Social Media Marketing - PowerPoint Presentation Example

SOCIAL MEDIA MARKETING Overview Social Media marketing is the recent way that continues to revolutionize modern marketing and business practices. Companies have seen the great opportunities that exist on social media and have heavily investment in different infrastructure that can enable them make good use of this platform. This presentation discusses how companies can use this strategy in order to improve their business and overall marketing aspects. Slide 1. SOCIAL MEDIA Advances that continue to be witnessed in information and technology have improved modern business practice. It is important to appreciate the fact that modern business management is much different from the way it used to be several decades ago (Austin, Stevenson & Wei-Skillern, 2006, p, 34), thanks to modern inventions in information and technology. Today, it is increasingly common to see people selling and buying products and services online. Companies have invested in this technology making to engage actively in social media to enhance their presence to their clients (Crainer, 2000, p, 250). The social media has also been seen as the fastest way that people can receive information (Johnson, Whittington & Scholes, 2011, p, 67), as a matter of fact all broadcasting services rely on this platform in order to get first hand information for their broadcasting. In future, it may be possible that business practice will least be carried out in certain physical location as it has been the case. Therefore; Advances that continue to be witnessed in information and technology have improved modern business practice. modern business management is much different from the way it used to be several decades ago The social media has also been seen as the fastest way that people can receive information. Slide 2. How it Works In order to work with social media, the process appears to be simple, something that has attracted people to it. I.T specialists in a company only require signing up for an account in any of the social media platforms and creating their profile. They then send requests to people to attract them to sign up and create accounts. The most importance thing is to keep updating the profile so that it is appealing to clients as much as possible (Baldwin, 2009, p, 102). People will always want to associate with company sites that are active and engages them in live forums to answer their questions and address the concerns that they have To work with social media effectively, there should be mechanisms by which a company has personnel who are abreast with changing trends in the field. It is important to know that clients, and mostly young people who are the majority on social media have their own preferences and tastes. It is the understanding of this issues that should give a company a cutting edge in addressing them while at the same time, remaining relevant in their own practices. In order to work with social media, the process appears to be simple, something that has attracted people to it They then send requests to people to attract them to sign up and create accounts. To work with social media effectively, there should be mechanisms by which a company has personnel who are abreast with changing trends in the field. Slide 3. THE INTERNET It is important to point out that the internet has become a central phenomenon in current times. It is true to also point out that, without this concept, modern societies stand to struggle in maintaining stability in most of their systems of life. The internet acts a vital function in people’s social and economic life. It is important in the growth and development of businesses, social, political and legal institutions. The internet provides s platform which facilities decision-making processes in various aspects of business. It plays a major role in establishing marketing strategies and patterns that can give the business a competitive advantage over its rivals (Kathleen, et al 1994, p, 20. Kotler, 2005, p, 199). The world of business has witnessed changes as a result of persistent growth and developments in technology. It is evident that the internet still has many opportunities that are still unexploited and can revolutionize business practice. Social media has so far been one of the best inventions that continues to influence decisions that affected business practice on daily basis. It is important to point out that the internet has become a central phenomenon in current times. It is important in the growth and development of businesses, social, political and legal institutions. It plays a major role in establishing marketing strategies and patterns that can give the business a competitive advantage over its rivals. The internet still has many opportunities that are still unexploited and can revolutionize business practice. Slide 4. THE INTERNET AND SOCIAL MEDIA The internet plays an important role in the establishment of a two-way model for communicating with customers. This aspect of business practice is still new and important to business’ sales and marketing department (Kotler, P. (2003, p, 230. Kotler, Keller, 2007, p, 788). It is important that marketing personnel do their best so as to come up with ways of how to integrate this technology with their marketing objectives. A business that can be termed as being successful is one that is able to exhibit constant communication and contact with its clients. This is only possible by use of the social media platform on the internet. The internet plays an important role in the establishment of a two-way model for communicating with customers. It is important that marketing personnel do their best to come up with ways of how to integrate this technology with their marketing objectives. A business that is successful is one that is able to exhibit constant communication and contact with its clients. Slide 5. THE INTERNET AND SOCIAL MEDIA The concept of social media is usually linked to social networks, however, the real aspects of social networks deals with a broad range of activities (Chell, 2007, p, 10-1. Dart, 2004, p, 420). social media may includes simple web pages and blog spots, electronic shops and markets that is aided by social elements. in addition it also includes different types of discussion forums, multimedia and different other forms of online activities that inspire people to purchase goods and service. The concept of social media is gaining reception fast in modern businesses and social institutions. For this reason, the term does not have single definitions, while other people refer to it as “new media,” there are those who know it as online media. Marketers use social media to determine customer’s tastes and preferences as well as their feedback about business practice. The concept of social media is usually linked to social networks, however, the real aspects of social networks deals with a broad range of activities. In addition it also includes different types of discussion forums, multimedia and different other forms of online activities that inspire people to purchase goods and service. The concept of social media is gaining reception fast in modern businesses and social institutions. Slide 6. THE EXTENT OF SOCIAL MEDIA One of the main arguments for social media is in the fact that its contents can be constantly updated depending on the feedback of its users. In addition, the contents of the media can be edited immediately and fast. It is important to understand that many people are always on the internet trying to search different kinds of information for their own use. In order to make the search process easier and fast, there is a new concept that is integrated in the internet technology referred to as Search Engine Optimization. When effectively used, the strategy improves the search process of social media, making it fast and easy. Social media draws from a wide range of its building units, these are social networks, which include; facebook, LinkedIn, Myspace among others, there is blogs spots and the while field of micrology of which twitter is its best example. There is also discussion forums for questions and answers that have Yahoo! Answers as the best example. Others include virtual worlds, shared multimedia just to make the long list short. One of the main arguments for social media is in the fact that its contents can be constantly updated depending on the feedback of its users. In order to make the search process easier and fast, there is a new concept that is integrated in the internet technology referred to as search engine optimization. Social media draws from a wide range of its building units, these are social networks among many others Slide 7. SOCIAL MARKETING Social marketing refers to promotional strategy or presentation of business ideas, goods and services using social media. This is a trend that is fast taking root in modern businesses. Marketers have realized and the found an opportunity in the increasing popularity of social media. Social media is simply a way that marketers can use to engage their potential clients in live online forums so that they can persuade them to accept, change or do away with certain ideas or concepts (Janouch, 2010, p, 304). In order to do effective social marketing, marketers need to understand some of the important rules and regulations as well as best procedures. In as much as social marketing has been a concept that is being widely adopted, there are still efforts behind done to establish the legal and ethical frameworks to guide its usage (Bradburn, 2005, p, 243), marketers should therefore use this method in their best interest and enhance good competition as well as business practice. Social marketing refers to promotional strategy or presentation of business ideas, goods and services using social media. Social media is simply a way that marketers can use to engage their potential clients in live online forums so that they can persuade them to accept, change or do away with certain ideas or concepts Marketers should therefore use this method in their best interest and enhance good competition as well as business practice. Slide 8. ETHICAL CONCERNS OF SOCIAL MEDIA Social media is a large umbrella that is used to refer to different kinds of social interactions which are facilitated by a matching set of special tools, most of which are run by the internet. When compared to traditional forms of marketing, social media has far many different features (Kenneth, Clow & Donald, 2008, p, 20-1). When content is created and published on these tools, the speed and its scope ensures that it reaches millions of audiences across the world instantly. The tools that facilitate social media area usually available at low costs in comparison to other types of media, at the same time, one does not necessarily need to have much knowledge about its use. This is perhaps one of the reasons why many people can use it and publish many kinds of information. Social media is a large umbrella that is used to refer to different kinds of social interactions which are facilitated by a matching set of special tools, most of which are run by the internet. When content is created and published on these tools, the speed and its scope ensures that it reaches millions of audiences across the world instantly. This is perhaps one of the reasons why many people can use it and publish many kinds of information. Slide 9. ETHICAL CONCERNS OF SOCIAL MEDIA Social media is characterised by many interactions between the parties involved. Something that is not experienced in traditional forms of marketing. Users of social media have the ability to comment and edit any kinds of material that is published; this is something that makes it pretty difficult to effectively control the content that is shared (Crane & Matten, 2007, p, 1.Fisher & Lovell, 2009, p, 1). One of the important things to understand about this media is that it blurs private and public boundaries especially when personal information relating to individuals and institutions finds its way into the public domain. In addition, the restrictions between personal and occupational life becomes blurred when companies engage social media for their business practices. In this case, employees are able to access useful information about their work place, changes and different other aspects. it is this special characteristics about social marketing that opens the door to various issues of ethical concern to the business. Social media is characterised by many interactions between the parties involved, something that is not experienced in traditional forms of marketing. One of the important things to understand about this media is that it blurs private and public boundaries especially when personal information relating to individuals and institutions finds its way into the public domain. Slide 10. INTEGRITY CHALLENGES Companies will always have special personnel to handle matters of information and technology on its behalf. When such an employee uses the media in an unlawful manner in terms of content that is published or pictures uploaded, it affects the reputation of the business and its overall commitment to ethical practice (Baker, 2009, p, 1. Fisher, 2011, p, 1). In addition, employees may post hurting and negative feedback on the company practice and management, something that they may not control effectively (Mellahi & Wood, 2003, p, 56. Ochman, 2009, p, 1). It is imperative to point that while some organizations have disciplined and respectful employees who understand the extent of their comments (Markoff, Sengupta, 2011, p, 1), other do not have, and their contributions on social media can ruin the integrity of the entire business. Companies will always have special personnel to handle matters of information and technology on its behalf. When such an employee uses the media in an unlawful manner it affects the reputation of the business and its overall commitment to ethical practice. In addition, employees may post hurting and negative feedback on the company practice and management, something that they may not be control effectively. Slide 11. ADVERTISING AND MARKETING PRACTICES. The speed and degree to which social media appeals to many people across the world presents it as an effective marketing tool for most businesses. Just like any other kind of marketing tool, it is the duty of marketers to conduct good marketing practices in a responsible manner. The nature of social media enables companies to engage their clients at a much closer level compared to any other kinds of media. The decision to post videos, pictures, and other kinds of expressions and observations in social media is personal. Marketers should understand that it takes only a single act to ruin the reputation and impression of advertisement when the content published goes against advertisement and promotional norms. The speed and degree to which social media appeals to many people across the world presents it as an effective marketing tool for most businesses. The nature of social media enables companies to engage their clients at a much closer level compared to any other kinds of media. The decision to post videos, pictures, and other kinds of expressions and observations in social media is personal. Slide 12. ADVERTISING AND MARKETING PRACTICES. It is common practice for companies to create profiles on social media in a bid to attract clients. By creating their profiles to look attractive, they are able to effectively advertise their products giving the special features that can facilitate purchase decisions from clients. In order to avoid having misleading information about products and services, employees will always make declaration that they are acting on behalf of the company, this is through writing of product reviews. The ability of a company to meet reasonable rivalry in the market can be threatened by the inability of the employee to adhere to reasonable rivalry practices. For instance, they may take company matters into their own hands and end up suing the media in an unethical manner to damage the reputation of the company’s competitors. It is common practice for companies to create profiles on social media in a bid to attract clients. In order to avoid having misleading information about products and services, employees will always make declaration that they are acting on behalf of the company, this is through writing of product reviews. Slide 13. RECRUITMENT PRACTICES. Some companies use one or more social media platform to do recruitment and screening of their potential employees. This process appears to be fast and cost effective to both potential employees and the company. However, this method has raised serious questions about ethical issues concerning the judgments made about views by potential employees. It is believed that some employers can make biased judgments and at the same time, potential employees can cheat on the information that they give. This means that either of the parties has higher chances of making wrong decisions. Instead, such serious activities should involve both parties meeting openly and sharing their views. Some companies use one or more social media platform to do recruitment and screening of their potential employees. This method has raised serious questions about ethical issues concerning the judgments made about views by potential employees This means that either of the parties has higher chances of making wrong decisions. Instead, such serious activities should involve both parties meeting openly and sharing their views. Slide 14. GUIDANCE ON APPROACHES TO EFFECTIVE USE OF SOCIAL MEDIA In order to effectively deal with the rising ethical concerns about the use of social media in business practice, companies to make some important considerations. For instance, they should make a full evaluation of the potential risks and challenges that are bound to arise before engaging the media. Companies should then establish special policies that can govern how its employees use the media on behalf of the company. The policies made in this context should be in tandem with the ethical practices that exist in the company and the entire industry. There are two main areas that policy needs to address that is; personal use of the media by employees and secondly, the use of the media to represent company interests (Gordon, n.d, p, 1, Husted, & Allen, 2011, p, 27). In order to effectively deal with the rising ethical concerns about the use of social media in business practice, companies to make some important considerations. Companies should then establish special policies that can govern how its employees use the media on behalf of the company. There are two main areas that policy needs to address that is; personal use of the media by employees and secondly, the use of the media to represent company interests. Slide 15. GUIDANCE ON APPROACHES TO EFFECTIVE USE OF SOCIAL MEDIA The policies created should be clear that employees do not stand to be judged for their personal activities and opinions as long as they are made in accordance with the existing laws. Similarly, the comments should be deemed offensive to the company and fellow employees as well as should be in reference to the way of life in the company. companies should take the responsibility to train their employee about security settings of employee accounts so that they can apply them on their own accounts (Brodie, 2009, p, 1. Gillis, 2010, p, 1. Friedman, 1970, p, 33). Alternatively, some companies may require their employees to disclose the employer details so that it can be easy to monitor and control what they do o social media. The policies created should be clear that employees do not stand to be judged for their personal activities and opinions as long as they are made in accordance with the existing laws. Companies should take the responsibility to train their employee about security settings of employee accounts so that they can apply them on their own accounts. Some companies may require their employees to disclose the employer details so that it can be easy to monitor and control what they do o social media. Slide 16. CONSULTATIONS IN MAKING SOCIAL MEDIA POLICIES In order to develop better social media policies, companies should engage their employees in reaching consensus. This engagement is vital in scaling the scope of monitoring and control that companies can have on the employee’s social media accounts. This approach is important so that the control mechanisms can be as fair as possible to both employees and their employer. It is the duty of the business to manage the expectations of its stakeholders in an effective manner. This means that setting special policies is essential in maintaining the interest of stakeholders and protecting the integrity of the business as a whole. In order to develop better social media policies, companies should engage their employees in reaching consensus. This engagement is vital in scaling the scope of monitoring and control that companies can have on the employee’s social media accounts. It is the duty of the business to manage the expectations of its stakeholders in an effective manner. Slide 17. EFFECTIVE BUSINESS MANAGEMENT PRACTICE ON SOCIAL MEDIA From the foregone discussion it is evident that social media is an integral tool of an effective global marketing strategy (Werther, & Chandler, 2005, p, 324. Werther & Chandler, 2006, p, 432). Without using social media to manage marketing requirements, companies can face extreme challenges in the globalization processes and reaching of different world markets. Companies should make worthy investments into infrastructure that can facilitate effective and efficient use of social media platforms. Companies should make a careful selection and analysis of the target group so that their efforts do not become unsuccessful. Identification of the target group is important in channeling the specific needs of that group as opposed to generalizing their approaches. That social medium is an integral tool of a valuable global marketing plan Without using social media to manage marketing requirements, companies can face extreme challenges in the globalization processes and reaching of different world markets. Companies should make a careful selection and analysis of the target group so that their efforts do not become unsuccessful. Slide 18. SUCCESSFUL SOCIAL MEDIA PRACTICE In order to use the social media and achieve excellent results, companies should observe the following considerations; first, they should set comprehensible targets relating to social media communication as well as approaches that will strengthen the success of the different business activities. Preparation is important, before embarking on any social media strategy; companies should ensure that they make adequate and reliable preparations. Full preparations before involvement in any social media activities help to forecast and alleviate drawbacks that can lead to negative results. In order to use the social media and achieve excellent results, companies should observe the following considerations. They should set comprehensible targets relating to social media communication. Companies should ensure that they make adequate and reliable preparations. Slide 19. SUCCESSFUL SOCIAL MEDIA PRACTICE There are many social networking tools available on the internet; the company should make proper analysis and selection of those tools that will be appropriate for the company in reaching its targets. A good social networking tool chosen should be well known so that the company can get the much needed publicity and at the same time make good use of its wide range of users. In addition, the company should provide clarity of whether employees will be engaged in paid advertisements or different other types of promotion, this is important to analysis the costs effects of either methods. After doing this, the company should train their employees effectively in the use and implementation of this method. This will alleviate any disappointments in the event employees may use the media in an unlawful manner (Oweis, 2007, p, 1. Owyang, 2011, p, 1) The company should make proper analysis and selection of those tools that will be appropriate for the company in reaching its targets. A good social networking tool chosen should be well known so that the company can get the much needed publicity and at the same time make good use of its wide range of users. Slide 20. RECOMMENDATIONS. Very many ways can be used in order to reduce overhead costs in business management and practice. some of them include the use of technology, the internet has so many opportunities including its ability to reduce marketing product expenses that can be deeply felt is the business was to stick to its conventional methods of marketing. Slide 22. CONCLUSION  Modern practice is changing fast, in order to remain relevant in the current past, businesses should keep abreact with these changes and requirements. One of the areas that requires serious investment is the field of information technology (Orsato & Renato (2009, p, 60), most successful business have a large information bank which is made available by excellent information and technological infrastructure. At this rate, there seems to be no substitute for business development approaches, disregard of technology is inevitable except only for businesses that do not care about the growth and success patterns. Modern management practice is changing fast, in order to remain relevant in the current past, businesses should keep abreact with these changes and requirements. Successful business have a large information bank which is made available by excellent information and technological infrastructure. Possible questions How can I start using social media marketing? is it appropriate to focus on using it first and getting full mastery of it before using it on my clients or do I learn about it by trying it on my clients? It is important to understand that many people think that using social media is a one-day process after which they can implement it for their clients. A business should understand that doing effecting marketing on social media is more than just having an account on facebook, twitter or LinkedIn. Knowing how to tweet and tag does not make one a professional marketer on social media. the process requires that marketing personnel conduct effective pilot programs within the business or using other reliable approaches in order to be sure that they in a position to handle any of the challenges that are bound to arise. If a particular marketing manager is not sure about the small issues that are critical to the success of the media, then it is prudent to wait and create a successful pilot program, analyse the effectiveness of the medium and role it up, failure to do this can expose the business imminent failure and collapse. It is important that the business protects its reputation before its clients; the business has to stick to its core competencies, where possible it can opt to make a partnership with another entity so that it can master the basics of effective social media marketing. Of all the available tools for use on social media marketing, which one of them is the best to begin with? Choosing the best tool for an effective social media marketing largely depends on the prevailing objectives in the business. A marketing manager needs to determine clearly, what he is exactly trying to do; he should clearly define his target market. There are many sites on social media that can be effective solutions to the manager’s analysis. The manager can choose to use a blog, twitter, facebook or LinkedIn among the many tools available. Other tailor made sites appeal to the specific environment in which the business is existing; some of them include “Care2” for, animals or issues related to human rights. For businesses which are based in graphic designing and related fields, there is “Behance.” there will always be a specific tool which addresses the specific needs of the business. However, in order to create a professional impression and establish a good start, the best place to begin with could be LinkedIn, to sign up is simple, the site has simple and easy steps that a business’ I.T personnel can follow in order to create login details without any problem. thereby, the business can go on to incorporate other sites depending on the prevailing growing needs of the business. BIBLIOGRAPHY. Austin, J., Stevenson, H. & Wei-Skillern, J. (2006), Social and Commercial Entrepreneurship: Same, Different, or Both? Entrepreneurship Theory and Practice. Thomson Learning; United Kingdom: Baker, A, (2009). Phishing scams continue to plague social media sites. Wise Bread. Viewed 10 April 2014. Retrieved from < http://www.wisebread.com/phishing-scams-continue-to-plague-social-media-sites> Baldwin, A. (2009), Creativity, Social Benefit and Job Creation: The Potential for Social Entrepreneurship. Martin Prosperity Institute,Ontario, Bradburn, R. (2005). 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