With the current uprising of social media network, it is only reasonable for it to catch the attention of marketers and for them to utilise the network. To put it bluntly, social media marketing means the process of gaining website traffic or attention using social media sites.
Marketers are re-organising their strategies and transitioning towards social media. As John Elkaim pointed out
The emergence of social media and the steady decline of mass media are the two biggest marketing stories of the decade. Both print circulation and TV viewership have been falling consistently since the turn of the century; TV viewership, for instance, is down almost 50% since 2002.
In contrast, social media has reported massive gains since the early days of MySpace, with social media usage among U.S. adults increasing by 800% over the past eight years.
Using social media to personalise marketing process, marketers are able to harvest data collection, data segmentation and data conversion into good use. They are able to categories their customers more accurately and personalise them, and even go to the extend of constructing an audience profile.
Danny Bradbury points out that social networking are gradually being prioritise in our daily life. The number of Facebook users who access it via mobile devices exceed non-mobile users in 2012; 60% of its active users access Twitter once a month, the statistics of the usage is far too significant to be ignore. Hence, it is only smart and reasonable for marketers to jump onto the bandwagon.
As people usually fiddle around on social sites with their mobile devices for a short period of time for distraction purposes - when you’re waiting for the bus or standing on train platforms. Location-based marketers jump right at the opportunity by providing posters to allow customers to engage with them, by using the location positioning inside their devices. They are even smart enough to use gamification to allow customers to check-in at certain places, thus earning them points and provide coupons and vouchers for several check-ins at the same place.
Facebook caters its services for marketers as well. By creating a page and publicise it, Facebook’s algorithm will compute the data and rank posts on people’s news feed based on relevancy, recency and affinity. Customers’ data will also be tabulated in terms of age range, location, gender and so on.This is useful to marketers as they will have the statistic and data for when any of their posts or updates receive the highest amount of attention - considering people social media is widespread throughout the world and the time zone difference is taken into account. On the plus side, the content will be shared amongst the customers as well to more potential customers, thus, free publicity is achieved.
Another example of such free publicity stunt is probably Mob City. TNT’s new 1940s gangster drama from The Walking Dead's Frank Darabont did something clever by releasing the premiere's full script, on Twitter, 140 characters at a time. This creates a Twitter buzz and the show becomes the most watched, and the most tweeted-about. It is interesting to note that Twitter TV ratings are not equivalent to traditional TV ratings.
Business marketers are utilising social media to help promote their marketing, however, since the transition is still new and the metrics of widespread is not proportional to the acceptance by people, analysts still remain wary of it.
- Benady, D. (2013) Facebook for marketers: exploiting the social graph. [online] Available at: http://www.theguardian.com/technology/2013/oct/30/facebook-for-marketers-exploiting-the-social-graph (Last accessed: 4 Dec 2013)
- Bradbury, D. (2013) When mobile and social meet. [online] Available at: http://www.theguardian.com/technology/2013/aug/01/when-mobile-and-social-meet (Last accessed: 4 Dec 2013)
- Edidin, R. (2013) Mob City Releases Its Premiere Episode on Twitter, 140 Characters at a Time. [online] Available at: http://www.wired.com/underwire/2013/12/mob-city-twitter-script/ (Last accessed: 4 Dec 2013)
- Elkaim, J. (2013) How Social Data Changes Everything We Know About Marketing Strategies. [online] Available at: http://mashable.com/2013/10/14/social-data-and-marketing/ (Last accessed: 4 Dec 2013)
- Watercutter, A. (2013) Twitter TV Ratings Are Here, But No One Knows What They Really Mean. [online] Available at: http://www.wired.com/underwire/2013/10/twitter-tv-ratings/ (Last accessed: 4 Dec 2013)