Social Media Marketing
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social media marketing: SMM

Social media marketing is a way to exploit social networks, online communities, blogs, encyclopedias or other internet collaboration platform media for marketing, public relations, and customer service maintenance pioneering. also known as social media marketing, social media marketing, social media integrated marketing, mass weak relationship marketing.

in network marketing, social media refers to a comprehensive site with a network nature, and their content is provided voluntarily by users, rather than a direct employment relationship. This requires social thinking, not traditional mindsets.

It is also known as social media marketing, social media marketing introduction, social media integrated marketing, mass weak relationship marketing, is the use of social networks, online communities, blogs, encyclopedias or other internet collaboration platform media for marketing, public relations and customer service maintenance and development of a way.

Simply, social media is a tool and platform for people to communicate and share opinions, insights, experiences, and opinions through writing, commenting, sharing, discussing, etc., usually it allows users to spread valuable content on their own. Common social media platforms are Facebook (General user), twitter (celebrities and public figures news), LinkedIn (professional personals), YouTube (video), WhatsApp and WeChat and so on. They all share two common features: one is many people, and the other is spontaneous transmission.

The “social media marketing” is to use these social media to convey brand and product information to most users through interactive activities, videos, pictures, copywriting, etc., and form self-communication.

In this process, enterprises can listen to the voice of users, promote their own products, and subtly influence customers.

how do businesses do social media marketing?

companies want to do corporate marketing on the mobile internet, do not miss those hot social media, we can use the form of text or in the form of images and sounds, in the form of online media to show our company and products. specifically, we can start from the following aspects to do publicity:

  1. You can share the relevant information of your company through video, such as: office environment, business philosophy, company scale, location, etc., the purpose is to let everyone be familiar with their own company and know the existence of their company.
  2. The company’s new product sharing, the company’s new team or management personnel sharing, through these sharing, so that the company’s products or management personnel deeply rooted in the hearts of the people, such as the use of celebrity effect, a well-known person in the industry to do the company’s consultants or endorsements, these are the company’s image publicity.
  3. Take the changes brought by the company’s products to people’s lives and production as the background as the background for publicity.
  4. For example, in the new energy charging pile industry, they showed step by step the damage caused by fuel vehicles to people’s health and the environment as the background, coupled with the changes brought by new energy to people and the environment, fully demonstrated the benefits of new energy and realized the value of new energy enterprises.
  5. Show the company’s team in the form of punching cards every day, which is a common way to use on the internet.

Now let's deep dive into social media operation

mode of operation

  1. Create network exposure for your business

    enterprises apply social media, can be in social networks, Weibe, blogs and other social media networks with many registered users to publish relevant service information and product information, the use of social media network fan attention utility and community effect, can increase the exposure of enterprise products and service information on social networks.

    The hot spotlight effect of social media enables companies to achieve more extensive communication with potential users through social media. Social media also has the characteristics of equal communication, which is more conducive to maintaining friendly communication between enterprises and potential customers, and continuously deepening relationships.


  2. Increase website traffic and register users

    Traditional network marketing is characterized by information on the internet, enterprises through their own official website or vertical portal information channel to publish information, and then through keyword search, by the search engine to bring relevant traffic and clicks.

    the application of social media has changed the network marketing model that relied too much on search engines in the past, and through social media, it can not only directly convert user traffic on social media into traffic on the official website of the enterprise, but also develop registered users through the information attraction and service interaction of the enterprise on social media.



  3. Attract more business partners

    While social media attracts individual users, it also attracts increased business users. statistics show that 72% of businesses in the United States use social media to provide various types of services. this also gives many businesses the opportunity to seek cooperation and find more suitable partners through social media.

    the attribute characteristics of social media make it easier for users to obtain more comprehensive and complete information than search engines on social media, and it is easier to judge the experience and ability of partners, thus helping enterprises bring more potential cooperation opportunities.



  4. boost your search rankings

    the traditional official website and product website are mainly based on information release, the content is mostly static information and information, the content update frequency is relatively low, mainly through keywords to be included in search engines.

    while information updates and content interactions on social media are much more frequent, businesses have a very high rate of updates to channel pages on social media, making it easier to rank higher in searches.



  5. bring high-quality sales opportunities

    The successful use of Facebook by many businesses in industries including retail, travel, finance and other industries has demonstrated the effect of social media on sales opportunities.

    Many retail businesses in the U.S. have posted messages through Facebook Ads, used the web to download coupons, launched product-related topics on Weibo, monitored interested customer behavior, combined with email marketing and blog marketing, bringing a large number of sales opportunities.



  6. reduce overall marketing budget investment

    Of course, social media marketing also needs to be invested, but if applied well, the overall marketing budget of the enterprise will be greatly reduced. This is because social media has an irreplaceable communication effect of other traditional media and online media, on the one hand, the openness of social media networks attracts a large number of registered users, on the other hand, information about products and services can be disseminated at a lower cost and faster speed using social media networks. If companies can combine social media with video marketing and viral marketing, they can often achieve unexpected marketing effects. KLM Royal Dutch Airlines (KLM) successfully used social media marketing communications on the new Miami route in March 2011, using Twitter to launch topics, and video sharing through Youtube, which played an unexpected role in the promotion of this new route with very low investment, and also greatly increased KLM’s brand reputation.



  7. facilitate specific business transactions

    the characteristics of social media are not only the use of social networks, microblogs, etc. to publish information, but also the use of social media platforms to initiate interactions with potential users.

    the social marketing team of the enterprise can not only focus on the users on social media, monitor the user’s attention to related products and services, but also initiate real-time interaction with potential users, continue to deepen the relationship with potential users, promote interest in enterprise products and services, and timely launch social marketing activities to promote transactions.

Enterprise implementation

  1. Social marketing integration

    Under the open network structure, consumers’ digital behavior is becoming more and more disorderly and more autonomous, brands in the social network to build a brand community management and consumer relationship, can not fully meet the needs of the brand for consumer behavior management, brands need to be more comprehensive and complete management of consumer behavior and experience, more full integration of a variety of marketing means, the integration of superior resources, and constantly accumulate and precipitate user relations to improve user experience, in order to continuously achieve the brand market task.


  2. Build a brand community

    Enterprises need to enter social networks to carry out marketing work, and the open social network structure and equal user relations have brought great challenges and unforeseen crises to enterprises. this requires companies to better understand “how to properly enter” social networks, need to have a sufficient understanding of the user ecology of social networks, and need to formulate strict rules to ensure that under the open and uncontrollable network structure, the brand market task can be achieved. social guidance book: help enterprises to develop a sound social strategy and implementation specification manual based on their own characteristics and market tasks, help manage multi-account and multi-platform corporate social behavior, ensure the realization of enterprise market goals, improve work efficiency, and reduce uncontrollable risks.


  3. Enterprise social community operation and management

    Under the open network structure, the identity of consumers has changed from the original audience (Audience), customers (Consumer), to the participants in the entire process of brand construction (Participator), and even consumers have greater brand construction rights than the brand itself, in the open network structure, the brand and consumers are interactive relationships.



  4. Brand station group construction and e-commerce development

    mellow interactive provides a comprehensive monitoring and data insight business based on crawling and mining technology, helping enterprises to fully grasp the situation of consumers, themselves, and competitors, better listen to the voices from social networks and explore the business value associated with enterprises. help enterprises fully grasp the value of the enterprise’s official website, explore the user needs of the enterprise and lead the user needs. We have a team dedicated to enhancing the user experience, including brand strategists, information builders, copywriters and editors, web designers and programmers. Each member injects all kinds of expertise and energy into the project. by integrating these skills, we create interactive marketing websites that reach your users, including users and even move users. help enterprises to enter the internet correctly and better develop e-commerce marketing work.

How Build relationship chains?

  1. The foundation of social media marketing is the relationship chain.

    The constituent elements of society are people and organizations, and the key to what society can call society is people and people, people and organizations, and the chain of relationships between organizations and organizations. We are in the era of network society, so on the internet with increasing social attributes, the relationship chain is naturally the most vital component of social media. one of the significant advantages of social media marketing is that users have high trust in information, and the reason for high trust is the social relationship chain. Only by making effective use of the user’s social relationship chain can we play the advantages of social media marketing.


  2. Social media marketing must increase the communication power of marketing content.

    Now that we know the critical role of relationship chains in the success or failure of social media marketing, we need to consider how to use relationship chains. we can consider establishing a relationship chain with the target audience, but the establishment of the relationship chain requires a difficult and lengthy process, obviously, a better means is to use the existing relationship chain between users, inject information at a certain point in the relationship chain, and spread quickly through the relationship network. However, just as current requires voltage to be transmitted, content that has no propagation power cannot evoke a ripple even if it is put into the network. for social media marketing, the most difficult and important thing is to increase the communication power of marketing content.


  3. There are many ways to start the dissemination of subject marketing content.

    Marketing content has the power of communication, you only need to rely on your own superior resources to put the “stone” of the content into the “pond” composed of user relationship chains, and the ripples will spread out in a circle or even a circle. the way in which marketing content communication can be initiated can be diverse, depending on one’s own strengths and the resources available. it can be the exposure in the tv program, it can be the report of the network media, it can be the forwarding of the Weibe trumpet, it can be many advertisements, and even the list of hot topics rushed by the water army. if the content propagation program can be started, hitting any point in the relationship chain, it can be used as the beginning of the propagation, this beginning can be a single point, but it is best to start the propagation at multiple points synchronously, and the superposition effect will be obvious.

with content with the power of communication, relying on the existing social relationship chain for communication, coupled with the high degree of trust attached to the social relationship chain, the marketing effect brought by content delivery can only make marketers happy to close their mouths.

focus on the point

The key points for social media marketing to mature in the autonomous information age are:

  1. How to make the target customers within reach and participate in the discussion.
  2. Disseminate and publish valuable information to target customers.
  3. Let consumers connect with your brand or product.
  4. Interact with the target customer and feel that the product has its share of credit.

evaluation method

there are two main ways to evaluate the effectiveness of social media communication: quantitative evaluation and qualitative evaluation.

quantitative assessment

quantitative evaluation indicators include the following items:

  1. Impressions:

    Refers to the overall number of posts, the number of reads (number of clicks), the number of reprints, the number of replies and other regular content data.


  2. Advertising equivalent:

    Summarizing the statistics of each campaign (marketing activity), the total amount of these contents added to the essence and the top can be converted into how much the corresponding cost of the external quotation of the communication website can be obtained, and the added value of the campaign can be derived.


    Calculate the average CPC value of each campaign and compare it with the normal average CPC value of 4 to 5 yuan in the IT industry to evaluate the effect of this campaign.


  4. Conversion:

    In a campaign, the conversion rate data can be obtained by comparing the data of the use, attention, and participation of users before and after, such as the number of registrations for online activities, the number of participants, the value of website PV/UV, and the sales volume.


  5. Third party data:

    Before and after the implementation of a campaign, compare data such as Google Trends and Baidu Index, or entrust a third-party research company to investigate the changes in brand or product awareness and reputation.

qualitative assessment

Qualitative assessment methods are also mainly divided into two angles: network public opinion analysis and influence analysis.

  1. network public opinion analysis:

    In a campaign implementation, it is necessary to analyze the network public opinion situation from the following angles:


    • Analyze the comment ratio of network public opinion: including the positive, negative, and neutral comment rates of network public opinion, the effect of public opinion guidance can be evaluated. among them, the negative rate of the first page of the search engine is also within the scope of analysis of network public opinion.


    • Analyze the rate of follow-up evaluation in social media communication channels such as microblogs, forums, blogs, and SNS.


    • analyze the concerns of netizens (what are the products that are concerned?) What are the features of the products that you care about? Do you pay attention to after-sales service? which part of the service to focus on… ): it is also necessary to analyze the evaluation content from three aspects: positive, negative, and neutral.


  2. Impact analysis


    • Celebrity blogs/microblogs: there are no celebrities blogs/Weibe spontaneously write articles to discuss or quote relevant content, and whether there are blog channels that are prominently recommended, and the blog circle is refined.


    • Media follow-up: whether there are other non-cooperative media to follow up on topics and amplify secondary dissemination. (In particular, pay attention to traditional media such as print, television, and radio.)


marketing myths

  1. Over-marketing to fans

    If all of your posts are peddling something to your followers, then you’re guilty of greed. This mistake can also occur in drop shipping situations, rather than using your reputation, knowledge, and community to serve your sales.


  2. Covet data performance

    most social media marketers use a lot of time at work to gather or encourage interaction on their own pages. This may cover all marketing myths, which often means a desire to get a comment, like, or repost.


  3. emphasize the self

    The companies that can really do social media well are those who emphasize participation in their platforms. Listening to your audience is much more important and interesting than your company’s own monologue. don’t overemphasize who you are, you’re just a business – you should be more involved in your fans to express your unique personality.


  4. Lazy, slow to move

    A common mistake is to post too few. fans love the media visiting your page and discovering something new, even if it’s not much.


  5. Cause public outrage

    in the field of social media, you must take it very seriously and don’t forget the meaning of low-key modesty. too much negative coverage, or too much hostility toward angry commenters — can’t raise your profile in the public eye. to calm things down by email, you can also use some preferential promises to motivate or customer service to at least calm the person.


  6. Plagiarism due to jealousy

    If your competitors are doing something great and you always want to copy them, remember that it takes effort to do a worthwhile job. If you really do what you think, then you might drive away your existing fans. To discover what kind of content is right for you, you can use some analysis systems and constantly experiment or adjust in your activities.


  7. Opinionated

    On social media, there needs to be a team to do an excellent job even if it’s just designing web pages, so don’t be too conceited about not asking for help from others. get inspiration, knowledge, and even help from your fans, which can elevate your page so much that it doesn’t become obsolete.


  1. First, quasi-targeted target customers.
    Social networks have a large amount of information about users, leaving aside the content that invades the privacy of users, there is only a lot of valuable information in the data disclosed by users. not only some superficial things such as age and work, but also through the analysis of the content posted and shared by users, it is possible to effectively judge the user’s preferences, consumption habits and purchasing ability and other information. in addition, with the development of mobile internet, the proportion of social users using mobile terminals is getting higher and higher, and the geographically based characteristics of mobile internet will also bring momentous changes to marketing. in this way, through targeted audience targeting and geolocation targeting, we can naturally receive better results in advertising on social networks than in traditional online media.

  2. Second, the interactive nature of social media can bring companies closer to users.
    Interactivity used to be a clear advantage of online media over traditional media, but it wasn’t until the rise of social media that we truly experienced the magic of interaction. Ads placed in traditional media cannot see user feedback at all, and the feedback on the official or blog on the internet is also one-way or not immediate, and the interaction is poorly sustained. often, we publish advertisements or news, and then see the user’s comments and feedback, and continuing to interact in depth is exceedingly difficult, the channel of continuous communication between enterprises and users is not smooth. and social networks make us have the company’s official microblog, with the company’s social media network official homepage, on these platforms, enterprises and customers are users, the innate equality and social network communication convenience characteristics make enterprises and customers can better interact, mingle, form a good corporate brand image. in addition, social media such as weibo is a natural customer relationship management system, which can quickly make feedback and solve users’ problems by looking for users to discuss or complain about corporate brands or products. if the official account of the enterprise can form a good relationship with customers or potential customers, so that customers treat the enterprise account as a friend’s account, the value obtained by the enterprise is incalculable.


  3. Third, the big data characteristics of social media can help us conduct public opinion monitoring and market research at low cost.
    the advantages of social media in terms of interactivity have just been described in detail, in addition to this, with the popularity of social networks, the big data characteristics of social networks have been well reflected. If enterprises can do an excellent job in data analysis and processing of social networks, they can also receive great benefits from it.


    First, through social media companies can monitor low-cost public opinion. Before the advent of social networks, it was exceedingly difficult for companies to monitor users’ public opinion. nowadays, the role of social media in corporate crisis public relations has been widely recognized, any negative news is diffuse from a small scale, if the company can monitor public opinion at any time, can effectively reduce the possibility of corporate brand crisis and spread.

    secondly, through the analysis of a large amount of data on social platforms, or market research, enterprises can effectively tap out the needs of users, provide a good market basis for product design and development, such as a cake supplier if it finds a large number of users on social networking sites looking for european-style cake information, you can increase the design and development of cakes in this regard, before the emergence of social networks, this is almost impossible to achieve, and now, as long as you take out some small gifts, do an activity on social media, you will receive massive user feedback.

  4. Finally, social media gives businesses the power of low-cost organizations
    This sentence is a bit awkward, but the power of unorganized organization is indeed the biggest feeling that the internet brings to us. through social networks, companies can organize a large fan promotion team at an exceptionally low cost, and how much value can fans bring to the company? for example, xiaomi mobile phones now have a huge fan team, a vast number of rice noodles has become a crucial factor in the rise of xiaomi mobile phones, whenever xiaomi mobile phones have activities or new products, these fans will rush to tell each other, do enough publicity, and these, almost no cost! if there is no social network, lei jun wants to organize rice noodles to promote xiaomi, which will inevitably cost an extremely prohibitive cost. in addition, the public information of social media can also enable us to effectively find opinion leaders, and through the propaganda offensive of opinion leaders, we can naturally reap better results than casting a large net.

    the marketing advantages of social media are obvious, but there are also many problems. for example, the controllability of social media marketing is poor, the input-output ratio is difficult to calculate accurately, and so on. however, with the advent of the social network era, the social media marketing system will inevitably be gradually improved, so every marketer can not choose to avoid it, we have to face this new challenge.


Social media marketing is no longer an unfamiliar word, for many enterprises, official Weibe, homepage and other social media platforms are already a must-have project for corporate marketing. However, the survey shows that most companies do not have a clear social media marketing strategy, and precise marketing is impossible to talk about.


  1. Precise positioning

    first, enterprises should understand their own positioning and target groups, different social platforms have different user group characteristics, the first step of the enterprise should be based on their own positioning and customer group characteristics to judge and choose the social platform suitable for the enterprise, where the customer group is, the enterprise should be.


  2. Comprehensive strategy

    Social media marketing is not as simple as it seems and setting up an account and sending out news is not enough. From the establishment of the account matrix, the planning of content, the establishment of interactive feedback mechanisms and crisis public relations, etc., enterprises need to carry out detailed analysis and planning. establishing a comprehensive marketing strategy and maintaining it for a long time will bring value to the enterprise.


  3. Data monitoring and reporting

    in addition, real-time monitoring and regular data analysis are essential. enterprises need to have a set of monitoring mechanisms to serve and find concerns and relevant people. Which customers mention themselves on social networks? What do they say about the brand? Who cares most about themselves and whether they have a need to consume? Businesses need to find out about it and give it back.

    At the same time, regular reports and summaries are also the key to promoting corporate social marketing, and the information on the internet is ever-changing, and the marketing strategy of enterprises should also be adapted to it.

    It is worth affirming that the social marketing of most enterprises is still very planned. the positioning of the brand and the choice of media platform are in line with the characteristics of the brand. it should be noted that enterprises need to strengthen the establishment of monitoring and feedback mechanisms or take technical means to support to achieve precision marketing!


Link impact

Activity generated on social media sites has no impact on the optimization of the page itself outside of its own website, but it can have a significant impact on SEO’s most important external link building.

Most social media sites are user-contributed content, you can freely leave the URL, but for SEO personnel, bringing links is not as simple as posting and leaving URLs, most of the places where users can leave URLs have been made, and the URLs left behind cannot become links in the ordinary sense. so, the use of social media websites to build external links is indirect, you need to let other users on social media pay attention to your brand, product, or topic, and then users on their own websites, blogs again to discuss and mention your website, to bring links.

it is precisely because there is such a step in the middle, so the ordinary interaction on social media websites is difficult to bring links, and only which become hot topics, such as topics that are forwarded thousands of times on Weibe and are hotly discussed in forums, can bring a lot of traffic and valuable external links. The external link advantage brought about in this way is obvious, very natural, completely user-actively contributed, and a one-way link. There are also links to high-authority domain names.

Interaction and word-of-mouth communication
Marketing on a social media website, the most important thing is to interact with other users, build brand awareness, contribute to word-of-mouth communication. Accumulate several powerful social media website accounts with many fans, when the website has any new topics and products, a microblog or a post can quickly reach thousands of people, including many influential people on the Internet, and there is no shortage of people who manage the website and blog themselves, if they can promote it twice, your information can spread quickly, in this way, your articles and links will appear on more websites, and your website will have more people discussing. The resulting impact is difficult to calculate precisely, but it can affect rankings and SEO effectiveness overall.

New form link flow
most of the links left on social media sites are not normal links that search engines directly use to calculate weights. but the number of social media site users is huge, and the number of links left behind is also staggering, as if new forms of linking and weight flowing patterns have been formed. for example, google publishes links in twitter and Facebook that are counted in the ranking algorithm.

the huge flow of links on social media sites is bound to be checked by search engines and is unlikely to remain indifferent. the goal of search engine ranking is relevance, authority, and usefulness. links posted by users of social media sites are a form of practicality. While these links are unlikely to pass weights like normal links, they are likely to have become or will become a new ranking signal, an adjunct to ordinary links.

industry perspective

Noun controversy
molecular interaction was initially quite reluctant to directly add marketing after the name of the channel platform because it seemed that anything could be added to the marketing two words, and i was afraid that one day there would be pole marketing and roadside marketing. Although there are no major obstacles in communication for the time being, the name of the specification is still necessary, and rigorous naming will help to develop more scientifically in this field.

Platform selection
if you can also rely on independent social media platforms to make a big impact in the early days, then as the marketing communication value of the platform is rapidly mined, the attention of the relative unit audience is constantly diluted and dispersed, so the big impact on social media comes from the integration of offline and online channels, that is, the actions of offline or other online channels cause communication and discussion on social media.

The importance of creativity
For general brands, it is more difficult to do content, and the amount of daily content required by corporate social media ID to maintain activity is more, so it is more necessary to be creative to integrate content, so that conventional content can be as interesting, relevant, and valuable as possible. In addition to the regular content, the requirements for creativity of Doing Campaign have been raised to a higher level. Campaign gameplay, topic detonation, copywriting, visual presentation, and many other sections are all creative-driven work.

Media tipping point
One of the characteristics of social media itself is that it weakens the “point-to-point” communication model and replaces it with “peer-to-peer” and “point-to-piece”. this has caused a problem for marketers, in the case of their own account resources are not strong enough, how to spread a large amount of content. because even very high-quality content, or viral content with big idea, if the first-level transmission cannot reach a critical value, it will not be able to detonate the independent transmission of the audience.