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Revision as of 18:07, 19 March 2011
 | This article is written like a personal reflection, personal essay, or argumentative essay that states a Wikipedia editor's personal feelings or presents an original argument about a topic. (June 2010) |
Social media marketing is a recent addition to organizations’ integrated marketing communications plans. Integrated marketing communications is a principle organizations follow to connect with their targeted markets. Integrated marketing communications coordinates the elements of the promotional mix;advertising, personal selling, public relations, publicity, direct marketing, and sales promotion.[1] Increasingly also viral marketing campaigns are grouped to integrated marketing communications. In the traditional marketing communications model, the content, frequency, timing, and medium of communications by the organization is in collaboration with an external agent, i.e. advertising agencies, marketing research firms, and public relations firms.[2] However, the growth of social media has impacted the way organizations communicate. With the emergence of Web 2.0, the internet provides a set of tools that allow people to build social and business connections, share information and collaborate on projects online.[3]
Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks. A corporate message spreads from user to user and presumably resonates because it is coming from a trusted source, as opposed to the brand or company itself.
Social media has become a platform that is easily accessible to anyone with internet access. Increased communication for organizations fosters brand awareness and better customer service. Additionally, social media serves as a relatively inexpensive platform for organizations to implement marketing campaigns. With emergence of services like Twitter, the barrier to entry in social media is greatly reduced.
Platforms
Social media marketing which is known as SMO Social Media Optimization benefits organizations and individuals by providing an additional channel for customer support, a means to gain customer and competitive insight, recruitment and retention of new customers/business partners, and a method of managing their reputation online. Key factors that ensure its success are its relevance to the customer, the value it provides them with and the strength of the foundation on which it is built. A strong foundation serves as a stand or platform in which the organization can centralize its information and direct customers on its recent developments via other social media channels, such as article and press release publications.
Software tools
Several companies are now providing specialized tools and platform for social media marketing. Popular tools include:
- Sysomos - Social media monitoring and analytics provider
- Hubspot - Inbound social media marketing
- Klout
See also
References
- ^ W. Glynn Mangold, David J. Faulds. Social media: The new hybrid element of the promotion mix. Business Horizons, The Journal of the Kelley School of Business, Indiana University
- ^ W. Glynn Mangold, David J. Faulds. Social media: The new hybrid element of the promotion mix. Business Horizons, The Journal of the Kelley School of Business, Indiana University
- ^ http://online.wsj.com/article/SB122884677205091919.html
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