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Social Media Marketing

In: Business and Management

Submitted By opondo1990
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Social Media Marketing
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Introduction
In the olden times, the advertisement that were considered as non-specific were done through a medium such as radio, magazine, television as well as emails. These were the only channels through which organizations could communicate to their targeted audiences. However, these forms of media did not prove to be effective when it came to particular consumers with personalized messages. For an extended period, the type of messages that were being conveyed through commercial media were those that were intended to build up consumer’s attitudes and feelings towards brands (Kabani, 2013). In the recent times, most of these messages have been designed in such a way that they can trigger audiences into responding through various ways such as emotionally, physically, cognitively to mention but a few.
The development of social media also known as consumer-generated media has significantly improved the tools and strategies for communicating with customers worldwide. Social media helps in describing different forms of online information that are invented, introduced, broadcasted and made use of by consumers whose intentions are to educate each other concerning various products, services, brands to mention but a few.
Social media plays a significant role in manipulating different characteristics of consumer behavior such as acquiring information concerning a given product, the creation of awareness, opinion, etc. Before this invention, organizations had only two ways through which they could advertise their products to the consumers (Zarrella, 2010). This was done through an expensive advertisement or going through third party link from the media. Social media helps marketers to communicate with customers. It personalizes “brand” and assists to convey messages about their brands in a relaxed way.
In the year 2012, Nike introduced a social media campaign known as Make It Count. The campaign kickoff took off through YouTube. Millions of consumers were able to share the make it count hashtag through the use of Instagram and Twitter. When the MakeItCount YouTube video received lots of views, Nike as able to make an 18% increase in profit in the year 2012.
Zimmer-Biomet is a leading worldwide musculoskeletal healthcare company that is not fully maximizing social media initiatives in advertising its products and services. The action is the main feature that separates high achievers from the also-rans.

References
Kabani, S. (2013). The Zen of Social Media Marketing: An Easier Way to Build Credibility, Generate Buzz, and Increase Revenue. New York: BenBella Books, Inc.
Zarrella, D. (2010). The social media marketing book. Beijing: O'Reilly.

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