Social Media is the term used to define websites that allow people to interact with each other through their accounts and pages on these websites. Examples of social media websites are Facebook, Twitter, Google +,Orkut, MySpace etc.
Social media marketing has become very important in today’s business environment. Social media websites like Facebook have a reach that is even more extensive than traditional mass media. For instance Facebook has 1.35 billion monthly active users; Twitter has 284 million monthly active users. Monthly active users are those users who access their social media account at least once a month.Social media therefore gives a big opportunity to businesses to reach to their target customers.It enables them to communicate with their target customers.
Businesses are using social media for advertising their products and services. They are also using social media for communicating with their customers. Every major company today has a Facebook page where it tries to interact with its target customers. Continuous communication with target customers enables businesses to understand their needs and expectations in a better way. They are also able to address the grievances and complaints of customers more effectively. This in turn leads to higher customer satisfaction.
Social media can be used by new businesses for marketing their products and services to target customers. Social media marketing can be done at relatively lower costs than marketing on traditional mass media like print and television.While devising the social media marketing strategy, a company or business should be careful about choosing the right social media platform. That social media platform should be chosen which has highest penetration among the target customer segment of the business.
Presence on too many social media platforms at the same time can dilute the effectiveness of social media marketing strategy. The business should try to have personal, continuous, concentrated communication with members of its target audience instead of diffused, impersonal, random communication with a large number of people on a number of social media sites.
A dedicated team of employees should be devoted to social media marketing. This team should handle the communication of the company on the social media. It should respond in a timely manner to queries of customers. This team should also collaborate with the advertising agency of the business on social media advertising and promotional campaigns. Often companied have a social media page without having a social media team.