The Two Sides of Social Media Marketing

Social media marketing is a two-way street of posting and monitoring as social media allows customers to voice their opinions and thoughts about a company, and it allows companies to listen to those comments and respond. Companies engage in social media Marketing when they reach out to customers to give them new content and drive up engagement. A company uses social media to engage their audience or customers through “promotions, contests, content, articles, video, etc.” (Kelsey, p. 17). A company’s activity on social media tries to get consumers interested and aware of their products as well as getting feedback by communicating directly with consumers. Social media is more than a platform for posting content as it’s just as important to pay attention to what others are saying about your business online. 

The other half of social media Marketing is known as “social listening” or social media monitoring. Companies engage in monitoring when they are attentive and aware of how people view and talk about your company. A tool called Radian6 can scan social media platforms and tell you how people are feeling about your brand and products. It is important to know what consumers think and feel in order to help your business or better any areas that could use improvement. While listening is important, social media marketing is about posting and getting the word out there about your company so that you can generate engagement and feedback to keep the cycle of monitoring and posting going.

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