book.chapter Navigating social media marketing

In today's digital age, the ubiquity of mobile phones and the prevalence of social media usage have significantly transformed the dynamics of marketing. Social media is not only replacing traditional marketing methods but also other digital marketing strategies. The target market has become increasingly mobile, necessitating businesses to adapt to this trend to effectively reach potential customers. Effective marketing involves narrating your story in a compelling manner that persuades people to purchase what you're selling. This principle remains constant. However, the methods of telling the story, the timing, the platforms used, and even the storytellers are continually changing, especially in this fast-paced, mobile world. In recent years, marketers have categorized their campaigns into three distinct types: traditional (print, TV, etc.), digital (email, banner ads, pay-per-click), and social (Facebook, Pinterest, Twitter, Tumblr, etc.). The impact and effectiveness of traditional and digital marketing are gradually declining, while social marketing is thriving. This trend is not surprising given the 325 million mobile phone subscriptions in the United States alone. Observing any public space reveals people engrossed in their smartphones and tablets, with about half of them using these devices to connect to their social networks. The extensive use of social media indicates its potential to become the most effective marketing tool for businesses. The influence of social media on traditional and digital marketing is expected to continue growing, becoming an unstoppable force. Utilizing social media for marketing is becoming a necessity rather than an optional strategy. As of the end of 2013, there are five social media networks with significant scale. Although these platforms share common features, they also have unique strengths and weaknesses. To effectively use these platforms for marketing, it's crucial to tailor your content to leverage the respective strengths of each platform. Traditional marketing primarily focused on compelling people to act on an offer. However, in social media, constant hard selling is ineffective and can lead to audience disengagement. Instead, social media users expect businesses to pay attention to them, allow them to express their opinions, and more before they consider doing business. Therefore, the smart marketing strategy for social media involves starting a conversation with consumers, responding to their questions, and only making offers after they have warmed up to you and given you permission to do so. The concept of selling more by telling stories on social media may seem counterintuitive initially. However, the key is to deliver great stories with your micro-content. These stories should not only inform people about your product or service but also inspire them. You need to tell the stories your future customers want to hear and grab their attention by providing value first. Only after investing in the relationship should you ask for their business. Great content and compelling social media stories have several characteristics. They should be native to the platform you're using, be a natural part of the conversation, not make demands, leverage pop culture, be micro-sized, and be consistent and self-aware. By adhering to these principles, regardless of the platform used, you can achieve success in social media marketing. The strategy involves continuously engaging with people, discussing what they're talking about, adapting to changes in their conversations, and making appropriate offers that align with their discussions.