Social media marketing
By posting content on social media,marketers try to attract website traffic and draw attention to their product and services. Occasionally,interest in posted content can multiply rapidly across these channels.
How it works
Social media marketers are responsible for generating engaging content.
Typically, the content provides entertainment or offers useful information that social media users actively look out for. If the content is compelling enough it will attract followers, who will share it with their audiences.As the content continues to be shared,liked,and commented upon,it will eventually get picked up by Google and other search engines,helping to generate more interest.
Social media process
The makers of a new health supplement for repairing sun-damaged skin generate video content showing the dramatic result of the product,and launch it across two social media channels. Video footage,an image,or a story that is spread quickly and widely via the internet is said to have gone”viral”.
CONVERTING SEEKERS TO JOINERS
The aim of content marketers is to convert “seekers”,who have arrived on a website,blog,or social media page,into”joiners”,who subscribe and allow two-way communication.
Stage1 Marketers post content,such as a video,article,or special offer,to draw consumers(seekers and joiners).
Stage 2 They rely on “amplifiers” - social media users who share content with their friends - to spread their post to a wider audience.
Stage 3 They monitor response rates from seekers,joiners,and amplifiers,and audit their posts.
Content is posted on YouTube as “new anti-ageing skin care”.
360 YouTube users beauty blogger links to YouTube post.
12 smaller blogs follow the link and post about it.
Blog followers see the post and blog and visit the link.
Content created
37% of businesses in Germany used social media in 2013
NEED TO KNOW
Social graph Internet graph that maps connections between user group,such as Facebook friends
Social media optimisation (SMO)
Use of online communities to maximise social media converge of product or event
Social media monitoring
Process of tracking number of mentions a brand or company receives on social media site
Content is Tweeted to 460 followers of the company.
Content is re-Tweeted to 750 other followers.
Content is posted on Facebook by one Twitter user.
Content is shared among 520 Facebook friends.
Each social media mention of the content moves the company’s website higher up the listings of search engine results.