Social Internet Marketing: Characteristics, Functions and Value
Characteristics of social network marketing
Social network marketing (SNS marketing) is distinguished from the traditional information dissemination model based on corporate websites with its unique “five modernizations” characteristics – platformization, universalization, integration, decentralization and dynamics.
Platformization
The dissemination of SNS marketing information relies on influential third-party platforms (including websites, apps, etc.) to achieve the release, dissemination and interaction of information sources on the same platform. Some information can also be shared to other SNS platforms.
Nationalization
Social networks have no technical threshold. Everyone and every institution can participate, becoming a universal and social online marketing tool.
Integration
The SNS platform is both an information source release media and an information dissemination channel. Information dissemination is mainly based on the internal channels of the platform, and can achieve multi-level dissemination of internal information through the user relationship network.
Decentralization
On the SNS platform, every user is the main body of SNS information dissemination. The power of information dissemination depends on the number and strength of node connections in the user relationship network.
Dynamic
SNS marketing information dissemination has dynamic characteristics. Its scope and persistence depend on the number of users in the SNS network who jointly pay attention to the topic, and it often decays rapidly over time.
Functions of social network marketing
The functions of social network marketing mainly include building social relationship network resources, social network information release, communication and communication, viral dissemination, and online advertising media.
- Construct social relationship network resources: Each node establishes direct and indirect connections with other nodes as the center. The more connections, the larger the social network.
- Social network information release: Each node releases information independently and spreads it through the personal relationship network.
- Communication and exchange: Realize one-on-one real-time information exchange between users, share files, read information, comment or forward information, participate in topics, etc.
- Viral propagation: Each user node is an information transmission channel, achieving a multi-channel viral propagation effect.
- Online advertising media: Every social network platform has online advertising media attributes.
The value of social network marketing
The value of SNS network marketing lies in its online communication function, combination with online customer service, and market research value.
- Online communication function: SNS has the advantages of openness and interactivity, and can replace traditional network communication tools.
- Integrated with online customer service: not only answer customer questions, but also publish information that customers care about at any time.
- Market research value: Use SNS to conduct market research and obtain real information in a flexible and interesting format.
In addition, SNS platforms such as Weibo can also be used to assist online recruitment, follow industry trends, communicate with professionals, and redistribute information from the company’s official website/blog, etc.
Conclusion
To sum up, social network marketing has become an indispensable part of modern network marketing with its unique characteristics, functions and values. By rationally utilizing the SNS platform, enterprises can not only build powerful social relationship network resources, but also achieve efficient social network information release, communication and communication, viral dissemination and online advertising media functions, thereby bringing huge marketing value to the enterprise.