دانلود رایگان مقاله رسانه های اجتماعی و رضایت نیاز انسان

Abstract

U.S. companies spent $5.1 billion on social media advertising in 2013, but a recent Gallup survey revealed that these advertisements had no influence on the majority of U.S. consumers’ buying decisions. For social media marketing to be effective, we argue that social media marketing efforts need to be congruent and aligned with the different needs of social media users. To this end, this article presents a typology of current social media services using the following categories: relationship, self-media, collaboration, and creative outlet. We further elaborate on how each type of social media caters to basic human needs, and provide implications for social media marketing based on the need-congruence lens.

5. Conclusion

Social media is now an integral part of everyday life. However, the results of social marketing campaigns are often less than satisfactory. This article addressed this issue from a need-satisfaction standpoint by exploring the different types of social media, elaborating on the needs each type of service addresses, and providing implications for social marketing efforts. Unlike traditional advertising media, social media affords new opportunities as well as challenges for marketers. Academia and practitioners alike are fumbling their way toward more effective social media marketing. In The Art of War, Chinese philosopher Sun Tzu said: ‘‘Precise knowledge of self and precise knowledge of the threat leads to victory.’’ This ancient wisdom still applies in today’s world. To be successful in social media campaigns, you must possess precise insight regarding your product, your campaign, the social media platform you are using, and the social media users you are targeting. Gaining precise insight is not easy, as there are many nuances involved. For example, certain types of social media may work better with certain types of products (e.g., the music industry probably benefits more from platforms such as YouTube, while home decoration/arts/fashion may enjoy better results from Pinterest). Social marketing campaign managers should carefully examine and understand the differences between platforms, and choose those that better fit the nature of the product and the theme of the campaign. Although the fumbling journey may be difficult, the glory of victory will be worth the effort.