Social Media Marketing Communications Research

With the development of information technology, and the keen market competition, the traditional mass market is split into a myriad of personal preference niche market; at the same time, a large number of new media, the emergence of mobile media carve up the attention of consumers, the impact of mass media force increasing abatement, the effect of the communication between businesses and consumers plummeting.On the contrary, the development of social media based on Web2.0platforms to rise rapidly, people-oriented information applications to provide users with personalized information production, accumulation, sharing, and dissemination of independent space, highlighting the social attributes of the user, through the efficient dissemination of information the user to vary in size and the high frequency of interaction, the formation of polymerization, a new generation of powerful media and mode of transmission of the virus type of fission.In recent years, fierce competition in the media field, the night of the2007blog fame, to the sudden emergence of the SNS website in2009, and then the outbreak of the2010micro blog, blog, SNS, and micro blog competing bloom, not only the traditional mass media has brought enormous challenge, but rapidly becoming the medium of the new darling of the corporate marketing activities. Compared to traditional media and Web1.0era, social media marketing practices by the "one-way communication" become equal and active high "two-way dialogue, interaction become the most important features.But a closer inspection of their respective media forms, the different characteristics of the media as a corporate marketing activities, in accordance with the development trajectory of the blog, SNS, micro blog:advertising in social media more and more softening, concealed and scenarios,products and services to promote the function converted to a unicom experience with UGC. Secondly, the information channel on the multi-channel, multi-mode optimization and integration, information push more proactive, precise, and grasp the needs of users and meet for the first time.Third, the real-name system mechanisms, micro blog on authenticity has been further improved, compared with the blog, SNS website by V mechanism to ensure that micro-bloggers real source of information, to prevent the marketing spam, false content, deceptive content pollution in the marketing environment. Finally, the status of Internet users in the three types of media is relatively equal to the absolute equality, micro blog140character limit control of the discourse space including business and all Internet users, Internet users to zoom right to speak in the guide online public opinion trend of more and more powerful. opinion leaders should not be overlooked, they are reasonable is largely decided by the pros and cons of marketing effectiveness.