Social Media Marketing or Marketing via Social Media
The marketing world is rapidly changing, and so are the
methods being used to reach out to and interact with customers. While
traditional print media are still dominant, new media channels such as Twitter
and Facebook are grabbing the marketing world by storm. Examine interactive
marketing opportunities beyond websites, including blogs, vlogs (video blogs),
forums, e-mail campaigns, social networking, communities, podcasts, mobile
computing, and even virtual reality. In addition, study the implications of
this “social media” marketing on customer loyalty and engagement. These new
media allow consumers a greater public voice and role, creating numerous
opportunities and ramifications for marketers as groups share, sell, and swap
goods and information via the digital worlds (extension.ucsd.edu, 2015).
The number of social media users has been increasing
remarkably. This led Facebook, Twitter, YouTube and many others to using these
platforms for marketing and advertisements and develop them innovatively.
Originally used for information, these sites have become an important means of
interaction, which in turn helped remove the communications obstacles between
firms and customers (Atadil, 2011:
11).
Social media marketing has been argued in different ways.
For example, Akar (2010: 33) sees it as ‘‘a means to increase publicity,
promotion of products and services’’.
Weinberg (2009: 3), on the other hand, argues that ‘‘social
media marketing is a process that empowers individuals to promote their
websites, products, or services through online social channels and to
communicate with and tap into a much larger community that may not have been
available via traditional advertising channels”.
Social media marketing is an
advertising platform where social media means are used to enable communication
and brand in the relevant sector (Tuten, 2008: 19).Gunelius (2011: 10) also
argues that ‘‘social media marketing is any kind of direct or indirect
marketing practiced through social web tools such as social checkin and content
sharing sites, social networks, microblogs, and blogs, which are used to create
publicity, promotion and awareness in people towards products and
services’’. Köksal (2012: 28) indicates
that ‘‘social media marketing is the whole process of online activities that
are directly carried out to increase publicity, promotion, image of products
and services’’.Wigmo and Wikström (2012: 20) describes social media marketing
as ‘‘an emerging way of product promotion aiming for marketing as words of
mouth, establishing relations through discussion with customers as opposed to
one-way communication’’.
Weber (2007: 32) stresses that the role of social media
marketing has not changed with the social media, which is still practised in
the same ways: targeting a market, establishing interaction with customers,
creating trust with the same marketing strategies. Weber (2007) advocates the
idea of abandoning the type of conventional marketing strategies where a firm
talks about its own story in a one-way mode and instead giving the customers
the right to talk in the social web for a better promotion and publicity. In
the same way, social media can realize this function in that it allows for
discovering the content, establishing robust relations and increasing
bidirectional interactions as opposed to conventional marketing (İşlek, 2012:
71).
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