Page 23 - Social Media Marketing for Dummies
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IN THIS CHAPTER
» Understanding social media’s role in
social influence
» Discovering the different roles played
by social media participants
» Knowing what types of influencers
you’re marketing to
» Coordinating your efforts with other
types of marketing
» Moving beyond corporate
marketing
Chapter 1
Understanding Social
Media Marketing
hen marketing online, you design websites, run display banner adver-
tising, publish videos to YouTube, and push your website listings higher
Wup in the search engine rankings to promote and sell products. It’s easy
to forget how people actually buy. It’s easy to assume that the potential customers
are lonely people crouched over their computers late at night, choosing what
products to add to a shopping cart — isolated from the real world and their family
and friends.
But in reality, that’s not how people buy online today. It might have been the case
in the early days of the web, when the people spending time online were the early
adopters and the mavericks, the ones willing to take the risk of putting their credit
card numbers into a computer hoping for accurate charges and secure transactions.
CHAPTER 1 Understanding Social Media Marketing 7
