If compare the both we can see, though both media can give information to the audience, the social media are less or inexpensive and accessible to anyone to share information. Since the industrial media are owned privately or by government, the access is restricted unlike social media. Industrial media requires special skills, knowledge and training to operate where as social media do not need that much skills. The time lag between communication by industry media can be long (days, weeks, months, etc.) compared to instantaneous responses by social media. Social media can be altered or updated instantaneously (by comments or editing) but industrial media cannot be altered once it is created.
• Social Media Optimization (SMO) is the practice of making changes or adjustments to social media activity to attract the target market’s attention to the website contents. There are two methods of website optimization, one is SMO and the other is Search Engine Optimization (SEO). SMO is related to search engine marketing, but primary focus is to diverge the traffic from other search engines and improved search ranking is also a benefit of successful SMO.
Social Media Marketing or Social Media Optimization (SMO) is an emerging integrated marketing technique organizations use to communicate with their targeted market and is a combination of Search Engine Optimization (SEO) and Search Engine Marketing. SMO or SEO uses web based technologies which are easily accessible and scalable and can upgrade a usual communication into interactive dialogues which is more effective in the marketing of products or services. During the recent past, it is proved that SMO is much effective than any other marketing techniques and some firms or individuals use this to coordinates the elements of promotional mix like advertising, personal selling, public relations, publicity, direct marketing and sales promotions. It gives an additional channel for customer support, helps to gain competitive insight and can interact with the customers directly and thus it helps to manage the firm’s reputation online.
A few popular platforms are
• Facebook
• YouTube
• LinkedIn
• Twitter
• MySpace
• Reddit
• Delicious
Social authority is the key component in the implementation of social media marketing. Social authority can be created by an organization or individual which is specializing in a particular field or area can introduce a new way or procedure of doing a particular work and become an expert in that and be a model for those who are working in the same field. Thus the organization or individual can become an influencer in that field. And the social media become more effective through this process of building social authority. One cannot completely controls one’s message through social media rather can simply begin and can have a relevant participation in the conversation. The conversation participation must be done cleverly, if not, it will give a counter effect. The customers make buying decisions on the basis of what they seen and read in platforms presented by someone they can trust. Since social media has very good influence in the buying decision making of the customers, they have to maintain the honesty and credibility through building social authority.
