SOCIAL MEDIA MARKETING: A STRETEGIC APPORACH.

SOCIAL MEDIA MARKETING: A STRETEGIC APPORACH
Summary
Social Media Marketing or SMM is a tool that allows a marketer to compose a message in
accordance with the feedback generated from the audiences on a real-time basis. This
message consists of three acts. The first act is the act of introduction, in the second step we
describe the salient features of the product and finally, we talk about the call for action. The
concept of SMART and 8 C’s of social media, guides a person on the path of designing a
message. In general, an SMM campaign may have two objectives, objective one, is about
brand building and objective two is about the creation of word of mouth. It is a continuous
process because of the presence of consistent feedbacks and queries from the side of the
target audience. In order to mitigate the impact of negative messages and motivate
individuals, we need to appoint social media advocates (Jensler, 2012).
SMM campaign allows the marketer to rethink about the goals of the communication in
accordance with the feedbacks that are coming in.
Listening and learning are two important features of social media. It won’t be farfetched to
say that after the arrival of Social media most of the products are on the mode of “Beta-
testing” where they are amending their features. Flexibility in communication and other
objectives is another feature of SMM (Iren, 2012). SMM plans always demands change in
the strategy. Under the current business models, companies are appointing advocates as the
agent of the change. These agents try to change the perceptions of the customers during the
various phases of the Product life cycle of a product in the market.
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