Marketing on social media describes a phenomenon that marketer establishes a public voice and online presence. It reinforces other communication activities cost-effectively, and encourages the company to innovate and stay relevant because social network has an immediacy in nature. Nearly every brand uses social media as a marketing support, where they increase brand awareness by connecting with non-consumers. However, it is less effective in increasing trials. Consumer’s online behavior varies between brands and products, and they may be unwilling to have two-way conversation on social media. But the recent trend observes blurring boundaries within social media. For instance, Facebook now provides blog, online forum and social network functions. Consequently, marketer today uses social media in a more diverse manner. I take the example of NCTU Library to illustrate marketing on social media.
| Type 1: online forums and communities
Features two-way information flow. Can be official or non-official, both offer marketers access to customer information and insights |
Dcard NCTU[1] is the largest non-official online forum with more than 10,000 NCTU users registered with their school email. Library staff may follow the discussion in related to library service, which are likely to reflect true voice from users as all posts are anonymous. |
| Type 2: blogs
Online diary sites. Features an outlet of word of mouth where common interest people frequent, resulting in influential opinion leaders. U.S. government now requires bloggers to disclose their commercial partnerships to protect consumer. |
NCTU Library’s Blog[2] offers in-depth introduction of the resource, database and tutorials that the library purchased. The blog has been actively updated since 2009. Reader can leave message, and librarian does reply to it. But few people are reading this blog. The “hottest” post was viewed 15 times only. |
| Type 3: social networks
Features connection between users, is non-commercial in nature. Ads are perceived offensive, attention and persuasion are difficult. Yet, for consumer and business marketers nowadays, the common practice is advertising on social networks such as Facebook and Instagram. |
NCTU Library is on Facebook[3] where it highlights campaigns enticing students to use the library (its book collection and online resources). Events such as lucky draw are held often. It connects with 16,776 people who “like” the page. |
[1] https://www.dcard.tw/f/nctu
[2] https://news.lib.nctu.edu.tw/
[3] https://www.facebook.com/NCTULIB/