Social Marketing


Technological developments and widespread use of the internet cause businesses to reach their target customers in new and innovative ways such as digital media. With the increasing use of digital marketing activities by consumers, digital marketing has become a strategically important tool for businesses. Thanks to digital marketing, businesses can reach their customers anywhere, anytime and in any situation.


Digitalization has become an important force that regulates and changes human relations, consumer behavior and marketing channels of businesses in daily life, social life and working life.


Now we have a “digital consumer” before us. Understanding this consumer and being able to read his black box has become very difficult for both businesses and marketing academics.


This new generation of consumers acquires much more than the information that businesses want to give them about their products and brands, thanks to social networks, which is the most important element of digital marketing.


Therefore, it is extremely critical for businesses to understand digital marketing correctly and apply the right strategies. Therefore, the focus should be on the right strategies.


According to the 2017 global digital report prepared by We Are Social and Hootsuite; There are 3.77 billion internet users and 2.80 billion social media users in the world.


Half of the world's population uses the internet; 37% of them are on social networks. Looking at the figures in many countries, 60% of most population is both internet and social network users.



This situation emphasizes the importance of the subject in terms of social media marketing across digital marketing. For today's businesses and consumers, digital is a strong two-way communication channel and an undeniably important market actor.


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Social Media Management


Basic Elements of Digital Marketing

Although there are many expressions about digital marketing, the main ones are; interactive marketing is online marketing, internet marketing or e-marketing.

These steps are respectively;
Acquire, Earn, Measure & Optimize, Embrace-Enlarge.
These four methods are a continuation of each other and are of strategic importance for businesses trying to reach their customers through digital marketing.

With the Acquire Method, the activities used to attract the customer to the website or the page where the sale took place are handled. The main methods of Acquire are Search Engine Optimization (SEO), Social Media Marketing, Email Marketing, Affiliate Marketing, Viral Marketing and Mobile Marketing.

  • SEO: Search Engine Optimization; It is the whole of the work carried out in order for the website to be at the top of the search engine results page. When a word is typed into the search engine, a comprehensive algorithm kicks in and starts working with all linked web numbers. Thanks to this algorithm, the websites that are most associated with the written word group are at the top of the first page.
  • Social Media Marketing; It is direct or indirect marketing activities carried out through social web tools such as social networks, blogs, social marking and content sharing, which promote a product or service, increase awareness and brand awareness, and take action on a company or product/service.
  • Email Marketing; companies use e-mail methods in product promotion, communication, sales and marketing activities by making use of the digital environment. It helps to use marketing activities more quickly, efficiently, comprehensively and effectively.
  • Revenue Partnership; It is a commission-based sales and marketing method that occurs as a result of the company selling its products and services to visitors coming through an electronic commerce site with which it has an agreement.
  • Viral Marketing; In other words, Word of Mouth Marketing; It is the digital environment of its activities with the developing technology. Viral marketing is the use of consumer communication networks to promote products and services, strengthen brand image and increase sales.
  • mobile marketing; It is the marketing of products and services of enterprises through mobile communication channels. Time and space are indirect activities that can be reached through direct, interactive or targeted communication to their target audiences.

With the Earn Method, it is important in the stage of acquiring the customer who is drawn to the website after the acquisition technique. For this, other activities are also needed. Visitors coming to the website from search engines or different digital channels are potential customers, and it is necessary to win these potential customers and turn them into real customers. These activities are; usability and accessibility studies, strengthening the mechanisms that support customer decision, content management, increasing the usefulness of the site, giving persuasive messages in sales texts, customizing according to the customer, separating the customer sections and focusing on these sections effectively.

Measure and Optimize Method; It can be said that it is the most important stage in digital marketing activities. Tests and analysis methods are applied that help the company measure its success, understand what it does right and wrong, and also enable it to compare itself with its competitors. With the help of web analyst software, the activities carried out in the obtain and win stages are evaluated, and the parts to be optimized are determined in line with the results. The success criteria of the website are compared with the success criteria of the competitors. In order to understand the expectations and ideas of the customers, a/b tests and multivariate tests are applied.

In the Embrace-Enlarge Phase; The activities that need to be done are to satisfy the existing customers and to provide the best service for them. The techniques that can be used are; email marketing, pricing strategy implementations, personalization, loyalty programs, referral programs, community building.

Social Media Management Element - 1

Digital Change

Digital change is the process of transitioning to new ways of doing business and thinking that add value to customers, improve business processes, and enable companies to increase their competencies by using digital, social, mobile and new technologies.

Social Media Management Element - 2

Technology Speed

Thanks to the rapidly developing technology, today's digital world offers the opportunity to access information, products and services at a much faster level thanks to many channels compared to the past.

Social Media Management Element - 3

Brand Image

In addition to being a traditional brand in companies, efforts to create a digital brand image and increase brand value are of great importance in the current period. Companies benefiting from the opportunities provided by the digital environment, reach large masses through these channels, promote their products and services, perform sales and orders, manage after-sales customer relations, and offer opportunities for customers to easily convey their ideas.

Social Media Management Element - 4

Changing Standards

Developing technology has changed people's living standards as well as their purchasing and consumption habits. It has become increasingly difficult for businesses to differentiate and be noticed. Realizing this change, companies have tended to reach their target audiences faster and to transfer a large part of their advertising expenditures to this area through digital channels. In some cases, it may be more effective to identify and communicate with the right target audience instead of addressing large audiences.

Professional Social Media Management

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Social Media Management General Information

Today, consumers do more research online before making a decision to purchase a product or service.
Social media marketing is a pull strategy that allows consumers to access the brand, product or service they are interested in.

Social Media management

Social Media Marketing

  • Today, social media is a platform that brings businesses directly to their customers and offers marketing opportunities. Social media is much more cost-effective than traditional marketing tools and offers opportunities for businesses to directly communicate with larger audiences without time constraints.
  • Social networks have a place as a unique supporting element in communicating and disseminating marketing messages, realizing product presentations and managing brand images. Social networks are for 'networking'. Social networks are an old-fashioned way of networking that allows people to connect and get to know each other better.
  • With the rapid development of technology, social media has had a great importance in the formation and development of brands. Businesses have started to develop new strategies through social media to market their products/services, brands and deliver them to target audiences.

Social Media Accounts Management

Social Media Marketing Process Steps

  1. Today, consumers do more research online before making a decision to purchase a product or service. Social media marketing is a pull strategy that allows consumers to access the brand, product or service they are interested in. The online audience group is used as the actual focus group. Conversations range from a wide variety of blogs, opinion sites, and social networks. Businesses focus on social media marketing processes to run social media correctly and sustainably.
  2. Businesses maintain the social media marketing process in four basic steps. These; listening, connecting, measuring and optimizing.
  3. Listening; It reveals customers' satisfaction with the product or service, brand loyalty, product development and new product ideas, competitors' activities and the status of market opportunities. In listening, one of the advantages of analyzing customers' conversations from a qualitative perspective is that all relevant online conversations are examined in their own contexts by establishing cause and effect relationships.
  4. Brand Loyalty; It means that the consumer develops a positive attitude towards a certain brand, buys the brand he is affiliated with frequently, continues to buy and uses that brand for a long time. Businesses should be very careful in activities and activities aimed at increasing customer loyalty on the pages they create for their brands in social networks. Events on social media are effective in creating loyalty for consumers. Businesses aim to be remembered and establish emotional bonds during decision making by entering the minds of consumers.
  5. Social Media Measurement; It is defined as following the social media activities of the companies in line with the targets they have set and measuring the performance of these activities. Collecting and measuring data in different areas of social media platforms gives companies the chance to learn more about their customers' decision processes and what's going on in social media.
  6. Optimizing Stage in Social Media Marketing; Businesses should seek to establish long-term active relationships with customers. Knowing what the consumer wants and how effective the offered solution is provides important feedback to businesses.

Social Media Accounts Management

Advantages of Social Media Marketing for Businesses

  • The most important issue among promotional activities in marketing is to communicate with current and potential customers without time and place restrictions and to increase brand awareness. In line with these purposes, one of the tools that businesses can use to reach their goals is social media platforms.
  • In addition to traditional media tools such as television, radio, magazines and newspapers, businesses today have enabled social media platforms to establish effective marketing communication with social media tools that offer the opportunity to interact with consumers. It also provided opportunities for social communication and relationship building, as well as direct communication between individuals and institutions. Social media tools also offer opportunities to businesses for sales promotion activities. Businesses can choose a target audience for their sales promotion activities and special campaigns can reach the target audience through social media.
  • Social media tools provide opportunities for businesses to strengthen their relations with consumers and to increase the degree of sincerity. Thanks to this, businesses can influence their current and potential customers and increase their brand loyalty.
  • Companies using social media platforms can communicate with people interactively and direct them to positive thoughts about their brands.
  • The use of social media by companies is also valuable in terms of strengthening their brand image and providing prestige rather than a necessity. It is known that virtual communities are an effective resource for strategic decision making, as businesses can generate income by advertising in the online community.

Social Media Accounts Management

Social Media Marketing Tools

  • Businesses use some tools to maintain their social media marketing activities effectively. These; social media tracking, social bookmarking and tagging, social measurement and reporting, social customer relationship management (CRM) and blog marketing.
  • Social Media Monitoring; Today, social media, which continues to develop and be used more widely, has gained importance for both individuals and brands. While social media enables companies to communicate directly with consumers, it also enables them to do so at much lower costs than traditional communication tools. In order to attract more customers and increase existing customer relations, businesses create brand awareness by opening accounts on behalf of the business on social media platforms such as Facebook, Instagram and Twitter, strengthen their connections with their customers, establish new business partnerships, provide information about products and services and share them on social media sites. purchasing behavior is also affected.
  • Social Bookmarking and Tagging; The biggest benefit of social bookmarking is; is to present the links of the products and services on the sites and the pages with similar content to the sharing and appreciation of the users. These sites contain links that users like and want to share with other users. Social tagging is the linking to a person, page, or place in posts such as photos or status updates.
  • Social Measurement and Reporting; For brands, it is not enough to open an account on social networks and communicate with their customers from there. They need to do in social measurement and reporting. Being aware of what is being talked about on social networks about the brand and taking action if necessary is also an indispensable stage of the use of social media for businesses.
  • Social Customer Relationship Management (CRM); Social CRM encourages engagement between various stakeholders to support sales and marketing. It is a philosophy and business strategy supported by a technology platform and business rules, workflow and so on. It helps to interact with the customer and provide better customer experience.
  • Blog Marketing; Companies want to establish an effective dialogue with their consumers by opening their own blog pages. Thanks to blogs, businesses increase their visibility and awareness before their internal and external customers. Large or small companies can reach their customers directly and engage in two-way marketing communication. Blogs also help companies obtain information that they can consider in their decisions.

Social Media Accounts Management

The Effect of Social Media on the Purchasing Process

  • Thanks to social media tools, communication between consumers and companies has been strengthened. Consumers can easily express their positive or negative thoughts about the product or service through social networks and make their voices heard by businesses. Thanks to social media, they can also inform other consumers.
  • Consumers can gather information on social media platforms and conduct research on the quality and price of the product or service. As a result of the evaluation of alternatives, the consumer exhibits purchasing behavior.
  • There are three basic behaviors that affect consumption behaviors in social media. First; Positive or negative word of mouth communication and the influence of opinion leaders are behaviors that affect consumption. Latter; It is the behavior of users about consumption that is influenced by their environment, such as their search for information about products and the thoughts of their friends. The third is; At the end of the purchasing process, users research the business on social media and exhibit purchasing behavior by evaluating their past complaints, satisfaction and dissatisfaction.

Social Media Accounts Management & Consultancy

Customer Relationship Management (CRM) in Social Media

  • Social Customer Relationship Management, customer relationship management through social media, businesses to establish sustainable relationships with their customers; is to integrate communication strategies and draw a new boundary with the power of social media interaction.
  • Social Customer Relationship Management provides conveniences to businesses compared to traditional Customer Relationship Management, in order for businesses to reach their customers more quickly and easily. Contrary to one-sided communication in traditional methods, businesses need to be accessible, communicate with their customers, listen to them and respond quickly to their requests. While traditional Customer Relationship Management focuses on process implementation; Social Customer Relationship Management constitutes the conversations between the customer and the business.
  • Social Customer Relationship Management enables businesses to change the way they interact with their customers.
  • Thanks to Social Customer Relationship Management, customer-based analytical software support is used to predict, measure and evaluate future customer behaviors based on past behaviors.
  • The possibilities offered by e-Customer Relationship Management to customers are that they can access products and services more cheaply in a short time and easily thanks to the services on electronic platforms. In addition, it is the correct analysis of customers' requests, expectations and needs by businesses and offering special services and products to customers.


What is Social Media Accounts Management?

  • In this study, digital marketing and social media marketing, which are very important for businesses and support them in reaching new customers and maintaining long-term good relations with existing customers, are comprehensively addressed and prominent researches on the subject are discussed in line with the purpose of the study. The aim of this study is to compile the previous literature and to deal with digital marketing in general and social media marketing in particular, which is a new generation communication tool, from a holistic perspective. In this context; digital marketing tools, advantages of digital marketing, features of social media marketing, customer relations in social media platforms and the effect of social media on the purchasing process have been examined and academic and managerial implications have been made in the study.
  • Today, the widespread use of the Internet, the indispensable position of mobile phones in human life, rapidly changing technology and customer expectations have differentiated the marketing environment. Businesses communicate with their customers in a different way than traditional communication methods and actively use digital channels. Since digital marketing activities are very comprehensive and detailed, businesses should integrate them into traditional marketing activities in the best way when using digital marketing methods. Continuity and follow-up are very important in digital marketing activities. In the digital environment, businesses should constantly update their information and take into account the demands and requests of their customers. While these demands and requests are taken into account, businesses can also establish high value-added relationships with their customers and better explain their own businesses to their customers.
  • The use of digital marketing and social media also has many implications for the suppliers and retailers of the business. In terms of suppliers, especially suppliers who understand the importance of social media in developing customer relations, while receiving support for their brands within the supply chain, they can provide positive communication between their brands and customers and provide an additional value for themselves. The phenomenon of digital marketing and social media, which can be used effectively for retailers, creates customer loyalty and supports them.
  • The most striking benefits of digital marketing activities for businesses are that they can reach large audiences, promote and sell their products or services, perform customer analysis quickly and easily, and most importantly, they can do these at low costs. With the benefits it will provide to consumers, they can contact businesses at any time, convey their requests and complaints, and guide them in line with their wishes by being involved in product or service development processes.
  • In the world and in our country, businesses generally promote their businesses, create awareness about the products or brands they offer, increase their sales through social media, increase the reputation of their businesses, exchange information with their customers and take action on their opinions, suggestions or complaints, use it to involve in development processes, to exchange information and ideas between businesses, and to provide new workforce and influence potential workforce.
  • Digital marketing activities, whose importance is increasing day by day, will be the main criterion for both businesses and consumers in the future. Consumers will make a choice based on the activity of businesses in the digital environment. Businesses, on the other hand, will evaluate low cost and other advantages. Today's businesses need to develop competitive strategies and adapt quickly to survive. While businesses that develop digital marketing strategies gain competitive advantages, if they can implement it well, they will reach their goals quickly.