Social media marketing | Solutional Webdesign Antwerp

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Social media^[5] marketing is a multifaceted strategy aimed at promoting a product or service through various online platforms. This marketing strategy^[3] is hinged on the utilization of social networking sites to foster interactions, build relationships, and influence consumer^[9] behavior through e-word of mouth. It involves the use of popular platforms like Instagram^[6], Facebook^[7], Twitter^[10], TikTok^[11], WhatsApp^[12], YouTube^[13], and Snapchat^[14], each with unique features and user engagement strategies. For instance, TikTok's algorithm^[8] encourages creativity and virality, while YouTube offers personalized ads and a partner program. Also, businesses use the in-built analytics tools to track campaign success and customer engagement^[1]. Another key aspect is mobile media consumption^[4], which is increasingly changing consumer purchase behavior. Lastly, social media marketing employs algorithm-driven content and influencer marketing^[2] to reach target audiences authentically and precisely.

Terms definitions

1. ↑ customer engagement.

1 Customer engagement is a term that encapsulates the interaction and involvement of consumers with a company or brand. This concept, which was defined by various organizations between 2006 and 2008, can be seen in both online and offline settings and has a significant impact on marketing practices. It involves the co-creation of personalized experiences, with key dimensions including immersion, passion, and activation. However, ethical concerns can arise, particularly with regards to maximizing user engagement. Technology plays a vital role in this process, fostering an interactive culture and facilitating connections between consumers and organizations. Customer engagement is also heavily influenced by social media platforms, where content and influencer activity can drive engagement strategies. Measurement metrics are crucial in assessing customer engagement, with likes, replies, and retweets on Twitter being examples of this. This complex interaction between businesses and customers ultimately aims to foster loyalty and long-term relationships.

2 Customer engagement is a term that encapsulates the interaction and involvement of consumers with a company or brand. This concept, which was defined by various organizations between 2006 and 2008, can be seen in both online and offline settings and has a significant impact on marketing practices. It involves the co-creation of personalized experiences, with key dimensions including immersion, passion, and activation. However, ethical concerns can arise, particularly with regards to maximizing user engagement. Technology plays a vital role in this process, fostering an interactive culture and facilitating connections between consumers and organizations. Customer engagement is also heavily influenced by social media platforms, where content and influencer activity can drive engagement strategies. Measurement metrics are crucial in assessing customer engagement, with likes, replies, and retweets on Twitter being examples of this. This complex interaction between businesses and customers ultimately aims to foster loyalty and long-term relationships.

2. ↑ influencer marketing. Influencer marketing is a promotional strategy where marketers identify individuals who have a significant sway over prospective buyers' decisions. These influencers, who can range from well-known celebrities to niche experts, are used to indirectly communicate with the target audience, often through social media platforms. The primary aim of influencer marketing is to tap into an influencer's following to influence purchase behaviors and expand a brand's reach. Payment for influencers can vary greatly, with top-tier influencers earning substantial fees for their promotional posts. Besides its benefits, influencer marketing is also subject to guidelines and regulations, most notably from the Federal Trade Commission (FTC), which treats influencer marketing as paid endorsement. Despite its effectiveness, critics warn against overlooking offline influential input, and platforms like Instagram are vigilant against fraudulent influencer activities. Furthermore, studies continue to explore the impact of influencers on consumer behavior and the effectiveness of influencer marketing.

Social media marketing (Wikipedia)

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Social media marketing is the use of social media platforms and websites to promote a product or service. Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for both practitioners and researchers.

A video advert for a fashion magazine. Notice the vertical aspect ratio and rapid fire of information to capture attention.

Most social media platforms have built-in data analytics tools, enabling companies to track the progress, success, and engagement of social media marketing campaigns. Companies address a range of stakeholders through social media marketing, including current and potential customers, current and potential employees, journalists, bloggers, and the general public.

On a strategic level, social media marketing includes the management of a marketing campaign, governance, setting the scope (e.g., more active or passive use) and the establishment of a firm's desired social media "culture" and "tone."

When using social media marketing, firms can allow customers and Internet users to post user-generated content (e.g., online comments, product reviews, etc.), also known as "earned media", rather than use marketer-prepared advertising copy.

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