How is marketing with social impact defined

Social media marketing simply explained: definition, overview & FAQ

You are interested in the topic Social media marketing or. SMM. Then you are exactly right here. In this post you get all the important information on the topicSocial media marketing.

Table of Contents

What is social media marketing?

Social media marketing is a type of online marketing in which social media such as Facebook, Twitter, Instagram ... can be used for marketing. A common abbreviation is SMM. Social media marketing includes tactical and strategic measures for communicating company messages, interacting with users and generating visitors for your own website.

Furthermore, social media marketing can be used to maintain relationships with stakeholders.

What is social media and what is it?

Social media means all platforms that enable your users to network extensively and extensively and are used for communication. Interactive information is exchanged through digital channels.

Social media can primarily be divided into social networks and messengers. Some platforms combine both functionalities.

FacebookTwitter, Whatsapp, YoutubeXING, Snapchat, Instagram, Pinterest and LinkedIn are the most popular social media in Germany and are therefore the most important platforms for Social media marketing.

There are specific orientations of the social networks, so that there is little or no competition with one another.

XING and LinkedIn are B2B networks, whereby XING is more geared towards the DACH region and LinkedIn enables international contacts.

Instagram and Pinterest are social networks that focus on the image format. There are arguably the greatest overlaps between these two networks.

Whatsapp and Snapchat are messenger services. Snapchat is particularly popular with younger people because the messages are deleted after a short time.

Twitter is a social network in which the number of characters in tweets is limited to 140 characters. However, tests with 280 characters are also running. In German-speaking countries, Twitter is used more in the B2B environment, while it is used internationally by broad sections of society.

It is similar with Google+. Google's social network should one day become the big competitor to Facebook, but it has not achieved the great relevance of Facebook for a long time. Google+ has a number of niches or industries that exchange ideas with one another.

Facebook is by far the most relevant social network in the world.

Youtube is a video search engine and social network for videos. Youtube is operated by Google and is considered the second largest search engine behind Google.

The future of social networks seems to belong to all-round platforms such as weChat, which combine messenger functionalities with the properties of classic social networks.

The terms social network marketing and Social media marketing are often used in the same name.

What is the purpose of social media?

Social media (Social media) digital media and methods are among themselves Users to exchange and medial Content individually or in a defined collective or openly in the general public and to be passed on. They serve the communication and networking of users via the Internet, which helps disseminate knowledge, opinions and other information. In addition, that is Social media a way to promote companies and increase awareness.

You can use social media marketing in three different ways:

  • For the distribution of social content
  • To generate traffic for your own website
  • For placing social media advertising

Benefits of social media marketing:

  • Maintain image
  • Expand awareness
  • Generate request
  • Increase sales
  • Exchange of information
  • Provide support
  • Strengthen customer loyalty
  • Get opinions


Why Social Media Marketing?

Social media marketing helps companies build a loyal community with customers and prospects. The use the various platforms make an exchange between customers and interested parties possible. The brand, own Products and Content For example, presenting from one's own blog is an efficient form of brand building and the retention of customers or target groups for a company.

About the social networks will the Range enlarged, the customers informed more efficiently and the company benefits from the opportunity to acquire new customers.

How does social media marketing work?

Social media marketing works when appearing on social networks, with a clever strategy out of a reader Follower or onefan makes. Elements from advertising, public relation, as well as distribution and sales are connected with one another, the many channels for a marketing campaign to draw potential customers to a brand or to draw attention to the product. To inspire and excite a potential prospect with a video clip, a photo or a contribution. It has been since Web 2.0 has existed Social media marketing for a new founder of a company or an already established company is indispensable.

How can a company measure the success of its social media marketing?

The success of his Social media marketing can be evaluated using analytics software (social media monitoring & analytics platform). Regular reports help to compare older data with new data. Evaluate, measure and optimize.

At a glance you can see what percentage of the Users, ordered something or just registered. Or it is counted how many clicks the Followers have set. When introducing a brand, Visibility (Reach) will be important.

It all depends on the type of Social media channels from.

Possible key figures for social media marketing can be:

  • Reach
  • Likes and Shares
  • Comments


For which company is social media marketing suitable?

Social media marketing, is suitable for companies of any size. For small or medium-sized businesses it is Social media marketing just as important are we for the big market leaders. A Social media Platform is an important one Channel, to provide products and services on a large scale and with a very large Range Every provider, every company should advertise where potential new customers are - in the Social media networks. This can also be implemented with a smaller budget.

Who is liable for user generated content?

Whether the operator of a Social media channel is liable for user-generated content, depends on whether it is own or third-party content. Own content is all content that the operator has posted himself. He is fully liable for his own content.

However, third-party content that the operator of a social media channel has made his own is also deemed to be own content. Such an endorsement of third-party content occurs, for example, when third-party content is integrated into your own website in such a way that it is not recognizable as third-party content for a third party. The operator is also fully liable for such content.

External content obviously does not originate from the operator. These are, for example, comments that were obviously written by a third party. A so-called liability privilege applies to third-party content. As long as the operator of the social media channel has no knowledge of the infringement, he is also not liable. However, as soon as he becomes aware of illegal content, he must act immediately. This means that the content must be deleted without hesitation. If the operator is aware of the violation of the law but remains inactive, the person concerned can sue the operator for an omission. In most cases, the operator is not obliged to check or monitor user-generated content. Exceptionally, however, this applies if possible legal violations are provoked. This applies, for example, to an exchange on explosive political or social issues. Here the operator must regularly check the contributions of the users and delete them if necessary.

What quality should a social media marketing manager have?

He / she should be fluent in the language and be able to express himself / herself quickly and purposefully. Approach a problem carefully and efficiently. Internet-savvy, analytical thinking and being able to create reports. Measure success and have a feel for trends. He / she must be able to plan, implement, measure and optimize.Other characteristics summarized:

  • trustworthiness
  • honesty
  • sincerity
  • Openness and sympathy
  • Being able to rethink flexibly
  • Team player
  • Think strategically
  • Good at listening
  • Be creative

What are the goals of social media marketing or viral distribution of messages?

Social media marketing has two main goals. First, social media marketing can be used to disseminate information through social channels. To do this, you have to create viral information or pack the messages in viral containers so that the hubs or influentials spread them further by themselves. It is important to understand how messages spread virally through Word of Mouth. To explain the phenomenon of why people spread messages and why certain content spreads better than others, it is necessary to briefly address the thesis of memetics developed by Richard Dawkins in 1976. A meme is a small piece of information that is so contagious to other people that they ingest it and spread it like a pathogen. The memes use the “infected” social networks to spread ideas, inventions, ceremonies, customs, religions, technologies, fashions or catchphrases.

The replication mechanism is decisive for the transmission of the messages. Since you are not able to analyze and interpret everything that happens in your environment, people like to "replicate" and pass on the replica as part of their own attitude. A memetic selection takes place. Some memes attract attention, are saved and passed on to other people, while others are not copied at all.

If you want to deal more with the topic of viral distribution of messages, I recommend the book "The Power of Meme" by Susan Blackmore
and viral marketing: How to trigger word of mouth in a targeted manner and use it profitably.

The second goal of social media marketing is to create customer loyalty and PR or a social bond with the brand. For this, my literature tip is: "The New Rules of Marketing & PR" by David Meerman Scott

These goals differ rudimentarily from other online marketing instruments such as SEO and search engine advertising with Google AdWords.

When evaluating the achievement of social media marketing goals, you should therefore concentrate on other KPIs or key figures than, for example, with AdWords or SEO campaigns. Hard goals like sales or leads shouldn't be hung too high. Primary goals, on the other hand, could be traffic increases, the percentage of returning visitors, likes on Facebook or the number of social media contacts.

Social media marketing, what should you watch out for?

The social web is primarily a network of private people who provide user-generated content. It is understandable that companies with commercial interests are initially accepted as a foreign body in this environment. Before you start communicating as a company in Web 2.0 you should first act as an observer and monitor the social web, e.g. on Twitter, the Twitter sphere for your own Search company names. Is something written about me or my company? Is it positive? Is it negative? Who wrote it? You can do the same with Google Alerts by sending me an email with the link whenever the company name appears on the web.

In addition, you should deal with the ways of communicating and dealing with the social web.

It does not help and is usually rather harmful if you lead it through the typical classic advertising monologue. So one is punished with disregard.

You have to establish a dialogue on an equal footing with the users. More consultants than salespeople. This is how you can do it Social web use as a customer loyalty channel.

For hard selling, you should entice with exclusive offers only for the respective community. Word gets around and the community should grow as a result.

In order to expand your community, you can also lure with regular valuable content or e.g. useful apps for free. This guarantees that the community will stay on the ball and grow.

It should RSS feeds and buttons to the common ones Social bookmark Services and to be recommended Facebook & Co. should be standard.

If you are toying with the idea of ​​becoming active in social media marketing and wanting to enter into dialogue with users, the following questions must be answered:

To whom? Which channel? Who? What?

Who is my target group and where is it located? Is e.g. Twitter, Myspace or Facebook the place to be? Or all together?

Who conducts the dialogue with the users?

The most effective way to enter into a dialogue with users is to have a face and a real person to be available as a contact person. Simply placing an impersonal company logo does not fit into the world of the social web. For pure hard selling, an impersonal company logo may also do. For the dialogue regarding customer loyalty and branding, it is all the more important to give the company a face on the social web. Preferably an employee or product management who is close to the product.

But this can lead to the first major difficulties or barriers within the company. So I can report from practice that employees are often unwilling to put their face and name in the service of the company on the Internet. It quickly becomes clear how strongly the respective employee identifies with the company or with its products. With many products one can understand and also not demand that the employee also stands behind them as a private person. That would be a topic for a discussion regarding “company philosophy” or “integrity of employees” so stop here!

What should be communicated?

Once the responsible person has been found, it is about the content that is to be communicated. I have already mentioned a few approaches above. There are no limits to your imagination. Small online games, apps for free, vouchers, funny videos ... ideally also with a viral character. Important: No flat marketing phrases like "We are the best!" "... the only one on the market!". ".. recommended by Stiftung Warentest"! Etc.

Be Social!

Finally, it should be noted that that Web 2.0 / Social web offers a wealth of opportunities and many companies can take advantage of them Customer loyalty, Branding and sometimes even Hard selling to force. But this does not apply to everyone.

However, Google's focus on real-time search makes social media marketing relevant SEO make sense for any website.

More tips on the subject Social media marketing (SMM) give it to him Social Media Marketing Guide.

As a basis for better understanding the social web, one should deal with the subject of word of mouth, viral marketing and, in general, memes.

We from Singing We would be happy to advise you on social media marketing in an initial free consultation. Contact us!

Olaf Kopp's thesis from 2006:

Word of Mouth, Viral and Buzz Marketing (Ebook as Free Download)

Why should I put social media marketing in the hands of an agency?

Because you can focus your time on your work. The outsourcing of the Social media marketing is certainly also a question of the company's budget expectations. It must be remembered that whatever budget you make available, you save time for your employees, which they can use for their core business. With a good one Social media marketingAgency you can be sure that the performances in the social networks strategically and be built up sustainably. In addition, agencies usually have more experience and more creative potential that they can put into the Blogs,Social media Concepts and Social media advertising can bring in. The agency can communicate with target groups Followers & Fans that are ultimately potential customers.

In summary: Frequently asked questions about social media marketing

What are the most popular social networks?

Facebook, Twitter, Whatsapp, Youtube, XING, Snapchat, Instagram, Pinterest and LinkedIn are the most popular social media in Germany and are therefore the most important platforms for social media marketing.

What is social media communication?

Social media communication encompasses all measures through which private individuals and companies are in dialogue with one another. This can be both social media posts and social media advertising.

What are social networks?

Social networks are platforms through which people and companies can communicate with each other and information and files can be published, shared, commented ... by anyone. Anyone can become a sender via social networks, which represents a paradigm shift in communication. Consumers become prosumers. This redefined the classic sender-receiver model in marketing.

Books on social media marketing

Blog article on the subject

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