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Social media marketing is the use of social media to market a product or service. Companies address several stakeholders through social media marketing including (potential) customers, (potential) employees, journalists, bloggers and the general public. On a strategic level, social media marketing includes the management of the implementation, governance, scope (e.g. more active or passive use) and the establishment of a firm’s desired social media culture. This requires marketers to incorporate user-generated content (earned media rather than paid media) into their strategic approach.


Social Networking Websites

Social networking websites allow individuals and businesses to interact with one another and build relationships and communities online. When companies join these social channels, consumers can interact with them directly. That interaction can be more personal to users than traditional methods of outbound marketing and advertising.[6] Social networking sites act as word of mouth or more accurately, e-word of mouth. The Internet's ability to reach billions across the globe has given digital word of mouth a powerful voice and far reach. The ability to rapidly change buying patterns and product or service acquisition and activity to a growing number of consumers is defined as an influence network.[7] Social networking sites and blogs allow followers to “retweet” or “repost” comments made by others about a product being promoted, which occurs quite frequently on some social media sites.[8] By repeating the message, the user's connections are able to see the message, therefore reaching more people. Because the information about the product is being put out there and is getting repeated, more traffic is brought to the product/company.

In order to integrate social networks into their marketing strategies, companies have to develop a marketing model. In[9] a marketing model (SNeM2S) based on social networks is provided. The model includes the following steps:

  • Selection of potential social networks to use
  • Definition of a financial plan
  • Definition of organizational structures to manage the social network in the market
  • Selection of target
  • Promotion of products and services


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