{"id":7835,"date":"2014-04-13T22:35:04","date_gmt":"2014-04-13T20:35:04","guid":{"rendered":"https:\/\/www.outofseo.com\/social-media-marketing-social-networks-and-online-communities-serving-businesses\/"},"modified":"2025-07-29T14:14:14","modified_gmt":"2025-07-29T12:14:14","slug":"social-media-marketing-social-networks-and-online-communities-serving-businesses","status":"publish","type":"page","link":"https:\/\/www.outofseo.com\/en\/social-media-marketing-social-networks-and-online-communities-serving-businesses\/","title":{"rendered":"Social Media Marketing: social networks and online communities serving businesses"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"7835\" class=\"elementor elementor-7835 elementor-357\" data-elementor-post-type=\"page\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-1dc44d7 elementor-section-boxed elementor-section-height-default elementor-section-height-default parallax_section_no qode_elementor_container_no\" data-id=\"1dc44d7\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-66 elementor-top-column elementor-element elementor-element-a1fedd5\" data-id=\"a1fedd5\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-b1dbd81 elementor-widget elementor-widget-heading\" data-id=\"b1dbd81\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Social Media Marketing: social networks and online communities serving businesses<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-38fff317 elementor-widget elementor-widget-text-editor\" data-id=\"38fff317\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>Social media marketing<\/strong> is a specialty of web marketing. In order to give a comprehensive definition of it, it is necessary to state that it is a broader concept than social network marketing: the latter specifically refers to <strong>unconventional marketing<\/strong> activities carried out through social networks such as facebook and twitter; social media marketing broadens the use of promotional techniques to include the entire variety of social channels on the web, including in addition to social networks blogs, forums and other forms of online communities that fall under the broad category of social media. <\/p><p>Social media marketing is a <strong>tool available to companies<\/strong> to promote their businesses on the web and sell products and services online. To understand the potential of this form of marketing that invests the Internet, it is useful to break it down into its basic aspects or techniques: <\/p><p> <\/p><ul class=\"dt-list\"><li><a href=\"#social_crm\">Social CRM and Relationship Marketing<\/a><\/li><li><a href=\"#marketing_virale\">Viral marketing or buzz marketing<\/a><\/li><li><a href=\"#social_network\">Social Network Advertising<\/a><\/li><li><a href=\"#smo\">SMO &#8211; Social Media Optimisation<\/a><\/li><li><a href=\"#monitoraggio\">Social Monitoring and Analysis (social monitoring and socia analysis)<\/a><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d5aebb9 elementor-widget elementor-widget-heading\" data-id=\"d5aebb9\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Social CRM and online relationship marketing<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8053dac elementor-widget elementor-widget-text-editor\" data-id=\"8053dac\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>As the <a title=\"The 95 theses of the Cluetrain Manifesto including: \" href=\"http:\/\/it.wikipedia.org\/wiki\/Cluetrain_manifesto\" target=\"_blank\" rel=\"noopener\">Cluetrain Manifesto<\/a> taught us: <strong>markets are conversations<\/strong>. A thesis or social reality that sees conversation as the social lubricant that runs through human relationships from the design of goods and services to the sale and beyond. Truth made more evident and pervasive by the Web and the spread of social media.  <\/p><p><strong>If markets are conversations, firms that do not converse become invisible<\/strong>. They lose contact with their interlocutors. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2ce3da5 elementor-widget elementor-widget-image\" data-id=\"2ce3da5\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"http:\/\/www.outofseo.com\/wp-content\/uploads\/2014\/04\/comunicazione-tra-aziende-e-clienti-sui-social-media.jpg\" title=\"\" alt=\"Dipinto di Nastya Nudnik che rappresenta l&#039;idea che le aziende che non comunicano e conversano sui social media perdono contatto con il loro pubblico.\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Work by Ukrainian artist Nastya Nudnik. Part of a series called Emoji-Nation. <\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f03c704 elementor-widget elementor-widget-text-editor\" data-id=\"f03c704\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-size: 16px;\">Especially on social media, to converse means to enter into a dialogical relationship with customers in order to manage the relationship to satisfy and retain them. In this sense, social media marketing is the transposition to social channels of the: <\/span><\/p><ul class=\"dt-list\"><li><strong>relationship marketing<\/strong>. That is, of the marketing technique that aims to increase the value of customer relationships; <\/li><li><strong>CRM<\/strong> (customer relationship management) or customer relationship management.<\/li><\/ul><p>Relationship marketing represents an outgrowth of traditional marketing. The latter was concerned with customers in terms of large aggregates through the analysis of mass consumption data. Relationship marketing, on the other hand, in an era of personalization of products and services, recovers the <strong>centrality of the customer<\/strong> by establishing a one-to-one relationship and putting the brand in a direct and dynamic relationship with its target audience.  <\/p><p>Before the development of the web network, this <strong>relational model<\/strong> was limited by the dominance of essentially unidirectional media (such as television and radio), which did not allow the construction of bidirectional and horizontal relationships. Today, especially thanks to the success of social networks and other social channels, we are witnessing the overcoming of the unidirectional and vertical model of the relationship in favor of a more equal model that restores the customer to an active role in the business affair. <\/p><p>The way social media works forces companies to <strong>listen to their online fans<\/strong>, to involve them in business activities and decisions, and to support them with worthy customer service. This horizontal relationship is a necessity dictated by the medium (the medium is the message said McLuhan), but it is also a great opportunity to get to know one&#8217;s customers and build their loyalty by offering online service that is value-added in the business relationship. <\/p><p>Through social media, businesses have the opportunity to receive comments on their operations, feedback on services and products, even advice or ideas for improvement. Of course, there is a risk of becoming the subject of criticism, but this risk should be addressed with a complaints and grievance management plan. <\/p><p><strong>The best strategy is to accept the challenge<\/strong>, respond promptly to inquiries, welcome criticism and remedy it with concrete actions, and make up for any inconvenience caused with compensatory actions that highlight on social media the attention and care the company pays to its customers. By this route, the risks of negative consequences for corporate image are converted into marketing opportunities and online reputation building. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-afb4f8f elementor-widget elementor-widget-image\" data-id=\"afb4f8f\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"http:\/\/www.outofseo.com\/wp-content\/uploads\/2014\/04\/social-crm-marketing-relazionale.jpg\" title=\"\" alt=\"immagine di comunicazione uno a uno simbolo del social crm e del marketing relazionale che lanciano il marketing virale\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-159326f elementor-widget elementor-widget-text-editor\" data-id=\"159326f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>Social CRM<\/strong> therefore means being able to offer post-sales support, but also, when necessary, conduct sales negotiations, identify new contacts and potential customers, do PR work and develop sales initiatives. Social media offer enormous opportunities: one has to think about how to exploit them on a case-by-case basis, depending on the goals and characteristics of the business. <\/p><p>A proprietary <strong>blog<\/strong> makes it possible to activate a direct channel of communication with users and to engage in content marketing activities &#8211; <a title=\"Get the word out about your company and increase site visits with content marketing\" href=\"https:\/\/www.outofseo.com\/en\/content-marketing-original-content-and-seo-optimized\/\" target=\"_blank\" rel=\"noopener\">content marketing and blog marketing<\/a> &#8211; with particularly positive effects for SEO as well; the world of blogs in general offers the opportunity to make oneself known through direct interventions and comments on articles or through explicit business deals; <strong>forums<\/strong> constitute online communities to which one can offer a contribution of participation through one&#8217;s company profile, gaining in reputation and authority.<\/p><p>When these strategies are implemented effectively, several <strong>business goals<\/strong> are achieved:<\/p><ul class=\"dt-list\"><li>Promote brand awareness;<\/li><li>create an online community of admirers active in promoting one&#8217;s brand and activities, of spokespeople inclined to extol the qualities of one&#8217;s products and services;<\/li><li>Build new sources of traffic to one&#8217;s website, increasing targeted visits.<\/li><\/ul><p><span class=\"dt-highlight\"><strong>Relationship web marketing<\/strong> and <strong>social CRM<\/strong> lay the foundation for the viral success of a brand&#8217;s social initiatives.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ea2cd7f elementor-widget elementor-widget-heading\" data-id=\"ea2cd7f\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Viral marketing or buzz marketing<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8e8f374 elementor-widget elementor-widget-text-editor\" data-id=\"8e8f374\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Viral marketing is also referred to as <strong>conversational marketing<\/strong>, fitting neatly into the conception of markets as conversations. The<strong>goal of viral marketing<\/strong> is to harness the power of word of mouth to increase the volume of conversations related to a product or service so as to increase its appreciation by a broad audience of consumers who are on target with the commercial offering. <\/p><p>The term &#8220;viral&#8221; recalls the way viruses are spread: by contamination and transmission. Similarly in English the word &#8220;buzz&#8221; is also used, among other things very onomatopoeic, referring to the &#8220;buzzing&#8221; of bees and the ability to target &#8220;swarms,&#8221; that is, groups of people homogeneous in interests and tastes with respect to certain types of products\/services. <\/p><p>In this sense, <strong>viral marketing or buzz marketing<\/strong> constitutes the set of strategies that leverage the active role played by users in social media, consciously or unconsciously, spontaneously or on incentive, to spread content created by companies and their <strong>social media marketing consultants<\/strong>.<\/p><p>Social networks, blogs, forums, photo and video sharing environments, communities of interest, wiki websites, and so on, constitute environments where conversations take place to be influenced by one&#8217;s speech. <strong>This is the challenge for businesses<\/strong>: to create content with characteristics such that it becomes an object of conversation, of word of mouth, quality content that arouses in users the desire to share.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b946d7f elementor-widget elementor-widget-video\" data-id=\"b946d7f\" data-element_type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/youtu.be\\\/VlOxlSOr3_M&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-390220b elementor-widget elementor-widget-text-editor\" data-id=\"390220b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tExample of viral marketing used to publicize the release of the film Carrie (2013)\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3814009 elementor-widget elementor-widget-text-editor\" data-id=\"3814009\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>When this is achieved, <em>viral marketing<\/em> shows its full potential by allowing businesses not only to promote the individual product or service, but also to gain notoriety and reputation. This is why viral marketing is also a great way to do branding. <\/p><p>The logic of virality also presents its own ghosts to chase away when it rages against the company instead of in its favor. Consider the <strong>Barilla case<\/strong> and the amount of critical conversations it generated on social channels following Guido Barilla&#8217;s ill-fated interview. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e5878c9 elementor-widget elementor-widget-video\" data-id=\"e5878c9\" data-element_type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/youtu.be\\\/H3vEhVYOKQ4&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4cc41f7 elementor-widget elementor-widget-text-editor\" data-id=\"4cc41f7\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tGay naivete: ironic commercial all to enjoy&#8230;\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-acb2b10 elementor-widget elementor-widget-text-editor\" data-id=\"acb2b10\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>As is evident from the two examples above, the main tool of viral marketing is video, which in these cases becomes <strong>viral video marketing.<\/strong> Examples of social media marketing that exploit the viral potential of video are endless and not necessarily promoted by private companies. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-91988ea elementor-widget elementor-widget-video\" data-id=\"91988ea\" data-element_type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/youtu.be\\\/2vovQjlitrQ&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1088a0d elementor-widget elementor-widget-text-editor\" data-id=\"1088a0d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Anti-smoking campaign promoted by <em>Thai health promotion<\/em> foundation <em>Thai Health Promotion<\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-475b331 elementor-widget elementor-widget-heading\" data-id=\"475b331\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Advertising on social networks or Social Network Advertising<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4c40572 elementor-widget elementor-widget-text-editor\" data-id=\"4c40572\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Social Network Advertising is a <a title=\"Types of online and internet advertising including social network advertising\" href=\"https:\/\/www.outofseo.com\/en\/online-advertising-promoting-the-company-and-advertising-the-site-on-the-internet\/\">form of online advertising that involves placing ads and banner ads<\/a> within social networks in order to:<\/p><p> <\/p><ul class=\"dt-list\"><li>Promote products or services;<\/li><li>Increase brand<em>awareness (brand awareness<\/em>);<\/li><li>Advertise the website;<\/li><li>Giving visibility to their social channels;<\/li><li>Send users to physical stores to take advantage of discounts and promotional coupons.<\/li><\/ul><p>Since it is a marketing technique that takes advantage of the specific logic of each social network where the advertisements are posted, it is also referred to as <em>native<\/em> advertising or <em>native advertising<\/em>.<\/p><p> <\/p><p><strong>Social media advertising<\/strong> is a very attractive solution for a number of reasons:<\/p><p> <\/p><ul class=\"dt-list\"><li><strong>Is not intrusive<\/strong>. By inserting itself natively within the flow of information and conversations proper to the selected media, it is unobtrusive and often even welcome; <\/li><li><strong>allows target identification unthinkable with generalist media<\/strong> such as radio and television. With data provided by the users themselves and data gleaned from their behavior within social networks, one has demographic, geographic and psychographic variables that are extraordinarily useful for targeted advertising campaign planning; <\/li><li><strong>is perfectly measurable<\/strong> through tracking systems provided by the social networks themselves natively and with other systems depending on where the traffic generated by the ads is funneled;<\/li><li><strong>allows almost immediate analysis of results<\/strong> with the ability to make running adjustments (fine tuning).<\/li><\/ul><p>For advertising within social networks to be successful, it must know how to exploit its functional and audience characteristics, possibly coordinating with other activities carried out on the social networks themselves and more generally online.<\/p><p><strong>Ad formats<\/strong> vary depending on the social network and goals; they can be:<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-0d9a8dd elementor-section-boxed elementor-section-height-default elementor-section-height-default parallax_section_no qode_elementor_container_no\" data-id=\"0d9a8dd\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-89a84eb\" data-id=\"89a84eb\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-cd8ef74 elementor-widget elementor-widget-text-editor\" data-id=\"cd8ef74\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul><li>TEXT;<\/li><li>charts;<\/li><li>video;<\/li><li>other variants.<\/li><\/ul><p> <\/p><p>The most common <strong>payment models<\/strong> are Pay Per Click (CPC) and Cost Per Thousand (CPM).<\/p><p>The social channels that currently offer the <strong>best advertising opportunities<\/strong> are:<\/p><p> <\/p><ul><li>facebook<\/li><li>youtube<\/li><li>twitter<\/li><li>linkedin<\/li><li>instagram<\/li><li>pinterest<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-6b4391f\" data-id=\"6b4391f\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e9a580e elementor-widget elementor-widget-image\" data-id=\"e9a580e\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"http:\/\/www.outofseo.com\/wp-content\/uploads\/2014\/04\/pubblicita-social-network-advertising.jpg\" title=\"\" alt=\"pubblicit\u00e0 sui social network e social media advertising come attivit\u00e0 promozionali per le aziende che vogliono crescere nel tempo\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-bc8babd elementor-widget elementor-widget-text-editor\" data-id=\"bc8babd\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Banner ads can refer the user to an internal social network page or directly to the website. In <a title=\"E-commerce and marketing for online stores\" href=\"https:\/\/www.outofseo.com\/web-marketing-siti-di-ecommerce-e-negozi-online\/\">e-commerce<\/a>, it is almost always preferred to refer back to the site where visits can be immediately converted into sales. <\/p><p>Identifying the most appropriate strategy for advertising on social is the job of the <strong>social media marketing specialist<\/strong>. There are also companies specializing in <strong>retargeting campaigns<\/strong> that post banners on social networks with which they have partnership agreements. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c108ff8 elementor-widget elementor-widget-heading\" data-id=\"c108ff8\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">SMO - Social Media Optimisation<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3a758d6 elementor-widget elementor-widget-text-editor\" data-id=\"3a758d6\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>SMO<\/strong> is a specialty of social media marketing that involves<strong>optimizing social channels<\/strong>, particularly social networks, to make them more visible on search engines with positive effects on the ranking of related websites as well.<\/p><p>In essence, it is a mirror activity of SEO, but instead of being carried out to improve <a title=\"SEO - Optimizing websites to increase visits\" href=\"https:\/\/www.outofseo.com\/en\/seo-indexing-and-positioning-websites-on-google-search-engines\/\">the indexing and ranking of website pages<\/a>, it aims to achieve the same results on social media and indirectly also on the sites to which these are linked.<\/p><p>The <strong>need to invest in social media optimization<\/strong> stems from the way search engines work. These determine the ranking of websites according to their relevance and relevance to the keywords used by users. This evaluation is done through programs based on mathematical algorithms (the most famous is Google&#8217;s Page Rank and subsequent reinforcements: Panda, Penguin, Hummingbird), which make use of hundreds of different factors including, very important, <a title=\"google evolution forcing seo consultants to shift focus from backlinks to social signals\" href=\"https:\/\/www.outofseo.com\/seo-che-cambia-in-origine-era-il-backlink-oggi-la-citazione-social\/\" target=\"_blank\" rel=\"noopener\">backlinks and social signals<\/a>.  <\/p><p><strong>Backlinks<\/strong> are inbound links from other sites (including social networks, blogs, forums, etc.) and in the eyes of search engine spiders are a testament to the validity of the content of the site to which they refer.<\/p><p><strong>Social signals<\/strong> are indicators that measure the relevance of the social channels they originate from and the content circulating in them:<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-d51ce36 elementor-section-boxed elementor-section-height-default elementor-section-height-default parallax_section_no qode_elementor_container_no\" data-id=\"d51ce36\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-832dbbf\" data-id=\"832dbbf\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-bcd8a79 elementor-widget elementor-widget-text-editor\" data-id=\"bcd8a79\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul class=\"dt-list\"><li>Subscribers (youtube channel registrations e.g.);<\/li><li>Likes (+1 on google plus or &#8220;like&#8221; on facebook);<\/li><li>Shares (retweets on twitter);<\/li><li>Engagement (comments on a blog or linkedin post).<\/li><\/ul><p> <\/p><p>As search engines measure these signals to determine the prominence of one site or social channel over another, it becomes important to <strong>enhance one&#8217;s social media<\/strong> by making them more appealing and compliant with current indexing criteria.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-d8aac17\" data-id=\"d8aac17\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-694d657 elementor-widget elementor-widget-image\" data-id=\"694d657\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"http:\/\/www.outofseo.com\/wp-content\/uploads\/2014\/04\/social-media-marketing-backlink.jpg\" title=\"\" alt=\"smo significa social media optimisation o ottimizzazione dei social media sui motori di ricerca anche attraverso backlink e citazioni social\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-8bd2a63 elementor-widget elementor-widget-text-editor\" data-id=\"8bd2a63\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Therefore,<strong>SMO optimization<\/strong> aims to provide engine spiders with all the information they need to <strong>increase the visibility and ranking of social sites<\/strong> in the results of Google, Yahoo, Bing and so on. Through the inclusion of appropriate tags in posts or keywords in domain urls, for example, one&#8217;s social channels gain positions, gain fans, increase the volume of interactions, and this produces a positive circular effect that benefits social media directly and sites linked to them indirectly. <\/p><p>Today, an <a title=\"seo consulting for corporate website\" href=\"https:\/\/www.outofseo.com\/seo-che-cambia-in-origine-era-il-backlink-oggi-la-citazione-social\/\">SEO campaign for the corporate site<\/a> should always be complemented by SMO interventions of social media optimization linked to the site.<\/p><p>Like SEO, social media optimization is also most effective when carried out during the creation phase of the site and company profiles on social networks.<\/p><p>An excellent social media marketing plan incorporates an <strong>SMO strategy<\/strong> from the outset, to be included in the broader horizon of an <a title=\"SEM - web marketing for search engines\" href=\"https:\/\/www.outofseo.com\/en\/sem-consulting-and-online-marketing\/\" target=\"_blank\" rel=\"noopener\">SEM strategy<\/a> attentive to the logic of search engine operations.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b572fa9 elementor-widget elementor-widget-heading\" data-id=\"b572fa9\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Social monitoring and analysis<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c3bc969 elementor-widget elementor-widget-text-editor\" data-id=\"c3bc969\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>A comprehensive social media marketing activity should always include a <a title=\"Collection and analysis of data on site visits and traffic generated by social networks\" href=\"https:\/\/www.outofseo.com\/monitoraggio-visite-siti-web-analisi-dati-e-statistiche-traffico-internet\/\">system for data collection and analysis of results<\/a>. The three important operations to plan are: <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-6aea41b elementor-section-boxed elementor-section-height-default elementor-section-height-default parallax_section_no qode_elementor_container_no\" data-id=\"6aea41b\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-fd68a56\" data-id=\"fd68a56\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-bc85bb6 elementor-widget elementor-widget-text-editor\" data-id=\"bc85bb6\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul class=\"dt-list\"><li>Measuring;<\/li><li>Analyzing and Interpreting;<\/li><li>Rework.<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-6541041\" data-id=\"6541041\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4dc2411 elementor-widget elementor-widget-image\" data-id=\"4dc2411\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"http:\/\/www.outofseo.com\/wp-content\/uploads\/2015\/01\/monitorizacion-redes-sociales-analisis-datos.gif\" title=\"\" alt=\"Imagen que refuerza la importancia de monitorizar el rendimiento de las redes sociales con el analisis de los datos y la midicion de los resultados. Calcular el ROI\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-04e12ab elementor-widget elementor-widget-text-editor\" data-id=\"04e12ab\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>Measuring<\/strong> means setting up a system to monitor marketing activities carried out on social media. The most advanced social networks offer within their platforms very useful tools for <strong>monitoring ordinary activity and advertising campaigns.<\/strong> Activating web analytics tools for the site, such as Google Analytics, allow you to collect data and statistics on the traffic that spills over from social media to the company site.  <\/p><p><strong>Analyzing and interpreting<\/strong> involves considerable effort to test the assumptions behind the marketing strategies adopted by obtaining confirmation or disconfirmation. Identifying patterns and recurrences, interaction patterns, precise cause-and-effect relationships, allows one to better understand the target market of one&#8217;s initiatives. <\/p><p><strong>Reprocessing<\/strong> means converting accumulated data into expendable information to correct or redefine <a title=\"consulting to define web maarketing strategies for the company\" href=\"http:\/\/www.outofseo.com\/\">web marketing and social media marketing strategies<\/a>.<\/p><p><strong>When a company can leverage the data it collects as a business lever, it is on the right path to success<\/strong>.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1d3532b elementor-widget elementor-widget-heading\" data-id=\"1d3532b\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Consulting on social media marketing<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-90e7fc8 elementor-widget elementor-widget-text-editor\" data-id=\"90e7fc8\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>The variety of social channels and marketing strategies that can be activated is such that sometimes even a social media specialist is not enough but a dedicated team and high spending budgets would be needed to be able to plan and manage promotional communication on the web.<\/p><p>This solution for many <strong>small and medium-sized companies<\/strong> is not pursuable or necessary very often.<\/p><p>A web marketing plan, or more narrowly <strong>social media marketing<\/strong> plan, should therefore <strong>identify priorities<\/strong> according to the budget and resources available, possibly with an eye to the future that includes the possibility of an escalation of online marketing initiatives in the wake of successes.<\/p><p><span class=\"dt-highlight\"><a title=\"Web and social media marketing consultant. Ask for advice and a quote\" href=\"https:\/\/www.outofseo.com\/en\/online-counseling\/\"><strong>Contact a consultant and request a quote online<\/strong><\/a>.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-top-column elementor-element elementor-element-0ddc220 elementor-hidden-mobile\" data-id=\"0ddc220\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-1038e935 elementor-section-boxed elementor-section-height-default elementor-section-height-default parallax_section_no qode_elementor_container_no\" data-id=\"1038e935\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-5d3f4d98\" data-id=\"5d3f4d98\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t<div class=\"elementor-element elementor-element-d004ec4 e-flex e-con-boxed parallax_section_no qode_elementor_container_no e-con e-parent\" data-id=\"d004ec4\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7ab0a24 elementor-widget elementor-widget-spacer\" data-id=\"7ab0a24\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Social Media Marketing: social networks and online communities serving businesses Social media marketing is a specialty of web marketing. In order to give a comprehensive definition of it, it is necessary to state that it is a broader concept than social network marketing: the latter&#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"open","template":"","meta":{"footnotes":""},"class_list":["post-7835","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Social Media Marketing: social networks and online communities serving businesses - OUTOFSEO<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.outofseo.com\/en\/social-media-marketing-social-networks-and-online-communities-serving-businesses\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Social Media Marketing: social networks and online communities serving businesses - OUTOFSEO\" \/>\n<meta property=\"og:description\" content=\"Social Media Marketing: social networks and online communities serving businesses Social media marketing is a specialty of web marketing. 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