Hi, I’m Mandy and I’m a Brand Marketing Analyst at the International Institute of Digital Marketing. Social media marketing is something that will always be present, with the use of social media continuing to rise significantly. Globally, more than 3.6 billion people engage in social media – the top platforms used being Facebook, YouTube, WhatsApp and Messenger, and this number is expected to increase to 4.41 billion in 2025.

With the pandemic occurring, it’s clear that this consumption has only increased. With lockdowns put in place, individuals are turning to social media for entertainment and socialization.

Now, platforms even have their own features where users can advertise their own products to sell – like Facebook’s “marketplace” and Instagram’s “shop” tab. The addition of these is a great way to target a specific audience and to reach a significant audience who is already scrolling through their feeds, adding convenience for users.

However, whilst social media marketing is a great tool to use, there are a few disadvantages to it. Although it has its advantages, it needs to be used correctly. This involves having enough research to determine the correct target audience, and specific platforms must be used to attract different audiences. For example, millennials prefer shorter content, so apps that have stories like Instagram and TikTok may be appropriate to use. By understanding the importance of using specific platforms for specific audiences, will attract more relevant customers.

One of the most important things to remember with social media marketing is that not all feedback will be positive. Marketers must be prepared to manage this because as engagement spreads rapidly, it almost becomes impossible to control any of this negative feedback. I’m sure there are many incidents you can think of were negative responses tarnished a company’s brand. This just shows how vulnerable businesses are once one negative review is posted and shared by others.

On top of this, it’s just as important that social media efforts are managed well as it involves two-way communication. Having a lack of engagement could detract potential customers from wanting to engage in conversation with a company and ultimately, poor service overall can lead to customers’ word of mouth negatively impacting their reputation.

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INTERNATIONAL INSTITUTE OF DIGITAL MARKETING ™ is a certifying body founded in the USA by several long-standing marketers. We have years of experience in business, marketing, and more, and have put forth our combined experience to develop IIDM. Digital Marketing is something that’s all around us, yet there has been no solid foundation for marketing in many, many years. In the news, there are blunders again and again by companies, failing some of the core aspects of modern marketing. Because of this, the need for a solid, stable foundation for marketing in the modern world is needed– a foundation with the ability to be built upon and developed with time.

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