What is social networks?
Social media marketing has been a response to people’s communication habits. Today, social media platforms are practically essential, and it is scarce to meet someone who is not present on them. To know the changes and changing of this type of marketing to date, it is essential to understand where the term.
Social networks are structures in which a large group of people maintain relationships and share a familiar pattern. The relationships that individuals maintain may be different, but a criterion relates to them. In-depth, each individual is represented as a node, and the line that connects the nodes is that criterion that describes them. The requirements can be for professionalism, friendship, kinship, etc.
Without a doubt, there are social networks beyond the internet, but it was thanks to this space that the use of social networks to exchange, produce and receive knowledge, information and goods became popular.
Origins of social networks on the internet.
According to various authors, the first social network that was in operation was classmates.com. The idea came from Randy Conrads in 1995, and the website sought to connect former classmates from college, institute or university. His popularity was imminent, and Conrads was recognized with awards such as eBusiness Reports 2001 Entrepreneur of the Year.
This network was preceded by sixdegrees.com (1997) and Open Diary (1998). The first was a social network based on the six degrees of separation, and the second will be the first blogging community on the internet.
Another significant milestone was the emergence of Blogger (1999), a blogging service created by the Pyra Labs company and to which the term blog is attributed. This service was acquired in 2003 by Google.
In 2002 DeviantArt appeared from three engineers: Scott Jarkoff, Angelo Sotira and Matthew Stephens. This website was born to create an international community of artists on the web. This space gained a lot of popularity among different artists, having in 2007 about 4.5 million users and 50 million creations. In February 2017, it was acquired by wix.com for $ 36 million.
The next space that was looking to create virtual communities was Friendster. In 2002, two computer programmers from California launched a new dating website under the name match.com. It differed from other portals of this style in that the contact between two people was made for similar hobbies or to share acquaintances.
Its popularity grew dramatically, achieving millions of registrations in months, receiving a purchase offer from Google just a year after its creation. However, several factors caused the massive exit of users. Among the main factors were:
- Privacy problems.
- An architecture that is difficult to scale.
- The community’s rebellion against the rules of use.
In 2003 when the Social Network boom began, and websites such as tribe.net, MySpace, Academy, Soflow, Xing, hi5, Netlog and LinkedIn appeared. There were already more than 200 social media platforms at this time, but each one was weaving its niche to rank itself and differentiate itself from the other.
Among those that stand out in this wave of social networks is undoubtedly MySpace, a site for lovers of music and artistic currents. It was one of the most famous in its time; between 2005 and 2008, it was the most visited social network globally.
As of 2004, other famous ones like Flickr, Tagged, Orkut, and the crown’s queen are added: Facebook. In 2005 Reddit appeared, and Yahoo launched its social network that included a blog and Flickr photo album which closed in 2009 without much success.
Twitter, Badoo and Tuenti were born in 2006 and Tumblr in 2007. Until 2010, Instagram appears as one of the most popular currently and acquired in 2012 by Facebook. Lastly, Pinterest stood out and Google’s incorporation into the market with Google+ in 2011.
Transformation from digital marketing to social media marketing.
Marketing is an activity that aims to identify the needs and desires of the market to adapt and offer the desired satisfactions. If the market evolves, marketing must respond to it. Thus, digital marketing has changed its “formula” with the entry of the dynamics of social networks.
The Social Media Plans are current processes and in constant reinvention. Its objective is to promote a brand through social networks to reach a target audience with a personalized and dynamic message. Its primary tool is content in different formats.
Networks are platforms for socializing and are not advertising platforms, where consecutive marketing actions are carried out. Thus, the focus changes and selling is no longer the main priority on these platforms. With them, we seek to obtain helpful information to attract new customers.
Social media brought with it the 4Cs of marketing:
Content: the key to any Social Media strategy, content must be authentic, of value, and captures the attention of potential customers.
Context: Each social network has a way of being. The message dispatched to the user is placed in the context of the life cycle of our potential client.
Community: from the creation of quality content, identifying influencers, and interacting with people, a commitment to the brand and the gestation of the community is fostered. There where an engagement takes its principal value.
Connections: the investigation must be active in social networks; it is essential to listen and be aware of the latest statistics. Social networks are not stable; they are dynamic structures that respond to people’s experiences.
Last decade strategies in social networks.
The social network that gave way to a more marketing use of it has been Facebook. By creating a Facebook page, companies could earn likes and grow their community. This search for “I like you” came from the website itself, and we can find them in Pop-Ups format on certain websites where they invite you to follow them.
After considering those likes, you had to keep the commitment to the brand active, so the quality of the content and the study of the followers’ interaction came into play.
Finally, advertising is incorporated into social networks. Facebook is one of the first to join this service, followed by Twitter and Instagram. At this time, user segmentation and content offers are essential to meet the objective of our advertising.
Currently, the trend in social media marketing is marked by influencer marketing and the Word of Mouth. Both are strategies that seek the virtualization of messages to seduce the interaction between users. Users look for credibility, the best usability, personalization and identification with people on social networks.
Have your marketing strategies evolved? Leave us a comment with your experience!