Internet addiction has extremely increased in the world and Georgia is not an exception. Internet addiction increased the role of social media. Last results show that addiction on internet rate is more than 40% and the social networking site Facebook has more than 1000 000 users.
Georgian businessmen’ position is very interesting, whether they see social media as a great opportunity of effective communication with customers and if they appreciate its use in marketing activities.
Use of social media as a key tool of integrated marketing communication is becoming an important direction for the companies in Georiga. Social media research is useful for the companies who try to reach its target market and position its brand with less expenses.
The first function of social media is to inform and it is obliged to use all its resources. The blogger is some sort of mediator – it is the source of the information.
To succeed on the social media a company has to follow some principles:
- Any step on social media has to have some goal.
- Media administration has to be oriented on customer’s engagement.
- The activity on social media has to fulfil customers’ concrete needs.
- Informational posts about sales, new collection or special offers are accepted but it must not be the main content of the company’s web-page. As soon as the customer feels somebody cheating, it will never enter the company’s web-page again.
- Activities on the social media have to be memorable, out of the ordinary, sometimes extra-ordinary. Company marketers claim that if a company wants to succeed on social media it has to delight customers.
- Experts advise companies to not only generate brilliant ideas, but to implement these ideas in the simplest way. Social media in not a place for complicated things, simplicity, things easy for perception work there.
- Directed to the concrete audience – there are many different people together on social media, that’s why when planning social media campaign the audience has to be determined.
- The marketing manager has to determine the goal and not the outcome – marketer’s main task is to explain the goal to the social media expert and leave the ways of implementation down on him.