“Social media marketing is a term that describes use of social networks, online communities, blogs, wikis or any other online collaborative media for marketing, sales, public relations and customer service. Common social media marketing tools include Twitter, blogs, LinkedIn, Facebook, Flickr and YouTube,” according to Merlin Francis, Business 2 Community.
1. It is about creating buzz or news worthy events, videos, tweets, or even blog entries that attract attention, and become viral in nature. Buzz generation is what makes social media marketing work, it replicates a message, not through purchase of an ad, but through user to user contact. The message does not necessarily have to be about the product, but could be anything either relatively or remotely associated; many successful viral campaigns have gathered steam by focussing on the interests of the social media enthusiasts with a subtle presence in the form of a company logo or tagline included.
2. Requires building of assets that facilitate fans of a brand or company to promote it across multiple social media channels. Fan pages in Facebook or Groups in Linkedin are ideal examples.
3. Demands a democratic approach – Social media marketing is successful only when it is designed to allow customer/user participation and dialogue, with little or no control by the organization. If a company has something to hide, then maybe social media marketing is not for them, here only the honest or the smart survive, companies which know how to accept and make the most of both bricks and bouquets.