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Using social media marketing in Business
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Social media marketing is internet marketing whereby content is created and shared on
social media technologies to help a business market its brands and achieve its objectives (Evans,
2012). The activities that are found in social media marketing include posting images, videos,
text and their updates along with other content that is capable of driving audience engagement
(Singh & Diamond, 2014). Business can reach customers and other prospects by using social
media marketing (Evans, 2012). Customers and other stakeholders can interact with different
brands on social media and businesses can also communicate directly with them (Zarrella, 2009).
Among the social media technologies that businesses can use for marketing their brands,
products and services while directly interacting with customers include Twitter, Facebook,
Pinterest and Instagram (Evans, 2012). Marketing using social media technologies brings success
since it drives sales and advocates for a brand (Singh & Diamond, 2014). Hence, this paper
presents the definition of social media marketing and its importance for business in marketing. It
also explains how a social media marketing plan is developed for a business and how social
media marketing helps a business to achieve its marketing objectives. Finally, it tells how a
business can choose the social media technologies that are appropriate for marketing.
To develop a social media marketing plan, a business first requires considering the
objectives that should be achieved in the campaigns (Evans, 2012). A business should also
consider its targeted audiences, which social media technologies are commonly used by the
target audience and how do they use these technologies (Singh & Diamond, 2014). More so, a
business should consider the type of message and the content they should share with their
audiences (Evans, 2012). The type of business that is being undertaken is also an important
factor to consider when formulating a social media marketing plan for the business. For example,
businesses that are found in the travel or e-commerce sectors should be highly visual implying
that social media technologies like Pinterest, Instagram or Facebook are more appropriate
(Zarrella, 2009). Adopting social media technologies like Twitter and LinkedIn for marketing
businesses that are operating in these two sectors would be inappropriate because they are not
highly visual and rely on text (Singh & Diamond, 2014). Thus, using textual, social media
technologies would not be appropriate than using highly visual technologies like Pinterest for
businesses in e-commerce or the travel industry.
Social media marketing can help a business achieve its objectives in a various ways. For
instance, it helps business increase their website traffic, build conversations with its targeted
audience and create or raise its brand awareness (Evans, 2012). Further, social media marketing
can help a business achieve its goals by creating brand awareness and identity and improving the
interaction or communication that takes place with the key audiences (Zarrella, 2009). By having
a more engaged and wider audience on social media technologies, a business can achieve the
marketing goals it has set (Singh & Diamond, 2014). Subsequently, there are various ways that a
business can determine the most appropriate social media technologies to use in their operations.
For example, the friendly and casual environment that is provided by Facebook would require a
business to adopt an active marketing strategy in the social media technology (Evans, 2012). A
business can also use a social media marketing technology like Google+ when it requires
segmenting their target audiences into small segments. Technology like Google+ would enable a
business to share or bar some of its audiences from receiving shared information (Zarrella,
2009). Lastly, a social media technology like Pinterest can be used by a business for marketing if
it wants to showcase its product offerings or develop brand personality using distinct or eyecatching pin boards (Evans, 2012).
In conclusion, the paper presented the definition of social media marketing and its
importance for business in marketing. It also explained how a social media marketing plan is
developed for a business and how social media marketing helped a business to achieve its
marketing objectives. Finally, it told how a business could choose the social media technologies
that are appropriate for marketing. Thus, it can be argued that considering these issues in
developing a social media marketing strategy for business will ensure it experiences success in
achieving the set marketing objectives.
Evans, D. (2012). Social Media Marketing: An Hour a Day, New York: John Wiley and Sons.
Singh, S. & Diamond, S. (2014). Social Media Marketing for Dummies, New York: John Wiley
& Sons.
Zarrella, D. (2009). The Social Media Marketing Book, London: O’Reilly Media Inc.

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