Social media marketing Research Paper Example | Topics and Well Written Essays - 1250 words

Social media marketing - Research Paper Example The paper focuses on the social media promotional strategies necessary for an organization to create effective relationships with its customers. Survival in the business today calls for a strong social media presence with a clear promotional strategy. It is also important to note that without a clear strategy, individuals from different departments within an organization share and tweet at will using the organization official page and handle. This is likely to promote different perception among the consumers due to unorganized marketing communication system thus organization stand to miss a chance to engage not only the current customers but also the prospective customers. An effective social media promotional strategy therefore ensures that an organization is focused on what it’s trying to achieve, what it should be doing, how well it should be done and measuring its effectiveness on return on investment (ROI) (Smedescu, 23). Branding is effective component of social media promotional activities since it ensures an organization message is consistent throughout all social media channels. Branding includes name, imagery and color scheme and should be applied at the same level throughout all the social media platforms such as facebook, twitter, Google among others. According to Shadkam and James (8), social media marketing personnel must ensure that their comments, statuses and updates speak with a unified voice. In this regard, the organization promoting its products and services through a social network must identify who represent its voice. However, some brand guidelines may be challenged especially when the company representative needs to make a conversation that leads to sharing of content. It is okay to be less formal when you want to achieve these objectives since the target consumers prevails upon the language of communication. It is also important to note that effective brand communication is achie ved when it is communicated in a language best