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Tag Archive: facebook

What Is Social Media Marketing ?


Social media marketing

From Wikipedia, the free encyclopedia
Posted by:The Fortune Saver

Social media marketing is an addition to personal, small business, corporate, and non-profit organizations’ integrated marketing communications plans. Andreas Kaplan and Michael Haenlein define social media as “a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content.”Integrated marketing communications is a multifaceted, orchestrated marketing and advertising practice organizations follow to connect with their target markets. Integrated marketing communications coordinates promotional elements: advertising, personal selling, public relations, publicity, direct marketing and sales promotion Increasingly, campaigns are also grouped into integrated marketing communications. In the traditional marketing communications model, the content, frequency, timing, and medium of communications by the organization is in collaboration with an external agent, i.e. advertising agencies, marketing research firms and public relations firms.However, the growth of social media has impacted the way organizations communicate. With the emergence of Web 2.0, the internet provides a set of tools that allow people to build social and business connections, share information and collaborate on projects online.

Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks. A corporate 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. Hence, this form of marketing is driven by word-of-mouth, meaning it results in earned media rather than paid media.

Social media has become a platform that is easily accessible to anyone with internet access. Increased communication for organizations fosters brand awareness and often, improved customer service. Additionally, social media serves as a relatively inexpensive platform for organizations to implement marketing campaigns. With emergence of channels like Twitter, the barrier to entry in social media is greatly reduced.


Twitter allows companies to promote products on an individual level. The use of a product can be explained in short messages that followers are more likely to read. These messages appear on followers’ home pages. Messages can link to the product’s website, Facebook profile, photos, videos, etc. This link provides followers the opportunity to spend more time interacting with the product online. This interaction can create a loyal connection between product and individual and can also lead to larger advertising opportunities. Twitter promotes a product in real-time and brings customers in.


Facebook profiles are more detailed than Twitter. They allow a product to provide videos, photos, and longer descriptions. Videos can show when a product can be used as well as how to use it. It can include testimonials as other followers can comment on the product pages for others to see. Facebook can link back to the product’s Twitter page as well as send out event reminders. Facebook promotes a product in real-time and brings customers in.


Blogs allow a product or company to provide longer descriptions of products or services. The longer description can include reasoning and uses. It can include testimonials and can link to and from Facebook and Twitter pages. Blogs can be updated frequently and are promotional techniques for keeping customers.






Business understanding of and expectations for social media are changing. Corporate Marketing Officers are increasing pressure on their marketers to demonstrate a positive ROI for social media investment. They have heard the rhetoric that social media is too different from other media options to be quantitatively measured. However, CMOs are no longer accepting that excuse (http://www.mutualmind.com/blog/2011/06/ceo-cmo-guide-social-media-roi/). There is mounting pressure in the Executive Suite to prove the value. As a consequence, you can expect that a flood of new measurement methodologies will be created in the private sector to address the challenge.


Here are several key learning’s being developed on how to deliver a positive ROI from social media. These learning’s should shape your strategies for use of social media.




  • Go where the people you want to connect with are already congregating. It is hard, expensive and time consuming to create a sustainable community. It is far more cost effective to participate in communities that exist already. For example, having an active blog is definitely important. Having a proactive approach to commenting on blogs the people you want to connect with already read gets you to a positive ROI faster.




Mark Schaefer – Schaefer Marketing Solutions



Derek Pillie – cirrus abs



Rick Burnes



Measuring the Impact of Facebook



Developing a Social Media Strategy





Remember Jay Baer? Here is a Facebook valuation tool he created to help you better understand what the potential return you may be getting from your efforts.


Facebook Valuation Tool





The author of this post, Ed Burghard, is a retired Procter & Gamble executive and Founder and CEO of the Strengthening Brand America Project (www.strengtheningbrandamerica.com). The Project is focused on providing economic development professionals insight into reapplication of product and corporate branding principles to market communities for capital investment. You can find more information on effective use of social media on the Strengthening Brand America website (www.strengtheningbrandamerica.com/blog/?cat=8)Again I would like to thank Ed Burghard for sharing his wisdom with us ! If this has been helpful to you please don’t forget to leave a comment, share with your friends & contacts, subscribe to fortunrsaver.com and receive new updates,  Monthly newsletter,or if you have information you think would be beneficial to others become a contributor @ fortunesaver.com