Impact of social media marketing Essay

Over the age parley has evolved into a revolutionary platform, through the invention and development of Internet. The Internet has evolved from a mode to facilitate data, to a platform of public communication through affable media. well-disposed media has opened up a plethora of opportunities for businesses to advertise, promote and market themselves to clients. This look into paper discusses how mixer media has changed the scope of the traditional customer descent selling in todays business humanity. allude OF kind MEDIASince the beginning of time, communication has al vogues played a major role in normal day-to-day activity. Communication has evolved and gone through significant changes through out the years and has shifted the elan humans interact with each other. Through new technologies and inventions such s the Internet, communication has grown significantly from the traditional face-to-face interaction.The Internet has revolutionized nonchalant human interaction and communication through incorporating hearty media. amicable media has impacted every aspect of human interaction from personal lives to the business world.The business world however, has especially been impacted by the application of mixer media. As neighborly media continues to grow as a selling tool, Many companies turn out incorporated social media into their daily business activity for stain awareness, fag market reach, business expansion and customer interaction. However, since companies have incorporated social media selling, traditional customer race marketing is decreasing because companies are relying heavily on social media marketing. What Social Media IsSocial media is a means or forum in which individuals, groups, or organizations interact and share information, thoughts or ideas. Adam J. Mills defines social media as Internet and web-based technology platforms designed to encourage social interaction amongst individuals, groups and organizations. (Mills, 2012). Social media has cause increasingly popular because of its ability to serve as away to connect with others in the world that may or not be in the like region. Mills goes on to say that, Social media areIMPACT OF SOCIAL MEDIApart of the phenomenon k forthwithn as Web.2.0. Web 2.0 is best understood as the release out of the evolution of technology and application form the proverbial early days of the internet where communications were largely one-way and the Internet was used as a source of information retrieval. (Mills, 2012). Social media consist of many tools and platforms where individuals and organizations interact. These tools play a major role in the existence and stability of the social media network. Social Media Tools and Their FunctionsSocial media tools are those elements that are used by the public, organization or businesses and little or no cost to communicate or network. One of the top social media tools today is Facebook. According to Emily Raush who quot ed Top 10 Websites Facebook is the number one most visited, taking up 10 percent of all Internet visits. It is also by far the most widely consumer-used social media site. (Raush, 2011).Facebook is a social media tool that everybody in all age groups and in all backgrounds are familiar with. Facebook has created ways in which users can create indites and interest groups that cater to an individual or organizations needs and motives. Facebook users can exchange messages, receive notifications, add friends and subscribe to areas of interest.Another social media tool is Twitter, which is a micro blogging site that allows users to send out real-time updates to followers for a quick and easy read. (Raush, 2011). Twitter consists largely of opinion share-out and short messages. Twitter is a forum where individuals follow people or companies of interest to send or read what others areIMPACT OF SOCIAL MEDIA grammatical construction about any given subject. This forum can be used through a desktop or mobile device. YouTube is another social media marketing tool that has become very popular over the years. YouTube is currently one of the biggest search engines being used today. YouTube is a video-sharing website that is primarily updated by subscribed users who transfer videos. Individuals, subscribed or unsubscribed, have the ability to watch videos, like them and comment on their thoughts of the videos. Social Media in the Business WorldSince the development of these various social media tools, companies have used theyre development and growth to gain competitive advantage in the markets. Companies use social media tools to market their brand and interact with their target market. One of the primary reasons businesses utilize social media to market is because social media marketing reduces the cost of advertising. With forums such as Facebook, companies have the opportunity to create a profile for their harvesting or service and inform their target market about wh at they are all about and the benefits of their product with out having to spend a dime. Social media marketing is one of the most cost effective ways for a company to gain exposure and advertise a company.Social media also creates sprinkleability or exposure for a company among consumers. Mills states spreadability refers to the ease with which a campaign flows across social networks. (Mills, 2012). The ability for a brand or company to spread through social media tools such as Twitter and YouTube, give the company leverage and helps the business get their name out without much effort. The ability for the companies IMPACT OF SOCIAL MEDIAname to get out can be through word of mouth on these social media tools, where customers share videos or share their opinions of how the product or service worked for them. Since people are most interested in what their friends have to say about something, a friends review of a company can go along way in helping generate exposure for that busine ss (Raush, 2011).Social media marketing can also promotes brand engagement. Companies can engage their target market by creating interest groups for their product or service. By utilizing social media tools like Facebook, business can set up an interest group specifically catered to their brand and consumers can interact by liking the group, commenting on the company profile and making suggestions and sharing the content with others to have a fit the companies reach. Donna Hoffman and Marek Fodor of the MIT Sloan Management Review state that highly engaged social media campaigns involve user-generated content on the part of the consumer, reinforcing loyalty to the brand and making the customer to a greater extent likely to commit additional effort to support the brand in the future. (Hoffman and Fodor, 2010).Brand engagement also creates a way for companies to know what is that a consumer wants and needs. matter to groups can contribute to the marketing research efforts of the bu siness. As stated by Hoffman and Fodor social media can improve the efficiency of market research efforts when, for example, marketers set up online prediction markets to crowd source new ideas or mine online forums that allow customers to comment on product concepts and offer gains for existing products. (Hoffman and Fodor, 2010).Social media marketing has revolutionized the way that businesses utilize social media tools to expand and grow their business. However social media has affected and negatively impacted customer relationship marketing. Social Media Marketing vs. Customer family MarketingOver the years customer relationship marketing has played a major part in the growth of any business. Customer relationship marketing is what most business are all about. Customer relationship marketing is where businesses learn their customers needs, build customer loyalty and trust. Companies now rely so heavily on social media marketing that, they have neglected and forgotten the impor tance of customer relationship marketing.The problem with social media marketing is that the public primarily controls the content. Companies might find themselves trying to defend their brand based on what individuals have said to discredit that business. Customer relationship marketing is important in this aspect because business can have that one-onone interaction with their, customers to ensure that the customer has the experience for themselves, and is not going based on the opinions of others. The businesses have the opportunity to build trust between themselves and the customer if customer relationship marketing is retained.Trust is an important part of a relationship between customers and businesses. Sometimes social media marketing can impede that trust because the opinion of others can impact and or form the mind of potential customers and could in charm shorten the intended reach of a customer. Social media marketing can also become over bearing and create a situation wi th customer where the customer feels like the company is being intrusive or annoying. Social media marketing also strikes concern because as Jack Yan discussed in IMPACT OF SOCIAL MEDIAhis article, sometimes, social media tools can bee unreliable. Yan stated that Twitter, which is much harder to patrol and easier to manipulate, has its share of fake accounts with programs adding followers and tweeting fake messages. (Yan, 2011). ConclusionSocial media marketing is a great way for businesses to market their brand and get awareness out there about their product or service. Social media tools such as Facebook, Twitter and YouTube have reach a tremendous impact on the advertising and growth of companies. Social media tools have allowed consumers to engage in the advancement of brands in that customers can suggest improvement or give their opinion on a brand.However, because social media has evolved, customer relationship marketing has been impacted. Businesses rely heavily on social me dia marketing and in turn are leaving their brands and reputations in the hands of those who can alter their customer brand and market strategy. Social media is constantly growing and in turn social media marketing will continue to grow and revolutionize. Social media, if used correctly, can create the tools necessary for a company or business to have a competitive advantage and create stronger brand equity.IMPACT OF SOCIAL MEDIAReferenceHoffman, D. L., & Fodor, M. (2010). Can you measure the roi of your social mediamarketing? MIT Sloan Management Review, 52(1), 41-49.Mills, A. J. (2012). Virality in social media The spin framework. Journal of PublicAffairs, doi 10.1002/pa.1418Raush, E. R. (2011). Social media Revolutionizing the business world. (Unpublishedmasters thesis, Liberty University), Available from Berkeley Electronic Press.Retrieved fromhttp//digitalcommons.liberty.edu/cgi/viewcontent.cgi?article=1267&context=honors Yan, J. (2011). Social media in branding Fulfilling a ne ed. Journal of BrandManagement, 18(9), 688-696. doi 10.1057