Use of Social Media in Promotion

Use of Social Media in Promotion

Introduction

The use of social media platforms in marketing has been one of the game changers in the recent past. It has indeed played a key role in increasing the message reach, frequency as well as the size of the audience that the people can get in touch with. The main social media platforms that have been used regularly have been Instagram, Facebook, Twitter, as well as YouTube, among many others. The social media platforms have been able to effectively play a key role in reducing the cost of running promotion campaigns. There are a number of key things that need to be addressed when it comes to the issue of content to do with social media, as well as its application to promotion. There is a need to understand the key dynamics of how effective social media can be used in promotion. For such to happen, the literature on social media and its application to the promotion will be factored in. There are three key sources of such literature. The first source is the online sources. They have published articles that are accessible online. They may be from mass media companies such as CNN, The Telegraph, among others. The second one will be accessing the literature from the online databases such as the Ebscohost as well as Emerald online databases. The final one will be the academic website, such as the likes of Google Scholar, among many other platforms. It is evident that the number of sources that will be used in the course of this literature review analysis will be mainly five. This is key based on the understanding that they will provide room to have diverse sources spread across the three platforms stated above.

Aim and Objectives

The aim of the study to identify five key sources that will be key in explaining the subject of how social media has been used as a tool in marketing promotion. This is based on the understanding that there have been increased marketing promotions that have majorly relied on social media as the key promotion platform. This is key in understanding that there has been escapism that social media can only be used in marketing advertising and not promotion hence the need for this project to come up with ways that will be able to display such assumptions. The second goal is to contribute to the body of knowledge by stating a number of key issues that should be addressed when it comes to the literature review. Such new additions will play a key role in adding value to the study. This is based on the understanding that there is a number of things that have been written by so many scholars in line with this subject. The earlier such content is updated, the better for there is a need for literature to be in line with the already existing patterns.

The search Techniques used

In order to identify the articles, it was clear that there were a number of techniques that were used in getting the right sources that directly contribute to the study. The techniques applied were subject to the source that was being reflected on. It is clear that a huge number of people usually look for content on the search engine. The technique that will be used when it comes to an online search engine will be the issue of looking at the publisher of the text as well as the year it was published. This based on the understanding that there are many search-engine-optimized articles that will certainly have a huge effect on the outcome of the search. The articles that were selected are those that were written in the last four years. It is clear that a huge number of articles have concreated information on this key subject. If the information is not well addressed, then the article will not be selected. For the purpose of credibility. Only the article that addresses the issues from a global and marketing perspectives will be the ones selected.

In order to get the right articles, at the end of the search words, the keywords of the sources such as CNN will be included. The sources that will be considered when it comes to the sources will include CNN, The Telegraph, The CBS, The Wall Street, and the New York Times, among others. This is evident in the proceeding image, which shows the search results from the online search engine.

When it comes to the second search option, which is the online databases such as emerald and Ebscohost, it is clear that upon longing in, the area of study will be selected, which in this case will be marketing. The selection is anchored on the understanding that promotion is a subject of promotion. It is clear that a huge number of people are indeed using social media in their promotion campaigns for various reasons. Upon the selection of the subject, the second thing will be the typing of the keywords being searched. In this case, the keywords will be the ones that will be typed; then the search option will be activated. The keywords in the case of this study are “Use of Social Media in Promotion.”

It is evident that if the right words are selected to be key words, then the possibility of getting better search results ends up being high. This is anchored in the understanding that there are so many measures that should be effectively addressed when it comes to the key issues of the manner in which the search is done. This is anchored on the understanding that what really matters

The third search option will be the use of an academic website. The one that I preferred to use as Google Scholar. It is highly updated with some of the latest sources when it comes to the article, publications, memoranda, or even books that are related to the topic. Instead of using keywords, all that an individual wants is the use of the topic sentence in getting all the related sources. Before that happens, there is a need to specify the period or the timelines under focus. This is anchored on the understanding that the issue of the timelines is key when it comes to academic content. The more recent it is, the more it stands to be termed as credible. This is seen in the screenshot attached.

Results from the review and how relevance was maintained

Based on the screenshots of the techniques used in the identification of the sources have been key and effective. The sources that are displayed are those that are able to add much value to the body of knowledge by contributing key insights to the already existing literature. It is key to understand that all the articles identified were credible. The credibility was achieved from two perspectives; the articles selected were those that had been written just a few years ago; hence they were all updated and recent. This meant that it was possible to use them in the contribution to the already existing literature. It is key to understand that the more recent the article is, the higher the probability of having well updated and furnished content. This is the case with the articles that were selected. They were all recent. The second dimension was the issue of the authors. Most of the authors selected were those that had done much when it comes to the issue of marketing and, more specifically, the field of promotion hence the content was from an informed perspective.

The other perspective that has been key in the review is the broad nature of the topic. This is anchored on the understanding that there a number of key issues that have been addressed when it comes to the issue of social media marketing and its overall application to a number of key issues. It is clear that huge people have turned to the use of social media marketing as an alternative to traditional marketing when it comes to the issue of promotion. From the literature review, it has been highlighted that a huge number of challenges have mainly originated from the cost implication that many time is associated with traditional promotion campaigns. In such cases, there are challenges in that people are unable to affect the issues that should be addressed without spending huge sums of money.

List of Articles and Literature found

Amrita, S. M., & Mohan, R. (2016, December). Application of social media as a marketing promotion tool—A review. In 2016 IEEE International Conference on Computational Intelligence and Computing Research (ICCIC) (pp. 1-6). IEEE.

Card, J. (2019). How should small businesses use social media in 2019? Retrieved from https://www.telegraph.co.uk/connect/small-business/business-solutions/small-businesses-social-media-2019/

Dunlop, S., Freeman, B., & Jones, S. C. (2016). Marketing to youth in the digital age: The promotion of unhealthy products and health-promoting behaviors on social media. Media and Communication, 4(3), 35-49.

Mouli, G. C., Kumar, M. A., & Kumar, P. C. P. (2017). Facebook & Societal Marketing: A Strategic Assessment of Social Media Influence on Eco-Friendly Products Promotion. In National Conference on Marketing and Sustainable Development October (Vol. 13, p. 14).

Romaniuk, P., Strzelecka, A., Lar, K., & Holecki, T. (2018). Prospects for the Use of Social Media Marketing instruments in health Promotion by Polish Marshal Offices. Frontiers in public health, 6, 65.

Summary

The most social media platforms that are used based on the literature are Facebook, LinkedIn, Twitter, Snapchat, YouTube, as well as Pinterest. Facebook is the greatest social media platform that is used for carrying out social media-based platforms. Permits you include pictures, Like, remark, and offer to others yet best to keep updates to only 40 characters as this gives an increasingly successful commitment. You can run Facebook advertisements, paid posts/promotion campaigns, and contact a specific crowd, region, or purchaser type. Instagram is a photograph, and video sharing stage for versatile that permits you to tap on the heart to see likes, follows, remarks, and notices. 60-sec video is a decent path for a brand to advance a promotion campaign. You can make a post with the picture or video and utilize the hashtag to empower others to discover it handily. Incredible for imaginative rivalries and making a shareable substance that is convincing.

LinkedIn, on the other hand, allows you to interface with different organizations and as well as individuals. This stage is primarily for work chasing. Restricted use for promotion campaigns. Snapchat: Is a quickly developing online life stage among the youth; however it isn’t generally appropriate to use for promotion campaign s since all pictures vanish like a flash; thus, you would need to screenshot pictures rapidly all together catch sections. In any case, there are ways around this, read our blog for certain tips. Pinterest: Not extraordinary, yet again should be possible. We have posted guidelines for this. Surprising yet would make extraordinary open doors for inventive rivalries. Pinterest has numerous principles and guidelines around promotion campaign s so essential to peruse these first.

YouTube is one of the platforms that are not mostly used for promotions, but it certainly one of the platforms with the biggest impact due to its huge access. Every internet based life stage has its own benefits and offers alternate assistance for a brand or office running a promotion campaign to utilize. Some are more visual than others and give more alternatives to share to different stages. The utilization of hashtags causes organizations and shoppers to get to promotion campaigns rapidly as opposed to looking through a great many posts. In any case, notwithstanding their ubiquity, they are not without their issues.

Despite the stage, advertisers, despite everything, should be agreeable with the traditions that must be adhered to and the standards of the web-based social networking stage. Fundamentally all correspondence of a promotion campaign must incorporate the end date, any passage limitations, how to enter the opposition, and either a synopsis of the terms and conditions or a connect to the full terms by means of a single tick. There must be no expectation to misdirect the general population. To remain safe and plan ahead and get great terms and conditions drafted. Online life is staying put. In spite of the fact that it is a world that is continually advancing, they offer brands a various and responsive approach to interface and speak with their clients.

In any case, advertisers and their offices should know about the patterns and take care in choosing the correct stage for their promotion campaign. They are brimming with a large number of new messages each day, so to stick out, there must be both a decent innovative procedure, strong media venture, and a touch of karma. Also, there is a need to remember about the back end with regards to quality terms. One should be able to research brands, their brand position, as well as the manner in which the customers perceive such brands before much can be done. This is effective based on the fact that there will be no cases of brand clashing with their online personality. Each brand has a given personality in the eyes of the customers. Any digital campaign should always be aligned to the need to communicate the message accordingly, but it has to be within the confines of the brand perception, position as well as some of the brand equality elements that the customers in line with. The life of the camping should also be based on the end goals or objectives that such a campaign has. If it is about a promotion, then it should be very brief and efficient. Increasingly about how we assist brands with running an internet-based life promotion campaign.

Conclusion

There are a number of things that can be achieved through the use of social media when it comes to promotions. Some of these things include raising brand awareness. This is backed by the numbers of people using some of these social media platforms. Facebook alone has over 1 billion people; hence the message reach is likely to be extremely high when the message is well-targeted and communication done accordingly in line with the target market. The social media platform is very prompt and efficient in that, unlike traditional media, where people have done press releases. It is different when it comes to social media in that the one can communicate on the platform even after every hour as opposed to a press release where one has to wait for the following day to do a press release or have the message printed in the advert. Social media provides room for customer engagement in that the people can easily engage their customers, which is key in feedback collection. The real-time engagements, as well as the brand interactions, are key in adding a flavor to the brand. This is based on the ability to improve people’s interaction with the brand as well as its personality.  One is able to track and check on the progress of the competitor’s promotion by simply using hashtags, which is indeed cheap and effective.

Recommendations

In order to effectively use social media in promotion, there are a number of key recommendations that should be taken into effect:

1. The nature of the product being promoted should be identified beforehand so that there is a link between the product and the customer’s such product targets. This is to ensure that the personality used on social media in line with what such customers think about the product. Any mismatch may lead to huge negative effects.
2. There should be research about the brand personality as well as the brand competitors before a given marketing positioning for the social media-based promotion campaign can be adopted this will be key in ensuring there is an alignment between the product and its positioning in the market.

References

Amrita, S. M., & Mohan, R. (2016, December). Application of social media as a marketing promotion tool—A review. In 2016 IEEE International Conference on Computational Intelligence and Computing Research (ICCIC) (pp. 1-6). IEEE.

Card, J. (2019). How should small businesses use social media in 2019? Retrieved from https://www.telegraph.co.uk/connect/small-business/business-solutions/small-businesses-social-media-2019/

Dunlop, S., Freeman, B., & Jones, S. C. (2016). Marketing to youth in the digital age: The promotion of unhealthy products and health-promoting behaviors on social media. Media and Communication, 4(3), 35-49.

Mouli, G. C., Kumar, M. A., & Kumar, P. C. P. (2017). Facebook & Societal Marketing: A Strategic Assessment of Social Media Influence on Eco-Friendly Products Promotion. In National Conference on Marketing and Sustainable Development October (Vol. 13, p. 14).

Romaniuk, P., Strzelecka, A., Lar, K., & Holecki, T. (2018). Prospects for the Use of Social Media Marketing instruments in health Promotion by Polish Marshal Offices. Frontiers in public health, 6, 65.