Though it is new in the industry, social media marketing has taken on some new challenges. This type of marketing effort becomes efficient if it is build around the grounds of social authority. Marketers should come up with new and more ways on how they can convince the audience of their genuine intentions, knowledge and expertise in their field. One way of doing this is to provide them with valuable and accurate information about the products and services. Trustworthiness and reliability are two of the things that buyers give importance on. With the ongoing crisis, people tend to value their money more.
Social authority can be created through the use of social media tools. Wikipedia, Facebook, Twitter and Yahoo are some of the media platforms that businesses use to promote their products. Publishing a company’s business content through the use of the internet is one way to influence the target market. However, consumers prefer companies that are referred by someone they trust. Their buying decisions are either directly or indirectly influenced by social media marketers. It depends on how credible the advertisement is. That’s why it is an imperative that businesses come up with a purposeful and carefully planned marketing strategy. This will make the promotion effective and companies will be able to build the authority that they need.
There are a lot of social media forms available today. Some of the most popular ones are internet forums, weblogs, social blogs, wikis, microblogging and social bookmarking. The application of theories from the field of media research and social processes resulted in the creation of six types of social media. This classification was determined by Kaplan and Haenlein in an article published this year. The six types are collaborative projects, blog and microblogs, content communities, social networking web sites, virtual worlds and virtual communities. With the help of these tools, businesses can plot out a marketing plan that is both creative and trustworthy. Social media marketing, no matter how innovative and convenient it may be, needs social authority to be able to maintain and improve its customer base.