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Table of contents
1.
Introduction
2.
Usage of SMM
3.
Working
3.1.
SMM Planning 
3.2.
Consumer Relationship Management
3.2.1.
Customer-to-firm: This is the fundamental interaction between the consumer and the company. The company can track purchase details and infer data trends based on consumer information.
3.2.2.
Customer-to-customer: This "word of mouth" interaction helps bring credibility to the company products/services through satisfied customers' reviews and recommendations. The company rewards the customers for positively impacting the company sales and enhancing scalability.
3.3.
Viral Earned Media
3.4.
Specificity of Audience
4.
Forms of SMM Promotion
4.1.
Active SMM Promotion 
4.2.
Passive SMM Promotion 
5.
Pros and Cons
6.
Frequently Asked Questions
6.1.
What is Viral Earned Media?
6.2.
What are the main aspects of the working of SMM?
6.3.
What is the difference between Active and Passive marketing?
7.
Conclusion
Last Updated: Mar 27, 2024

What is Social Media Marketing?

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Speaker
Ashwin Goyal
Product Manager @

Introduction

Social media marketing (SMM) is a term used for digital marketing. SMM uses social media and networks like Instagram, Facebook, Twitter etc. to promote and sell products or services to potential customers. It is the need of the hour for every business to engage in SMM as it provides unlimited scope and growth, considering how ubiquitous digital platforms have become in today's time. 

digital marketing

 

Usage of SMM

The main goal of SMM is to increase connections with customers, increase brand visibility, and gain customer information and trends, further humanising recommendations of services that would interest them. 

social media and its impact on sales
  • Connect with customers

SMM helps increase connections with customers exponentially. Interested customers will react or respond to advertisements they come across, leading to more potential buyers.

 

  • Increase brand visibility

Social media users share ads and other quality content of a business with their friends and family, thus bringing the brand and its services into the limelight. This, in turn, helps in increasing the brand value too. 

 

  • Gain customer information

SMM tools can not only help give an insight into customer usage trends, needs and activity but turn this invaluable information into a robust and statistical tool for market analysis. A brand can thus cater to the modern and trending needs of the customer by providing goods and services accordingly. After all, sales primarily depend on the customer's demand for the delivered goods or services. Moulding the product in accordance with the user's requirements will allure them to purchase the product.

 

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Working

With the extensive connectivity and reach social media has brought in recent times, influencing consumer behaviour and purchasing patterns has become very easy. This very factor is the key to promoting and expanding businesses- by reaching out to consumers through targeted ads and recommendations. The key features that impact the SMM strategy working are:
 

SMM Planning 

The direction of aim is paramount in determining your SMM’s efficacy. To devise an efficient and result-producing strategy, the following points should be kept in mind:

  • Learn the target audience and pattern based on their location, age gap, gender, income and interests
  • Create a schedule for SMM content delivery 
  • Formulate creative and understandable content to hit the required target
  • Link your SMM strategy to meet your business goal 
  • Audit the current SMM
  • Track the performance and adjust the action plan according to the audit outcome of the previous result 
     

Consumer Relationship Management

Consumer-relationship Management (CMR) is the tracking of consumer interactions with the company to analyse purchases and customer satisfaction. A significant feature that SMM enables is the two types of consumer interactions it provides:

 

Customer-to-firm: This is the fundamental interaction between the consumer and the company. The company can track purchase details and infer data trends based on consumer information.

 

Customer-to-customer: This "word of mouth" interaction helps bring credibility to the company products/services through satisfied customers' reviews and recommendations. The company rewards the customers for positively impacting the company sales and enhancing scalability.

 

Viral Earned Media

Positive customer reviews and word of mouth help the company to gain popularity, recognition and credibility. These are direct impacts on success through unpaid advertisement through satisfied customers. This form of earned media is cost-effective, rapid and dynamic in its form.

flow of company name and recognition

 

Specificity of Audience

Social media provides a very selective audience that caters to your content. This sharp segregation of audience provides a direct hit at the target. Interactions of consumers with ads and brand content becomes very interest-specific due to the algorithm that selects and filters similar products and services, hence benefiting companies with automatic consumer filtration.
 

Forms of SMM Promotion

There are two major forms of SMM promotion that can are followed:

  1. Active SMM Promotion
  2. Passive SMM Promotion 
     

Active SMM Promotion 

For an active approach of SMM, links/tabs to social media handles are added to the company website to redirect users to the social media handles.
 

Passive SMM Promotion 

Passive promotion means gaining viewership on social networks by updating handles, adding new posts and stories, tweets etc. This content may include ads for new products and their series', attractive deals and offers, etc. 

 

Pros and Cons

Social Media Marketing has its pros and cons. While this form of marketing syncs with modern forms and is widespread and cost-effective, it is also prone to false claims and controversies. 

As stating viewpoints and opinions are open and accessible to all, many false claims on the products and services being in bad interests of the public may be stated by anti-elements on the internet. Being cautious and taking the proper precautions and actions becomes necessary to protect the company's name, image and reputation.
 

Frequently Asked Questions

What is Viral Earned Media?

Viral Earned Media is a dynamic form of company expansion through satisfied customers' reviews, recommendations and word of mouth. This is a cost-effective and dynamic form of advertisement, which helps solidify the company's credibility and services and resources. 
 

What are the main aspects of the working of SMM?

The main aspects that impact the working of an SMM strategy are SMM planning, Consumer Relationship Management, Viral Earned Media and Specificity of Audience. Driving these factors in the right direction will help in the success of the devised SMM strategy.
 

What is the difference between Active and Passive marketing?

While Active marketing involves adding links to social media handles on the website, passive marketing involves posting content on social networks to promote and advertise the company's products and services. 

 

Conclusion

This article gave us a deep insight into social media marketing, its types, work and usage. We learnt the major factors that affect the success of an SMM strategy, key points to work upon to increase the strategy's efficacy, and the drawbacks of this dynamic form of marketing. Apart from this, join the Coding Ninjas Studio platform for informational articles and courses on important topics like coursesinterview_experiencesguided pathsproblems, test serieslibraryresources  DBMSDSACompetitive ProgrammingPythonJava, etc. Share and upvote this article if you found it helpful and informative. Happy Coding!!

 

 

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