Social Media Technology
The power of social media lies in its ability to use Internet and web-based technologies to transform broadcast media and monologues into social media dialogues. The act of engaging people and creating conversations using these technologies is integral to every social media marketing strategy, regardless of whether the desired outcome is to increase awareness of an upcoming event or to improve the sentiment of an online brand. Understanding the way these technologies work is therefore imperative to developing a social media strategy that can successfully facilitate a two way exchange.
This section investigates the different categories of tools that exist in the social media sphere to help facilitate these online conversations, and highlights their unique characteristics to help you determine which tools could best help you reach your online objectives. This includes:
Also included are lists of ‘top tips’ to help you utilise these tools most efficiently, should you choose to incorporate them into your social media strategy.
Each section also takes a closer look at some of the more popular platforms and services that exist within these categories, examining and comparing their unique features and providing statistical snapshots of local usage demographics where applicable to help you further determine which platforms would be best able to engage your target audience. Alongside these platforms are case studies of companies who have successfully utilized these tools to create online conversations with their target audiences, to provide real life examples and inspire you on how to successfully design your own engaging social media strategy.