Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks. The resulting electronic word of mouth (eWoM) refers to any statement consumers share via the Internet (e.g., web sites, social networks, instant messages, news feeds) about an event, product, service, brand or company.  When the underlying message spreads from user to user and presumably resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself, this form of marketing results in ‘earned media’ rather than ‘paid media’.  Social media platforms Social networking websites Social networking websites allow individuals to interact with one another and build relationships. When companies join the social channels, consumers can interact with them and they can communicate with consumers directly.
Social media provides a new channel to acquire product information through peer communication. Due to the recent growth in internet, online social media has been identified as an important communication channel. The online communication via social media such as Facebook and Tweeter has become a new tool for social communication connecting people from all around the world. Individuals or groups that have never physically met in this world can influence the purchasing decision of an individual or group. The change caused by social media in terms of consumer perceptions and behavior cannot be left to agencies or social media managers alone, but must be reflected much deeper in company value chains.
“Social Media is participatory online media where news, photos, videos, and podcasts are made public via social media websites through submission. Normally accompanied with a voting process to make media items become popular” (Evans, 2012).Social media can have a very big impact on the reputation of a company. Because we are living in an age of information, people could be easy to get some important information from social media. Every day, people use social media for work, shopping or fun. So, if a company wants a successful marketing strategy, it must make good use of Internet.
Social media and social media marketing are often used interchangeably. Social media marketing is a process of gaining online traffic through social media sites and social media networks are vehicles to get your message out. Various different social media management tools/ resources are used to promote brand/services online for the businesses of all sizes. The term “social media” refers to online tools for sharing and discussing information. These tools include blogs, microblogs like Twitter, wikis, and social networks such as Facebook and allow users to create and share content – including text, graphics, podcasting, pictures and video etc.
Some companies use the social media as the pillar of their marketing communication. As the information disseminates through the social media, companies use the social media to regulate the information. Social media deliver the power for the companies to interact with their clients or with their potential clients to build relationships and increase the loyalty (Smith, Katherine Taken; Blazovich, Janell L; Smith, L. Murphy 2015). The choice of social media for a firm should meet specific needs to fulfill their marketing mix. As Weinberg and Pehlivan (2011) underlined there is a variety of two particular dimensions which categorize the social media.
What Is Social Media Marketing? What is social media marketing and what does it have to do with you? Well, I 'll answer those questions by saying this: Social media marketing is simplified in terms of reaching customers through sharing a message through written content, videos and images. The concept is to gain increasing traffic and attention from those who use social media. Social media marketing covers various social networks which enables you to communicate activities and short messages with others.
137), which states that, gathering information or feedback through Facebook is worthy. This is because, the company can hear about the problems consumers are facing and have an early opportunity or advantage in solving them. The author, Hammond (2011), also found similar results regarding the social networking site, Twitter. According to the study of Gurau, C., (2008, pp.169), online social marketing unveils a chain of prospects and hurdles for
Social media: In this section important aspects of social media marketing will be discussed. Social media marketing is the use of social media sites such as Facebook, YouTube, and Twitter to advertise products and access new potential buyers. This is also beneficial for social media users who get to “like” or “tweet” about their favorite products, get up to date news on the company, and share their preferences with friends who are then potential buyers of the products. While social media is a huge part of people’s daily lives, advertising to users is not an exact science. Most successful companies listen to their followers and adjust their advertising strategy based on what customers like and recommend.
Users can connect with a page and become fans. Pages can have public messaging walls, events, photos, and custom applications. (Zarrella, 2010, p. 67). Essentially Facebook is one of the more complex social networking environments, but potientially very rewarding when businesses have its strengths and weaknesses in mind. (Clapperton, 2009, p. 60).
Social media sites like Face-book and Twitter have drawn a critical mass of consumers. Their comments about your products and services are easily shared and visible to more and more people which can carry a lot of influence. In short, the social web empowers everyone to be an author. Social media has emerged as a prominent platform in the Web revolution and has a direct impact on how companies engage with their customers. NEED FOR SOCIAL MEDIA • Company knows the value of communicating with customers through the channel of their choice.