個案資料

Many social media platforms exist today, but the thing all of them have in common is that they are used by real people. Algorithms and analytics are typically what marketers focus on when utilizing social media; however, they should instead be striving to meaningfully connect the company to the people who will help them grow. Taking a people-first approach, this book discusses how to better use social media for marketing purposes and communicate with others using social media platforms. Reaching a certain audience is not the only goal; listening to them is also vital for marketers to take full advantage of social media. This approach will never change even though the various social networks always are. By making sure that people are the focus of all social media strategies, marketers can offer more value to companies and the people they serve. Chapter 1 explores the idea of a people-first approach to social media and how this might apply to various social networks. Companies need to reframe their understanding of social media. To start this process, consider your personal network: your advocates, cheerleaders, problem-solvers, casual observers, and those working against you. People on social media inhabit all these roles in relation to companies, but businesses focus on algorithms, "engagements," and inhuman communication rather than actual conversations, questions, and experiences. Everything posted on social media should be an opportunity for a new conversation. Facebook, LinkedIn, Twitter, Instagram, Pinterest, YouTube, and TikTok are all discussed, including their individual purposes and roles within a company and their potential benefits. Questions are offered to encourage marketers to consider how they can use these channels more effectively.

• Social media
• Marketing communications
• Social media communication
• Marketing
• Marketing strategy
• Marketing channels
• Digital marketing