Social media marketing - Wikipedia
Social media marketing is a term that describes the act of using social networks, online communities, blogs, wikis or any other collaborative Internet form of media for marketing, sales, public relations and customer service. Common social media marketing tools include Twitter, blogs, LinkedIn, Facebook, Flickr and YouTube.
In the context of Internet marketing, social media refers to a collective group of web properties whose content is primarily published by users, not direct employees of the property (e.g. the vast majority of video on YouTube is published by non-YouTube employees).
Social media marketing has three important aspects:
Creating buzz or news worthy events, videos, tweets, or even blog entries that attract attention, and become viral in nature. Buzz is the piece that makes social media marketing work, it replicates a message not through purchase of an ad, but through user to user contact.
Building ways that fans of a brand or company can promote it themselves in multiple online social media venues. Fan pages in Twitter, MySpace of Facebook are exactly this.
It is conversational. Social media marketing is not fully controlled by the organization, it allows for user participation and dialogue. Potentially a badly designed social media marketing campaign can backfire on the organization that created it. That is the reason that SMM campaigns must fully engage and respect the users.
According to Lloyd Salmons, first chairman of the Internet Advertising Bureau social media council "Social media isn't just about big networks like Facebook and MySpace, it's about brands having conversations."
The parameters surrounding social media marketing are arguably elusive today; however a growing consensus suggests social media marketing and Social Media are here to stay. Nielsen published a report  suggesting that blogs and social networks make up the emerging social web. The social web includes social media sites and it is a location within which social media marketing takes place.
Social network marketing
Social network marketing or social level marketing, is an advertising method that makes use of social network service and to increase their web presence. This ranges from simply advertising directly on social networking sites, viral marketing that spreads throughout the web, email, and word of mouth, or providing niche social networking sites focused around the item being advertised.
Many sites include features where companies can create profiles. For example, on Facebook companies can create "pages" where users can become fans of this company, product, service, individual, etc. Many companies create MySpace pages for themselves.
Companies sometimes invest in internet presence management, which can include social network marketing.
According to a 2009 CMO Survey, currently 3.5% of marketing budgets is spent on social media marketing, with that figure predicted to grow to 6.1% within 12 months and 13.7% within five years. The survey also found that social networks (e.g., Facebook and LinkedIn) are most favored by marketers, followed by video sharing sites (e.g., YouTube), image sharing sites (e.g., Flickr), blogs, and microblogs (e.g., Twitter and Seesmic). According to the 2009 Digital Readiness Report, "Essential Online Public Relations and Marketing Skills," a majority of organizations are now contemplating hiring social media specialists. In a 2007 study by eMarketer, commissioned by MySpace, it was predicted there would be a $1230 million spend on social network marketing. In a 2008 study by Forrester Research evaluating the social network marketing programs, only one of the 16 major firms it had reviewed had received a passing grade, with half of the programs scoring a zero or lower.
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