Social media is a virtual community and network platform for people to create content, share experiences, and exchange ideas. With the popularization of the Internet, social media has penetrated into people’s lives, so sellers can promote their stores or products through social media to increase sales. Before launching promotional activities, sellers need to understand the basic knowledge of social media promotion, and then use certain strategies to carry out social media promotion activities on this basis.
The basic knowledge of social media promotion is divided into many modules, among which the characteristics and functions are what sellers need to understand most. Understanding the characteristics and functions of social media promotion will help sellers better carry out subsequent promotion work.
The characteristics of social media promotion mainly include strong timeliness, diversified content forms, strong interactivity, and widespread uncontrollability.
(1) Strong timeliness
The strong timeliness of social media promotion is mainly reflected in two aspects.
① It is in a promotion state at all times. The promotional information posted by sellers on social media will be seen by buyers at any time, and may be shared, commented, liked, etc., so sellers and buyers are always in an interactive state.
② Real-time feedback. During the promotion process, sellers can monitor, analyze, summarize and manage these interactive behaviors and promotion effects in real time, and adjust promotion goals and plans in a timely manner according to market feedback.
(2) Diversified content forms
Due to the continuous development of social media platform technology, the content forms of current social media promotions are diversified. From the initial text and pictures to the application of short videos, the diversity of promotion content forms is reflected.
(3) Strong interactivity
People’s lifestyles are changing with the development of technology. Social media has accumulated a large amount of buyer resources and is still growing rapidly. Sellers communicate with buyers in a daily life through social media, making social media promotion more interactive.
(4) Widespread uncontrollability
There are many buyers on social media platforms. Although sellers have more promotion opportunities and promote communication between sellers and buyers, buyers may not always have positive reactions when seeing the seller’s promotion information. They may also bring some negative reactions, which are beyond the control of sellers.