What are the uses of social marketing

Social media

The term social media describes websites and apps that users can use to create, share and network content. A central feature of social media is interactivity. Social interaction between users as well as collaborative writing characterize the online dialogue, the so-called many-to-many communication. Users create content (User Generated Content) through which a permanent, time-unlimited exchange with others takes place.

Social media can be understood as a generic term for this type of social network, but also as a term for a type of media: This means that more is associated with social media as a category than the sum of the media channels, for example expectations regarding the form of communication. In this case, social media would have to be considered as a singular to be separated from the term social media.

Which social media are used the most?

The most important and most used networks include, among others

  • Facebook
  • Twitter
  • Instagram
  • Snapchat
  • TikTok
  • VKontakte (Russia)
  • Renren (China)
  • WeChat (China)
  • Blogs (one of the oldest forms of social media)

The Drop-in Audio App Clubhouse is a newcomer among social media. Unlike the other social media platforms, this is based on pure auditory communication and not on visual.

Which social media platform is the most popular?

The apps and websites of the Facebook group are among the most popular social media platforms. The social media app Instagram can book more than a billion active accounts worldwide (as of January 2021) - 180 million of these accounts are company profiles. If you take the active users as an indicator of which social media platform is the most popular, then Facebook is still ahead of the game. The social media veteran reached a total of 2.8 billion monthly active users in Q4 in 2020.

Social media characteristics

Social media is also accompanied by a change in the use of the Internet: from pure consumption (Web 1.0) to participation (Web 2.0).

Social in this context means networking with others and interacting by sharing and receiving information. Media is simply the communication tool, here: the Internet. Social media so is a web-based communication tool that enables users to interact with one another and share and consume information.

For interaction are User accounts indispensable in social networks. Likewise, users lie down on most social media platforms Profiles that can be viewed by others. These profiles contain information about the respective user, such as

  • profile pic
  • biography
  • Website link
  • Feed
  • activities
  • Etc.

Contacts are mandatory on social media channels. They call themselves friends, followers, subscribers, etc. Many platforms offer groups, such as Facebook, for example. In the groups, users can organize themselves for different interests. The most popular groups on Facebook include sales groups.

Also Hashtags (#) are an invention of social media, more precisely from Twitter. The diamond symbols have been used since 2007 and are now also popular outside of social media. Hashtags categorize posts and make them findable under certain keywords. The most popular hashtags on Instagram right now are #love #instagood #photooftheday.

Social media in online marketing

As an online marketing channel, social media offers various advantages: First and foremost, advertisers on Facebook, for example, have the opportunity to advertise particularly precisely because of the average very detailed user profiles and corresponding targeting. The attractiveness of platforms such as YouTube for advertisers is based in particular on the fact that it is hardly possible to separate advertising and content (for example with interstitials) and that users consume advertising messages “voluntarily” and in a targeted manner. The possibilities to publish reviews in social networks and to strengthen communication with customers and potential customers also speak for social media as an advertising-friendly environment.

How dangerous is social media?

Despite the many possibilities and advantages that social media offers thanks to fast networking, this field also harbors dangers: Everyone can express their opinion and thus employees of a company or the company itself can damage its image or even cause a shit storm through thoughtless comments. With all social interaction, a degree of hostility in the social media area cannot be dismissed out of hand, which is why there are always guidelines for the respective platforms in the social media area.

Modern influencers have emerged from social media. Users who have an above-average reach in certain networks and who, due to their high reputation in social networks, are suitable as cooperation partners for advertising and marketing a company.

Notes on social media strategy

For companies and people in public life, social media plays an enormous role these days. A targeted social media strategy is therefore essential for these parties.

Brand awareness can be increased, leads generated or, in general, your own profile can be presented in the best possible light via social media platforms such as Facebook, Instagram and Co. For example, in order to position a company promisingly in social media, five steps are required that should guide such a strategy:

  • know your target audience
  • be aware of your goals on social media
  • create content that drives engagement
  • take the "social" in social media seriously
  • check the results of your social media strategy

While target groups can be narrowed down by analysis or with the help of personal marketing, clear objectives should also be linked to publications such as posts. Should insights about the company be presented or is the increase in traffic in the foreground?

The content forms are also linked to these objectives. Video content, for example, is suitable for sharing current events and user-generated content promotes user engagement. But when planning, it must always be borne in mind that appearances in social media always require social awareness. Accessibility and user proximity are required in this regard.

To the effectiveness of a Social media strategy the results should be checked continuously. This can be done with the help of common social media management tools or based on precise surveys.

A social media strategy must be designed individually and depending on the required objectives.

Professions that emerged from social media

  • Social media manager
  • Social Media Marketer
  • Community manager
  • Social Media Consultant

Street Poll: What is Social Media?