busi-520-db-forum-2-Practical-21.docx

lOMoARcPSD|22015503

BUSI 520 - DB Forum 2

International Business (Liberty

University)

Defending the Practice of Social Media Marketing

John Harrington

Email: [email protected]

companies and customers through virtual networks and communities. The ability to share and

exchange their experiences and information present an opportunity for marketing teams to build

relationships with their consumers and to increase awareness about their product or service on a

much larger scale. The main categories of online marketing communications as discussed in our

text include, web sites, search ads, display ads, and e-mail. One of the primary advantages is that

companies can send tailored messages to their customers based on their specific interests and

behaviors. There are disadvantages as well, which include security issues as well as disruptions

journals that are updated daily and provide an effective word of mouth outlet. Facebook and

Twitter are examples of social networks that have become important in business to consumer

marketing. Social media is a powerful tool, but it cannot be everything to everyone. Most

marketers are taking advantage of multi-channel marketing and using a combination of methods

to engage and interact with their customers. Using social media marketers have an opportunity

to create an online presence with their customers. The more engaging and thoughtful the online

presence is the more likely it is to create a loyal online community. Social media as a strategy is

becoming more effective in marketing. Social media is very often characterized by how fast and

easy it is to use. However, the challenge for the company is to determine exactly how to use it

because it really has endless opportunities. It is important for companies to consider how their

consumer will interact with the social media. Social media is unique in that it requires

interaction on the part of the consumer. It is critical to engage with your customers, and to do

that using social media you must be able to motivate them to search for information and facilitate

learning.

value proposition of the products and services that L.L. Bean offers is customers that enable

them to enjoy and participate in outdoor experiences. You can see this consistent messaging in

all the social media platforms used. For example, the Facebook page is organized with L.L. Bean

posts, and about information which provides the customer with clear and consistent messaging

about the brand. The company also has a spot for Notes and Events where information is

provided to the customer about upcoming outdoor classes or adventures as well as product

information. As discussed, the unique element is the interactive element it provides the customer.

Here you can

see videos along with community where you will find questions or testimonials from the

community. The video component shows different outdoor experiences. This is can be an

effective tool in connecting and building long term loyalty with your customers. One article I

read discussed whether successful social media marketing affects brand value. The research

suggested that one social media network will reach 3 billion (Does Successful Social Media

Marketing Affect Brand Value? An Empirical Investigation, 2015). This type of communication

that creates customer conversations will result in deeper connections. The increased connections

and involvement with the customer provided by social media will enhance customer loyalty.

“Contents.” Jstor, 2012, doi:10.1515/9781400843114.toc.