Traditional Media, Social Networking Sites Marketing Research

Social networking sites in china started late, but they have made rapid developmentrecently. Chinese enterprises begin to pay more and more attention to the potential ofthe social networking website marketing, take action in succession and use the socialnetworking sites to carry out marketing activities. Many traditional medium also beginto discuss the use of the feasibility of social network marketing. This paper is based onthe traditional media public homepages of renren.com and hopes that by comparing theresearch idea to clear the relationship between mass communication and interpersonalcommunication, social networking sites and traditional media. By analyzing the subject,mode of transmission and dissemination effect to master the features based ontraditional media marketing. According to statistics, by the end of Feb.2011, the mostsuccessful domestic social networking sites, renren.com and kaixin001.com, havedrawn more than400traditional medium. These traditional Medium have both thefeatures of the website of social networking, and the traditional Medium·s authority andreliability. It also takes the distinctive marketing characteristics.The cooperation of the traditional media and social networking website plays a veryimportant role and the social networking website unique marketing advantage also givefull play. This paper is a review about domestic successful social networking marketingcases and referable for the Chinese media social networking platform marketing. It willhelp the traditional media to make full use of social networking sites, which promotethe application and development of social web. Finally a new conception will beproposed to establish rooted in social networking media agency.