Study On The Advertising Dissemination Of Social Network Services

The traditional advertising dissemination is mainly in a mass communication way to"propaganda"advertising messages to the audience through mass media, barely they have basic communication channels between the advertisers and audience, which will inevitably result in inefficient communication. Although this advertising model in commercial society has played a very positive role in the past, the"one-way"mode of communication is no longer able to achieve efficient information dissemination effects for the enterprises while facing the media users who have high degree of willingness of participation and sharing.Social Network Services (SNS) as a new Internet application, it fully reflects the development of Web 2.0 concept. The key component of Social Network Services is "people" in the chains of different social relations, and then constitutes the global social network through the communications and interactions among individuals. People are connected by SNS veritably, the Internet gives our life distinctive supports from all aspects, the relationships among people are expanded and maintained through Internet, the real social network is maturing. When "people" becomes a key component of the Internet, the Internet will definitely reflects the human's natural attributes, social attributes, and corresponding needs of all kinds. Meeting needs is the purpose of business, and the advertising as a important indicator of the commercial society, is an essential element.In the Web2.0 era, the psychological and behavioral changes are working together to break away the passive meaning from the word"audience"once implied in the traditional media era. Internet users have already controlled the production and dissemination channel of information, interaction and sharing are the major trends in nowadays. The traditional mode of advertising dissemination is no longer accommodated to the changes arising from the media ecology, the advertisers have to find out the developing trend of media and make corresponding changes.Social Network Services is an integration of network applications, including Email, blog, podcast, video sharing, instant messaging, online communities and other types of network applications, it also covers text, video, audio and other means of communication. In order to impress the audience with advertising methods and thus achieve viral spreading effects, the enterprises can integrate various media properties by using social media, and transmit the advertising messages to audience in different ways of representation through interpersonal communication,The enterprises take the actual relationships among people as the communication channels, interact with audience closely, deepen the understandings between the advertisers and audience, help the audience to build loyalty to the brand, establish identity and emotional connections in order to achieve equal conversation between the enterprises and audience. Advertising messages disseminated through SNS are highly interactive, reliable, and sustainable, the message can influence the consumers effectively to make decisions, spread brand awareness and reputation, affect audience's attitudes toward the advertising.Meanwhile, the Social Network Services as a network architecture is full of humanistic spirit, and it makes users accomplish the "extensions of man". Interactions among people are no longer limited by time and space, the ideal of free-style living is achieved, and thus formed a unique culture.Those characteristics possessed by SNS reflect its value as an advertising platform. The advertising communication transmitted through the Social Network Services platform is a new mode of advertising communication, which combined highly developed media technology with modern communication ideology. Media technology, communications theory and modern Advertisement provide technical and theoretical supports together for the study of advertising communication on SNS. The emergency of new things inspired and enlightened us on the observation and study of phenomenon of advertising communication with more perspectives and possibilities.