Study On Brand Content Communication Based On Social Media Marketing

With the development of network technology and Web 2.0, the media context of brand is getting more complicated and audience and customers'entertainment needs for brand information ever-increasing. Social media marketing and brand content communication are becoming enterprises'choice in brand marketing.This paper studies brand content communication in social media marketing environment. After discussing explicitly the concepts and use condition of social media, social media marketing and brand content, the paper builds up a developing model for brand content communication based on social media communication.This paper studies deeply the six key elements of the developing model and the inter-relationship among them. The six elements are: enterprise, social media, social media marketing, audience, user of social media and customer. Besides, through investigation and research, the paper has summed up the key points of the developing model and explored in great detail the five key points of brand content communication, brand touch point, opinion leader, agenda setting and result of investment.At the end of the paper, based on the developing model, social media marketing strategies for enterprises are proposed at the macro and micro levels. The paper has also verified the strategies by case studying the brand content communication of TED.