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Social networking websites allow individuals to interact with one another and build relationships. When companies join these social channels, consumers can interact with them and they can communicate with consumers directly. That interaction feels more personal to users than traditional methods of strictly outbound marketing & advertising.
Social networking sites and blogs allow followers to “retweet” or “repost” comments made by others about a product being promoted. By repeating the message, all of the users connections are able to see the message, therefore reaching more people. Social networking sites act as word of mouth. Because the information about the product is being put out there and is getting repeated, more traffic is brought to the product/company.
Through social networking sites, companies can interact with individual followers. This personal interaction can instill a feeling of loyalty into followers and potential customers. Also, by choosing whom to follow on these sites, products can reach a very narrow target audience.
Social networking sites also include a vast amount of information about what products and services prospective clients might be interested in. Through the use of new SemanticAnalysis technologies, marketers can detect buying signals, such as content shared by people and questions posted online. Understanding of buying signals can help sales people target relevant prospects and marketers run micro-targeted campaigns.
In order to integrate Social Networks within their marketing strategies, companies have to develop a marketing model. The marketing model is essential to any successful marketing. It offers companies a wealth of information that - if correctly applied - can ensure the company success. In  a marketing model (SNeM2S) based on Social Networks is provided.
The model includes the following steps:
• selection of potential Social Networks to use;
• definition of a financial plan;
• definition of organisational structures to manage the Social Network in the market;
• selection of target;
• promotion of products and services;
• performance measures
Social Media has influenced businesses way of marketing. Social Networking is used by 76% of businesses today. Business retailers have seen 133% increases in their revenues from social media marketing.
One of the key components of SMM is social media optimization (SMO). Like search engine optimization (SEO), SMO is a strategy for drawing new and unique visitors to a website. We do SMO in two ways: adding social media links to content, such as RSS feeds and sharing buttons -- or promoting activity through social media by updating statuses or tweets, or blog posts.