Behavior In Digital Social Media Marketing -Myassignmenthelp.Com

Question: Discuss About The Behavior In Digital Social Media Marketing? Answer: Introduction: Social media has become vital marketing tool for organizations across the globe. In the hospitality industry, the customers are largely dependent upon the information provided to them via online media or offline medium, which enables them to determine and analyze the product or service alternatives. A majority of the customers nowadays choose their desired product or services on the basis reviews and comments provided by the previous customers both online and offline. Internet technologies have played a vital role in providing appropriate information to the users across the globe (Tuten Solomon, 2017). Any person who has access to Internet can simply tweet, comment, review, and update their Facebook status and blog. Social media marketing has gained huge importance in the recent years and the organizations have used social media networking sites in order to attract the . The social networking sites have enabled the customers to use them as a search tool for obtaining and sharing information about their experiences regarding some products, services, destinations, and several others (Patrick et al., 2014). Some of the most popularly known social networking websites are Facebook, Twitter, YouTube, LinkedIn and MySpace. The report shall emphasize upon the importance of these networking websites and the differences between them. This research shall enable New Way to improve its profits and attract new customers. Facebook: Facebook is the most widely used social networking site with more than 1.65 million monthly active users. People across the globe use Facebook for sharing their activities, pictures, music, videos, news with others. Facebook is a completely personal networking website, which is usually used for personal use (Scott, 2015). However, several organizations nowadays use Facebook for establishing personal relationships with the current and potential customers. The organizations create their official pages over Facebook and the Facebook users who like the pages get all information regarding the organization, as soon as the organization updates its status. Facebook aims at connecting people like the other popular social networking sites such as Twitter, LinkedIn, Instagram, Google, and several others. The major difference between Facebook and the other social networking websites is that it is equally popular in every country across the globe. Facebook is different from Twitter as Facebook enables the individuals to become friends and like each others posts whereas Twitter enables the individuals to follow others in order to read their tweets (Kolev Stanev, 2016). Facebook enables the individuals to share and like posts whereas Twitter only enables the individuals to tweet thoughts and re tweet something. Twitter only enables people to write 140 characters whereas Facebook imposes wall post limit up to 420 characters (Chaffey, 2016). Similarly, Facebook and LinkedIn differ from each other as LinkedIn has been designed basically for business and professional networking and enables the users to create contacts with other business professionals whereas, Facebook has been designed for establishing connections with friends and families. Similarly, Facebook differs from Google Plus as Google plus enables the users to access several additional features as compared to Facebook (Leung, Bai Stahura, 2015). Google plus has evolved as the greatest competitor of Facebook. On the other hand, YouTube enables the users to stream videos, download or upload videos, like or dislike videos and comment on the videos (Stephen, 2016). Facebook has also been termed as the most suitable social networking site for conducting research. Facebook contains detailed personal information about the users, which enables the organizations to conduct appropriate surveys and attract the customers. Facebook enables the organizations to establish personal relations with a large number of individuals and publicize their products and services. The availability of wide data enables the organizations to discover patterns, which would be otherwise impossible for them to detect using the traditional research approaches (Hyder, 2016). Therefore, Facebook has become a vital marketing tool for the organizations to increase their brand awareness and improve long- term relationships with the customers. Twitter: Twitter is one of the popular social networking websites, which enables the users to tweet their thoughts within a limit of 140 characters. Twitter currently has more than 310 million registered users. Twitter enables individuals to follow others, read their tweets and share their views. Twitter is the most popular micro blogging site, which enables the users to post and send concise messages to other users. Twitter has been widely used by the organizations to publicize their products and services by creating a hash tag, which is unique for the organization in order to make it easier for the individuals to identify an organization and the conversations associated with it. Twitter hash tags have been very successful in providing customer service and help to the customers (Assimakopoulos et al., 2017). Twitter has been an excellent platform for promoting businesses, sharing ideas and exploring business opportunities. The major benefits of using Twitter for business purpose are as follo wings: Increase in the brand image Keeping up with the changes in the industry trends Promoting the videos and presentations of an organization Driving website traffic Obtaining quick feedback regarding an organizations products or services Delivering better quality customer service Reducing the costs of advertising as Twitter enables the organizations to advertise their products and services free of cost Twitter is different from the other social networking sites in several ways. Facebook and Twitter differ in the ways of delivering information to the users. Twitter is a better marketing tool among Latino and African American along with individuals between the ages of 18 and 29. On the contrary, Facebook has a better reach among others (Baker, 2014). Twitter is mostly suitable for viral trends, which helps the organizations in instant marketing. On the contrary, Facebook is useful for developing long- term relationships with the customers and engaging in deeper communication with them. According to Macarthy (2014), in the early 2012: Approximately 2114000 individuals in Australia used Twitter More than 26% of the individuals aged between 18 and 29 used Twitter More than 8% of the Twitter users access the site on a regular basis As per Walker (2014), the following is the social media statistics in Australia as on August 2017: Australia itself has more than 3000000 twitter monthly active users The number of active Facebook users in Australia is approximately 15000000 More than 4200000 people in Australia use LinkedIn Google plus has approximately 60000 active users of Myspace in Australia YouTube has more than 15000000 active users in Australia (Aichner Jacob, 2015) All these statistical records prove that Facebook is superior to twitter in Australia and Facebook might prove to be more useful for marketing activities. Researchers have shown that the twitter users check their Twitter accounts more than 20 times per week in Australia. On the other hand, organizations are more likely to find potential customers over Twitter as compared to LinkedIn because LinkedIn is a more professional networking platform than a social networking platform. A majority of the users of LinkedIn access the site in order to either find some employers in order to seek job or find potential employees (Kuberappaa Kumarb, 2016). Therefore, LinkedIn is unfit for marketing products or services as the LinkedIn users are not the potential customers instead they are the job seekers and job providers. Twitter can be very useful in promoting a brand by initiating a viral tweet. LinkedIn: LinkedIn is known to be the largest professional network wherein the employees, employers and business persons can establish connections with each other. Linked in is a completely different social networking website as compared to the others as it is strictly used for professional use only. Therefore, LinkedIn does not allow the organizations to establish personal relationships with the customers. This makes it entirely different from Facebook as Facebook is meant entirely for establishing good relationships with others. The number of Facebook users is more than the number of LinkedIn users in every country, which makes Facebook more suitable for marketing the products and services of an organization (Singaraju et al., 2016). Similarly, LinkedIn is different from Twitter as LinkedIn is used strictly for professional purpose whereas Twitter is used for sharing personal thoughts and views. Twitter can be a better marketing tool as it enables the users to actively interact with the other users. Twitter has a wider reach as compared to LinkedIn, which enables the organizations to advertise their products and services more effectively (Walker, 2014). Several organizations also place their advertisements in between videos and movies over YouTube. However, mostly the users skip those advertisements and do not pay much attention to them, which makes advertising over YouTube ineffective. Therefore, the organizations must analyze the effectiveness of LinkedIn before opting it as a marketing tool. Google +: Google + is an ultimate solution to all the business requirements and is the best social networking site for marketing a product. Although, its reach is lower as compared to other social networking sites, it provides all the possible solutions to the organizations to advertise their products and services. It enables the organizations to share updates and videos and link them with Youtube. It also enables the users to follow other users, obtain reviews, share feedbacks and create circles. Google + enables the users to share information and choose who can view the content in order to ensure privacy concerns. It provides share options similar to Facebook along with the option of Hangout, which enables the users to chat in real time and initiate video chats. Google + and Facebook compete with each other but Facebook has been able to attract more customers and has a larger number of users as compared to Google + (Boulianne, 2015). Similarly, Google + differs from Twitter as Google + provides better features and controls to the users as compared to Twitter. Twitter has a limited use whereas Google + has a wide use. Google + can become a more effective marketing tool in future but at present, the number of Twitter users is more than the number of Google + users, which gives an opportunity to the organizations to convey the information regarding their products and services to a larger number of individuals. When compared with LinkedIn, Google + offers a greater range of features and opportunities to the organizations to advertise their brand. LinkedIn helps spreading awareness about a brand among people who either looking for recruiters or are are looking for potential employees (Walker, 2015). The LinkedIn users might not turn out to be the ultimate consumers of a product or service. This makes Google + more effective than LinkedIn however, the number of LinkedIn users in Australia is much larger than the number of Google + users in Australia. YouTube: YouTube is the worlds top- most platform for sharing videos. YouTube enables the users to stream, download and upload videos and movies. This has enabled several organizations to use this platform to advertise their products and services. Youtube has approximately 1 million regular users. More than 50% of the YouTube users access the site from their smartphones. It enables the customers to stream videos, like them, share comments and also share the videos over other social networking sites. Currently, YouTube has more than 15000000 active users in Australia, which provides an opportunity to the organizations to enhance their brand image. Unlike Facebook, Google + and Twitter, YouTube does not offer the feature of sharing ideas and views over the timeline, which makes it different from the other sites (Miles, 2014). Conclusion: Therefore, it can be concluded that with the increase in the use and popularity of Internet, the social networking sites have gained huge popularity. The organizations nowadays are emphasizing more on online marketing tools in order to attract a larger number of customers while reducing the advertisement costs (Armstrong et al., 2015). There are several social networking websites available and the type of product or service determines the choice of the appropriate social networking site. Each of them offer some unique feature and are also similar to each other in several ways but the choice of the appropriate social networking site depends upon the organizations themselves. References: Aichner, T., Jacob, F. (2015). Measuring the degree of corporate social media use.International Journal of Market Research,57(2), 257-276. Armstrong, G., Kotler, P., Harker, M., Brennan, R. (2015).Marketing: an introduction. Pearson Education. Assimakopoulos, C., Antoniadis, I., Kayas, O. G., Dvizac, D. (2017). 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