Social Media Marketing - Introduction and Bibliography

Social media can simply be defined by stating that it is the media we use to be social—whether they are blogs, YouTube, Facebook, Google+ or Twitter. A more detailed description of social media by Andreas Kaplan and Michael Haenlein (2010) is: ―Social media is a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and allow the creation and exchange of user generated content (UGC). Web 2.0 was first used in 2004 to describe a new way in which the software developers and end-users started to use the World Wide Web as a platform whereby applications and content are no longer created and published by professional publishers and UGC came to describe the various forms of media content that are publicly made available by end-users (ibid., ). Social media is built on the interactive communication media that now exists and facilitates communication between all individuals connected to internet.

Kipp Bodnar and Jeffrey L. Cohen (2012) point out that the social web is not linear. Information and interactions happen across the social web in every direction. There is not one clear path. This non-linear nature does not fit in with traditional models marketing and marketers cannot determine ROIs with methods they use for direct mail and print advertising that runs for a set period of time. This method provides a simpler equation for determining end results, which in turn is easier for traditional marketing budgets that yearn for easier return on investment (ROI) calculations. A successful blog post provides multiple benefits including  search engine optimisation of the company website and provides presence that is not limited by a time frame. So, the results of and investment in blogging is not as easily defined. (Bodnar & Cohen 2012 )

Reasons for Adopting Social Media Marketing

Safko (2012) writes that if a company is wondering whether to do social media marketing or how much

should be spent on it, it can be answered by adapting the question to a more obvious one: Should I do marketing at all? It should be remembered that social media is a new technology that provides  a way to efficiently create contacts, build relationships and trust while being there ready to reap the rewards as those people are willing to commit to a purchase. Social media is just a new way of acquiring customers and it is doing what the telephone, direct mail, print advertising, television, radio, and billboards have done up until now—it provides a new channel which may be more effective currently and hence its adoption increases the overall effectiveness of the marketing communications. The conventional marketing has changed from pontificating to two-way communication and this fundamental shift in power is the reason why social media is so effective in marketing. More and more consumers are ignoring corporate messages due to lack of trust and this gives a chance to build a trusting relationship and bond with the customer via the use of social media. (Ibid., 4-5.)

However, social media should not be thought of as a new channel to sell. It is a  new way of communication— and this new way to sell is to not sell at all. What one should do in social media marketing is to first listen actively, understand and follow the conversation and then finally speak. No matter what social media platform is in use or in what industry the business operates, it is about participating in the conversation, lead generation and being there with a relationship when the prospect is finally willing to purchase. So some companies may be considering  ignoring social media as one cannot do hard selling there. But, the fact is that a company can build more lasting and trusted relationships that will eventually result in more sales, fewer returns, and greater word of mouth. (Safko 2012)

Social media marketing also provides another advantage, in addition to relationship building. It will make it easier for potential customers to find participant’s website when using search engines. This will happen via search engine optimisation (SEO) and it can help greatly in building awareness of the participant organization.  Safko (2012) describes search engine optimisation as how well a company ranks when people are looking for a type of a product or service that the company provides via search engines.

Sources:

https://www.theseus.fi/bitstream/handle/10024/71203/Puumala_Tero.pdf?sequence=3

Traditional and Social Media Marketing Comparison
http://publications.theseus.fi/bitstream/handle/10024/65873/Thurman_Robert_Patrick.pdf?sequence=1

Building Action Plan for Social Media Marketing - 2013 Presentation at Columbia Business School
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Social Media Marketing Made Simple

Larry Garland

Pureland, 16-Feb-2021 - Business & Economics - 50 pages

Social media marketers and business owners! Are you tired of scrolling through your feed wishing you had a bigger audience, but uncertain about how to go about getting more? Discover How You Can Increase Your Social Media Presence, Create Unique Content, Build a Bigger Audience, and Sell Your Products and Services With Ease.It may take a lot of planning, but do not be afraid: take the opportunity to develop a social media marketing strategy, and make your online business reach new levels of success!A common problem that many of us have is expecting our content to go viral and for our follower count to grow immediately. Many people spend an average of 3 hours on social media per day, and this number increases depending on the demographic.In reality, posts rarely go viral without many hours spent researching, strategizing, and planning the most exciting and effective content to share with their engaged followers.Understanding social media marketing will have numerous benefits, that will be relevant to a multitude of aspects of business in the twenty-first century.

https://books.google.co.in/books?id=xhodEAAAQBAJ

Digital and Social Media Marketing: Emerging Applications and Theoretical Development

Nripendra P. Rana, Emma L. Slade, Ganesh P. Sahu, Hatice Kizgin, Nitish Singh, Bidit Dey, Anabel Gutierrez, Yogesh K. Dwivedi

Springer Nature, 11-Nov-2019 - Business & Economics - 339 pages

This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

https://books.google.co.in/books?id=HLm9DwAAQBAJ

Social Media Marketing: Breakthroughs in Research and Practice: Breakthroughs in Research and Practice

Management Association, Information Resources

IGI Global, 04-May-2018 - Computers - 1572 pages

In the digital age, numerous technological tools are available to enhance business processes. When these tools are used effectively, knowledge sharing and organizational success are significantly increased.

Social Media Marketing: Breakthroughs in Research and Practice contains a compendium of the latest academic material on the use, strategies, and applications of social media marketing in business today. Including innovative studies on email usage, social interaction technologies, and internet privacy, this publication is an ideal source for managers, corporate trainers, researchers, academics, and students interested in the business applications of social media marketing.

https://books.google.co.in/books?id=w35TDwAAQBAJ

Social Media Strategy: Tools for Professionals and Organizations

Phillip G. Clampitt

SAGE Publications, 27-Jul-2017 - Language Arts & Disciplines - 328 pages

"Finally, a social media text that combines liberal arts and social science intellectualism with practical, real-world tips for success in this crucial aspect of professional communications. Its value goes beyond the classroom – everything in the book will resonate with and be useful to PR pros already engaged in social media management."

—Ray Begovich, Franklin College

Social Media Strategy: Tools for Professionals and Organizations shows professionals and organizations how to use social media more effectively and strategically. With a focus on what makes social media unique among communication platforms, this book offers practical guidance on creating, implementing, and evaluating social media strategies and tactics. Social media is constantly evolving, so the book focuses on enduring strategic principles and uses case studies and exercises throughout to help readers build the fundamental competencies needed by today’s social media managers.

https://books.google.co.in/books?id=931ZDwAAQBAJ

Social Media Marketing All-in-One For Dummies

Jan Zimmerman, Deborah Ng

John Wiley & Sons, 18-Apr-2017 - Business & Economics - 752 pages

The bestselling social media marketing book

Marketing your business through social media isn't an option these days—it's absolutely imperative. In this new edition of the bestselling Social Media Marketing All-in-One For Dummies, you'll get comprehensive, expert guidance on how to use the latest social media platforms to promote your business, reach customers, and thrive in the global marketplace.

Social media continues to evolve at breakneck speed, and with the help of this guide, you'll discover how to devise and maintain a successful social media strategy, use the latest tactics for reaching your customers, and utilize data to make adjustments to future campaigns and activities. Plus, you'll find out how to apply the marketing savvy you already have to the social media your prospects are using, helping you to reach—and keep—more customers, make more sales, and boost your bottom line.

Includes the latest changes to Facebook, Twitter, Pinterest, LinkedIn, YouTube, and more

Offers tips for engaging your community and measuring your efforts

Explains how to blend social media with your other online and offline marketing efforts

Shows you how to leverage data to learn more about your community

Don't get left behind! Let this book help you get the most from every minute and dollar you spend on marketing.

https://books.google.co.in/books?id=sMm0DgAAQBAJ

Social Media Marketing

Tracy L. Tuten, Michael R. Solomon
SAGE, Dec 9, 2014 - 352 pages


Social Media Marketing was the first textbook to cover this vital subject. It shows how social media fits into and complements the marketer’s toolbox. The book melds essential theory with practical application as it covers core skills such as strategic planning for social media applications, incorporating these platforms into the brand’s marketing communications executions, and harnessing social media data to yield customer insights.

The authors outline the ‘Four Zones’ of social media that marketers can use to achieve their strategic objectives. These include:

1. Community (e.g. Instagram)
2. Publishing (e.g. Tumblr)
3. Entertainment (e.g. Candy Crush Saga)
4. Commerce (e.g. Groupon)

This second edition contains new examples, industry developments and academic research to help students remain current in their marketing studies, as well as a new and improved user-friendly layout to make the text easy to navigate.

The textbook also provides a free companion website that offers valuable additional resources for both instructors and students. Visit: study.sagepub.com/smm.

Preview the book  https://books.google.co.in/books?id=gNHGBQAAQBAJ

https://www.facebook.com/business/marketing/facebook

Opinion Paper

Setting the future of digital and social media marketing research: Perspectives and research propositions

International Journal of Information Management

Volume 59, August 2021, 102168

International Journal of Information Management

https://www.sciencedirect.com/science/article/pii/S0268401220308082    Download the paper

How to Prove and Improve Your Social Media ROI (Free Calculator)

Learn how to calculate your social media ROI,:  the return on investment from your social media activities and expenses.

Christina Newberry

January 4, 2022

https://blog.hootsuite.com/measure-social-media-roi-business/

Mind-Blowing Digital Marketing ROI Statistics (2022)

In this post, I've compiled key statistics that you should know regarding digital marketing ROI

https://contentwritingjobs.com/blog/digital-marketing-roi-statistics

Jan 30, 2018

Social Media: Measuring The ROI

Lisa Montenegro, Forbes Councils Member

Forbes Agency Council Post

https://www.forbes.com/sites/forbesagencycouncil/2018/01/30/social-media-measuring-the-roi/

Ud 25 Jan 2022

Pub 12 Oct 2015