Social media marketing refers to the process of gaining traffic or attention through social media sites.Social media itself is a catch-all term for sites that may provide radically different social actions. For instance, Twitter is a social site designed to let people share short messages or “updates” with others.
College students (33%) form the largest demographic of active social media users; working women and non-working women comprise just 7% and 11% respectively For many connected users in India, access to the Internet is primarily for accessing social media networks. According to a report by the Internet and Mobile Association of India (IAMAI), 66% of the 180 million Internet users in urban India regularly access social media platforms. The most popular activities on social media include maintaining one’s own virtual profile on the likes of Facebook and Twitter, posting and sharing an update as well as replying to something a friend has posted. While college students (33%) form the largest demographic of active social media users in India, working women and non-working women register just 7% and 11% respective share in that user base.
When marketing online, you design websites, run display advertising,publish videos to YouTube, and push your website listings higher up in the search engine rankings to promote and sell products. It’s easy to forget how people actually buy. It’s easy to assume that the potential customers are lonely people crouched over their computers late at night, choosing what products to add to a shopping cart isolated from the real world and their family and friends.
But in reality, that’s not how people buy online today. It might have been the case in the early days of the web, when the people spending time online were the early adopters and the mavericks, the ones willing to take the risk of putting their credit card numbers into a computer hoping for accurate charges and secure transactions. In those days, few people bought online, and the
ones who did were on the fringes of mainstream society.
Those days are over now. With nearly 280 million people using the web on a regular basis in the United States alone and approximately 2.9 billion users globally, using the Internet has become a mainstream social activity. Consumers approach purchasing online differently, too, and as a result, you need to approach your marketing online differently as well. Your approach must incorporate influence and the different roles that people play in the realm of social media, especially because social media itself has changed over the last decade.
Google Plus (also known as Google+) is a social networking service from Google. Google+ launched with a lot of fanfare as a possible competitor to Facebook. The idea is pretty similar to other social networking services, but Google attempts to differentiate Google+ by allowing more transparency in who you share with and how you interact. It also integrates all Google services and displays a new Google+ menu bar on other Google services when you’re logged into a Google account.
Google+ makes use of the Google search engine, Google Profiles, and the +1 button. Google+ originally launched with the elements of Circles, Huddle, Hangouts, and Sparks. Huddle and Sparks were eventually eliminated.
Facebook is a popular free social networking website that allows registered users to create profiles, upload photos and video, send messages and keep in touch with friends, family and colleagues. The site, which is available in 37 different languages, includes public features such as
LinkedIn is a social networking site designed specifically for the business community. The goal of the site is to allow registered members to establish and document networks of people they know and trust professionally.
A LinkedIn member’s profile page, which emphasizes skills, employment history and education, has professional network news feeds and a limited number of customizable modules. Basic membership for LinkedIn is free. Network members are called “connections.” Unlike other free social networking sites like Facebook or Twitter, LinkedIn requires connections to have a pre-existing relationship.
With basic membership, a member can only establish connections with someone he has worked with, knows professionally (online or offline) or has gone to school with. Connections up to three degrees away (see six degrees of separation) are seen as part of the member’s network, but the member is not allowed to contact them through LinkedIn without an introduction. Premium subscriptions can be purchased to provide members with better access to contacts in the LinkedIn database.
LinkedIn was co-founded by Reid Hoffman, a former Executive Vice President in charge of business and corporate development for PayPal. The site, which was launched in May 2003, currently has over 300 million members from 200 countries, representing 170 industries. According to Reid Hoffman, 27 percent of LinkedIn subscribers are recruiters.
Microsoft acquired LinkedIn in June of 2016 for $26.2 billion
Twitter is a free social networking micro blogging service that allows registered members to broadcast short posts called tweets. Twitter members can broadcast tweets and follow other users’ tweets by using multiple platforms and devices. Tweets and replies to tweets can be sent by cell phone text message, desktop client or by posting at the Twitter.com website.
The default settings for Twitter are public. Unlike Facebook or LinkedIn, where members need to approve social connections, anyone can follow anyone on publicTwitter. To weave tweets into a conversation thread or connect them to a general topic, members can add hashtags to a keyword in their post. The hashtag, which acts like a meta tag, is expressed as #keyword.
Tweets, which may include hyperlinks, are limited to 140 characters, due to the constraints of Twitter’s Short Message Service (SMS) delivery system. Because tweets can be delivered to followers in real time, they might seem like instant messages to the novice user. But unlike IMs that disappear when the user closes the application, tweets are also posted on the Twitter website