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C O R T E X O M

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Social Media

Social media:
Social media is interactive digitally-mediated technologies that facilitate the creation
or sharing/exchange of information, ideas, career interests, and other forms of
expression via virtual communities and networks.

Role of social media in today’s life:
Social Media plays a very important role in today’s life, social Media are web-based online tools that enable people to discover and learn new information, share ideas,
interact with new people and organizations. It has changed the way people live their lives today, it has made communication much easier. It allows the exchange of user-generated content like data, pictures, and videos. Social media platforms may come in different forms such as blogs, business forums, podcasts, microblogs, photo sharing, product/service reviews, weblogs, etc.

Branding in social media marketing:
Branding, by definition, is a marketing practice in which a company creates a name, symbol, or design that is easily identifiable as belonging to the company. This helps to identify a product and distinguish it from other products and services. Branding is important because not only is it what makes a memorable impression on consumers but it allows your customers and clients to know what to expect from your company. It is a way of distinguishing yourself from competitors and clarifying what it is you offer that makes you the better choice. Your brand is built to be a true representation of who you are as a business, and how you wish to be perceived.

Importance of branding:
Branding is absolutely critical to a business because of the overall impact it makes on your company. Branding can change how people perceive your brand, it can drive new business and increase brand awareness.

Effects of SMM on branding:
Brand consistency across all marketing touchpoints is a challenge for every company, let alone each social network. How do you make sure that you’re writing in a similar tone in your email marketing, one that matches your brand’s vibe in TV ads? How do you differentiate between how you speak to those two audiences, if at all? How do you ensure that customers can recognize your brand even if it’s their first time seeing you on social media? A brand is more than a logo or set of colors, and it’s so much more than a cover photo. A brand is how you make your customers feel, and it’s built by taking a consistent approach across every interaction they have with your brand. We’ve written this guide to help you uncover strategies to ensure a consistent brand across multiple social media networks.

Negative effects:
Social media is at an all-time high, and the number of users is going up
with each day.
According to “We are re Social”, 2019 has already seen 3.4 billion social media users. The worldwide total is increasing by 9 percent as compared to last year. Statistics state that social media has penetrated 45% of the world’s population.
If you run a business, the above statistics will tell you that social media marketing is an incredibly important tool in today’s times. 71% of consumers who have a good experience when interacting with brands on social media pass on their recommendations to their friends.
However, there are certain downsides of social media management & marketing that you need to be aware of if you do not want your company to collapse.

► Creating a cohesive brand image can be difficult:
Social media offers you numerous platforms where you can build
a strong identity for your brand.
However, a poorly executed branding campaign can destroy your
reputation in a matter of minutes
► It’s Not Easy to Erase Your Mistakes:
Social media is a place where even small business mistakes can
turn costly. You have no way to censor the content and rectify
your mistakes without suffering a backlash first.
Customers are free to talk about the problems they face when
dealing with your company on social media, and these posts go
viral at times. Taking corrective action is what you need to look
for.
You rely on all your employees for your brand image:
The popularity of social media is also a disadvantage. Your
employees represent your brand at all times, and customers judge
even their personal social media accounts. It becomes very
difficult for you to track the social media activities of all your
employees.

Positive effects:
Social media marketing has positive effects on your business. It offers an
opportunity for the public to find you on social media.

Effect on Website Traffic:
Social media supports various formats, hence when you are
sharing text, images, videos, podcasts, etc. you can draw in more
audience to your website. Social media is a great medium where
the posts can be easily shared thereby allowing your brand to
reach multiple users, in different locations across different
time zones. The key here is that social media directly impacts the traffic that
comes to your website.
Effect on Brand Awareness:
Building brand awareness requires dedicated efforts over a long
period of time where you need to constantly prove to your
customers that they can lay their trust in your brand.
When you focus on teaching and not selling on social media,
your brand awareness will grow multiple folds.
Effect on Brand Loyalty:
Brand loyalty is an action where consumers prefer to purchase
one brand’s products over another. Brand loyalty develops when a
company fosters a trusting relationship. Brand loyalty is
extremely important to any business as it leads to repeated
buying by consumers, which leads to higher revenues and
customer referrals.
Effect on Customer Service:
Social media has changed the face of customer service.
Customers today, prefer to post on social media rather than
talking to call center executives. They would rather share their
problems faced relating to the product on social media, with an
intention to gain immediate action from the brand.
Effects on Competition:
Competition drives most brands to perform higher on
social media. You can easily check your competitor’s actions, the
campaign they launched recently, posts are they are floating,
best performing posts, and so on.

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