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SOCIAL MEDIA MARKETING IS A NEW TOOL IN THE BUSINESS
Fedorova E.S.
Fedorova Ekaterina Sergeevna - Master, HUMANITIES FACULTY, RUSSIAN STATE SOCIAL UNIVERSITY, MOSCOW
Abstract: in this article are discussed the current trends in the development of marketing strategy in the media are. The modern world is a consumer society, where it is difficult to gain a leading position in the market. Advertising is used to attract the audience. A few years ago a new concept appeared - Social Media Marketing or SMM.
Keywords: society, business tools, market, internet media, target audience.
МАРКЕТИНГ В СОЦИАЛЬНЫХ СЕТЯХ — НОВЫЙ ИНСТРУМЕНТ В
БИЗНЕСЕ Федорова Е.С.
Федорова Екатерина Сергеевна-магистрант, гуманитарный факультет, Российский государственный социальный университет, г. Москва
Аннотация: в данной статье рассматриваются современные тенденции развития маркетинговой стратегии в СМИ. Современный мир - это общество потребления, где трудно завоевать лидирующие позиции на рынке. Все чаще рекламу используют для привлечения аудитории. Несколько лет назад появилось новое понятие — Social Media Marketing или SMM.
Ключевые слова: общество, бизнес-инструменты, рынок, интернет-СМИ, целевая аудитория.
The modern world is a consumer society, where companies or private entrepreneurs are struggling to attract the public to purchase their products. The main tool in the struggle for customers is competently built advertising of the product. A few years ago our society passed into the world of social networks, where popularity is measured transferable of subscribers, "I like", comments, comments. In order not to lose interest in the clients of the company were forced to succumb to this new direction.
SMM or Social Media Marketing is the process of attracting attention through the masmedia. This is a complex of activities, which is the use of social media as channels for promoting companies and solving other business problems.
The main task is to create content, information that people will distribute through social networks themselves, in the aftermath without the participation of organizer s. Nowadays companies and individual entrepreneurs believe that messages transmitted over social networks cause more confidence among potential consumers of a product or service.
To promote your product in social networks allows you to impact point-by-point the audience, also choose the sites where this audience is more represented, and the most appropriate ways of communicating with it, while least affecting people who are not interested in this advertisement.
Differences of this type of marketing from all the usual advertising are: the presence of feedback from customers, which helps to eliminate shortcomings and turn them into virtues; increase customer loyalty; increase brand awareness.
What do SMM experts do to increase interest of the product and attract new customers?
A SMM-manager is a specialist in marketing in social media as well as a set of measures to promote Web sites, products or services using media of various types (Internet, television).
A social media specialist in requires a high level of computer literacy in the field of creating and filling websites, as well as knowledge of marketing communications strategy. Their responsibilities include: developing a strategy, that is, identifying the target audience, researching the interests of the audience, determining the budget and timing, identifying methods for achieving the goal, selecting the appropriate place for promotion (social network, billboards, company website), determining tactics, monitoring achievement objectives, evaluation of the results of the work done.
The demand for such specialists is growing every day, but there is no such specialty as SMM-specialist in universities. Now such positions in companies are mostly occupied by PR managers or economists who have passed special courses on SMM. In this field one can not unlearn one time and forget about studying, it is possible to become a professional only by mastering certain new tools and constantly increasing skills.
The main skills of SMM-specialist will be: high working capacity, ability to cope with stressful situations, ability to cope with a large flow of information, understand advertising mechanisms, ability to increase user
activity, high communication skills, adaptation of existing content to various formats, journalism skills, conducting analytics, and most importantly - the ability to set a certain goal.
Marketing in social media is a very dynamic process, so you need to constantly monitor the changing interests of the target audience, as well as the emergence of new trends.
The main mistakes in the application of this type of marketing are: placing an excessive amount of information; lack of feedback; use of the same type of content; an incorrect proportion of information and entertainment in the advertising campaign. The pros of this profession are:
- demanded work as the demand in the market of such services is constantly growing;
- low cost of advertising campaigns;
- loyal attitude of users of platforms in comparison with direct advertising of goods or services.
With all the positive aspects of this work, there is one big drawback - company executives do not have a clear idea of the activities of the SMM manager, his/her functions and his/her salary.
Many specialists distinguish the following trends in the promotion of their companies, themselves, goods and services: Yandex Zen is "a new star in content marketing", it is a service of personal recommendations from Yandex; Telegram is a cross-platform messenger that allows you to be deceived by messages and media files of many formats; YouTube is a full platform for promotion; chat-bot is a revolution in social marketing, using this tool you can properly improve the firm's competitiveness.
Today Social media are very popular all over the world. The advantage of marketing in social media is that you can accurately impact your target audience, focusing on gender, age, region and other parameters. The task is to provoke interest among users of products manufactured by companies. Thanks to such advertising, you can promote not only goods and services, companies.
Social media marketing is an effective tool for attracting consumers of certain, selected content through social networks, communities, blogs, forums. The trust of the target audience can only be earned through a properly arranged promotion. Marketing in social media has more in common with PR than with advertising. This is a direct work that involves a large target audience of users for direct and indirect interaction. This tool does not have an instant effect, but it gives a long-term result if properly used.
References / Список литературы
1. Social Media Marketing (SMM). [Electronic Resource]. URL: https://www.investopedia.com/terms/s/social-media-marketing-smm.asp/ (date of access: 06.04.2022).
2. Social Media Marketing (SMM). [Electronic Resource]. URL: https://whatis.techtarget.com/definition/social-media-marketing-SMM/ (date of access: 06.04.2022).
3. What is SMM? - Definition and Guide. [Electronic Resource]. URL: https://sendpulse.com/support/glossary/social-media-marketing/ (date of access: 06.04.2022).
4. Awesome Examples of Social Media Marketing. [Electronic Resource]. URL: https://www.searchenginejournal.com/social-media-marketing-examples/380202/ (date of access: 06.04.2022).
5. Social Media Marketing Examples to Inspire You in 2022. [Electronic Resource]. URL: https://influencermarketinghub.com/social-media-marketing-examples/ (date of access: 06.04.2022).
6. Inspirational Social Media Marketing Examples to Ramp Up Your Campaigns [Electronic Resource]. URL: https://www.webfx.com/blog/social-media/social-media-marketing-examples/ (date of access: 06.04.2022)./
