The world's most powerful social media platform (3500000000 people) is Facebook. In 2012, Facebook gained publicity, and consequently, there was pressure from investors wanting to siphon money out of it.

For this reason, Facebook offers advertisers much wider opportunities. Let's discuss all the communication channels on our website. The basis of a brand's existence is, of course, a business page. Publishing images, links, products, news, and exchanging data with a database of potential customers. And here comes the difference between old and new media two-way communication.

The advantages of Facebook and social media are that every piece of content can be commented on, approved, criticized, and recommended. Social marketing is about live interaction with consumers, not about publishing ads for a digital whiteboard. This is both good and bad. The benefit for advertisers is that there is a chance to get to know potential customers - their preferences, thoughts and habits. Constant contact with consumers It also provides an opportunity to build long-term relationships based on trust, empathy and special discounts that can bring profit and loyalty in the future.

It is not uncommon for Internet users to harshly criticize a brand. As a result, it can become an Internet meme. Therefore, companies operating on social media platforms must adhere to clear rules.

Facebook has launched a service for promoting a page in messages. This means that for a fee, your content will have a greater reach. It is important to note that advertisers have been given a tool with which they can send out their posts using basic online demographics in users' personal profiles.

YouTube also plays an important role in the marketing activities of many companies. Its use, as it may seem at first glance, is quite complicated, although profitable. After all, the profit from watching your videos can be large. YouTube allows you to upload video files of any length. However, it is worth paying attention to the time frame of the videos: overloading the viewer with information will lead to distraction.

So, as you can see, YouTube can be used not only to distribute official advertising or information, but also to reduce the distance between the customer and the brand. Is it possible to do this? Yes, of course, it's very easy, because you can, for example, show the company's production process.

You can increase the impact of YouTube with other social media by inserting links to Facebook, Twitter, or Instagram.

Don't forget about LinkedIn. It is not used for direct advertising. However, the brand presence profile of this site is important. It is the company's business card for job seekers, potential clients, and future customers. If you have a profile on LinkedIn, you can establish the right business contacts, expand and consolidate your professional relationships. So, add potential business partners as friends - even if they don't know about you yet, your acquaintance can start with this network.

Social media - the choice for campaign service

When you start choosing a specific social media platform for your advertising campaign, don't forget to pay attention to the following factors: What kind of reach and number of potential customers can be expected. And researching the demographic intersection of social media users can help. Statistics show that Facebook is quite universal. But is it the only social network?

It seems that the best tactic is a multi-platform action. It can lead to synergies with the help of several social networks. However, it should be noted that each platform - due to its specifics - requires a slightly different approach. Take Instagram, for example, a place where images play an important role. Through it, we have to express an advertising message, which is a rather difficult task. Persuasive messages usually consist of a complementary tandem: image + text. Creating advertising without words is a real challenge. The emphasis on the image means that you need to find the product in the center of the exposition. So, you can create a story without words using only an image of your product.

Let's analyze this situation using the example of selling MP3 players. On Instagram, you can post a series of images of young people with the device in their ears, lying on the beach, running, on vacation or at home. An interesting effect can be achieved if each of your customers can imagine themselves in their shoes. Positive emotions should be in the foreground - the joy of life, energy, relaxation and freedom

On Instagram, just like on Facebook or Twitter, you can share a short (15-second) video embed. Social networks allow users to post short video clips (usually a few tens of seconds) that can be effectively used for marketing purposes. This is a very good tip for marketers - including hypothetical MP3 player manufacturers who can turn photos into short advertising sketches.

Interestingly, the image on Facebook is the dominant form found in brand posts. Text is only a complement to the image that is published in the media. It should be borne in mind that the world's largest social network prefers short posts - up to 50 characters. Our entrepreneur on Facebook can focus on a constant dialog with consumers, thus attracting valuable thoughts and suggestions. In addition, this portal allows you to organize a large number of quizzes and contests - if you give a prize fund to win. In this way, you can stimulate or even create a need for ownership. Those who win a prize will be happy. The losers will suddenly feel that they just want to have it.

The marketing plan is crucial for consistency and communication. This recommendation is becoming increasingly important in the context of social media strategy. You need to formulate separate messages for different consumer segments. For example, for middle-aged and elderly people, you need to use classic, normalized vocabulary, symbols, and cultural references. On the other hand, Instagram is a presence of young people, so you should use youthful vocabulary, usually slang. Make associations with pop culture, pay attention to their interests.

Social media - blogs

Blogs are an integral part of social marketing. They help you to actively communicate and contact opinion leaders. It's also worth noting that a blog is an extremely necessary thing for a modern, actively developing company. In addition to text messages, a blog can contain podcasts, videos, photos, and the like. Information in a blog should be of a discussion nature. Then it will encourage the user to leave a comment on the post. It should become a channel for more detailed information that does not fit into the standard short forms that dominate Facebook and Twitter.

It can be a challenge to establish relationships with popular bloggers who have become real opinion leaders. This means that their opinions and attitudes have a huge impact on Internet users. The concept of an opinion leader is older than the Internet itself. In relationships between people, there are always those who are authoritative due to their charisma, talent, and knowledge. Therefore. It is imperative to have natural leaders. This phenomenon is gaining strength in a situation where you have to make a choice. It is also interesting that a blogger does not always have to be an expert in the field in which the product is advertised.

Social proof - is a psychological concept based on the observation of human behavior and relationships. People often explain their choices or take a position only because the majority does so.

A simplified version of this idea is used to distribute samples of various products. For example, food. First, it's a kind of contest in which you can win this sample. Participants have to write why they want to test this prize. Later, when the winners receive their winnings, they write a brief description of the product testing. Practice shows that rarely does anyone write a negative review, as the user has chosen the sample and is (often unconsciously) obliged to praise it.

Why a business should have a Fanpage on Facebook?

Every modern company should have its own business page - Fanpage. Its presence will help expand your brand awareness. Managing such a page is not an easy task, as you need to strictly follow several rules that apply to social media. The main rule - as mentioned many times before - is to maintain interaction with users. A Fanpage administrator should respond to people's thoughts and comments and encourage them to discuss them. This is one of the easiest and most popular ways to generate traffic to your website.

We also have to remember that Facebook users are not very patient. They expect a response here and now, so Fanpages need to be monitored almost around the clock. The language used in Fanpages should not only be correct, but also adapt to the recipients. Conducting market research on customers and Facebook statistics will allow you to check the demographic characteristics of customers. This, in turn, allows you to fine-tune the form and content of the message.

Social media - Results

The development of social media has provided unprecedented opportunities for advertisers to connect with consumers and to mobilize contact with consumers, as well as mobilize and shape their relationship with the with the brand. A marketer has a lot to do with a company's reputation in social media. media. He or she is responsible for communicating with customers, responding to comments, and unobtrusively influencing customer opinions by posting relevant content on social media. So, the role of the marketer in the process of implementing SMM is to launch and maintain this process.