The Influence of Social Media on the Enterprise Marketing

Abstract：The starting point of social media derives from social networking， which is the most popular way to communication is E-mail. The essence of the Internet is the connection of computers. The E-mail address of the remote mail transfer problem， yet it is also a widespread Internet application， and it is also the starting point of social networking. BBS is another one big step， theoretically achieves to publish information to the group and all the people can take part in it.

Key words：social media； economy； marketing

1. Introduction

As the advancing of technology and the improving of the society， the social media creates a new era of marketing. The way of propagandizing and popularizing are all quite different as they used to be. Now， the operation of social media is one of the key aspects to a companys development. In this background， the enterprise turns to this new area where gathers a large amount of consumers. In this essay， firstly， I will discuss the current changes that social media brings in the sales market. And then I will specify the exact influence that social media performs according to five related articles. Thirdly， I will do the deep analysis of the way to make the business success in the use of social media.

2. The Different Way of Communication between Enterprise and Consumer

Innovation of the Internet and mobile technology gives rise to social media， and social media accordingly opens a new era of marketing. Social media is mainly represented by the popular micro blogging service such as Twitter， and other social networking sites like Linkedin， Facebook and MySpace. Compared with ways of E-mail， to a great extent， social media plays a role of on-line marketing tool， which provides the enterprise with a full-scale communication platform. Enterprise can do the on-line promotion through Twitter to do business， and customers also timely add suggestions and comments.

3. The Incentive Function of Social Media

Before deeply discussed， this essay has to show a clear statement of five positive points the social media brings to the enterprise according to five different articles.

Firstly， the influence of the social media spreads quite widely. By the end of 2011， world's social media users reached over 500 million. And in developed countries， the registration rate reaches as high as 95% （Steve Brown 2011）. Different from traditional advertising exposure， users will directly concentrate on concept through social media promotion.

Secondly， social media is a drive to fostering corporate loyalty. With some creative text and high interaction quality， they can easily become the fans of the brand in the short term， and after several days， the long-term fans would come together to build a user group spontaneously. Speaking of the operation of Twitter， it gains the mature technology——TweetStats， which is used for online statistical tool. Once you search for the users name， TweetStats would automatically analysis time and habit of the Twitter users， and even offers similar blog tag Cloud "Tweet Cloud"， specializing users intention （Xiaoyu Chou 2014）. That is why it possesses that huge market， doing some interactions with consumer with the help of technology.

Thirdly， social media carries a function with Share， which would let user group form a word of mouth effect. Over 89% of them can enjoy complete equality on social media that is why they share. 26% users are initiated to communicate and create content with others， occasionally they would post opinions and wait for more participations （Hu 2013）. Indeed， social networking sites would let consumers themselves decide which brand to choose， without any intervening act.

4. Social Media and Successful Marketing

In fact， most customers tend to believe the product that they are familiar with， but the behavior of social media would more or less affects their decision. Obviously， there goes the trend that most people are used to looking up for some comments as a reference before they pay for. The way to guide consumers attitude to have the enterprise succeeded is picking out the proper timing and point. Their experience still affects their preferred brand， whose advocacy influences the purchasing decisions of others， too. Their purchasing decision totally depends on the enterprise and industry on earth.

5. Conclusion

This essay talks about the highly developed social media in the world， especially in recent years， it grows rapidly. Thereby， enterprise needs to take actions with this strong force， and take up this challenge on its own. The example of TweetStats tells that the distinct ideas， virtue management and technology constitute a superior enterprise. To achieve high competitive in the global and high- risk market， service and quality are also meaningful to a company. Therefore， enterprise has to be professional in the promotion content with an interesting story， linking to deep and newly dimensional material， to make up the critical information. And the audience can be patient and curious to get more brand information from you. （Ian 2014）.

【References】

[1]Elizabeth Chew. Social media is an effective channel for risk marketing communication[M]. Social Marketing， 2011，16：188-190.

[2] Hu. Over 89% of them can enjoy complete equality on social media， that is why they share. 26% users are initiated to communicate and create content with others[M]. Personal Rights in Social Media， 2013，13：55-57.

[3] Ian. It is also possible to maintain relationships by constantly posting great content in all of social media streams. Give people a reason to want to hear from you， and you stay top-of-mind[M]. Newly Insight in Social Media， 2014，16：74-76.

[4] Steve Brown. In developed countries， the registration rate reaches as high as 95%. At the same time， people spend time on social media sites for about a total of 110 billion minutes， accounted for 22% of all online time[M]. Findings in Social Media， 2011，10：108-111

[5] Xiaoyu Chou. TweetStats would automatically analysis time and habit of the Twitter users， and even offers similar blog tag Cloud "Tweet Cloud[M]. specializing users intention， Running Ages， 2014，13：80-85.

【作者簡介】

陸虹辰（1993—），男，漢族，江蘇人，西南石油大學外國語學院碩士研究生，主要研究方向：英語筆譯。