Social Media Marketing Strategies

Abstract

Social media marketing strategies contribute to increasing the brand awareness of businesses. However, they have not always fully exploited the creativity and innovative capacities of the strategy due to unawareness of the best tools to utilize in modern technology. Notably, some organizations also fail to recognize the benefits of social networks. The internet has exposed numerous opportunities, such as online marketing that utilizes advertisement mechanisms like the podcast, blogs, and social media to reach their target audiences. However, the internet allows users to interact and create communities, facilitating the exchange and discussion of knowledge. Famous social media networks include youtube, Facebook, and Twitter. However, the advancing social media development has contributed to the emergence of new platforms such as Tiktok. Analysts measure their popularity based on the level of activities the platform offers its users. As a result, modern social networks facilitate more effective than traditional networks since they promote global interactions by overcoming geographical barriers. Currently, only a few organizations use social networking in various sectors, but this literature identifies numerous strategies that every organization should utilize to promote its brand. This article intends to discuss the best social media marketing strategies, their benefits, and challenges and provide insights about the emerging trends and application of modern technology such as Artificial Intelligence (AI) and chatbots in marketing. The first part of the review introduces the topic, while the subsequent sections address the marketing strategies such as image appeal and content. The challenges section addresses the problems that accompany the strategies. The emerging technology and trends cover the modern aspects that dominate online marketing, such as chatbots, artificial intelligence, and short videos. The discussion relies on numerous relevant literature articles exploring the aforementioned social media marketing issues.