(i) Social media marketing has a high degree of accuracy
Portal websites generally pursue information coverage, while social media can better reflect marketing accuracy. For example, Facebook, as a world-renowned social media platform, divides user attributes into age, gender, language, education, ethnicity, parents, life notes, behavior, region, feelings, work, generation, politics, and hobbies, etc. Relying on program operations on data, it analyzes the specific preferences of different individuals, and then classifies and subdivides them according to different dimensions to push personalized content, so as to achieve differentiation, precision and effectiveness of marketing. In addition, with the development of mobile Internet, marketing characteristics based on geographical location will also bring great changes to marketing. In this way, through the precise positioning of target users and the orientation of geographical location, the effective transmission of information is greatly improved.
(ii) Social media marketing can better reflect “personalization”
A great feature and advantage of social media is the personalized attribute. People have individuality, but they are all social, so the fundamental attribute of people is “social attribute”, and the biggest advantage of social media is to use this attribute of people to give information dissemination the characteristics of “personalization”. Social media enables the audience to comment on and forward the received content through interaction, and become active participants rather than passive recipients in the process of re-transmission. Each audience has an independent social media account, becomes an entity in the cyberspace, and forms a social circle. Since information dissemination is two-way, the audience can choose the content of interest to receive and disseminate according to personal preferences, which better meets people’s individual needs. It is precisely because of this that social media has flourished and all participants can become masters, and they never get tired of it.
(III) The threshold of social media marketing is low
In social media marketing, personal mobile phones and computers become the media for information dissemination and social interaction. Individuals are both receivers of information and publishers and disseminators of information. Compared with the conventional process of interviewing, editing, reviewing and publishing of traditional media, the threshold of information release in social media is much lower, and it can be said that there is no threshold. The development of mobile terminal technology and wireless Internet technology has made it possible for individuals to use social media accounts to publish various messages anytime and anywhere. It can be said that social media has changed the mode of information dissemination and subverted the traditional elements of news composition. It not only makes the dissemination of information faster and more convenient, but also makes information more extensive, resulting in massive storage and dissemination, as well as fragmented massive information, making it more convenient and efficient for the audience to obtain and use information.
(IV) Social media marketing has a universal audience
Relevant research data in the United States shows that 72% of adults log on to social media websites every day and spend at least 23 hours a week using social media. In other words, everyone spends an average of 14% of their time on social media every day. Boost Mobile conducted a social media use survey on 500 consumers aged 16 to 25. 50% of the respondents admitted that they were addicted to social media, 68% of the respondents checked social media at least 10 times a day, and 31% of people used social media even when they were on the toilet. According to the “2016 China Social Media Impact Report” released by Kantar Group, which surveyed 6,058 American users on their mobile phones using Facebook and 18,500 Chinese users on their mobile phones using WeChat, the report pointed out that Americans open Facebook 17.9 times a day on average, and Chinese open WeChat 14.5 times a day. These data show that a large part of the audience’s attention share is occupied by social networks.