In order to successfully advertise online in social media marketing, the use of social networks, consumer related online brand related activities (cobra) and mouth word electronic (EWOM) is included.
Social networks like Facebook and Twitter provide its advertisers with information about their consumers’ likes and dislikes. This technique is important because it provides business with “target audience”. With social networks, information related to the user’s choice is available for businesses; Which accordingly advertise.
Activities like uploading a picture of your “new converse sneakers Facebook ” are an example of a cobra. Electronic recommendations and evaluations are a convenient way to keep the product promoted through “consumer interaction”. An example of EWOM will be an online hotel review; The hotel company can get two possible outcomes based on their service. A good service will be a positive review as a result of which the hotel will receive free ads through social media. However, as a result of a poor service a negative consumer review will potentially damage the company’s reputation.
Social networking sites like Facebook, Instagram, Twitter, MySpace etc. have influenced the discussion of word of mouth mouth marketing. In 1999, Missner said that word of mouth marketing is “the most effective, yet least-compelling marketing strategy in the world” (Trusov, Bucklin, and Powell, 2009, page 3).Through the influence of opinion leaders, due to the increase in social media and smartphone usage, products, services or companies are experiencing that online “buzz” marketing of “word-mouth” marketing is increasing. Business and marketers have seen that, “A person’s behavior is influenced by many small groups” (Kotler, Burton, Deans, Brown, and Armstrong, 2013, p.19 9).
These small groups revolve around social networking accounts which are operated by influential people (opinion leaders or “thought leaders”), whose followers are grouped. Types of groups (followers) are called: reference groups (people who know each other face-to-face or indirectly on the attitude or behavior of a person); Membership group (a person has a direct impact on the attitude or behavior of a person); And ambitious groups (groups who want to be related to a person).
Marketers target influential people on social media who are identified as opinion leaders and opinion-makers to send messages to their target audience and increase the effectiveness of their message. A social media post may have a greater effect on a social media post than a social media post by a regular leader (through the forwarding of the post or the “likes” of the post).
Marketers have come to understand that “consumers are more likely to trust other people” whom they trust (Sepp, Liljender, and Guamars, 2011). Ol and off can also send their products to the products and services they choose (Phil, Hughes, and De Francesco, 2013, page 216). Opinion leaders or formors have such a strong basis because their opinion is valuable or trustworthy (Clement, Propa, and Rot, 2007).
They can review products and services for their follow-up tasks, which can be positive or negative toward the brand. Oll and off are those people with social status and the ability to influence other people (Kotler, Burton, Dean, Brown, and Armstrong, 2013, p.19 9) due to their personality, beliefs, values etc. They usually have a large number of followers, otherwise they are known as their references, memberships or ambitious groups (Kotler, Burton, Dean, Brown, and Armstrong, 2013, p.19 9), an ol or off of a brand By supporting a brand product by posting, video or written recommendation on the blog may affect the following, because they sell more brands or sell the following On OLA / O on the high occasion of NANI, O.L. / OFF helps in spreading the word of mouth in context, such as family, friends, work-friends, etc. (Cotter, Burton, Deans) , Brown, and Armstrong, 2013, p. 18 9).
Adjusted communication models show the use of opinion leaders and opinion forms. The sender / source conveys messages to many people, many OS / OS which Pass the message with your personal opinion, receiver (followers / groups), make your opinion and send your personal message to your group (friends, family etc.) (Dahlen, Lenz, and Smith, 2010, p. 39).
The platform of social media is another channel or site that businesses and brands should seek to influence content. Unlike pre-Internet marketing, such as TV advertising and newspaper advertisements, in which the marketers control all aspects of advertising with social media, users are free to post comments beneath an online advertisement or post it online by a company Product companies use magazines as part of their traditional marketing effort Increasingly using social media strategy, news paper , radio ads, television ads Since in the decade of the decade, media users are using multiple platforms at the same time (for example, Internet surfing on the tablet while watching a streaming TV show), the marketing material should be compatible with traditional or new media on all platforms. .
Heath (2006) wrote about the range of businesses paying attention to social media sites. This is often about finding a balance between posting but not on posting. Great attention is paid to paying towards social media sites because people need an update to get a brand identity. Therefore, much more content is needed and it can often be unplanned material.
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PLANNED , CREATIVE/ MARKETING TEAM
The planned material starts with the creative / marketing team, when they meet their ideas, they send them for approval. There are two common ways to do this. The first is the place where each region approves the plan after each other, the editor after the plan, after a legal plan (Britton, 2013). The area may vary based on the size and vision of the business. The second thing is that each region is given 24 hours (or such specified time) to sign in or decline. If no action is taken within 24 hours, then the original plan is implemented. Planned material is often noticeable to customers and it is not original or lack of enthusiasm, but it is also a safe option to avoid unnecessary backlash from the public.
Both paths for schematic materials are time consuming in the above; The first method for approval is 72 hours to be accepted. Although the second route may be quite small, but it is particularly risky in the legal department.
Unplanned material is a ‘moment’ idea, “a simple, strategic reaction.” (Kramer, 2014, p. 6). The material can be inflated and there is no time to take the planned material route. Unplanned material has been posted sporadically and calendar / date / time is not organized (Deshpande, 2014). Issues with unplanned material revolve around legal issues and represent business / brand according to what message is being sent.
If a company sends a tweet or Facebook message very quickly, then the company may inadvertently use an insensitive language or message which can separate some consumers. For example, celebrity chef Paula Dean was criticized after posting social media about HIV-AIDS and South Africa; His message was considered aggressive by many observers. It is time to approve the main difference between schematic and unplanned. Unplanned content should still be approved by marketing manager, but in a much faster way eg 1-2 hours or less. Due to the hurry, the area can remember errors.
While using unplanned material, the Britton (2013) says, “Be ready to be responsive and answer the issues when they get up.” Britton (2013) writes about keeping “crisis growth plan” because “it will”. This plan involves breaking the issue into topics and classifying this issue in groups. Colors recognizing potential risks “Identify and Flag of the Potential Risks” also help to organize a problem. The problem can then be handled by the right team and instead of any person trying to solve the situation is dissolved more effectively.
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