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How Marketers Use Social Media to Influence

Customer Behaviour

The global village that is the world has become a social network, thanks to the

Internet. Businesses today are excessively reliant on platforms like social

media and other digital channels to reach their market and disseminate

information.

Moreover, digital marketing has crossed over and now also use these sites to

do more than interact; they also use it to ensure the success of businesses.

Marketers use these social networks not only to understand market behaviour,

but to influence consumer behaviour as well.

Social Marketing vs. Social Media

The two concepts may be too much to take in and absorb, but simply put,

social media is one of the many tools for effective social marketing. It is

therefore only a platform for the marketing strategy’s goals.

What is Social Marketing?

It is a science and approach that combines ideas from social sciences and

commercial marketing. Its aim is to shape consumer behaviour in a cost-

effective and sustainable manner.

The Discipline of Social Marketing

The approach of social marketing requires four different aspects:

Consumer Perspective – The science of social marketing requires mastery of

consumer profiles. Only then will thinking in their shoes become possible, all in

an effort to create campaigns catered to their needs.

End Goal– Knowing the desired end goal of the campaign makes for a more

directed and effective strategy with the goal of influencing the audience.

Pros and Cons – Weighing the positives and negatives of the campaign also

involve anticipating possible worst-case scenarios. All of this allows marketers

to create possible solutions before the problem even arises.

Creativity – A campaign that blatantly instructs people what to do never

works. Social marketing allows marketers to take the same action with grace

by way of the different platforms.

The Role of Social Media in Social Marketing

The Internet as a whole influences lives across the globe in many different

ways. Social media, on the other hand, has shaped living conditions,

influencing communication, learning, traveling and the like. This, however, is

an involuntary effect of long-term exposure to the Internet.

Marketers have the power to shape behaviour and make it as natural as

possible, through social media in the eyes of social marketing.

Twitter, Facebook and blogging platforms all influence behaviour—depending

greatly on the information shared.

Sources:

http://www.thensmc.com/content/what-social-marketing-1

http://dmb.com.au/

http://www.smartinsights.com/managing-digital-marketing/marketing-

innovation/digital-marketing-trends-2015/