Social Media Marketing (SMM)
Since 2006 and with the emergence of Facebook, social media has gone from being a means of entertainment and communication between teens and college students to becoming the place where most people get their information, communicate and interact. Presently, social media is redefining corporate communication and advertising in a way that is often disruptive. According to comScore, 84.4% of European Internet users belong to at least one social network, and Nielsen says the users it tracks through its global online panel spend an average of 5.5 hours a day on them.What does all of this mean for businesses? "As they communicate, consumers share information, which often includes recommendations (positive or negative) regarding brands and products. This means that it is increasingly common for electronic word-of-mouth to end up influencing buyers."Consumers organize into genuine online groups of friends and acquaintances which, to some extent, parallel the groups that exist in the offline world. Similarly to what happens in the real world, certain brands are more popular with some social groups than others, so our online presence should target the social media with a high percentage of consumers with brand affinity."Customers talk to friends and acquaintances, but they can also communicate directly with brands. For example, teenagers experiencing a customer service issue with our company are likely to go to our Facebook or Twitter profile to try to resolve it or to complain with varying levels of vitriol. Generally, these conversations are public, so the brand's positive or negative client interaction is much more exposed."Social media is a major source of data on tastes, habits and opinions about our brands and the competition. Researching this information is one of the capabilities that the marketing and communication departments of the 21st century must develop." For these reasons, deepening our understanding of Social Media Marketing (SMM) becomes necessary.