Microsoft Word Marketing Power of Blogging 2014. docx

2.2 
Social Media Marketing
According to Korhan (2013), social media marketing is a strategic process aimed 
to make a business and its products and services more attractive to buyers. It 
means that social media marketing has the same goal as the traditional 
marketing. The difference is that social media marketing is Internet-based 
marketing and requires social media tools for the realization of its goals. The 
main goal of any marketing is customers’ attraction. At present time, customers 
would like to get all information about product before they make the purchasing 
decision. In the Internet environment content marketing can satisfy this kind of 
demand. Content marketing appeals to create an informative and attractive 
content. When a company makes a good content, the next step is engagement. 
The social media is building engagement. It means that social media marketing 
is a combination of accurate content marketing and social media that helps to 
engage customers. The last step is conversation. As was mentioned earlier, one 
of the most effective features of social media is straight communication with 
customers. All together, attraction, engagement and conversation are the 
principals of successful social media marketing. (Korhan 2013.) 

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17 
2.2.1 Social Media 
Authors of best-selling "Social Media Marketing: An Hour a Day" (2008), as well 
as "Social Media Marketing: The Next Generation of Business Engagement" 
(2010), books, Evans defined social media as follows:
“Social media, simply, is text, words, pictures, video and the like created with 
intention of sharing. In the context of a marketplace, it is the thoughts and 
experiences of participants – for example, consumers – that relate to their 
experiences with brands, products, or services”
While Search Engine Consultant Jones (2009), described social media as:
“Social media essentially is a category of online media where people are talking,