Advertising in social media is a type of Internet marketing that involves social media to promote goods or services.
Social media enable to identify the target audience more accurately and show ads to this audience only.
Social media promotion is a range of events aiming at increasing the target traffic flow to the site via social media. It may also be used to raise the number of visitors in groups and communities dedicated to the Internet resource.
Social media promotion may be divided into two main types:
SMO - is a complex of site alterations, aimed at attracting users from social media and blogs. This type of promotion includes:
+ natural link building – it can be achieved by creating appealing content, which will be interesting for the target audience and will lead to sharing it;
+ ensuring comfortable adding news, polls, and special offers into social media, blogs, RSS-aggregators;
+ use of various attractive content on web pages to increase link popularity with users: texts, images, videos etc.
+ encouraging users, who actively participate in the resource activities, share links to its pages in their blogs and news feeds;
SMM - stands for creating a community built around the brand, reputation management etc. This type of promotion includes:
+ fast response to the audience needs, identification of consumer’s requirements to the brand;
+ reputation management. Creating a positive brand image, minimization of adverse company feedbacks;
+ reputation management. Creating a positive brand image, minimization of adverse company feedbacks;
+ customer support. Enables to establish communication and get feedback on the goods and services provided by the company.
Business tasks of the social media:
- gather the target audience
- learn the opinion of the audience on its goods or services
- remind of itself
Advertising campaign efficiency in social media:
Efficiency factors of social media may differ. For instance, the involvement of the audience in the community, links from social media to the website.
The use of these techniques enables to achieve quality target traffic flow growth, improve brand recognizability and increase sales.
Normally, SMM, SMO and SEO are not used separately, since a brand can reach the best effect, when the comprehensive Internet marketing approach is used.
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