Business and Social Approaches to Social Media Essay - 1

Business and Social Approaches to Social Media - Essay Example Identifying how this particular tool is now being used and identifying the ways that it can work for others that are using the Internet is then creating a different approach to connecting online. Theories of Social Media The use of social media for businesses is one which relates specifically to the ability to connect with others online through specific mediums. The social media platforms consist of areas which users can interact and connect with other like-minded users. The growth of this has led to platforms such as Facebook, Twitter, Wikipedia and business areas where others can connect. The concept is now known as web 2.0, where interaction and user-generated content is providing more applications and alternatives for those that are online. The concept of using these tools is based on the demographics, ability to display a specific message to viewers and the ability to collaborate with business ideas that will attract potential customers to a business (Kaplan, Haenlein, 2010). Th e approach which is now being taken with social media has allowed the main concept to transform the way in which many are approaching business and interactions. When searching for the user-generated content, there is the ability to connect with others that are interested in specific ideologies, consumerism, and choices. A business can specify demographics, target markets and other concepts that are from a given profile. From this, there is the ability to transfer information and knowledge about the business and to create a connection to customers. This creates a social graph, in which one business connects to potential customers and begins to expand with the specific target markets that are available through the interactions and known interests that are listed on the various online portals (Qualman, 2011). The concept which has been used with approaching target markets has also led to the promotional mix is a model which is followed. This has been built into a hybrid model that is u sed for communicating with others and for interactions that are able to get specific results with online marketing. Consumer to consumer communications as well as promotions from businesses is the two main focuses of the hybrid promotional mix that is used for user-generated content. This occurs with the main promotion, advertisement or page that is listed on a social media site or website. The consumer then has the ability to focus on direct responses by commenting on the promotional tools with engagement. For businesses, this means that the promotions need to have positive responses from consumers while ensuring that the discussions work in favor of the business. The promotional mix that is needed is then based on gaining a sense of control with the promotions that are used for the social media portals (Mangold, Faulds, 2009). The interactions with customers and the way which this is associated with the promotional mix are then leading to the need to put the public relations of a business as the main priority. The amount of control that is a part of the user-generated content is based on finding a way to build credible forms of marketing and interactions that are online. The use of effective communication, ability to increase exposure and creating a strong presence and brand loyalty are some of the focuses that are a part of using social media online.