One of the main purposes of employing social media in marketing is as a communications tool that makes the companies accessible to those interested in their product and makes them visible to those who have no knowledge of their products.[33] These companies use social media to create buzz, and learn from and target customers. It's the only form of marketing that can finger consumers at each and every stage of the consumer decision journey.[34] Marketing through social media has other benefits as well. Of the top 10 factors that correlate with a strong Google organic search, seven are social media dependent. This means that if brands are less or non-active on social media, they tend to show up less on Google searches.[35] While platforms such as Twitter, Facebook, and Google+ have a larger number of monthly users, the visual media sharing based mobile platforms, however, garner a higher interaction rate in comparison and have registered the fastest growth and have changed the ways in which consumers engage with brand content. Instagram has an interaction rate of 1.46% with an average of 130 million users monthly as opposed to Twitter which has a .03% interaction rate with an average of 210 million monthly users.[35] Unlike traditional media that are often cost-prohibitive to many companies, a social media strategy does not require astronomical budgeting.[36]

Buffer is an intuitive, streamlined social media management platform trusted by brands, businesses, agencies, and individuals to help drive meaningful engagement and results on social media. We have a suite of products for publishing, engagement, analytics, and team collaboration (Publish, Reply, and Analyze). Our products are carefully considered and highly refined in order to help social media marketers and teams work more efficiently and effectively. Buffer is a team of real people, aligned in common values. Being a Buffer customer should feel like you have a whole team of people cheering for you. We want to see you succeed on social!
Traditional advertising techniques include print and television advertising. The Internet has already overtaken television as the largest advertising market.[95] Web sites often include the banner or pop-up ads. Social networking sites don't always have ads. In exchange, products have entire pages and are able to interact with users. Television commercials often end with a spokesperson asking viewers to check out the product website for more information. While briefly popular, print ads included QR codes on them. These QR codes can be scanned by cell phones and computers, sending viewers to the product website. Advertising is beginning to move viewers from the traditional outlets to the electronic ones.[citation needed]
A brand can have far better success with a relevant vlogger with 50k subscribers rather than an influencer with 2m fans. This change comes from the changing algorithms, the users’ cautiousness when it comes to fake stories, and the genuine need of belonging in a community. People have more chances to connect with an everyday blogger who found growing success rather than a top model who may be working with multiple brands every week.

As you can see in the example above, Wal-Mart does an excellent job addressing customer concerns.  The first comment cues them in to the fact that that there is a high demand for a certain product because it is sold out at the local store.  Wal-Mart directs the customer to a site where they can search other stores for the product. The second comment indicates a customer concern about order fulfillment. Wal-Mart addresses it and directs the person to a site where they can make suggestions on how the company can improve.
According to influential author Gary Vaynerchuck, native content is content which adapts to the unique factors of a platform that you are targeting. These factors include but are not limited to the language, culture and style. Which means the content approach that works for you on LinkedIn may not work well on Facebook, and vice versa. Since the way people interact with each other on these platforms is different, their response will also vary.
Facebook and LinkedIn are leading social media platforms where users can hyper-target their ads. Hypertargeting not only uses public profile information but also information users submit but hide from others.[17] There are several examples of firms initiating some form of online dialog with the public to foster relations with customers. According to Constantinides, Lorenzo and Gómez Borja (2008) "Business executives like Jonathan Swartz, President and CEO of Sun Microsystems, Steve Jobs CEO of Apple Computers, and McDonalds Vice President Bob Langert post regularly in their CEO blogs, encouraging customers to interact and freely express their feelings, ideas, suggestions, or remarks about their postings, the company or its products".[15] Using customer influencers (for example popular bloggers) can be a very efficient and cost-effective method to launch new products or services[18] Among the political leaders in office, Prime Minister Narendra Modi has the highest number of followers at 40 million, and President Donald Trump ranks second with 25 million followers.[19] Modi employed social media platforms to circumvent traditional media channels to reach out to the young and urban population of India which is estimated to be 200 million.
While the free plan is not super robust, it still allows for two queues (which is a destination to publish posts), the ability to schedule three posts per queue, link shortening, browser extensions, an integration with Zapier, as well as standard support. The free plan can also be used for a variety of social platforms like Google+, Facebook, LinkedIn, Twitter, and Tumblr. 
In a nutshell, building a strong social media community is all about fostering engagement. The more relevant engagement within your community, the more valuable it becomes to users. You should also keep a close eye on which topics and content types (videos, memes, quotes, etc.) perform best and use that information to shape your community-building in the future.
That said, Facebook can be an incredibly powerful way to use social media for advertising. It’s a database of information that you can use to deliver targeted ads to your ideal customers. If you amplify content that’s set up to produce engagement (likes, shares, comments) such as a viral video, you can generally lower the cost of your advertising, so keep that in mind.
As an entrepreneur, it’s difficult to decide which content will resonate most with your audience. If you’re ever unsure about what to post on your social media channels, it’s a great idea to look to other brands in your niche. Take a look at the content which they’re posting, measure how it performs, and think about what you can do to make sure that your social media content stands out from the crowd.
Social Media Marketing Involves Risk: Social media marketing entails risks that could backfire on any brand. Failure to check or update social media accounts could result in customer discontent and subsequently negative comments about a product or service. In cases such as this, a company will need somebody to monitor accounts who can provide immediate response to prevent such events from happening again. Bad comments do not just damage businesses they do so permanently.

In addition, social media platforms have become extremely aware of their users and collect information about their viewers to connect with them in various ways. Social-networking website Facebook Inc. is quietly working on a new advertising system that would let marketers target users with ads based on the massive amounts of information people reveal on the site about themselves.[109] This may be an unethical or ethical feature to some individuals. Some people may react negatively because they believe it is an invasion of privacy. On the other hand, some individuals may enjoy this feature because their social network recognizes their interests and sends them particular advertisements pertaining to those interests. Consumers like to network with people who have interests and desires that are similar to their own.[110] Individuals who agree to have their social media profile public, should be aware that advertisers have the ability to take information that interests them to be able to send them information and advertisements to boost their sales. Managers invest in social media to foster relationships and interact with customers.[111] This is an ethical way for managers to send messages about their advertisements and products to their consumers.

With SMMS, organizations can better manage multiple social media pages. Since many companies maintain multiple social pages for marketing purposes, SMMS can help them manage this otherwise complicated task. It can likewise enable users to aggregate all messages regardless of social media accounts and put them in a single storage. Another strength of SMMS is its capability to nurture relationships with customers. Some systems can keep tabs on conversation history, enabling users to personalize customer experience.


The insights gleaned from your audience personas should be used to tailor your social media marketing strategy and help you to develop clear strategies to ensure you engage with all target audiences on social media. Audience personas should inform content creation, marketing campaigns, ad targeting, and more to ensure conversions against your goals.
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