Six Reasons Business Should Pay Attention to Social Marketing

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As previously introduced, customers are vital to the innovation process. It is important for companies to stay on top of their customers’ needs and wants, and much of that information can be gathered from social networks and online communities. For example, a company can use its online community as a platform to gather feedback on its products and services to improve upon them or create new ones. It can also run ideas by its community to determine what resonates with its customers. For example, customers can submit ideas within the online community and get other members to vote and comment on them. In order to encourage participation, companies can announce the most popular ideas at their conferences, or provide gifts, like free access to one of their services, to active contributors.

Social marketing is a hot term right now, defined by Forrester as “the use of social tactics, media, tools and technologies across all components of the marketing mix: product, price, promotion, and placement.” Social marketing includes a wide variety of activities happening in social networks, such as Facebook and Twitter, as well as in online communities. Online communities are hubs where people with shared interests can communicate, get support and build relationships; they can be a company’s entire website or a specific section of the site.

Online communities take social networking beyond Twitter and Facebook and into an owned property that allows companies to connect with customers on a more individual level. In an online community, a company can control the customer experience in a whole new way. It can connect its customers to its employees and other customers, as well as provide them with content and support. And through the use of common social media applications such as wikis, forums, media galleries and more, businesses can create communities that help customers share and access information easily.

The culmination of all of these activities helps a company foster stronger customer relationships, augment awareness of the brand, build brand loyalty and increase sales efforts. Megan Yunker, vice president of marketing at Telligent, a provider of enterprise social software, identifies six use cases of social marketing that companies can apply to their social networks and online communities.

 

Related Topics : SharePoint, Web Video and Voice Conferencing, UK, MySpace, Intranets

 
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