The Research On Social Media Advertising Communication Mode

With the popularity of smart phones and the development of Internet technologies,social media such as WeChat and Weibo have gradually become important carriers of advertising.The audience has changed from being a simple recipient of advertising content to a user with "satisfaction and demand".The use of social media for online consumption is an indispensable part of people's daily life.In this context,in-depth discussion of social media advertising communication mode is of great significance to promote the development of social media advertising.Social media advertising has different forms of expressions such as text,pictures,videos and hyperlinks.Compared with traditional advertising,it has more precise communication objects,independent planning of advertising content,more “ soft”expressions,and more “opinion leaders”.And other characteristics.This paper takes "the psychological motive of audience purchasing behavior" as the classification standard,and divides the social media advertising communication mode into three types: precise advertising communication mode,experiential advertising communication mode and shared advertising communication mode.Accurate advertising communication mode has the characteristics of communication object differentiation,communication content personalization and communication timing differentiation.In practical application,there are problems such as insufficient content authenticity,insufficient teaching interaction and information leakage.Optimizing the path of improving the degree of interaction and building a data security platform;the experiential advertising mode has the characteristics of experiencing experience,focusing on media interaction and experience connotation.In practical application,there is a vulgarity of communication content,excessive means of communication,and lack of communication effect.Sustainability and other issues,this proposed the optimization path of building brand,upgrading communication means and maintaining the enthusiasm of continuous activities;sharing advertising communication mode has the characteristics of fuzzification of communication subject,complexity of communication process and wide range of communication,in practical application.There are problems such as excessive marketing,homogenization competition and easy to generate public relations crisis.This puts forward the optimization path of exerting the functions of “ emotional marketing ” and “ opinion leader ” andmonitoring and evaluating the sharing effect.