REWARD MOTSI 20154397

CIU

SOCIAL MEDIA
MARKETING
[Document subtitle]
 Content
1. İntroduction

2. Benefits of social media markerting

3. Brief example and table

4. Drawbacks of social media markerting

5. Examples and tables

6. conclusion

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SOCIAL MEDIA MARKETING

Social media refers to websites and applications that allow users to create and share
content.Marketing refers to how businesses create and maintain a profitable customer
relationship.Given these two and intergrating them together Social media marketing is said to be
promoting a product or service and attracting consumers through the use of social media platforms.

SOCIAL MEDIA PLATFORMS

There are various social media platforms which are used by different companies and consumers and
some of the most important include; blogs,microblogs(twıtter),social networks (facebook, linkedln ,
instagram),media sharing sites (youtube,flickr), social bookmarking and voting sites,review sites,
forums and virtual worlds. Social networks are the most effective social media platforms as they are
widely used and most businesses have resorted to the use of face book as it is used by almost a
quarter of the world’s population thereby making it easy to spread marketing information
throughout the globe. There is an estimated number of social network users which sums up to 2.7
billion and the estimated world population is said to be 7.7 billion, meaning 40% of the world’s
population uses social media platforms and this by far proves that social media marketing is one of
the most effective marketing techniques to use in today’s business.

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Benefits of using social media marketing

 İncreased brand awareness

 Better customer satisfaction
 İmproved brand loyalty
 Brand authority
 Cost effective
 Market place insights gained
 İmproved networking with other businesses
 İncreased exposure
 İncrease in sales
 İncreased thought leadership
 Opportunity for feedback
 Opportunity to carry out research

1. Increased brand awareness: creating social media pages for your brand or product on
various social sites will increase the number of people you can reach hence increasing brand
awareness and popularity.

2. Better customer satisfaction; allows direct communication between the business and the
customers.As a result of addressing customers and responding to their needs some
satisfaction is built up which will inturn result in customer loyalty and brand
recommendations.

3. Improved brand loyalty; bonding with customers brings about customer satisfaction which
goes hand in hand with brand loyalty.

4. Brand authortity; customer loyalty and customer satisfaction will equally lead result in
brand recommendations by customers by word of mouth or more influential methods such
as posting and sharing brand information on their social media pages.This gives the brand
dominance within the market and creates authority for the company.

5. Cost effective; social media marketing is one of the cheapest marketing tools that a business
can use while expecting higher returns from it.Most social media sites are one hundred
percent free and some may ony require small additional fees to tailor them to the needs of
the business.Maintaining low cost is one of the main goals of businesses so as to be
succesful,so with social media marketing you can effectively market your brand at very low
costs.

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 6. Market place insights gained; increased two way communication between the business and
consumers is possible through social media and this will aid the business in its research and
will help to effectively satisfy the needs of the target market.

Example of a company which has been highly successful with social media marketing

Peel is a company which is involved in the phone case industry, an industry that is extremely
competitive.They use facebook videos ads to help tell the story of what separates their
products.These campaigns have been successful resulting in a 16 times incresase in revenue and 3
times higher returns on investments for the company.Their facebook page and instagram have
played a big role on their success.Social media marketing allows them to respond quicker to their
customers thus gaining an advantage over their competitors.

Source(www.buypeel.com)

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Drawbacks of social media markerting

 Wrong strategy can hurt your reputation

 More time consuming
 İnteraction is needed at each local point
 Risk of negative comments
 No short term ROI
 Everything is public
 Commit resources
 İneffective use=brand credibility loss

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Examples of company with worst experience with social media marketing.

3. Dove: Transformation
Karisa Egan (May 29,2018).Impact news.Normally, Dove is known for empowering women
and focusing on natural, realistic standards of beauty.The company has been standing on its
Real Beauty platform for over 10 years and, most of the time, it’s proven successful. Take,
for example, successful campaigns like “Real Beauty Sketches” and "Evolution" that focus on
making women feel proud of the way they look. Unfortunately, in a recent post on Facebook
by the company, they’ve taken a ton of steps backward. The ad in question shows a black
woman transformed into a white woman after using Dove body lotion.This totally goes
against their brand message of saying that all beauty is real beauty by showing a woman
transforming into an entirely different race after using their product. It doesn’t fit with their
overall brand messaging and both alienates and insults a large part of their audience. After
receiving backlash from women of all races saying the ad made them angry and
uncomfortable, Dove removed it from Facebook and released this statement

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 CONCLUSION

Statistics from past research ,increase in business sales and the response by consumers on
social sites has no doubt proven the continuos increase in the groth of social media
marketing.The world as a whole is fast developing interms of technology and social media
provides a suitable and effective way for businesses to cope with increasing globalisation
offering fast and reliable marketing services through social media.Social media marketing
does carry with it drawbacks that may destroy businesses all over the world but it is safe to
say these can be stepped over by carefully focusing on the social media marketing
departments.These solutions and the many advantages social media marketing has will bring
about success to both businesses and consumers.