Marketing on social media

This chapter considers the difference between social media marketing and marketing on social media as well as what marketing on social media is not before considering key elements of the subject, namely, blogging, networking, sharing and communities, social customer service and support. It is important to make clear that social media and marketing on social media is not the same thing. For a whole host of reasons, marketing on social media is misunderstood by practitioners, commentators, writers and students alike. Social media is about sharing, relationships and engaging in communities and networks. Therefore, marketing on social media also reflect these characteristics. There are two key issues to address with regard to engaging in marketing on social media: the objectives and its management and implementation. Marketing on media needs to be an organization-wide initiative, but to be effective it must have a single point of ownership. Social media monitoring tools monitor the platforms for posts, tweets, conversations or even hash tags.