Читать книгу Social Media Marketing For Dummies - Shiv Singh - Страница 31

IN THIS CHAPTER

Researching consumer online activity

Tracking your competition

Creating personas to sharpen your marketing

Recognizing new SMM concepts

Which consumers are using the social web is no longer a subject of much debate. Rather, the debate has shifted to how consumers are using the social web. How many teens are using Facebook actively, what is the true reach of Twitter, and how aggressively are Instagram and Snapchat growing? These are the more common questions today. What’s certain is that no one questions the scale or influence of the social web on culture, communications, and people’s lives around the world.

The truth is that it’s difficult to say who is using the social web and how. This is because the term social web is most commonly used to describe how people socialize and interact with each other across the web. With every passing day, many websites are becoming social platforms where visitors can interact and learn from one another. Even more critically, more and more websites allow you to log in with your Facebook or Twitter username and password. They then allow you to share your experience with the social network and, in some cases, customize the experience based on who you are and on your friends list. Those websites are becoming social, too. So how can you find out which consumers use the social web and in what way? The best way is to understand how your company fits into the big picture and how your competitors are using social media.

In this chapter, we explain how to do that. Having a firm grip on the lay of the land in the social web makes it easier to craft a marketing plan that works with it. Understanding what your competitors are doing helps you understand your customers’ expectations.