How social networks work and their role in marketing

Social networks and their role in marketing go back to their origins, where they were nothing more than a place for friends and family to share ideas and interact with each other. 

However, the large companies and Digital Marketing strategists did not lose track of it and were able to detect its great potential to reach a large number of people, different market niches and with an incredible effectiveness rate.

Without a doubt, Social Network Marketing is one of the techniques that we all must incorporate into our workflow, and here we come to tell you why.

Keep reading!

What are social networks?

Social media refers to web-based communication technology that people use to interact with each other, share information, thoughts, and ideas. Thus, users share various types of content, such as videos, photos and documents.

Social networks include a number of websites and applications such as Twitter, Instagram, Facebook, TikTok, LinkedIn, YouTube, Reddit, among others. Users interact with this technology through devices such as computers, tablets, and smartphones.

In addition, social media not only refers to the use of the platform for pure socializing, but also includes activities such as blogging, community gaming, video sharing, photo sharing, business networking, and so on.

Thanks to social networks you will be able to improve the way your target audience perceives you, since you can address them properly through segmentation. In this way, you will increase customer loyalty.

Now, how do these platforms work at the enterprise level?

In business, social media is used to market products, promote brands, connect with customers, and encourage new business. 

As a communication platform, social media promotes customer feedback and makes it easy for customers to share their experiences with a company. 

Organizations, in turn, have the ability to quickly respond to positive and negative feedback, address customer issues, and maintain or regain customer trust.

Social networks are also used for crowdsourcing; that is the practice of using this medium to collect knowledge, goods or services. 

In this sense, businesses use crowdsourcing to get ideas from employees, customers, and target audiences to improve products or develop new features for those they already make.

Social networks and their role in marketing is very broad, where their main features are:

Social media analytics

This is the practice of collecting and analyzing data from blogs and social networking websites to help make sound business decisions based on evaluated numbers. 

The most common use of social network analysis is to do a study on the buyer persona.

Social Media Marketing

This app increases a company’s brand exposure and customer reach. 

The goal is to create engaging content that social media users will share with their social networks. A key component of this strategy is social media optimization (SMO). 

Like search engine optimization, SMO is a technique for attracting new visitors to a website. The links of RR.SS. and sharing buttons are added to content and activities promoted through status updates, tweets, and blogs.

Social marketing of customer relations

Social CRM is a powerful business tool. For example, a Facebook page allows people who like a company’s brand to like the company’s page. This, in turn, creates ways to communicate, market, and network. 

Social media sites give users the option to follow conversations about a product or brand to get feedback and real-time market data.

Recruitment 4.0 and marketing

Recruitment 4.0 in the same sentence as “marketing”? Yes! This technology is here to stay in the human resources area.

And it is that marketing is a fast and effective way to reach a large number of potential candidates, both active job seekers and people who were not thinking about a job change until they said the recruiting position.

A clear example of this is the social media platform LinkedIn.

It is a network based purely on the professional field, where companies, through their recruiters, can start a Content Marketing campaign to start a search for workers, being able to see their profiles with their entire career, which speeds up the whole process. .

Business social networks

Businesses also use enterprise social networks to connect people who share similar interests or activities. 

These applications include internal intranets and collaboration tools, such as Yammer, Slack, and Microsoft Teams, which give employees access to information and communication capabilities. 

Externally, public social media platforms allow organizations to stay close to customers and make it easier to conduct market research.

Social media marketing: what is its importance?

Do you have any doubts about what social networks and their role in marketing do for business? Now we continue to give you a lot of valuable information to clarify doubts.

Social media marketing is crucial to reaching your target audience effectively. This tactic is important as it can help you attract the right customers, plus it will showcase your products and services online in a much more attractive way.

Social networks and their role in marketing also consist in telling the story of the brand and connecting more humanized and personalized with your audience. People will know you better. Also, social media marketing is profitable compared to other channels.

As I mentioned before, the RR.SS. They will help you to know your competitors and the consumption habits of the users. 

In this way, you will be able to create lasting, transparent relationships and successful loyalty, since 53% of consumers admit that they are more likely to buy brands that enjoy transparency on social networks.

Social media is a powerful medium for spreading the word about your business, after all, around 3.5 billion users have a social media account worldwide. That is why many marketers, entrepreneurs, and bloggers use it. Still, social media marketing is beneficial for any business, no matter its size.

Furthermore, social media marketing is critical to improving brand loyalty and strengthening customer satisfaction, in fact, this is the primary marketing channel for 50% of Gen Z and 42% of millennials. You will also benefit from the authority of the community if you post valuable content that educates your audience.

Another reason why social media marketing is essential is that it is perfect for showing authenticity. Be nice and friendly by letting them know about your brand personality.

4 Marketing and Social Media Strategies You Should Know

IF you are wondering how to put into practice everything we have seen so far about social networks and their role in marketing, we will not disappoint you, below, you will find the 4 most effective strategies for you to take your branding to another level:

1. Start using chatbots.

You may have already heard it, but it doesn’t matter, I repeat it: chatbots are trending . This is not surprising, as they are the only digital tool that can communicate and solve problems for your users and loyal customers without the potential need for any human intervention. 

In addition to the above, chatbots integrate with the platforms through which consumers now feel more comfortable interacting: social networks. 

In parallel, these platforms make it easy to integrate an AI-powered chatbot into your social media strategy. These tools allow you to create your own chatbot that:

  • they do not require any knowledge of coding;
  • they can answer customer questions;
  • are able to receive orders directly from the comments, Facebook Messenger, Instagram direct, among other means and
  • They integrate with all major payment systems.

2. Create a personalized experience for your customers

Chatbots are not only an excellent way to automate certain daily tasks and, if implemented correctly, will allow you to improve the customer experience thanks to the fact that you will give a touch of personalization to your content that your users will know how to take advantage of and appreciate.

To do this, stop linking ads solely to landing pages and create ads that redirect the target audience to a window directly with your social media messages. and, thus, you will have a better digital presence. 

By doing this, you will be able to:

  • break the traditional vision that clients have that you are only trying to sell them;
  • make your customer experience more personal;
  • boost your sales and
  • Develop a loyal fan base.

3. Develop an efficient content marketing strategy.

Quality is key and content is no exception. Content marketing has been a prominent form of marketing for a long time and this is not going to change any time soon. 

Many brands fail to tie valuable content to the correct posting time and post frequency. Good level SEO content along with all of the above will attract the right customers at the right time. 

Aside from its ability to capture an audience of organic traffic, a good content marketing strategy can be implemented for free. 

Make sure you create a relevant hashtag strategy along with your optimized and comprehensive content.

4. Create a community for your audience.

Although “followers” and many other metrics are important, they are not the only thing and the ultimate in social media success. 

You need to show your audience that you’re not just a robot – integrate personality through humor and emotion into your posts so everyone can relate to your brand. 

Social media is all about being “social,” and if users see the same type of posts over and over again, they will lose interest. The same would happen to all of us, don’t you think?

It is for this reason that we must make our communications more interactive, in the following way:

  • ask open questions;
  • collect opinions on certain issues to arrive at effective feedback ;
  • share various information rather than just data about your products or services and
  • request that they interact with the brand through “ likes ” and “ shares ”, so you can also reach their inner circle.