When looking at an organisation’s integrated marketing communications strategy, the latest addition to the model is social media marketing. This is due to the advent of new and updated web and internet tools that allow users to create and maintain social and business links. These links have allowed companies to take advantage of the information sharing opportunity to reach their target market,
A social media marketing strategy will focus on creating content that will attract attention and generate online conversations. Ideally it should also lead to people referring one another to the sites and links that the organization wants to promote. Since the information is spread through a network of trusted ‘friends’, it immediately gains credibility and is likely to be followed up since it doesn’t immediately come from the company and is obviously advertising.
If implemented properly, the uses and advantages of social media marketing are virtually endless. It has opened the doors to anyone with an internet connection to a world of infinite information. It has also helped organizations create more awareness of their brands, as well as facilitating conversations with customers and its target audience. It also helps with research and customer care if these conversations are used successfully.
Of course there also needs to be the appropriate platforms where this information can be disseminated and used. Most social networking platforms like FaceBook, You tube, Twitter etc. has the capacity to carry marketing and brand awareness messages through their members.
By allowing the customer to become intimately acquainted with the company and its brand, the organization improves the likelihood of increasing sales and therefore its market share.
