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Social media marketing (SMM) uses social media platforms to engage customers, drive website traffic, and increase sales. SMM allows marketers to track campaign success and identify more engagement opportunities. It provides a way for businesses to connect with customers via content and social platforms like YouTube, Facebook, and Twitter. SMM also enables businesses to leverage customer recommendations and measure their social media return on investment.

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42 views2 pages

Adobe Scan Jun 16, 2022

Social media marketing (SMM) uses social media platforms to engage customers, drive website traffic, and increase sales. SMM allows marketers to track campaign success and identify more engagement opportunities. It provides a way for businesses to connect with customers via content and social platforms like YouTube, Facebook, and Twitter. SMM also enables businesses to leverage customer recommendations and measure their social media return on investment.

Uploaded by

Prashant Sharma
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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SocialMediaMarketing

Definition:Social media marketing (SMM) (also known as digital marketing and e-marketing) is the
use of social media-the platforms on which users build social networks and share information-to
build a company's brand, increase sales, and drive website traffic.

In addition to providing companies with a way to engage with existing customers and reach new ones,
social media marketing (SMM) has purpose-built data analytics that allow marketers to track the success
of their efforts and identify even more ways to engagc.

Connection: Not only does social media enable busincsses to connect with customers in ways that were
previously impossible, but there is also an extraordinary range of avenues to connect with target
audiences-from content platforms (like YouTube) and social sites (like Facebook) to microblogging
services (like Twitter).
Interaction: The dynamic nature of the interaction on social media-whether direct communication or
passive "liking-enables businesses to leverage free advertising opportunities from ewOM (electronic
word-of-mouth) recommendations between existing and potential customers. Not only is the positive
contagion effect from ewoM a valuable driver of consumer decisions, but the fact that these
interactions happen on the social network makes them measurable. For example, businesses can
measure their "social equity"-a term for the ROI (return on investment) from their social media
marketing (SMM) campaigns.
Customer Data: A well-designed social media marketing (SMM) plan delivers another invaluable
resource to boost marketing outcomes: customer data. Rather than being overwhelmed by the 3Vs
of big data (volume, variety, and velocity), SMM tools have the capacity not only to extract customer
data but also to turn this gold into actionable market analysis-or even to use the data to crowdsource
new strategies.

How Social Media Marketing Works:


As platforms like Facebook, Twitter, and Instagram took off, social media transformed not only the way
we connect with one another but also the way businesses are able to influence consumer
from promoting content that drives engagement to extracting
behavior
geographic, demographic,
and personal
information that makes messaging resonate with users.
SMM Action Plan: The more targeted your social media marketing (SMM) strategy is, the more effective
it will be. Hootsuite, a leading software provider in the social media management space, recommends
the following action plan to build an SMM campaign that has an execution framework as well as
performance metrics:
Align SMM goals to clear business objectives
Learn your target customer (age, location, income, job title, industry, interests)
Conduct a competitive analysis on
your competition (successes and failures)
Audit your current SMM (successes and fajlures)
Create a calendar for SMM content delivery
Create best-in-classcontent
Track performance and adjust SMM strategy as needed
Customer
Relationship Management (CRM): Compared to traditional marketing, social media
marketing has several distinct advantages, including the fact that SMM has two kinds of interaction that
enable targeted customer relationship management (CRM) tools: both customer-to-customer and firm-
to-customer. In other words, while traditional
marketing tracks customer value primarily by capturing
purchase activity, SMM can track customer value both
directly (through purchases) and indirectly
(through product referrals).
Shareable Content: Businesses can also convert the amplified interconnectedness of SMM into the
creation of
"sticky" content, the marketing term for attractive content that engages customers at first
8lance, gets them to purchase products, and then makes them want to share the content. This kind of
Word-of-mouth advertising not only reaches an otherwise inaccessible audience, but also carries the
mplicit endorsement of someone the recipient knovis and trusts-which makes the creation of
shareable content one of the most
important ways that social niedia marketing drives growth.
Earned Media: Social media
marketing (SMM) is also the rnost efficient way for a business to reap the
benefits of another kind of earned media
(a term for bre.id exposure from any method other than paid
advertising): Customer-created product reviews and rerar:nendations.
ViralMarketing: Another SMM strategy that relies o.1 the aucience to generate the message is viral
marketing, a sales technique that attempts to trie:c: the rapid spread of word-of-mouth
product
information. Once a marketing message is being shared t h the
general public far beyond the original
target audience, it is considered viral-a very simple ad iexçensive
way to promote sales.
Customer Segmentation: Because customer
segmer:tation is much more refined on social media
marketing (SMM) than on traditional marketing gireuis, zompanies can ensure
they focus their
marketing resources on their exact target audiences.
Tracking Metrics
According Sprout Social, the most important sociai,9dia marketing (SMM) metrics to track are
to
focused on the customer: engagement (likes,
commeny, f:arus, clicks); impressions (how many times a
post shows up); reach/virality (how many unique
brand reaches in the online sphere); referrals
v'ews an SMM post has); share of voice (how fara
(how a yser lands on a site); and conversions (when a user
makes a purchase on a site). However, another
very igportant metric is focused on the business:
response rate/time (how often and how fast the business responds to customer messages).
When a business is trying to determine which
metrics to track in the sea of data that social media
generates, the rule is always to align each businss goglt a relevant metric. If your business goal is to
grow conversions from an SMM campaign by
15 %vithin three months, then use a social media
analytics tool that measures the effectiveness of your campaign against that
specific target.

Advantage/Disadvatage
Tailored social media marketing (SMM) campaigns that
instantly reach a range of target audiences are
clearly advantageous to any business.
But-like any social media content-SMM campaigns can lecave a
company open to attack. For example,
a viral video claiming that a
product causes illness or injury must be addressed
the claim is true or false. Even if a company can set
immediately-whether
the record straight, false
viral content can make
consumers less likely to purchase in the future.

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