Social Media is often defined to terms as Facebook and Myspace. This is where people can produce, control and publish certain content. An example of this are Blogs and Micro-blogs or video sharing. The way that marketers communicate with their target group and audience developed over the past few years. (I, Papasolomou. And Y, Melanthiou, N.D)
The most popular form of social media today are the sources or platforms where the consumers want to educate or inform each other on about brands, service and issues. Consumer-generated marketing or consumer-generated media are important and also the most important tools of marketing public relations.
The way this type of media is used is also creating a kind of buzz around the brand, like word of mouth communication. Furthermore, this article discusses that people in groups share information with each other because they also trust one another. This way of communicating was something not unfamiliar to marketers, but is becoming more important since there are so many social media platforms where the audience can share for example their opinions with each other.
Developing relationships with customers is also becoming more important and is also one of the main objectives . Lastly, the internet is not only used to find information about a brand or company it gives the opportunity to engage with the audience, referring to two-way communication. Further research should be carried out in order to further develop this research. (I, Papasolomou. And Y, Melanthiou, N.D)
Critical Application (350)
As described in the article, communication on social media are of great importance for companies. Communication between customers and the audience was always something of importance but a big group is communicating online on the internet and is sharing everything they can think about on it. The latter is one of the many things that can be done on the social internet.
Interesting questions this article brings to light are:
1. How does Embrace deal with communicating with their audience and existing target group?
2. What impact does mouth-to mouth communication between customers have on Embrace ?
To answer the questions above information about the company is needed.
During the last semester where Embrace was our client we did extensive research for them. Their wish was that we came up with a new communication strategy to enter the German market. During our first meeting with them it became clear they do not really make use of Social media, however they are active on LinkedIn and soon also on the German version of LinkedIn which is called Xing.
Word of mouth by the audience is also done offline, but is nowadays often done online. Embrace makes use of two-way communication with their audience and clients by using their feedback to improve their products. Furthermore, they receive feedback from their clients face to face when meeting with them or they make use of an interview which will be used for the main website of Embrace.
It is important for a company to know how to deal or to communicate with their audience, because customers can share their negative or positive view or experiences on a brand online, where everyone can see it. As said before, Embrace does not make use of other social media platforms. The audience can read about Embrace on their website by reading the client reviews or by visiting their LinkedIn page, and soon the Xing page.
Two research questions for further research:
1. How can Embrace find new ways to interact with their customers and audience?
2. Will having more social media accounts be interesting for Embrace, or should they keep it to their main website, and LinkedIn account?
Individual Artice 4. Social Media and its Role in Marketing.
Literature review (350)
“social media simply refers to communication/publication platforms which are generated and sustained by the interpersonal interaction of individuals through the specific medium or tool”. (Neti, S. 2011)
Social media, no company can escape or deny it anymore. When a company wants to connect with their customers, they should definitely consider Social Media. Social Media is considered as the medium to socialize with a company’s audience. Furthermore, when there are a lot of competitors a company cannot afford itself to have no presence on social channels. Social media is often used as a marketing platform to stronger their advertising campaign and such. Two key words to keep in mind as a basis for social networking are: Goodwill and Trust.
Social media helps companies to share their expertise and knowledge, or by helping customers with problems they encounter.
It also helps with increasing traffic and subscribers, building new business partnerships and a rise in search engine rankings. Other reasons why a company should consider social media in their marketing services is that it can have a great reach and that it boosts website traffic. (Neti, S. 2011)
According to a recent study, “The State of Small Business Report,” different industries use their social media marketing differently. E.g. 39% maintain a blog and 57% build a network through LinkedIn. There are so many ways a company can social media to connect with their customers and with their potential customers.
Furthermore, customers often use blogging to share their experience with a certain brand, it is said that 68% more leads will result from the customers who use blogging. Blogging can have a positive effect on a company’s branding and growth. It does not matter if you are an individual or a large corporation, online presence is key in success of a business as well as relationship building with customers.
There are so many things that can be helpful for a business when using social media. Lastly, developing a strategy also means that the company really needs to think about what they want to accomplish in e.g. 2018 and how social media fits their plan (Neti, S. 2011)
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