Measurement of Social Media Marketing †MyAssignmenthelp.com

Question: Discuss about the Measurement of Social Media Marketing. Answer: Introduction The report talks about the impact of new social media channels. It explains that how these channels provide support to various customers in the market. It explains that how these channels are contributing in the society by engaging with the important issues and by targeting companies having vast decision making power. The report explains that how new media channels are changing the environment of the market. It talks about the aspects of social media marketing channel and it also explains the significance of social media channels. It explains that how the social media channels are becoming the part of the life. The influence of media channel in the environments such as Face book, YouTube, Google, and Twitter has enabled customer in giving active participation in the market development. These new media channels have started growing the business on a long term basis (Sashi, 2012). The strategy of company also gives plenty of opportunities for growth by adapting such strategies. After the various researches, it has been analyzed that the customer relationships is a process that entails the methodical and proactive management of relationships as they move from starting (initiation) to end (extinction), with implementation across the several customer-facing contact channels and quoting the time of new media, managing customer relation- ships effectively. In this way, social media channels are very unique and significant source for everyone. The behavior of customers towards each other has been changing over a decade. The social media has given a platform to the customers to know the products and services which are available in the market. The customers are able to gather information about anything with the help of these social media technologies and channels. The rise of this new media has given these customers a chance to test the quality of business supplement of the products (Haenlein, Skiera, Malthouse, Wege, Zhang, 2013). The social media channels provide support to promote the company products and services in the market. No firm can run business activities and operation effectively without social media channels. These channels provide help to make effective strategies and plans in order to meet long term goals and objectives (Gensler, Vlckner, Liu-Thompkins Wiertz, 2013). In new media the important role is played by brands. The consumers can share their interest in favorite brand through various sites and website. This is beneficial to resolve the various kinds of problems related with products and services. This helps the company by reducing the cost of service in the market and it increases the quality of products (Hennig-Thurau, Malthouse, Friege, Gensler, Lobschat, Rangaswamy Skiera, 2010). The evaluation of social media channels is giving a chance to the companies to meet the requirements, expectorations and needs of customers. The choice of adopting new media has helped the company in promoting and engaging to distribute their new offers. For example, consumers today are like the retailers (Kaplan Haenlein, 2010). They are producers and directors of networking sites such as eBay, YouTube etc. The customer relationship management is a tool which is used by the company as a strategy. It has become greatly popular in todays world. This relationship is consistent and will never come down. It is necessary for the companies to understand the significance of these strategies and customer relationships management. They help in achieving the common corporative objectives and goals (O'Brien, 2011). Further, social media marketing also plays a vital role in social media channels. The social media marketing is the procedure of gaining attention and traffic through various social, media sites. Through social media sites, people can share information and message across the world (Malthouse, Haenlein, Skiera,Wege, Zhan g, 2013).The social media channel provides help to increase the brand awareness and loyalty in the market. It provides rich and effective customer experience and knowledge. It is useful to analyze and evaluate the plans and strategies of the competitors in the market. It provides support to build reciprocal and good relationship with customers (Heinonen, Strandvik, Mickelsson, Edvardsson, Sundstrm Andersson, 2010). Involvement of social media Social media is an Internet-based application which allows customers and companies in communicating. The information can be created, shared or exchanged by using this platform. In todays developing world the social media has become a key factor in every company. These social media applications require sustainable investment in the market. The growth of the social media channels depend on the feedback of customers. These channels and sites have given privacy to every individual (Aula, 2010). They show their ability to allow the users to communicate and share easily or freely. The customer relationship management provides satisfaction to the customers as well as the company. The Social media maintains communication and collaboration between customers and companies (Laroche, Habibi Richard, 2013). To communicate with its users time to time, every company manage their account or website through social media channels. Through social media channels, they maintain their brand page, and they are able to tell their customers about the schemes by posting them on their website. It is an interaction between the company and its policy framework (Heinonen, Strandvik, Mickelsson, Edvardsson, Sundstrm Andersson, 2010). This helps to the companies to manage the effective relationship between brands and customers and it also tests and analyzes the potentiality of the market in the context of social media. But still, the company should understand about the social media marketing functio ns and activities. Through social media, customer gets the idea of the company and the kind of products supplied by the company (Whiting Williams, 2013). Social media also give a platform to the customers to share their feedback for liking or disliking about the product. For example, they can like, rate, review, or comment on the tested brand. Also, they can mention about the product or the brand to other people (Smith, 2010). By sharing the information about the brand it develops a sense of image about the purchase for the product. These channels provide important information to customers related to quality, quantity of products and services(Messing Westwood, 2014). The response of company will satisfy the customers and will allow them to purchase more in near future. The interaction with social media is potential and very important. But they are not free and require investments as well as additional charges for developing private software for the company (Dabbagh Kitsantas, 201 2). Now after the technique of social media, the company shows no interest in old used measures as they are already used over social media. They are focusing on the firms investment and marketing managers should look at the customers investment when interacting in such areas. The most important site used by the company to promote business for its operation is Facebook (Michaelidou, Siamagka Christodoulides, 2011). They maintain a proper brand page where they post pictures and relevant information to interact with consumers. It is a part of social marketing strategy that should be followed by the company. Mainly, the company focuses on the content and service towards society. But the main activity of the company is maintaining the brand page (Merchant, Elmer Lurie, 2011). It is the major platform of communication with the employees. The company interacts with the users regarding major issues and better functioning. Social media gives a chance to satisfy human requirements. They no longer think about the amount of money being invested. The company works with patience, time and knowledge. The social media allows companies to communicate with their customers, listen to their particular demands and needs and show them the offers (Kietzmann, Hermkens, McCarthy Silvestre, 2011). This will not only allow the company in creating a unique customer experience but will also help to meet the target and requirements of the firm in near future(Hutter, Hautz, Dennhardt Fller, 2013). The technique of social media is a type of strategy used by the various businesses in order to gain long-term growth and success in the market. The various media channels are becoming the great source for the company to reach the customers through various channels. Now a days, social media is becoming the part of life. No one can live without social media. These social media channels help to fulfill the demand of customers in the market. Disadvantages of social media It lacks the emotional connection between the customers and service providers. There is only the user interface where the employee interacts with the server where the people manage the organizational account. It also decreases the skills of face to face communication with the other employees of the organization. With the use of social media, it becomes difficult to interact by expressing the feelings. Using social media lacks to interact with the business by expressing gestures and emotions. This reduces the chance of knowing understanding and thoughts of people working in the organization. Employees just have to sit on the system and work which creates laziness. This is generally not expected of the employee working in the firm. They have to be active and passionate towards work. The social media is not appropriate for every business. Thus, it reduces the profits of the business. In this way, it affects the customers and service providers as well. Further, social media is immediate action thus; customers and service providers need to monitor and focus on the social media channels on daily basis. Therefore, it is a very time-consuming process for customers as well as service providers. Harassment and bullying risks are involved in social media. If the service providers do not manage social media activity and regular basis then no benefits can be taken by social media. Further, the major disadvantages with respect to customer relationship are that it lacks face to face interaction with the company. Sometimes, due to technical reasons services provided by the company to its customers generally are very poor. This reduces the trust of society towards the company. The lack of response from the company also results in future losses that company cannot afford. This makes business difficult to meet the requirements and expectations of the customers effectively and efficiently. Conclusion The report in general talks about the impact of social media on customer relationships. It shows how the company uses social media to growth and success. These channels affect the life cycle of business and trade. The report shows that involvement of social media can either change the situation of the company or remain stable (Xiang Gretzel, 2010). But it is good to make changes by adapting the advancements in technology. Now it is concluded that people should promote the social media channels to gain the various benefits in near future. References Aula, P. (2010). Social media, reputation risk and ambient publicity management.Strategy Leadership,38(6), 43-49. Dabbagh, N., Kitsantas, A. (2012). Personal Learning Environments, social media, and self-regulated learning: A natural formula for connecting formal and informal learning.The Internet and higher education,15(1), 3-8. Gensler, S., Vlckner, F., Liu-Thompkins, Y., Wiertz, C. (2013). Managing brands in the social media environment.Journal of Interactive Marketing,27(4), 242-256. Heinonen, K., Strandvik, T., Mickelsson, K. J., Edvardsson, B., Sundstrm, E., Andersson, P. (2010). A customer-dominant logic of service.Journal of Service Management,21(4), 531-548. Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A., Skiera, B. (2010). The impact of new media on customer relationships.Journal of service research,13(3), 311-330. Hutter, K., Hautz, J., Dennhardt, S., Fller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook.Journal of Product Brand Management,22(5/6), 342-351. Kaplan, A. M., Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media.Business horizons,53(1), 59-68. Kietzmann, J. H., Hermkens, K., McCarthy, I. P., Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media.Business horizons,54(3), 241-251. Laroche, M., Habibi, M. R., Richard, M. O. (2013). To be or not to be in social media: How brand loyalty is affected by social media?.International Journal of Information Management,33(1), 76-82. Malthouse, E. C., Haenlein, M., Skiera, B., Wege, E., Zhang, M. (2013). Managing customer relationships in the social media era: introducing the social CRM house.Journal of Interactive Marketing,27(4), 270-280. Merchant, R. M., Elmer, S., Lurie, N. (2011). Integrating social media into emergency-preparedness efforts.New England Journal of Medicine,365(4), 289-291. Messing, S., Westwood, S. J. (2014). Selective exposure in the age of social media: Endorsements trump partisan source affiliation when selecting news online.Communication Research,41(8), 1042-1063. Michaelidou, N., Siamagka, N. T., Christodoulides, G. (2011). Usage, barriers and measurement of social media marketing: An exploratory investigation of small and medium B2B brands.Industrial marketing management,40(7), 1153-1159. O'Brien, C. (2011). The emergence of the social media empowered consumer.Irish marketing review,21(1/2), 32. Sashi, C. M. (2012). Customer engagement, buyer-seller relationships, and social media.Management decision,50(2), 253-272. Smith, B. G. (2010). Socially distributing public relations: Twitter, Haiti, and interactivity in social media.Public Relations Review,36(4), 329-335. Whiting, A., Williams, D. (2013). Why people use social media: a uses and gratifications approach.Qualitative Market Research: An International Journal,16(4), 362-369. Xiang, Z., Gretzel, U. (2010). Role of social media in online travel information search.Tourism management,31(2), 179-188.