Advertising Messages Communication Research Of Chinese SMEs On Facebook Platform

Along with the development of network technology, a variety of social media and mobile APP applications come from one after another. Lots of companies realize the importance of the Internet, and they begin to use this platform to innovate, to break the existing marketing model and constantly adapt to the current "Internet +" economic situation. Web2.0 bringing "interactive" mode on the Internet shows even more vividly, such as micro-channel public number operations. Many domestic enterprises adopt this form and get a lot of attention and fans, to effectively carry out product and brand promotion. And for these enterprises relying upon export business development, will naturally think of looking for a social media in line with foreign consumer habits for marketing.Currently, the most popular foreign social media include, Facebook, Twitter, LinkedIn, etc., especially Facebook. In August last year, there was one record in one day for about one billion people online simultaneously on the Facebook platform. That increasing number of users makes Facebook marketing with tremendous potential value. Besides, the statistics show that in March this year, the number of Facebook advertisers has exceeded 3 million. A growing number of advertisers, indicates that the acceptance of Facebook marketing from enterprises is gradually rising, and the acceptance degree of Facebook marketing from audience is also a corresponding increase. In fact, in China, Huawei, Haier and Lenovo had to carry out Facebook marketing for a long time, and their overseas markets have done in full swing.Not just the large enterprises going on social media marketing, China's SMEs(Medium and Small-sized Enterprises) are also beginning to use Facebook platform for marketing. But in previous studies, most of which are regarded marketing model of the large enterprise as a case study. And there is not too much involved in SMEs. Indeed, the resources of SMEs have many big differences from large enterprises. So during the marketing, advertising strategy and communication strategy adopted will be very different, and blindly copy mode will hinder the pace of development. Therefore, I tried to use A company that I practice in, to carry out analysis of the current business problems encountered in Facebook marketing and response measures. Then, it can provide a reference for other SMEs.The article focuses on the point that by the Home on Facebook, different types of advertising messages cause a series of changes in behavior from audience, such as thumbing, commenting, sharing, and then begin data analysis. Audience feedback is an important basis for enterprises to adjust communication strategies. Video marketing to stimulate and promote the participation of the audience is with the most obvious effect. And the combination of graphic into the short form video is the most popular. In the impact of the visual economy, the audience is more concerned about the thrill of visual experience, to get psychological satisfaction. It also matches the current social economic development situation with the increasingly fast pace. The audiences are more willing to accept short and quick things. No matter what are in visual or auditory, they will give priority to the most rapid absorption method. Therefore, for enterprises, starting from the perspective of the audience, searching for a pleasant way for the audience on promoting advertising messages, usually get better dissemination results. For the small and medium enterprises, focusing on the promotion and multi-platform integration to market will be their own effective measures, to deal with complex competitive environment and develop themselves.Although Facebook has not yet fully liberalized authority in domestic areas, the companies can use certain technology to connect with foreign networks to start business. After all, the target customers of our companies are in foreign countries. As long as they keep using this platform, we will have the opportunity to occupy a certain market. At the same time, carrying out the Facebook marketing is a effective choice to deal with economic globalization and go out constantly. By comparing SMEs and large enterprises on the advantages and disadvantages, I summarize some common points. Further, I will regard Company A as the case study, pointing out that the specific problems of SMEs in the face of Facebook marketing and propose appropriate countermeasures. Finally, the paper returns the case to the commonness, summarizing general rule and meeting the market needs. This research method is with the shift from the universal to the particular and then general, and also constitutes main line of this study. Actually, it is also more conducive to predict the future development trend of social media marketing for SMEs. This will have major implications for our other SMEs, to promote the smooth development of Facebook and social media marketing.