, so information can reach a large number of people in a short time Weinberg, Social Interaction One of the most notable phenomena of new media is how it has increased and created new forms of social interaction.

People spend more than a quarter of their time online involved in communication activities e. Social networking sites have become so pervasive that they are the most popular Internet destinations Burmaster, Not only has new media demonstrably altered how often people communicate online, but it has also enlarged the pool of individuals they communicate with, and led to new ways for behaviors to be influenced Burmaster, Consumer behavior studies reveal that individuals give greater consideration to advice and information shared online, spending more time with websites that provide third-party evaluations Huang et al.

Indeed many of the reported benefits of new media usage increased reputation, anticipated reciprocity relate directly to its social interaction aspects Kollock ; Arthur et al. Interactivity As observed by Steuer cited by Ronald P. Hill and Nora Moran unlike watching TV or listening to the radio, the interactivity of new media lets consumers become more than just passive recipients of stimulation.

Interactivity is one of the defining characteristics of new media technologies, giving greater access to information as well as supporting increased user control of and engagement with social media content Fiore et al. Interactivity depends on the context. While interactivity can be simple in certain contexts e.

This user interactivity enables consumers to participate in personal social networking by selecting the content, timing, and communication act Specific applications of social media empower consumers, such that they can take active control and perform two-way communications. Targeted market Social media provide marketers with the ability to target audiences and consumers based on site users' personal interests and what their friends like.

For example, list country music as one of your interests on a social networking site; you will most likely be seeing ads about country music concerts and artists. Some sites' advertising will also highlight which country artists your friends like to provide a personal connection. With such "smart" marketing, and advertising, marketers effectively reach the people who are most interested in what they have to offer.

Traditional marketing methods do not appeal to some segments of consumers. I use this with the Social Media Simulation, and still have opportunities to add my own content!. I like the way it is written - straightforward and concise.

It would be nice if new case studies are added maybe once in every year, and these new case studies Read More It would be nice if new case studies are added maybe once in every year, and these new case studies along with the suggested teaching notes are sent to faculty members who are using the textbook. I wish there could be some explicit solutions for the case studies so that it will reduce the ambiguity for the new faculty who just started to teach Social Media Marketing.

Also, there should be more test bank questions to choose. If the testbank items are classified as hard, medium and easy, it would significantly enhance the use of testbank. Get Free Instructor Access.

Order Now. Social Media Marketing. Apply Social Media Marketing Theory to Future Careers See how social media marketing principles can influence marketing strategy and deliver real value to the company and its customers. Execute Social Strategies on a Paid, Owned, and Earned Level Understand the different types of social media and the strategies used for each.

Conduct Market Research on Social Media for New Product Development Apply social media principles to product or service development, design, and launches. Table of Contents.

About The Author. Yakov Bart. Reviews Irene D. Lecturer, University of Dayton. Denise G. Raghava G. Associate Professor, University of Wisconsin-Stout.

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