Social Media Companies Around The Globe Are Using Social Med

Social Mediacompanies Around The Globe Are Using Social Media To Conne

Social Media Companies around the globe are using social media to connect with their customers. Consider an online social media network, such as Facebook or LinkedIn, and respond to the following: For targeting new customers, examine the advantages and disadvantages of using these social networks compared to search engine advertising. Provide specific examples of products that lend themselves more to social networks than to search engine advertising. Discuss how this avenue of marketing might be effective in the success of a new product associated with existing brands.

By November 12, 2015, post your response to the appropriate Discussion Area. Through Wednesday, November 18, 2015, review and comment on at least two peers’ responses. Write your initial response in 300–500 words. Your response should be thorough and address all components of the discussion question in detail, include citations of all sources, where needed, according to the APA Style, and demonstrate accurate spelling, grammar, and punctuation.

Do the following when responding to your peers: Read your peers’ answers. Provide substantive comments by contributing new, relevant information from course readings, Web sites, or other sources; building on the remarks or questions of others; or sharing practical examples of key concepts from your professional or personal experiences. Respond to feedback on your posting and provide feedback to other students on their ideas.

Make sure your writing is clear, concise, and organized; demonstrates ethical scholarship in accurate representation and attribution of sources; and displays accurate spelling, grammar, and punctuation.

Paper For Above instruction

Introduction

The advent of social media platforms such as Facebook and LinkedIn has revolutionized the way businesses connect with potential customers. These platforms provide unique opportunities for targeted marketing and brand engagement that differ significantly from traditional search engine advertising. This paper examines the advantages and disadvantages of marketing on social media versus search engine advertising, provides examples of products better suited for social media platforms, and explores how social media marketing strategies can contribute to the success of new products linked with existing brands.

Advantages of Social Media Marketing

Social media marketing offers several compelling advantages for targeting new customers. Firstly, platforms like Facebook and LinkedIn provide advanced demographic targeting options, enabling companies to reach specific audience segments based on age, gender, interests, location, and behaviors (Tuten & Solomon, 2017). For example, a company launching a new line of athletic wear can target fitness enthusiasts on Facebook through interest-based advertising. Additionally, social media facilitates two-way communication, allowing brands to engage directly with customers via comments, messages, and live interactions, thereby fostering brand loyalty and trust (Kaplan & Haenlein, 2010).

Another advantage is the viral potential of social media, where engaging content can be shared rapidly across networks, amplifying reach beyond paid advertisements (Mangold & Faulds, 2009). For instance, a viral video campaign promoting a new gadget could lead to widespread awareness at a relatively low cost. Moreover, social media offers real-time analytics to measure engagement, campaign effectiveness, and customer sentiment, helping marketers refine their strategies dynamically (De Vries, Gensler, & Leeflang, 2012).

Disadvantages of Social Media Marketing

Despite these advantages, there are notable disadvantages. Social media advertising can require significant time and resource investment for content creation, community management, and ongoing monitoring (Lipsman et al., 2012). The fast-paced nature of these platforms also means that negative feedback or criticism can spread rapidly, potentially damaging brand reputation if not managed appropriately (Kietzmann, Hermkens, McCarthy, & Silvestre, 2011).

Furthermore, ad fatigue—where users become desensitized to advertising content—can diminish campaign effectiveness over time (Fulgoni & Morn, 2017). The algorithms controlling content visibility are complex and constantly changing, making organic reach unpredictable, which can complicate marketing planning (Chaffey & Ellis-Chadwick, 2019).

Products Suited to Social Media Advertising

Products that are visually appealing, trend-driven, or experiential tend to perform well on social media platforms. For example, fashion, cosmetics, and tech gadgets rely heavily on visual content and influencer endorsement, making them ideal candidates for social media marketing (Solis & Marshall, 2012). The launch of a new smartphone model, for instance, can benefit from demonstrations, unboxing videos, and user-generated content on Instagram or TikTok, which are more effective than textual search ads.

In contrast, products requiring detailed technical specifications or those with a long purchase cycle, such as industrial equipment or insurance policies, may be less suited for social media advertising and might perform better through search engine marketing, allowing consumers to actively seek detailed information.

Enhancing Existing Brand Products with Social Media Marketing

Social media marketing can significantly enhance the success of new products associated with established brands when integrated into a broader marketing strategy. Existing brands can leverage their loyal customer base to promote new offerings via targeted campaigns, social proof, and influencer collaborations, increasing credibility and generate buzz efficiently (Hanna, Rohm, & Crittenden, 2011). For example, Nike’s consistent engagement on social platforms fosters anticipation and immediate uptake when launching new athletic products, building upon the brand's already strong identity.

Additionally, social media facilitates targeted storytelling—sharing brand narratives and behind-the-scenes content that deepen consumer engagement and reinforce brand loyalty. When launching a new line, connecting it to a well-established brand fosters trust and reduces consumer uncertainty (Vivek, Beatty, & Morgan, 2012).

Conclusion

In conclusion, social media offers powerful advantages for targeted, interactive marketing but also presents challenges that require strategic planning and resource investment. Products that rely on visual appeal and experiential aspects are particularly well-suited for social media promotion, while more technical or long-term products may benefit from search engine advertising. When integrated thoughtfully, social media marketing can significantly boost the successful launch of new products associated with existing brands, leveraging the power of engagement, storytelling, and community building to foster brand loyalty and stimulate growth.

References

Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson Education.

De Vries, L., Gensler, J., & Leeflang, P. S. H. (2012). Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing. Journal of Interactive Marketing, 26(2), 83–91.

Hanna, R., Rohm, A., & Crittenden, V. L. (2011). We’re all connected: The power of the social media ecosystem. Business Horizons, 54(3), 265-273.

Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241-251.

Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68.

Lipsman, A., Mudd, G., Rich, M., & Bruich, S. (2012). The Power of 'Like'—How Brands Reach (and Influence) Fans through Social-Media Marketing. Journal of Advertising Research, 52(1), 40–52.

Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357–365.

Solis, B., & Marshall, J. (2012). The End of Business as Usual: Rewire the Way You Work to Create That Dream Customer Experience. Wiley.

Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer Engagement: Exploring Customer Relationships Beyond Purchase. Journal of Marketing Theory and Practice, 20(2), 139-156.

Tuten, T. L., & Solomon, M. R. (2017). Social Media Marketing. Sage.

Fulgoni, G. M., & Morn, M. P. (2017). Digital branding: Connecting with consumers through content. Journal of Brand Management, 24(3), 209–221.