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The rise of social media services


With so many social media platforms available and new ones constantly appearing on the horizon, there is no doubt that when people hear the term ‘social media marketing’ they immediately assume it refers to marketing initiatives on Facebook, Twitter, Instagram and Snapchat. However, social media management consists of much more than just using these platforms. Marketing initiatives which are used to change people’s common perceptions of social issues is also part of what social media marketing refers to.


How does social media management work?

Whilst the theories behind marketing campaigns created and devised by companies may not have changed much, the methods and channels now used to target consumers most definitely has. Consumers have been aware of brands through traditional marketing campaigns such as advertisements, promotional deals as well as email and SMS marketing, are being targeted in the hope that the company may convince people to buy their products or services. Social media services use the same techniques but their main objective is for the consumer to adopt new behaviours, attitudes or even ideas so that they become connected and aligned with the brand and their ideals. Thus social media management aims to benefit the target audience and general society by seeking to influence social behaviours as opposed to the marketer.

What do social media services look like?

The thinking behind any good marketing campaign is to essentially convince individuals to do something they haven’t done before, whether this refers to a behaviour change or making a purchase. With social media marketing the first thing you need to do is identify the behaviour you wish to change. Next you need to identify your target audience and work out the best marketing methods which would result in a change in behaviour. If you are hoping the social media services techniques you deploy will result in a change in behaviour, you need to work out which barriers need to be broken or distorted in order for this to occur. As with any good marketing campaign you need to be able to measure the results and make any adjustments accordingly.
There is no doubt that social media marketing is a great way to try and change negative behaviours, particularly in areas such as healthcare and social justice and if deployed successfully can highlight ways individuals can change or improve their behaviour without necessarily having to purchase a product or service.
Social media management is definitely still on the rise and will continue to go from strength to strength. The traditional marketing methods we once relied so heavily on to target consumers are beginning to fade into the distance and may soon become a distant memory. 

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