Social Medias revolutionized the life of millions of people. Their habits, how they socialize, how they communicate, the way they share experiences and opinions. We can define Social Medias as a hub of information, in which the monologue (one to many) of Web 1.0 has become the dialogue (many to many) of Web 2.0 -
Just think of Facebook, with its one billion members: 80% of its users mainly prefer social networks to engage with Brands. This is a figure for Marketing not to be disregarded.
In short, today more than ever Social Media is an important factor for strategic communication with the customer.
Social Medias behave differently from traditional media, such as television, newspapers, radio. Considering, for example, the economic side: Social Media offer to both enterprises and private users, a variety communication tools at relatively low cost (about 60% less, according to Hubspot.com) for the distribution of content, allowing to communicate with either groups of consumers or individuals. Using traditional media, doing the same would result in heavy financial investments. This is mainly because the channels of mass communication are private or state-
Another difference is found in the interactivity offered by the media. Once a wrong content is published, the newspaper article can not be changed. The contents of Social Media can be modified at any by changingthe the original text of the post.
Moreover, another important factor about Social Media is the lifetime of the contents: on traditional medias, advertising contents last much less than on the web. Once pubblished, an advertising on magazines may last up to one month maximum. On the web, contents of any kind will stay untill deleted by the owner of that site. Therefore, contents may remain uploaded and available for consultation through the years.
However, what narrow Social Media to traditional media is the ability to reach the public. A post on a blog, a video on YouTube, can actually reach thousands or even millions of people in no time as it happens with an advertisement on TV
Microblogging: information in real time.
Some Social Media, such as Twitter, work as news aggregators in real time. The tweets used by users in real time have documented many exceptional events, disasters, news events where the traditional media had their time needed to spread the news. Earthquakes such as the one in Mexico City or on the occasion of the earthquake in Los Angeles in 2009, 50,000 tweets were sent by people present at the site several minutes before the mass media were able to announce the news through their channels. January 15, 2009 when the U.S. Airways flight 1549 crash-
Social Media Marketing gets its advantages from this new form of interactivity. Let's see how.
Among the many branches of Marketing, Social Media Marketing is one that reflects the needs of businesses and individuals to communicate with the public in a relatively inexpensive, fast and above all efficient way. To achieve this goal the Social Media Marketing intervenes with Public Relations 2.0 strategies to improve online visibility on social networks, virtual communities and aggregators (any software or web application that has the task of seeking information or content on the web and propose them in "aggregate" for a better use -
This generate more immediate and creative dialogue, which allows companies to better listen to their customers needs -
Not only that, in some cases the company website is a place of interaction between company and customer, where the customer become part of the creation of a new product.
The Fifth "P"
In Marketing it is known in the "rule of the Four Ps":
Product (good or service that you are offering),
Price (the price the consumer is willing to pay to receive that good)
Positioning (the activities to bring the goods to the consumer),
Promotion (the set of activities designed to raise awareness of the good to the market).
With the advent of Social Media and Web 2.0, the mix now includes a "Fifth P": People. By this we mean the active participation of the client, which is called to be part of the process of production and refinement of a good or service. This concept is express the direct connection between the company and its audience, and how the latter affects the decisions of the company. The Queen of the market, the Brand, gives up its place of centrality that has preserved for many years and lower itself to the same level of its consumers, communicating with them and following their needs. The Social Media Marketing is the main instrument through which this dialogue is established.
Finally, let's not forget the enormous potential offered by promotional platforms on the Social Media. Through them, a product, a service, an event, it can be advertised virally. In fact, Viral Marketing is another important action of Social Media Marketing. Through the viral spread of interesting or funny contents (often video clips uploaded to YouTube) generates an hype effect, which may reach thousands of users in a few minutes.
The right message ... at the right time.
February 3, 2013. In the Mercedes-
Given the reputation of heavy advertising costs for the event (about 4 Million US Dollars for one thirty-