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Trends in Social Media Marketing

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  • 0:04 What Is Social Media…
  • 0:57 Examples
  • 2:04 Videos
  • 2:41 Native Marketing
  • 3:58 Content Marketing
  • 4:59 Lesson Summary
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Lesson Transcript
Instructor: Kat Kadian-Baumeyer

Kat has a Master of Science in Organizational Leadership and Management and teaches Business courses.

With about 74% of Internet users integrated into social media, it is no wonder businesses are using this powerful tool. With its endless reach and frequency, social media marketing brings the storefront to the homes and heads of its viewers.

What Is Social Media Marketing?

Back in the day, if a man wanted to buy a suit, he drove to the store and picked one out. Nowadays, the entire store unfolds in his living room. And he doesn't even have to look too hard to find just what he is looking for. Social media marketing is when businesses use social media sites to gather information about their users and market their products. This is an influential way to sell products and services and to directly interact with customers.

Some examples of sites used for social media marketing include Facebook, Twitter, blogs, Pinterest, YouTube, and LinkedIn. With a reported 74% of Internet users active on social media sites as of 2014, it's no wonder brick and mortar stores are setting up shop online. Let's check out a few successful campaigns and then explore the latest trends.

Examples

Despite many airlines facing criticism for poor customer service, Delta Airlines took to Twitter to improve its image by providing customer service in real-time. Send a customer service issue tweet to @Delta and you'll receive a response posted right to your Twitter page. With daily tweets about its services and social responsibility initiatives, Delta remains on the minds of its followers.

If you are an Oreo cookie lover, then hop on over to Twitter and check out @Oreo for a fascinating look at how a company promotes its cookie products online. What you'll find are vivid images, new product information, and videos that will inspire you to purchase the company's cookies. Oreo has a presence on Facebook as well. If cookie sales increase, then the social media marketing did its job.

The question is, just how do they get into our heads? Social media marketing changes constantly as new sites become popular or old ones change the way they function. How ads and other marketing are presented changes to fit how people are currently using the Internet. Let's now examine three hot trends.

Videos

Marketers want their products to get noticed. If they can get the job done at a minimal cost, even better. One of the ways marketers are doing this is through videos posted to YouTube. Companies can create a short 30- to 60-second video ad showcasing a product and upload it very quickly and easily. Specific search words are used to attract viewers to their videos.

Apart from YouTube, businesses are increasingly using video and audio content to help connect to their audiences. With all of the innovative ways to use social media marketing, it's no wonder that marketers are turning to the Internet to get their message out.

Native Marketing

Something that has recently become popular is native marketing campaigns. These appear on social media and other websites and seem as though they are in their natural environment. These don't look like ads, just more content. Native marketing can also be seen in newspapers, magazines, and other print publications.

Let's suppose you are viewing a blog. Within the many posts, marketers position an article related to their product or service. Visually, it appears legit. The article may contain an image and some text, designed to blend in with the content around it. That's the native part. Where it begins to look more like an ad is in the perimeters. Look for banner ads that relate to the content of the article and you've decoded whom the advertiser is.

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