Social Marketing and Social Media

Social media has an increasing role in our society, which is why it should be part of the marketing strategy of any company. Social marketing is, according to Wikipedia, the application of marketing techniques for the analysis, planning, execution and evaluation of programs designed to promote the acceptance, modification, rejection or abandonment of people's voluntary behavior in order to help them to improve their well-being and that of their society. It is therefore about applying marketing techniques to respond to social issues. On the other hand, at present, social media marketing groups strategies to enhance a brand in blogs, forums or social networks, taking into consideratio SEO and SEM positioning, that is, organic search engine positioning and paid positioning. When it comes to developing a social media plan, you need to set the company's goals in the digital framework. These must be specific, measurable, realistic, they must have a date to fulfill them and people who are responsible for executing them. You have to design a communication plan. Choosing which social networks are suitable for each brand and not being on a social platform, but publishing aspects that interest your target and creating an agenda with different phases to reach the objectives. It is also essential to have plans to deal with potential online reputation crises . Nobody is out of danger of having a crisis and it is necessary to have protocols for action in situations of misunderstandings or a complaint from an annoying client; better safe than sorry. The social media marketing plan must have some flexibility. In social networks, interactions with customers are essential, they are always unpredictable and you have to be prepared to vary nuances in the roadmaps. Different social marketing techniques The Smartphone is increasingly being used, which is gaining ground on the desktop computer. In addition, video is rising like a foam as a marketing strategy . In this sense, a good idea is to create your own video or television channel for your brand. Video added to types of advertising such as programmatic, results in less invasive advertising for customers. Native ads are necessary, with content of value to consumers. If we use invasive advertising, we must bear in mind that there are blockers. The ideal is to create quality videos and content also in advertising, so that they not only avoid being blocked, but can also be shared by customers. E-commerce is also growing more and more and social networks are incorporating purchase buttons. Facebook, for example, has recently included a Marketplace. If the user can access the purchase from the social platform, the process is more direct. Another hot topic in social marketing is that it is becoming easier to get data on the target audience we want to reach. We can make use of micro-segmentation by carrying out campaigns for very chosen audiences and that will allow us to effectively reach our potential users. Both in blogs, as well as in social networks and especially in video networks, influencers that contribute virality to content and enhance the brand image have become a trend in recent times. Delving into social marketing For the expert in the field, the American Alan Andreasen, social marketing is the application of commercial marketing techniques for the analysis, planning, execution and evaluation of social programs. These programs are designed to influence the voluntary behavior of the audience in order to improve their well-being and that of society as a whole. Andreasen's theses defend that social marketing is the application of commercial marketing techniques for the analysis, planning, execution and evaluation of programs designed to influence the voluntary behavior of the target audience to improve their personal well-being and that of their society. . In entenma 's k cups, the process is continuous and the core is the recipient. Audiences are always part of a process that must begin with research, to study the needs, wants, and perceptions of the target audience. It has an important component of change in attitudes, thoughts and especially in deeds. Today, social marketing has incorporated the techniques of social media to further its objectives.