Dr. Mei-Fen Chen
January 8, 2013
Interactive Media: Social Media
Social media has revo0lutionized the way we communicate with each other primarily through Internet and mobile-based tools used for sharing and discussing information. It has enabled users to create, exchange, share and comment amongst themselves in virtual communities and networks. This interaction, and the manner in which information is presented, depends on the varied perspectives and "building" of shared meaning among communities, as people share their stories and experiences. There are many different types of social media out on the market today such as Blogger (blogs), Facebook (social networking), Twitter (micro blogging), YouTube (content communities), and the list goes on. With all these social media mediums available, it offers advertisement and marketing opportunities.
Advertising is changing with technology and social media is the next step in the advertising world. Advertising and marketing share the same goals: to enhance consumer awareness of a product or service and to form loyal target markets and to aid in increasing sales. The main objective advertising holds is to promote brand awareness, whereas marketing is the formulation of ideas and planning. Social media allows advertisers to reach a huge number of patrons and their target audience with this new method of technology. Without one you can’t have the other.
Social media marketing, SMM, is a popular way to connect with patrons whether online or offline. Most SMM hold contests to attract their target audience while others choose to join partners to combine marketing efforts. SMM programs focus on different promotional aspects of business that is accomplished through one or more techniques such as direct advertising, public relations, or personal promotions. Using SMM helps promote services and products the company is offering on social media websites in hopes to connect with their target audiences.
Social media advertising is an aspect within SMM, which allows businesses or individuals to explore their marketing efforts via social media websites using tools such as Facebook ads that locally and globally reaches their target audience. Since social media is growing, many companies are spending millions of dollars on advertising through social media and networking sites. Some top social media sites include Facebook, Twitter and YouTube; these are just to name a few. Some steps to consider when advertising through social media would consist of, but not limited to, objective, budget and ROI (return on investment). For example, a business or individual can use Facebook fan pages to locally advertise their products and services. Target audiences will tend to favorably interact with fan pages that are geared towards their needs and wants and a powerful branding message will do just that. Blogging is also a successful medium to reach target audiences. These advertising techniques are examples of virtual word of mouth that is becoming very effective in reaching target audiences.
Facebook has over 500 million active users and roughly 50% log on daily. More than 30 billion pieces of content, ranging from links, blog posts to photo albums are shared monthly. Facebook has both direct and indirect ads. Direct ads serve through banners and third party networks whereas indirect ads are company created fan pages where users can “like” the fan page to proceed.
Twitter reached 175 million users with over 95 million tweets per day and roughly 19 billion searches per month. This medium of social media offers three advertising options such as promoted tweets, promoted trends and promoted accounts. Some basic practices Twitter showcases include ask, listen, share, retweet, respond and establish the right voice. With millions of Twitter users it is easy to target a specific audience and gain visibility.
YouTube is the second most popular search...