(I) It is conducive to improving the network exposure of cross-border e-commerce enterprises
Cross-border e-commerce enterprises use social media to publish relevant service information and product information on social networks, microblogs, blogs and other social media networks with a large number of registered users around the world and in different countries. By utilizing the fans’ attention utility and community effect on social media networks, the exposure of the company’s product and service information on the global network can be greatly increased. In addition, the information updates and content interactions on social media are frequent, and the update rate of the channel pages of enterprises on social media is very high, which makes it easier to rank higher in searches.
(II) It is conducive to bringing high-quality sales opportunities to cross-border e-commerce websites
The application of social media has changed the previous network marketing model that relies too much on search engines. Through social media, not only can the user traffic on social media be directly converted into traffic on the official website of cross-border e-commerce enterprises, but also more registered users can be attracted through information and service interactions on social media. Many cross-border e-commerce enterprises have posted messages, coupons, or initiated topics related to products through Facebook, monitored the behavior of interested customers, and combined with email marketing and blog marketing, which has brought a large number of sales opportunities.
(III) It is conducive to attracting more business partners for cross-border e-commerce enterprises
While attracting individual users, social media has also attracted more and more corporate users. Statistics show that 72% of companies in the United States use social media to provide various types of services. This also provides many cross-border e-commerce companies with opportunities to seek cooperation and find more suitable partners through social media.
(IV) It is conducive to cross-border e-commerce companies to establish interactive relationships with customers
The focusing effect of social media enables cross-border e-commerce companies to achieve more extensive communication with potential users through social media. Social media also has the characteristics of equal communication, which is more conducive to maintaining friendly communication between companies and potential customers, continuously deepening relationships, and thus promoting the next sale. In addition, social media can obtain customer feedback while marketing, which can greatly improve the company’s market responsiveness.
(V) It is conducive to cross-border e-commerce enterprises to carry out marketing at low cost
Social media has a dissemination effect that cannot be replaced by other traditional media and network media. On the one hand, the openness of social media networks attracts a large number of registered users. On the other hand, information about products and services can be disseminated through social media networks at a lower cost and faster speed. Through social media, cross-border e-commerce enterprises can monitor public opinion at a low cost and effectively reduce the possibility of the generation and spread of bad information about the enterprise. At the same time, through the analysis and research of a large amount of social media data, cross-border e-commerce enterprises can explore market demand at a lower cost.