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 2 begins by looking at demographics and psychographics. Demographics-such as gender, race, location, and marital status-are typically what people are defined by in marketing. Psychographics looks at a person's subjective qualities, including values, fears, stresses, and joys. A company's best customers will usually be similar in psychological characteristics. Customers and clients are often the sole focus of marketing; however, there are five other audiences companies should consider: employees, centers of influence, investors and donors, partners and suppliers, and competitors. Each of these audiences is explored, and tools for how to cater to them are offered. Prioritizing audiences is essential for effective marketing, and specific audiences will change over time.

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