Social media marketing combines the goals of internet marketing with social media. The approach uses the principles and techniques of marketing in order to bring an audience to accept, reject or modify a behavior voluntarily surrender his interest in the interests of a group or in the interest of whole society.
This type of marketing also includes reputation management, positive influence actions and always bearing in mind that is based on a dialogue between the company and users, whether customers or not.
It is different from any other type of marketing because it allows businesses and consumers to interact and comment. It is a completely new system for feedback and advice.
Certainly the business concerns lie in the fear of not being able to control the negative messages of the community and not knowing how to react to sabotage of a competitor or of a malicious user. Constant monitoring of social networking, fast reaction and effective and honest and transparent solution can prevent a larger problem.
Main features of common social marketing and LinkedIn Campaigns with other disciplines: a focused approach to target audiences. Social marketing and LinkedIn campaigns are based on the principle that a target audience has the ability to take decisions and make choices.
It rejects the paternalistic idea that experts know what is best and have the legitimacy to tell people how to behave. Rather social marketing advocates the target audience approach. It seeks to identify the profile of each target audience (their needs, expectations, perceptions, barriers to the adoption of certain behaviors, style, and media habits), and thus to provide the necessary support.
Individuals do not all behave the same way towards a social issue and not all react the same way to a given strategy. By segmenting the population according to certain variables (the importance that people attach to certain behavior or benefits, their skills, their fashion and their environment), it is possible to adjust strategies accordingly.
It follows an increase in the effectiveness of programs aimed at behavior change. The most likely to adopt the desired behavior segments (including among hard to reach populations) or the most important objectives of the organization will be preferred.
Social marketing and LinkedIn Campaigns focus on the voluntary adoption of behaviors beneficial to society. The success of social marketing is measured by the adoption or not the desired behavior, not only by a change in the level of awareness of people, their knowledge or their behavioral intentions .
Efforts to influence people downstream are often reinforced by upstream intervention, especially among policy makers and businesses as well as from their surroundings (friends, family and other influential people).