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Brig's Handbook of Methods & Research in Understanding Social Media (2 Volumes)


Daniel Zeng, Chuan Luo,et al.

Publisher: Brigs Academics


(For Online Orders)

About the Book

"Social media are computer-mediated technologies that facilitate the creation and sharing of information, ideas, career interests and other forms of expression via virtual communities and networks. Social media marketing is becoming a more mainstream and effective trend among businesses of all sizes, as leaders have proven to be steadfast in these endeavors amid reports that conversions are not as high as in other channels. This does make good business sense, though, as there should never be one solitary goal in an advertising strategy, but rather the objective of gaining visibility, conversions, loyalty, trust and brand stature through several initiatives. Trends have started to surface in social media advertising, some of which have been a bit more subversive than others, and all should indicate what marketers should be striving for in these strategies. Transformations are taking place rapidly, but keeping ears to the ground and noses to the grindstone will help to ensure businesses keep pace with changes and capitalize on opportunities as they arise. Social media networks are a major resource for both small and big businesses that are looking to promote their brands on the Internet. The platforms are easy to use and some of them even have paid advertising options for businesses that want to reach new audiences. However, just because your business needs to be on these platforms doesn’t mean that it has to be on every other social media site. To properly utilize the power of social media you need to know the most popular social media sites and identify the ones that work best for your business to avoid spreading yourself too thin. Marketing-Interactive recently reported that while many companies have started to use paid advertising tools and services on social media channels, these might not be the optimal approaches at all. As a note, several social media sites are just now beginning to build out their small business marketing platforms, meaning that there will still be plenty of time for these paid ad solutions to improve and progress in the coming years. However, paid social media might not ever be the best approach to marketing through these channels and platforms. According to the news provider, organic social media branding is currently king in this space, with companies that achieve success in growing their base through smart, engaging and what is referred to as 'earned' strategies outpacing competitors that solely rely on paid ads."