A Study Of Viral Marketing Communication Of SNS

Under the circumstance of rapid development of Internet technology, SNSplatform came into being, therefore, the way of information dissemination has beenchanged harshly, SNS websites such as Facebook, RenRen, they bring a pleasantsurfing experience. The enterprise take this platform to promote their products andservices, it also spreads the marketing information.In the traditional marketing communications, the position of the user is passive,they only received the marketing information, but it is difficult for them to find aconvenient and free channels which may feedback the experience and feeling of theproduct or service to the enterprise, furthermore, it is hard to share the experiencewith other people. The appearance of SNS, from the passive reciever becomeproactive communicators, they can take advantage of this platform, post a comment inthe first time, communicate with others, make feedback to the enterprise. This alsocontributed to the improvements of the quality of their products and services.In the proccess of marketing communication on SNS, the audience makes theinformation spread one more time rapidly, so the symbol of the content, text, images,video be implanted in marketing information, the information spreads like "viral".Compare to the traditional communication methods, It presents manyadvantages.First, the cost is very low, users are interested in taking experience of theproducts and services if it is not that bad, they will be happy to share their experienceswith friends, there is no need for the enterprise input large amounts of money; Second,it is very accurate, traditional marketing rate of message arrival is not high, becausethe target customers are not clear, the SNS has the stable base of customer, it is moreeasier to find their target customers; the last but not the least, the marketing effect iswell spreaded, the enterprise gets lots of ways to communicate with the customers, forexample, they can create your own group, owns their friends or "fan" in the SNS.SNS platform based on the real social relations of the people, one person becomeone node on the communication networks, the information forms a multi-levelpropagation. They meet the customer’s personality, These features of viral marketingcommunications overwhelms the traditional marketing communication methods.