Social Media Marketing involves the use of Social Media Networks as a platform to carry out marketing activities like running campaigns, promotions, brand building and awareness which helps in buyer engagement and increase website traffic.
Social Media Networks have seen exponential growth of adoption in the last decade and each of the popular networks has several hundred million users. The usage has evolved much beyond just sharing content. The sites have tapped into this and have evolved to provide business support which provides marketers ready access to the targeted audience at a low cost ( compared to direct marketing, outbound advertisement). The sites provide robust tools for marketers and businesses. Some of the visual media sharing networks are highly favored by users and have seen the fastest growth. This provides a tremendous opportunity for businesses to engage with consumers and it has dramatically changed the way consumers engage with brand content. Social Media interactions are more targeted, personal and intimate
The popular social networking sites where businesses commonly interact and engage with their buyers include Facebook, Twitter, LinkedIn, Instagram, Pinterest, WhatsApp, Snapchat, YouTube, Tumblr. Each of these networks has a unique way to bring together their users and that in turn drives how businesses can connect with their buyers on these networks. Facebook, Twitter, LinkedIn provide mechanisms to retweet, repost content ( supports a variety of formats) that when shared among the users and groups creates a viral effect. Instagram and Pinterest provide a rich visual environment and are great for users to pursue special interests and topics. WhatsApp and Snapchat, though primarily messaging platforms, do provide a mechanism for businesses to have personal connect with their customers. Overall, marketers simply can not afford to have a marketing strategy that does not include social media.
Social Media Marketing and SEO are closely related. One of the key aspects of social media marketing is to publish great content related to products/services/companies on social media. Social media often feeds into the discovery of new content which happens because of new content getting published or shared by its users/communities/groups and this, in turn, leads to SEO activity. Social Media can also help build links that feed into SEO efforts. It is said that Google’s organic search algorithm heavily depends on social media related factors and not having a good presence in social media will affect the brand’s ability to show up on Google search.