A Study on Approaches to Enhancing the Effectiveness of Social Media Marketing Interaction

DOI

10.2991/mehss-18.2018.87How to use a DOI?

Keywords

marketing, social marketing, interactivity.

Abstract

With the development of the Internet, social media has become the main platform for public to share information and exchange ideas. For enterprises, using social media marketing can improve marketing effects under the premise of reducing costs. It can also enhance their fame and reputation. Hence, more and more enterprises and brands choose to use social media for marketing activities. Interaction with customers is a significant indicator of marketing effectiveness. The thesis summarizes the relevant models of social media marketing by combing relevant literature, such as the model of effective social marketing through the combination of creation, recommendation, interaction and feedback; or the model of social media marketing based on AIDMA, AISAS model: Attention, Interest, Search, Relationship, Action and Share. Via the combing of model, this thesis proposes the elements that influence social media marketing interaction, namely interactive content, interactive platform, interactive agenda setting, interactive method, and interactive feedback. Based on this and combined with the real cases of social media marketing like Baidu, the thesis puts forward effective ways to improve social media marketing interactivity: 1. Topicality, innovation and entertainment of topic setting; 2. Information highly transparency and authenticity; 3. The communication ability of the platform, and the connectivity of information delivery; 4. The stable and long-term relationship establishment; 5. The marketing diversity; 6. The timely feedback of information. It is advisable to enhance the effectiveness of interaction and boost brand’s long-term value from these perspectives.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yiru Wang
PY  - 2018/04
DA  - 2018/04
TI  - A Study on Approaches to Enhancing the Effectiveness of Social Media Marketing Interaction
BT  - Proceedings of the 2018 International Conference on Management and Education, Humanities and Social Sciences (MEHSS 2018)
PB  - Atlantis Press
SP  - 430
EP  - 436
SN  - 2352-5398
UR  - https://doi.org/10.2991/mehss-18.2018.87
DO  - 10.2991/mehss-18.2018.87
ID  - Wang2018/04
ER  -