Social Media Marketing: A Strategic Approach Assignment Solution

This assignment provides a summary of Social Media Marketing (SMM), emphasizing its role as a real-time communication tool that allows marketers to tailor messages based on audience feedback. The summary outlines the three key acts of an SMM message: introduction, product feature description, and call to action. It highlights the importance of the SMART concept and the 8 C's of social media in message design, as well as the two main objectives of an SMM campaign: brand building and word-of-mouth creation. The continuous nature of SMM, driven by audience feedback, necessitates the use of social media advocates to mitigate negative messages and adapt strategies. The assignment also touches on the flexibility of SMM in communication, the need for evolving strategies, and the role of advocates in shaping customer perceptions throughout the product life cycle. The provided bibliography includes references to research on the impact of SMM on brand loyalty and the popularity of brand posts.

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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SOCIAL MEDIA MARKETING: A STRETEGIC APPORACH
Bibliography
Irne, E. (2012). The Impact of Social Media Marketing on Brand Loyalty. Social and BehavioralScience,
(Online) (Available at)
https://www.sciencedirect.com/science/article/pii/S1877042812045818. Accessed 07-07-
19.
Jensler, S. (2012). The popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects
of Social Media Marketing. Journal of Interactive Marketing, (Online )Available at
https://www.sciencedirect.com/science/article/pii/S1094996812000060. Accessed 07-07-
19.
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