Volume 5, Issue 9, September – 2020 International Journal of Innovative Science and Research Technology

ISSN No:-2456-2165

How Social Media Changes

Today’s Marketing Strategies
Nasr Abdulaziz Murshed
Doctor of Business Management Program, Istanbul Aydin University
Istanbul, Turkey

Abstract:- In the past recent years, WhatsApp and In this article, we will try to look at some of the
WeChat have surprisingly fast growth. Facebook as most important social media new topics, such as social
well became the first social network to reach 1 billion media influencers, social media endorsement and native
active users every month. The presence of social media advertising, as well as social media conflicts, so-called
is an expectation for brands instead of an exception to social media firestorms.
the rule. Social events and shared information within
your target market will help you understand At the end, we will summarize some of the
developments in the industry. The opportunity to advantages that can be derived from social media in
expose patterns in business in real time is a potential order to benefit marketing on the basis of our
business intelligence goldmine. The worldwide rate of professional experience supported by up to date
social penetration reached 49% in 2020, with the resources.
highest penetration rates in East Asia and North
America. Instagram enables users, through their II. LITERATURE REVIEW
standards of credibility, authenticity and transparency,
to develop themselves. Influencers from social media A. The rise of social media era
have a personal recognizable identity, also known as the keyways people communicated a while ago
"true brand" An influencer has tools and values that through the media were public services including
can motivate many other followers to increase their television, radio and newspaper, so someone with this
presence in the media. Even if these leads do not kind of media would be just a viewer because they
directly buy via social, awareness-raising can lead them cannot react to the broadcasters [1]. Those channels
to become full-time buyers. The overwhelming majority don't have any real effect on who makes up its audience
of users in Instagram are under the age of 30 according ideas but may inspire people to join them [2].
to recent Social Media demographics. Marketers face a
dilemma: more and more people want businesses to For instance, a telephone chat was often referred
take a social stand, but 79% of CMOs fear that their to as 'dyadic.' People could meet face to face, but
capacity to attract consumers will be adversely affected. group-based media contact such as the telephone was
Businesses can mitigate negative emotions by providing rare. This division between public and private media
positive information to popular social media users. began to shift with the growth of the Internet. As for
Marketing managers will encourage consumers through now, you can give a group an e-mail in one click [3]
tournament and influencer programmers to engage in
contact practices so customers can evangelize and The wider industry, as well as other online media
encourage their loyalty to the organization through the such como CB Radio, is covered through message
creation and delivery of user-generated content. boards, niche forums, Chat rooms and blogging.
Nevertheless, much of the daily media communication
Keywords:- Social Media , Social Media Influencers , was regulated by public and private broadcasting [4] .
Social Media Firestorm, Social Media Advantages.
The early development of social networking sites
I. INTRODUCTION was basically a scaling down of public media, so that
people in groups could become communities’
The Internet has become the most important part individuals. In such groups, usually there were just a
of everyone's life right now, we are connected in a way few hundred participants [5].
that we never thought possible and that affects every
aspect of our personal life as well as our businesses. Indeed, the people who built these communities
connect by commenting on the remarks of other people.
There is no doubt that social media platforms are The rise of text messages and internet networks such as
at the heart of today's use of the Internet, shape how MSM and AOL took place at about the same time[6] .
people communicate and define their ideas and
perspectives on almost everything. That's why any With the initiation of the cell phone, in particular
business owner, depositing how big it is, needs to the BlackBerry Messenger (BBM), BlackBerry's
understand how this trend is going and how he can proprietary messaging platform, this technology was
make use of such tools. significantly underrated in the past even though, it was

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Volume 5, Issue 9, September – 2020 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
a precursor to WhatsApp. Such apps took private
messages and put them up with various features from
the crowd [7].

In the past recent years, this trend was reinforced

and channels such as WhatsApp and WeChat have
surprisingly fast growth. As the users tend to build
smaller and more intimate groups, typically around 20
people or less. And that’s not the way which Facebook
and Twitter arrange their users’ interactions [8] .

In general, everybody in social media has equal

rights and can post whatever, whenever they want, as
opposed to the networks of just one person. These are
societies. They are particularly important as such
written contact has carried more and more young
people's voice over the Internet [9] .

There is a broad variety of avenues of social

networking, including blogging, forums, business
networks, photo sharing, social platforms, microblogs,
Fig 1:- The world's largest social platforms; As of April
messaging apps and eventually news networks. The
2020
worldwide rate of social penetration reached 49% in
2020, with the highest penetration rates in East Asia
Measured by number (in millions) of active users
and North America at 71% and 69% in Europe,
* In the last 12 months, platforms have not released
followed by northern Europe at 67% [10].
updated user data, data may not be obsolete and
accurate * * The MAU data and data use from
According to Clement [11], the social networking
publication by third parties are not shared on these
impact is increasing significantly as by 2023 about a
networks. Source: (Clement, 2020)
third of the population of the planet, around 3,43
billion, would be active social media users per month.
User profiles count or a high degree of user
About 800 million of these consumers will come from
engagement are usually present in the most popular
China alone and almost 450 million from India in 2023.
social networks. Facebook, the market leader, became
the first social network to have over 1 billion active
Leading social networks typically have huge user
daily users and Pinterest the new pioneer to cross 10
profiles or strong indicators for special user experience.
million unique monthly users. Pinterest has become an
For example, Facebook is the first social network to
independent website. Many of the social networks have
reach 1 billion active users every month. As of the first
been established in the USA with more than a hundred
quarter of 2020, 2,6 billion MAU was achieved
million users, but the famous appeals in their regions
worldwide. The web is now considered as one of the
have also developed in European sites such as VK or
world's most popular social networks [11].
Renren's social networks[15].
Instagram, which is a photo sharing platform, is
The user's social network is broad and varied: sites
among major social networks, which has more than one
like Facebook concentrate heavily on friendly and
billion active users monthly and, most recently, 500
family connections and actively encourage
million daily ordinary users with its Stories feature.
communication with apps such as picture sharing or
Both Facebook Messenger and WeChat are popular
status sharing and video gaming. Many social networks
social platforms for web users, along with messaging
are community-based; others highlight content created
applications such as WhatsApp [12] .
by users and share it [16].
Given the pervasive existence of the social
Social networks have a surprisingly high social
network, the number of users, as well as user interest
influence due to their daily presence in the lives of
continue to grow, continues to increase. In average,
their users. Some of the topics that have emerged in
digital web users stay in social networks for 144
past debates are the blurring of offline and virtual
minutes a day[13].
reality, and that is the definition of digital identity and
online social networking[17].
In order to promote a variety of products and
services through social media; viral advertising allows
global brands or their marketers to use those channels
and reach much more targeted customers[14].

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Volume 5, Issue 9, September – 2020 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
B. Social platforms overview in the last decade content at the end of 2019, Tumblr remains a skin of its
Media seemed so much simpler a decade ago. All former self. The left users flooded to Twitter. Tumblr
of our newsfeeds have not been sponsored ads. Nobody sold earlier this year to the blogger's WordPress site
was also an influencer in social media. It was best left creator [12].
to professional photo editing, and even live streaming
in an app wasn’t something we can dream of.  Vine
In 2012, the six-second video messaging app
Over the last decade, social media has grown produced waves by introducing the world to short,
enormously from keeping in contact with others to redoubling video content. The time limit became an
flaunting up what we must pay attention or curate innovative job for users, and Twitter acquired it for $30
unacknowledged representations of our true selves. million shortly afterwards. Vine was innovative,
benefitting from a preference for short and fun videos
We moved from drainage to a constant sea of on smartphones. What did Twitter for status updates for
memes, and digitally poked our friends on Facebook. video? Vine did for video: keep it short. After Vine
The influence of social media has undermined political uploaded a video to the picture sharing app, Instagram
elections and changed our way of communicating while was the beginning of the end of Vine success[18].
constantly raising issues about privacy.
 Instagram
It is safe to tell that social media will not lift us The app was just 2 years old when Facebook
anytime soon after more than a decade of scrolling, shelled out 1 billion dollars to buy Instagram in 2012,
thumb taping, sliding and dual tapping. Less than 1 and the app design was so easy. People can create
billion people were signed in 2010. This has since third-party photo collages, smash a powerful sunburn
tripled, with Facebook remaining the market leader filter on them and post it in three clicks. The app
since Myspace was detrimental with its 1 billion users. provided iPhone 4 users back then with a new photo-
Below is a look back at sites that helped define the sharing platform and in the first three months, it hit 1
decade of social networking. million downloads. Since then Instagram has soared
over 1 billion users monthly. Practically all famous
 Facebook people are there. Influencers have developed careers to
The wall was one of the main functions defined by do as all others do, but better, and users continue to
Facebook in 2010. You went there to leave your friend publish clean photos of themselves carefully [19].
with a thoughtful message or a joke. CEO Mark
Zuckerberg killed him a year later, when Timeline was  Snapchat
introduced. There have been many other big redesigns For young adults, Snapchat was a game changing
in the social networking giant ever since. It introduced app which allowed them to post contents that soon
new ways of showcasing current events and news and vanished. In about 2010 Stanford University met the
was more group-centric recently. The decade was creators of its photo messaging app and launched an
characterized mainly by controversies about the app called Picaboo, later Snapchat. Despite a number of
security of privacy, and Facebook was well known to privacy concerns, the app hit 1 million daily acti ve
have spread so-called "fake news" [11]. users in 2012. And the "My Story" function was
invented in 2013 and became "Stories" later. Snapchat's
 Twitter stories soon later adapted by of Facebook and
Twitter was first started in 2006 as microblogging Instagram. however Snap hit 100 million everyday
website only, then Twitter launched an official mobile users [20].
application on iOS and Android in 2010. In the early
days, the 140-specific and restrictive messages existed.  TikTok
Over the years, the platform has changed its interface, In China in 2016, the app was mainly for young
so it is possible to share videos and photographs on the people, formerly called Musical.ly, soon after it
mobile phone, and the word 'tweet' was added to the reached 1 billion marks for worldwide installations in
Oxford English dictionary in 2013, which makes it a 2019. The mobile app is used to create amateur music
popular app[13]. videos, and incorporates songs that other social
networking do not allowed normally. While TikTok
 Tumblr still in its early stages, the app could guide social
Tumblr started creating its own internet corner in media 's future. As of November, TikTok reached 1.5
2007 and soon grew into one of the most frequently billion Apple App and Google Play downloads [21].
visited websites in the United States. It started as a
short blogging website that builds memories and brings  Zoom
together people with niche interests. With the $1.1 Recently, Zoom hit the headlines for an increasing
billion deal, Yahoo acquired Tumblr in 2013. In a year number of security and privacy concerns, but that
after its founder, David Karp and then President Barack doesn't seem to have stopped people from flocking into
Obama spoke of pronouncing the word GIF as one of the video conference app. Zoom has now announced
his most prominent moments. After the ban of all adult that it has reached 300 million daily participants to the

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Volume 5, Issue 9, September – 2020 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
Zoom conference. That's up 50 per cent from the It is interesting from a theoretical and practical
company's 200 million reported earlier this month, and point of view to know what certain people have many
a huge jump back in December from the 10 million names as 'influencers' who often are named 'insta-
[11]. famous,' 'micro-famous,' 'company mav' and the
'common king' to name a few [25] .
Zoom does state the numbers are members of
regular meetings, which will count five times the same Influencers vary in how they achieve fame from
person if they attend five Zoom meetings in one day. traditional celebrities in order to label themselves as
Nevertheless, Zoom claims it has "more than 300 personal brands or celebrities. Traditional celebrities
million active users" and that "more than 300 million gain success through excellence, music, sport, politics
people around the world use Zoom during this difficult and develop their work, their image and their public
period." That assertion was later clarified on April 29, relations credibility [26].
saying the use of "users" and "people" was a mistake.
Meanwhile, influencers establish their personal
Either way, given the security and privacy issues image through the media [27]. Platforms such as
that have been posed recently, more people are using Instagram enables users, through their standards of
Zoom. Zoom has introduced a 90-day freeze of credibility, authenticity and transparency to develop
functionality, and later the company launches Zoom 5.0 themselves and improve their chance for success, and
to fix some of the complaints. Zoom 5.0 contains even get them world class endorser [28].
default passwords, improved encryption and a new
security icon for meeting access. This is the result of the close ties between fans
and influencers, who have online source of revenue.
Zoom growth continues unabated as more people There is an increasing debate about what constitutes
turn to the service in order to stay connected during the enough followers / favors or acceptable level of
ongoing coronavirus pandemic. In incorporating Zoom- followers / who want to be included as power in social
powered video calls, even British politicians have now media [29].
broken traditions from 700 years of practice in the
House of Parliament and had a video conference over It leaves no understanding of how much people
zoom [11]. participate or what types of influencers in social media
from various cultures like. Lin et al. [30] Moreover
 Other platforms claim that the leading positions of different influencers
According to the market research company are special online and that they differ on the basis that
Statista (2020), Reddit, Pinterest and LinkedIn have influencers (i.e. the number of followers and the
approximately 300 million active users worldwide. attention they attract) are media portrays.
Throughout the last decade, these apps have evaporated
large privacy scandals and front-page coverage. In There is also a major gap in literature in the effect
January 2020 Pinterest will celebrate its 10-year of various influencers on customer experience. While
anniversary. LinkedIn started slowly in the early 2000s academic literature does not provide a straightforward
and was a regular source of expertise for job seekers, and accurate analysis of the many supporters, industry
employers and recruits. And Reddit 's website for reports provide some clarity [31] .
discussion is still doing what Facebook should; bring
together people [22]. Social media influencers have different
classifications. Porteous [32], for example, suggests
III. CASE STUDY AND FINDINGS three levels: micro, macro and popular, while others
suggest two levels, micro and macro [32]. The two-tier
A. Social media Influencers classification appears to be the most widely used and
For the purpose of this article we use the debated, both in academia and practice.
theoretical and practical literature to identify social
media influents as individuals with broad online Canning [33] argues that the measurement by the
follow-up who receive a lot of exposure (e.g. like) and number of followers who influence social media
are willing to use this popularity for brands. players is easily modified to depend on the number of
Influencers from social media have a personal similar influencers who they receive and the percentage
recognizable identity, also known as the "true of support posts that they earn (the share of those who
brand"[23]. love them).

An influencer has tools and values that can Furthermore, this commitment rate can be a better
consistently motivate many other followers to increase indicator of an impact on a company's future interest if
their presence in the media. Thus, social media fans are the commitment is buying steps. Literature also
not limited to themselves. They can connect with their endorses the use of likes as a measure of the strength of
followers who post their posts and exponentially interaction based on the number of likes [34].
enhance their growth[24].

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Volume 5, Issue 9, September – 2020 International Journal of Innovative Science and Research Technology
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In reality, researchers and experts are now The importance of announcement for supporting is
claiming that the number of ' likes ' is often indicative related to two sources of research. The first case
of the scale of influencer followership and is called the centered on the straightforward use of broadcast
'like Follower Ratio,' which Kim & Xu [35] believe advertising in traditional market environments. The
that social media users have favorable views on the second source deals with openness and in particular the
content based on 'like quantity'. Research have also role that social media influencers play in native
shown that consumers anticipate a higher number of advertising environments[42] .
shares of media trust[36].
As influencer marketing is a recent phenomenon,
In addition, research has shown that the "heart" in work on publicity disclosure in this field is little or no
connection with a certain message has more effect, as obligatory in most cases. The resounding literature
the peer group's acceptance of that message has shown consensus, however, is that accepting advertising
[37]. results in negative brand impressions and a decline in
the ability to take part in an online speech-of-the-
In turn, we use 'Likes' to differentiate between mouth approach [42].
various types of social media influencers, which are
indicative of the monitoring of social media influencers For instance, research carried out by Boerman et
and that 'Likes' are extremely (persuasive) influence in al . [43] found that disclosure led to a lower brand role,
user responses[38]. whereas Wojdynski and Evans [39] found that
disclosure would have an adverse impact on both
B. Revelation of support / sponsorship for native ads attitudes and behavioral intentions; however, it is
Native publicities, also known as sponsored largely unknown what impact disclosure would have on
content identify any paid advertising publication that influence and especially on various influencer levels.
has the same form and distribution of publishing
material[39]. Nonetheless, there was no systematic research on
openness and the level of social media influencers and
Another big aspect of natives' advertisements is their impact on consumer awareness [44].
the inclusion of non-sponsored content, such as social
media messages, blogs, reviews, images, and articles, Considering the lack of research on the impact of
alongside and sometimes intermingled with the social media in this area, it is important to learn how
material on the same web platform[40]. openness affects the interactions of consumers and
whether the findings are consistent with previous
This phenomenon leads to the combination of investigations or complexities.
native media and its contextual climate, rendering the
distinction between advertising and non-advertising Audrezet et al.[45] notice the need for more work
material difficult for consumers to distinguish[18]. in this field is supported by more stringent disclosure
regulations. Of the limited number of studies in this
For example, influencers in social media share field, disclosure is also important for influencers of
personal posts to their profiles and sponsored posts. social media.
The extent of this intermingling of funded and
unsponsored content has been found by Campbell and There are therefore data indicating that
Grimm[18] most apparent among social media endorsement transparency is important, and further
influencers. investigation is needed to provide more insight into
recent policy changes and guidelines promoting and
The possible risk of harm to the user in this setting facilitating the reporting of content-sponsored customer
is greater, because it is difficult to differentiate assessments by social media influencers [46].
between advertising by manipulating media and word-
of - mouth, entertainment or editorial content [41]. C. Social media Firestorms
Contemporary marketing analyzes address many
Advertisement becomes more common with social issues and problems in the social media environment
media influence goals, and regulators and decision related to branding. A social media firestorm, described
makers are also beginning to criticize because it is as a sudden release of large numbers of messages that
misleading[18]. include derogatory feedback and protesting activity
against an individual, organization or community on
Consequently, legal and legislative changes social media networks, is one of the most drastic
require influencers in the social media to report their threats for companies [47].
support to their followers. Despite these reforms, the
impact of native social media advertising is increased In general, research into social media and online
as funded posts are expected to be disclosed[40]. scandals suggests that brand equity is being
undermined and companies should take steps to quench
it. Thus, managers are advised to respond rapidly,

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Volume 5, Issue 9, September – 2020 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
maintain good ties with consumers by supportive media Previous researches using predictive analysis
attention and take steps to address contested issues[19]. techniques has shown that businesses can mitigate
negative emotions during firestorm by providing
Experts in crisis management point out that the positive information to popular social media users and
appeasement of brand criticism is not necessary or immediately defending the organization by having a
desirable. It is particularly true in online criticism, large number of moderators[54] .
which arises from perceptions that these moral
principles have been violated by an organization[30]. Such studies demonstrate the importance of hiring
supportive voices during a firestorm, but they actually
Such rational social media storms are especially assume the company is sponsored by influential
relevant from a branding perspective, although under- consumers or corporate leaders. Given the
theoretical, consumer phenomena. Moral misdemeanor discrepancies between the shape, number and response
accusations cause 61% of the company's storm[48]. times of the protection forces but not how the target
brand responds effectively to their opponents[55] .
However, moral concerns have a smaller effect on
public perceptions than corporate storms that are Markets studies also showed how people follow
triggered by other concerns, likely because a small immense moral principles that lead to ongoing
minority overpowers a vast majority of people not differences among different moral camps. Therefore,
sharing the same views motivates the debate[49]. when claims of immoral behaviour are the trigger of
social outcry, the tendency of companies to base on
Ethical issues are still the foundation for many their opinions rather than the facts and characterized by
company storms that lead to deliberate brand-marketing emotional exchanges is likely to be exacerbated[56].
decisions, which have been so aptly demonstrated by
the recent media uproar at Gillette, Nike and Pepsi. In short, prior work on marketing has made moral
Marketers thus face a dilemma: more and more people social media storms a major advertising phenomenon,
want businesses to take a social stand, but 79 per cent but the shades that occur in these moral events have not
of CMOs fear that their capacity to attract consumers yet been studied in detail. Some research has shown
will be adversely affected[50]. that businesses are well-advised to seek more assertive
responses, particularly where brand supporters can
Sociological media storms are dynamic protect their brand[57].
phenomena which can be triggered by a variety of
incidents, include many actors and require that For example, customers can be encouraged to be
companies determine the capacity of various response more loyal to the organization through the creation and
strategies [51]. delivery of user-generated content that contributes to
the business narrative[51]
According to Wojdynski et al.[40] previous
studies, these subjects were usually identified and Branding literature basically gives insights into
isolated, but the relationship between them seldom how managers can facilitate brand narratives by co-
investigated. Some multidisciplinary studies have creating different online and offline activities that
influenced the effectiveness of various response encourage and structure consumer participation.
strategies for different stakeholders, but they did not Marketing managers will encourage consumers through
discuss how violations of moral principles can, as tournament and influencer programmers to engage in
triggers, affect the viability of corporate response contact practices [58].
strategies or how brand companies can open up
consumer interaction during corporate storms [45].

Although many incidents can lead to social media

protests, the expectations of customers that a business
violates certain moral values are one of the most
significant factors[52].

Researchers study Internet corporate press reports

notice that 61% of corporate target storms have come
from claims of suspected moral misconduct by
firestorm [53].

Most humanely, relational anxiety and the need to

preserve societal norms have shown that consumers are Fig 2:- Median Engagement rate per Post (by follower)
more likely to engage in organizational chaos [52]. Week by week from Jan. 5th to May. 2nd 2020
Source: (FEEHAN, 2020)

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Brands may also have broader market visibility of commitment. Financial Services and Higher Ed,
and publicity through acknowledgment and which saw massive rises in coronavirus at the peak, are
reorganizations of consumer narrative contributions in seeing Facebook's lower rates in 2020. Hotels and
addition to the financial or material encouragements. resorts and influencers have experienced epic highs and
Therefore, brand managers can co-create stories by lows before preparing for summer back to medium
describing events that inspire customers to 2020 engagement. Just like on Instagram, sports teams
communicate with each other[59] . seem to have returned last month on Facebook after
reaching the rock bottom[11].
Brand managers should also coordinate the
narrative process for co-creation, distribution and The engagement rates on Twitter have gradually
hosting online media spaces where stories are created decreased for the whole of Q2. Curiously, the
and shared[60] . frequency of postings has not bounced back as it has on
Facebook and Instagram. The financial services and
They should create and enforce guidelines for Higher Ed were unable to cope with the pandemic. The
submitting consumer content during competition, brands of Health & Beauty have recently fallen on
supplying consumers with brand-generated images, and Twitter following some major spikes earlier this year.
promoting hashtags that illustrate history framing, and Hotels & Resorts are now seeing a substantial increase
their own [61]. in commitment and have managed in Q2 to sustain a
slightly higher commitment rate than in Q1.
For both cases, the involvement of the company Throughout the year, media and technology have
makes it possible to shape and guide the development surprisingly flat engagement rates.
of stories and forms by identifying technological
resources and offering guiding principles[62]. Post COVID-19, digital marketing would allow
companies and brands to rethink their game plan and
D. COVID-19 impact on Social media establish ongoing projects within the core practices of
During this pandemic, we 're all adapting to life, paid publicity. In order to prepare for reopening and re-
whether it's marketing at a time when people buy less, launching stages, digital marketing departments will
work from home or study home. If we test the change their media preparation and campaign schedules
engagement in social media after three full months of as soon as possible. In future promotions, the focus
coronavirus. needs to be to improve the importance of life and
consumer life, and to offer a positive brand.
As seen from figure 2 below, the lowest
engagement rate was on Instagram and Facebook in Right now, it's a confusing and frightening time
2020, and almost on Twitter. Since the end of March, for both brands and consumers and no one is the right
the downward trend on all three channels has been slow way to do things in society. "It will be very
and steady .Posting in February hit a high point and in unpredictable how consumers spend their time online
mid-March fell to its lowest when coronavirus actually over the next couple of months. Although it will
caught up in steam in America. Post frequency has increase the total time that is spent online, it will be
marginally climbed back, but is floating on all three difficult for most marks to compete with news,
channels around 2020 [63]. entertainment and services.

Instagram, like Facebook and Twitter, experiences The best thing marketers can do to create social
its lowest 2020 engagement, and since the beginning of media posts and strategy is to be as sensitive as
coronaviruses, these numbers have gradually decreased. possible to the current health crisis. While also look for
Besides Higher Ed, most industries are part of the data and comparisons to make the social activities
lowest Instagram engagement of the year. The higher across the globe meaningful rather than deviate.
Ed maintains their participation rates around their
median for 2020, but what happens when the school is IV. DISCUSSION AND THEORETICAL
out for the summer will be interesting. Hotels & IMPLICATIONS
Resorts are among the few industries that improved
their Q2 engagement rates compared to their first Now more than ever, social media deserve your
quarter performance.It looks like the participation attention. While it does not instantly contribute to a
levels of the Sports Teams are eventually dropping and cash flow or a "viral" moment that you expect, they
are now rebounding. The retail was very flat, with no help your brand and business in more than the social
coronaviral spikes or dips[11]. aspect as so much can be done in short and long term
for your company. Here is the rundown of the
Since early March, Facebook engagement rates advantages that modern businesses frequently receive
have fallen sharply, though they slipped back a bit in under the radar of social media.
early May before dropping off again at the end of the
month. Despite a fall following its initial increase in
April, alcohol has managed to adhere to higher levels

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 The opportunity to expose trends in business in real your supporters would enjoy when interacting with
time your customers by enabling your customers to tag their
The openness in social media is a potential contents[68].
corporate intelligence goldmine. As we can see both
customers and companies in unfiltered, real-time  Place your competitive strength
conversations. If you want to know what a company is This may seem like a brainless thought, but it
doing well or what consumers talk about, everything is should be listed. It just means the company is placed by
out there[64]. providing an active presence on a social forum.
Publishing your brand is involved and opened to new
And your social interaction and shared material of customers on platforms that are important for your
the target market will of course help you to understand enterprise [69].
the developments in the industry. For example,
Instagram hashtags will illustrate anything ranging Don't ignore the social media's absolute
from major influencers to current trends in fashion[65]. positioning power in search engines. Your first
impression on a customer in relation to your products
 Comprehensive analysis of the competition and services may be in your Twitter or Instagram. And
The opportunity to spy on the rivals can be one of that’s why it is important to keep an active present in
the biggest social media marketing advantages. what all social media platforms with a consistent message of
are they targeting now? Which kind of publicity do strength for your band[70].
they run? How is it different from your marketing
strategy? There must be no question marks for these  Establish ties and boost the presence of the search
responses[66] . engine
For years, the social media SEO effect has been
You may find ways to push in new directions in heatedly discussed and, thus, the fairly recent notion of
terms of content or ads by doing a social media unbundled links suggests that social media and search
competitive study. You may know, for example, that success are associated. In short, shares and social clicks
your rivals smash Facebook ads, but they lack their are good signals for Google's search. If nothing else,
Instagram presence. In turn, for the sake of excellence social traffic can be a significant source as through
in Instagram, you could explore marketing influencers Google Analytics, you can track your social traffic
or content created by users[20]. (Campbell & Evans, 2018).

 Enhance customer service Should not ignore social media as a distribution

About half of all users have already accessed platform for content. A popular content that scores
social networks to answer questions and concerns. In hundreds of likes and shares can drive your site
comparison, social customer services are fast and on- through serious reference traffic [22].
demand, in comparison to challenging phone calls or
long emails. Providing social customer service includes  Appeal to young, socially savvy clients
constructive, forward-looking interactions with your The ultimate understatement would be to say that
customers[21]. social media transformed the traditional publicity
landscape. The concept of the media as a trendy may
Prospectively, consumers and rivals can see how seem quite cliché, particularly because it can attract
the consumers communicate. Positive front-and-center people of all ages. This is also possible for young
interactions are a major advantage for any company. advertising channels [71].
Whether you listen to feedback or answer particular
issues, the constant advantage of social media is that it Nonetheless, research shows that Gen Z responds
offers a quick service and lends customers a helping less and less to mainstream advertising and shakes up
hand. Social media is also a key channel for gathering marketing. As younger customers grow with social
feedback from customers[63]. media, brands must adapt over advertising and
advertising. Instagram for example is where younger
 Take a snap to build customer content and stories customers can be reached not the old newspaper[72] .
The images and success stories of customers
correlate with the increased engagement and  Consider your brand alive
conversion rates. And the social media is no better Corporations want to display their human side
place to gather them. Monitoring your information and rightly today. Too many companies have benefitted
tags, for example, can help you discover positive from the "costume and tie" environment. MoonPie is an
interactions with customers [67]. example of a snark social presence which looks like it
is run by a teenager. It is one of the most common
As many leading brands and retailers regularly examples. Although this kind of social approach is not
curate photos for customers during their marketing for every company, it certainly is not what most
campaigns. That's why it is so important to have a consumers expect and thus drives commitment.
branded hashtag. You will detect shareable posts that

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Volume 5, Issue 9, September – 2020 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
 Further leads at top-of-the-funnel extension of the social marketing strategy for your
Finally, the leading, quick and fast, is one of the company.
main benefits of social media marketing. Since billions
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