Social media marketing

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Social media marketing (from English for marketing via social media , abbreviated SMM ) is a term from marketing and management . It describes strategies and tactics with which organizations (e.g. companies, parties, non-profit organizations) use social media to achieve organizational goals by creating and communicating value for stakeholders . Frequently addressed stakeholder groups in social media marketing are (potential) customers, (potential) employees, bloggers, journalists or the public. Social media platforms such as Facebook and Twitter are highly relevant in social media marketing. Critics, especially data protection activists, complain that these procedures violate the privacy of those concerned, who are targeted by social media marketing. In addition to the use of social media, social media marketing at a strategic level also includes the management of a social media culture, the role of employees (e.g. using social media guidelines ), decisions about the social media scope (e.g. . the active or passive use) and the organizational anchoring. For this reason, social media marketing is understood in management research as an interdisciplinary and cross-departmental concept.

Demarcation

The terms social network marketing and social media marketing are often used synonymously. The content is differentiated from the fact that social media marketing deals with image and video platforms ( Youtube , Flickr ) in addition to social networks , while the focus in social network marketing is solely on social networks.

Goals and Methods

The growth of social media has had a major impact on the way companies communicate with their (potential) customers and other stakeholders since around 2005. Since there that allow social media to communicate not only with other participants, but also to interact, which helps social media marketing here, the network affinity early adopters to achieve and opinion leaders, particularly high, for example at Twitter numbers of followers have . Individual products or brands can be advertised in this way. Artists and politicians also use social media marketing to increase their brand image and awareness. Social media marketing is relatively inexpensive and can use similar software tools to use various platforms in order to set up marketing campaigns . In this way, companies also receive more direct feedback from their target market than, for example, from television advertising.

One of the main goals when using social media in marketing is communication with (potential) customers and product presentation. It allows influencing the target group at every stage of the decision-making process of the interested party. Other, more indirect advantages of social media marketing for companies can also be shown. Seven of the ten most influential factors on the ranking on Google can be traced back to activities in social networks. This means that brands with a low presence and activity on social media platforms tend to be listed lower in search results. B2B companies also often use social media marketing as part of employer branding.

Although platforms like Twitter or Facebook have a much larger number of active users, the mobile media platforms have a higher interaction rate in comparison . For comparison: Instagram has an interaction rate of 1.46% with an average of 130 million users per month, while Twitter has an interaction rate of 0.03% with 210 million monthly users.

In contrast to traditional marketing methods, social media marketing can be significantly cheaper. Also can u. In this way you can reach a wider target group than through traditional communication measures. This has led to a rethinking of the way companies interact with stakeholders, as a substantial percentage of interactions are now conducted through online platforms with greater reach. Consumers also have the opportunity to write product reviews, rate customer service and address questions or criticism directly to the company.

The public relations by social media is social media relations called. These measures are often bundled in a social media newsroom .

Strategies

In targeted social media marketing , it is necessary to develop a social media strategy . Operational measures are derived from it that can be used on the social media platforms:

Social networks enable companies to obtain information about their customers' consumption behavior, as well as about their preferences and rejection. This information is used by the companies to narrow their target audiences and to publish information based on these preferences.

The brand-specific consumer activities on the Internet (Consumer's online brand related activities - COBRAs) are another method of promoting products via social media. These are actions that motivate consumers to advertise products on their own via social media platforms, for example by uploading a product photo. Another method for social media marketing is the electronic word of mouth (eWOM). This is understood to mean interactions between consumers, for example through experience reports from hotel stays or book reviews.

The development and implementation of the strategies can take place via specialized social media or “seeding” agencies, which have a network of opinion leaders ( influencers ) at their disposal, in order to distribute advertising messages in a targeted manner via social media platforms.

Tools and Platforms

In addition to well-known research techniques, various companies provide specialized platforms and tools for social media marketing. In addition to social media measurement and monitoring (the active monitoring of social media channels of companies), social network aggregation (the inclusion of many different social media platforms in a single large presentation), social bookmarks (a service that allows users to create, share and comment on internet bookmarks ) and social analytics (a method for measuring, analyzing and interpreting interactions between people, topics and ideas) as well as methods for automating processes, blog marketing and brand management .

Social networks allow interactions between users and the building of relationships. When companies participate in these channels, consumers can communicate with them directly. This type of communication can in some cases be viewed as more personal than traditional methods of outbound marketing . Personal interaction can instill a sense of loyalty in users and potential customers, and the company's consistent selection of interactions with the rest of the social network can reduce the target audience to the desired characteristics.

In this context, social networks work on the principle of word of mouth . They enable users to share pages or posts, for example via fan pages, whereby the content is made visible to the connected people. These in turn now have the opportunity to share the content again, which increases the reach of the content. Social networks contain a large amount of information about products and services. Using semantic analysis technologies, interest groups can be identified and acquired through the activities of users. 76% of companies use social networks for marketing strategies.

chances and risks

Social media marketing offers both opportunities and risks to the marketing of companies and celebrities: On the one hand, a broad audience can be addressed quickly and inexpensively and a direct connection between companies and customers can be established. After a low-threshold commitment by the customer with a mouse click - for example a Facebook “Like” - the company's messages then appear regularly on the target group's screen. On the other hand, this channel also harbors the risk that the communication of advertising messages and the way they are presented to the public get out of control, as opinions on the Internet do not necessarily have to correspond to those of the company. You can become independent in an uncontrollable manner. Negative opinions can easily arise on the web and damage the image of a brand, a company or a person. Conversely, this can also offer companies an opportunity by taking up such criticism, countering them with their own messages that are intended to convince the other side of the opposite, and thereby working on their image. That is the starting point for the task that is set for corporate communication in social networks. But the users of social networks also have to be prepared for the fact that they regularly have to do with social media marketing activities on these platforms.

Effects on traditional advertising

As social media marketing is taking up more and more space, traditional advertising measures (printed advertising, advertising on the radio) are increasingly being pushed into the background. The Internet is now the largest advertising platform and has overtaken television. Websites often contain advertising banners and popups . Social networks do not necessarily work with such advertising methods, but make entire pages available to companies in which products can be presented and the opportunity to interact with (potential) consumers is given. In television advertising, these advantages are implemented by referring to the company's own website. In addition, QR codes are used in printed advertisements , which refer to the product website.

See also

literature

  • Michael Bernecker , Felix Beilharz : Social Media Marketing - Strategies, Tips and Tricks for Practice , 2nd Edition. johanna-Verlag, Cologne 2012, ISBN 978-3-937763-29-3 .
  • Ron Faber, Sönke Prestin: Social Media and Location-Based Marketing. Advertise successfully locally with Google, Facebook, Foursquare, Groupon & Co. Hanser, Munich 2012, ISBN 978-3-446-42911-6
  • Anne Grabs, Karim-Patrick Bannour, Elisabeth Vogl: Follow me! Successful social media marketing with Facebook, Instagram, Pinterest and Co. 1., corrected reprint of the 5th, updated edition from 2018. Rheinwerk, Bonn 2019, ISBN 978-3-8362-6231-6 . (With index)
  • Uwe Hettler: Social Media Marketing: Marketing with blogs, social networks and other Web 2.0 applications , Oldenbourg Verlag, 2010, ISBN 978-3-486-59115-6
  • Wolfgang Hünnekens : Die Ich-Sender - The Social Media Principle , 2009, ISBN 978-3-86980-005-9
  • Bernhard Jodeleit: Social Media Relations: Guide to successful PR strategies and public relations work in Web 2.0 , Dpunkt Verlag, 2010, ISBN 978-3-89864-694-9
  • Corina Pahrmann, Katja Kupka: Social Media Marketing. Practical handbook for Twitter, Facebook, Instagram & Co. 5th edition. O'Reilly, Heidelberg 2020, ISBN 978-3-96009-106-6 (With contributions by Thomas Schwenke, Wibke Ladwig and Tamar Weinberg).
  • Eric Qualman: Socialnomics: How Social Media Change Economy and Society , Mitp-Verlag, 2009, ISBN 978-3-8266-9020-4
  • Reto Stuber: Successful social media marketing with Facebook, Twitter, XING and Co. 4th, revised edition. Data Becker, Düsseldorf 2011, ISBN 978-3-8158-3063-5 .

Web links

swell

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  2. ↑ Politicians: Presentations in Social Networks. ( Memento of the original from June 23, 2010 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. In: Beyond-Print.de .  @1@ 2Template: Webachiv / IABot / www.beyond-print.de
  3. ↑ a b Richard Hanna, Andrew Rohm, Victoria L. Crittenden: We're all connected: The power of the social media ecosystem. (2011) In: Business Horizons 54 (3) pp. 255-273
  4. ↑ Social Media Marketing. ( Memento of the original from June 7, 2014 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. In: unimib.it (PDF)  @1@ 2Template: Webachiv / IABot / dems.unimib.it
  5. ^ A b Social Media Marketing: How Do Top Brands Use Social Platforms? In: ibtimes.com
  6. ↑ 4 Things Marketers May Not Know About Social Media Marketing. In: forbes.com
  7. ↑ Online Marketing Strategies: Ten Ways To Promote Your Business With Social Media. In: masternewmedia.org
  8. ↑ Interaction rate and quality on Facebook microsites. In: slideshare.net
  9. ↑ Kincy Jason: Advertising and social media . In: ABA Bank Marketing . tape 43 , no. 7 , 2011, p. 40 .
  10. ^ A b Muntinga Daniel, M. Moorman, M., E. Smit: Introducing COBRAs exploring motivations for brand-related social media use . In: International Journal of Advertising . tape 30 , no. 1 , 2011, p. 13-46 , doi : 10.2501 / IJA-30-1-013-046 .
  11. ↑ Cambria Erik, Grassi Marco, Hussain Amir, Havasi Catherine: Sentic Computing for Social Media Marketing . In: Multimedia Tools and Applications . tape 59 , no. 2 , 2011, p. 557 , doi : 10.1007 / s11042-011-0815-0 .
  12. ↑ Social Media Monitoring . Financial Times, accessed October 15, 2014
  13. ^ Rachel King: When Your Social Sites Need Networking. In: BusinessWeek , June 18, 2007, accessed October 15, 2014
  14. ^ Stan Schroeder: 20 Ways To Aggregate Your Social Networking Profiles. In: Mashable , July 17, 2007, accessed October 15, 2014.
  15. ^ Noll Michael G., Meinel Christoph ,: Web Search Personalization Via Social Bookmarking and Tagging . In: Lecture Notes in Computer Science . tape 4825 , 2007, p. 367-380 , doi : 10.1007 / 978-3-540-76298-0_27 .
  16. ^ A b Assaad Waad and Jorge Marx Gomez: Social Network in marketing (Social Media Marketing) Opportunities and Risks. In: International Journal of Managing Public Sector Information and Communication Technologies 2 (1)
  17. ↑ Jason Bowden: The Impact of Social Media Marketing Trends on Digital Marketing. In: SocialMediaToday , March 17, 2014
  18. ^ Robin Kiera (2011): Strategic Use of Social Networks. Thesis Vol. 83, p. 24ff.
  19. ^ Nestlé: Social Media Disaster. In: beyond-print.de
  20. ^ Nestlé: When fan pages become a theater of war. In: thomashutter.com
  21. ^ Nestlé: the worst case in numbers and graphics. In: thomashutter.com
  22. ↑ Mark Sweney: Internet overtakes television to become biggest advertising sector in the UK. In: The Guardian , September 30, 2009, accessed February 23, 2015
  23. ^ Carter McNamara: Major Methods of Advertising and Promotion (Methods of External Communications). In: Managementhelp , accessed February 13, 2015