This week we learned how to use Social Media to improve our business. We read an article that I though was very helpful to understand social media marketing and gave a better idea of the approach that I can take when using social media.
In Wikipedia there is a complete article about it: https://en.wikipedia.org/wiki/Social_media_marketing
My favorite part about it explains the difference between an active strategy and a passive one:
Active: Social media can be used to target very specific audiences with social media influencers and social media personalities.
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.There are several examples of firms initiating some form of online dialog with the public to foster relations with customers.
Passive: Social media can be a useful source of market information and a way to hear customer perspectives. Blogs, content communities, and forums are platforms where individuals share their reviews and recommendations of brands, products, and services. Businesses are able to tap and analyze the customer voices and feedback generated in social media for marketing purposes; in this sense the social media is a relatively inexpensive source of market intelligence which can be used by marketers and managers to track and respond to consumer-identified problems and detect market opportunities.
We also learned about the importance of participating in the community and creating a network, not just creating a fan page in Facebook but actually use it to listen and socialize with the audience.
Measuring results is also an important aspect when using social media, because it is what allow us to see if our content/site/add is having the desire impact. With Google Analytics is possible to do this. Here is a video that explains it in detail:
Other useful links: