Social Media In Advertising Analysis

What is the secret for corporates in advertising? At the beginning, no one would think that the commercial value of it would be that considerable. For now, it is the irreplaceable key in advertising. Yes, the answer is social media, besides connecting people together, it also connects products and customers together. In terms of the C-A-B model in communication theory, the media effects of corporate use of social media can be classified in three categories. Cognitively, customer may receive information so that they can keep up with the latest news of products. Affectively, the values or belief would be influenced by the advertisement such as the concept that skinny equals to beautiful is promoted by advertising. The behavioral effects are that

The outcome is that they can have the data of popularity of different products, comments of the products and increment of potential customers. Consequently, corporates may improve their products in order to satisfy the needs of their customer and generate more revenue. In the point of views from marketers, 67% of them say increasing sales directly attributable to digital marketing campaigns is a top priority this year. 72% of marketers think branded content is more effective than advertising in a magazine; 69% say it is superior to direct mail and PR. (Pick, 2014) The above statistics show the effectiveness of transferring advertising information to their target customer through social media. “There’s an opportunity to help create a brand via community of customers whose behavior and comments within the site can constitute valuable.” (A. Kazim Kirti, Filiz Karahan, 2011) Since there are advantages in advertising through social media such as instant interacting and the sharing function, it plays the major role of marketing for

The use of social media benefit the society through generating economic benefits, creating convenience for customers and working as marketing function for the corporates. As we can see, corporate use of social media would be a brand new way to promote. Although there are many advantage for corporates to use social media, there are some points that is worth consider. It is shown that social media is an efficient tool to enhance marketing for corporates, but how to make good use of it is another question that worth analyzing. Other than the marketing effects, corporates should also consider ethical factors in order to ensure the long term benefits. For now and future, it is the irreplaceable key in