Social media marketing

Sassenberg, Anne-Marie ORCID: https://orcid.org/0000-0003-3404-3570 (2021) Social media marketing. In: Integrated Marketing Communications. Cengage Learning Australia, Australia, pp. 269-292. ISBN 9780170443005


Abstract

Social media marketing is one of the biggest opportunities in marketing today! Social media marketing focuses on how to use social media networks to promote engagement as part of an inbound communication. Thus there is a difference between digital marketing and social marketing relating to the objectives they aim to reach. The digital marketer aims to put the brand message in front of as many potential consumers as possible, while the social media marketer aims to encourage consumers to engage with the brand, in particular, enticing consumers to become fans of a brand and share the message with friends and family and, ultimately, build an online community. These social media marketing opportunities have resulted from an increased use in mobile technologies since 2015. Consumers normally carry their mobile devices with them, allowing marketers to access them 24/7. This always-on advantage can further result in the biggest challenge facing marketers today. That is, when consumers are socialising or working they do not necessarily want to receive advertisements through social media, nor do they want to amplify the content. Indeed, in the outbreak of the COVID-19 pandemic in 2020 communication using new technology, such as digital and social media, was up 9.3 per cent to an average of three hours per day.10 In the US and the UK, 80 per cent of consumers were accessing more content on social media during this pandemic.11 It is thus possible that communication through new types of technology is increasing during times of uncertainty. It is therefore becoming even more important to develop a brand message that is compelling and relevant to the chosen target audience. The following definition explains social media marketing: Social media marketing is the utilisation of social media technologies, channels and software to create, communicate, deliver and exchange offerings that have value for an organisation’s stakeholders. In particular, scholars note social media offers some specific advantages and disadvantages to marketers and consumers alike.


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Item Type: Book Chapter (Commonwealth Reporting Category B)
Refereed: Yes
Item Status: Live Archive
Additional Information: Files associated with this item cannot be displayed due to copyright restrictions.
Faculty/School / Institute/Centre: Current - Faculty of Business, Education, Law and Arts - School of Business (18 Jan 2021 -)
Faculty/School / Institute/Centre: Current - Faculty of Business, Education, Law and Arts - School of Business (18 Jan 2021 -)
Date Deposited: 27 May 2022 00:01
Last Modified: 23 Jun 2022 03:53
Uncontrolled Keywords: Social media marketing, social media campaign, personas, objectives, social media platforms, content
Fields of Research (2020): 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350604 Marketing communications
35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350605 Marketing management (incl. strategy and customer relations)
35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350601 Consumer behaviour
Socio-Economic Objectives (2020): 15 ECONOMIC FRAMEWORK > 1503 Management and productivity > 150302 Management
22 INFORMATION AND COMMUNICATION SERVICES > 2205 Media services > 220599 Media services not elsewhere classified
15 ECONOMIC FRAMEWORK > 1503 Management and productivity > 150303 Marketing
URI: http://eprints.usq.edu.au/id/eprint/48636

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