Promotion: Using Social Media (OCR GCSE Business)
Revision Note
The Use of Social Media in Promotion
Social media allows for the targeting of promotional activity at users of online communities such as Facebook, Twitter and YouTube
Interacting with customers in this way builds relationships, drives repeat business from existing customers
It also attracts new customers as content is shared with other users
As social media platforms evolve, businesses must also adapt their social media strategies to keep up with the latest trends
E.g. Instagram has been a popular platform for businesses to promote their products through influencer partnerships
Recently, many businesses have shifted their focus to promoting their brands through short-form video content on platforms like TikTok
Evaluating Social Media Marketing
Advantages
Social media platforms have billions of active users, which allow businesses to reach a vast audience across different demographics and locations
Social media platforms enable businesses to deliver promotional content to specific groups based on demographics, interests and behaviours, increasing the chances of reaching the right audience
Businesses can create and share content easily, increasing brand visibility and exposure, which helps generate brand awareness
Social media marketing can achieve organic reach and engagement without a large budget
Disadvantages
Effective social media marketing requires consistent effort and time to create quality content, manage multiple platforms, and engage with the audience, which can be time-consuming, especially for small businesses with limited resources
Social media opens up channels for public feedback and reviews, which can include negative comments or complaints which can be viewed by all other users
Social media platforms frequently update their algorithms, which may affect the visibility and reach of content
Businesses face the challenge of breaking through the noise and capturing users' attention amidst the large volume of competing content
Examiner Tip
A common misconception is that social media promotion is free. However, professionally-produced social media ads can be as expensive as TV ads to produce. As well as this, to ensure a wide reach, businesses often pay social media platforms to ensure ads are frequently displayed on social media channels.
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