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What is Social Media Marketing
When marketing enters the equation, the object and use of a social media site become a vehicle to gain more traffic and attention from the use of the site. These sites are often used to create content that users will share with their social network. The use of the social media site is employed expressly for the sole purpose of creating more brand exposure for a company, service, or website and to broaden a customer base. This is often done through the creation of engaging content, status updates, blog posts, tweets, and engaging with a target audience through chat, and photos. Because social media websites can vary greatly, the marketing strategies employed often vary from site to site.
Social Media Optimization (SMO)
Social media marketing (SMM) utilizes a technique called social media optimization (SMO), which is similar to search engine optimization in that it is used to draw a specific target audience to a website. It’s often done by adding social media links to content, promoting activity by updating statuses or tweets, or blog posts. The media links can be created through RSS feeds and sharing buttons. These activities have been proven to be powerful when it comes to enhancing brand exposure and building customer relationships, both existing and new.
SMM Garners Direct Feedback
One of the biggest benefits of social media marketing is the ability to get direct feedback from both existing and potential customers which in turn adds a personal touch to the company’s image. Because social media is an interactive platform, the target audience is free to ask questions and make comments and even express complaints with the real possibility of being heard. This component of social media marketing is labeled social customer relationship management or social (CRM). The ability to engage with a target audience is a powerful way to get an authentic view of how an audience perceives your brand.
The FTC Now Includes Rules for SMM
Popular social media websites like Facebook and Twitter have increased the prevalence of social media marketing. As a result, the Federal Trade Commission has updated its policies to include social media marketing. The FTC rules for SMM explain that if a company provides free services or products to a blogger or online commenter to generate positive communication or feedback, the comments from the blogger or commenter are legally considered endorsements. This means that there is a joint responsibility between the blogger and the company to ensure that the incentives are transparently presented and that the blogger’s posts don’t contain any misleading or untrue statements. The comments should also comply with the FTC’s rules regarding unfair or deceptive advertising.
Social media marketing is a technique employed to create brand exposure and drive more traffic to a website through the use of a social media platform. These techniques are put in place to highlight or optimize a website through the use of different social actions. These actions are often set up to create feedback and engagement with a target audience. Social media marketing has become so popular that the FTC has expanded its rules to include this type of marketing as well, in its outline of legally binding rules and policies.