Teacher: Kristina Rajic
Critical Writing and Analysis (C07CW)
Social Media and Marketing
Nowadays Social media is hype all over the world. To understand Social Media,
One must first establish an accepted definition. Social media was defined by
Marketo (2010) in The Definitive Guide to B2B Social Media as “the production,
consumption and exchange of information through online social interactions and
platforms.” They are considered to be low-cost tools that combine use of
technology and social interaction and has become one of the main source of
communication in the 21st-century and has enabled us to express our thoughts,
ideas and feelings in a completely different way. The massive growth of social
websites (Twitter, Facebook, LinkedIn, etc) has ushered the world into a new era
of Social Media. The global reach is nothing short of amazing, so much so that if
Facebook were a country, it would be third largest (The Economist 2010), next to
China and India. The marketing world has also been influenced by social media.
It is not only been used for personal use, but there are many companies that are
using Social networking sites as a marketing tool.
The use of the social media in marketing is considered as a deviation from the traditional forms of marketing. In the past, marketing is done in terms of directly selling to the target audience particular products and services. There are some indispensable benefits of using social media in marketing. One of the greatest powers of social media in marketing is that the business firm can use it for targeting a local audience or market. It gives marketers a better way to communicate with peers, customers and potential consumers. It is a free marketing tool and is faster in terms of spreading information about a business products and services than manpower and also helps companies to establish good communication with its customers and helps to market their products, builds brand equity, and increase customer’s loyalty. Application of social media in marketing comes in many forms and fits many functions. One function is to reach out and communicate with your customers, and blogging is one such tool for doing so. To ensure a successful presence on social media, the companies need to use variety of marketing theories so that they can boost their brand in different aspects. This can be combined with innovative ways of consumer interaction so that companies have a good chance to take the lead in the marketing world. For example, Ford Motor Company had recently adopted social media to promote the release of their new model Ford Focus. “We selected 40 Social Media practitioners and gave them each a Focus to test at a test track in Spain,” said Paul Venn, executive vice president of Team Detroit, Ford’s advertising agency. The videos were then distributed via Facebook, Twitter, and other social media platforms. The feedback from this marketing approach “is positive, given the number of views and the tenor of comments from videos shot on the test drive” (Levin, 2011).
We have seen how social media has influenced the marketing world in a positive
manner using suitable example; however there are some negative aspects of using
social media in marketing. Many small organisations do not use social media
because it is very time consuming and needs to be used effectively. It is also a
very competitive medium and marketers who use it very often and are successful
with it are few in number and far between in comparison to the general
population. Using social media enables people to direct messages towards an
organisation that other consumers can see and often they cannot be ignored. The
key here is to see how quickly an organisation will respond. All...