The Use Of Social Media In Product Marketing

The changes and developments of media are happening frequently in nowadays, The emergence of social media completely changed people’s daily life and re-define the way people reaching to the world. Through the social media, messages can be spread more fast and widely, and thanks to social media, citizen’s expression right is guaranteed to be used. The marketing always follow the steps of media’s developments, the changes happened to media also affect the strategy and theory of marketing. To a lot of companies, social media is still a new marketing tool, but meanwhile, some companies are paying certain attention to social media which means the worth of social media is becoming more easy to see.Because of the thriving of Weibo in China in recent years, people get to understand social media more deeply, and the entrepreneurs have realized the importance of social media and see its function to product marketing. Twitter and Facebook are now influencing the relationship between consumers and corporations. The various social medias are not only offer new opportunities but also bring new challenges to companies.This article’s main research content is how social media affect enterprise’s product and brand marketing. At the beginning, paper explains the concept and characteristics of social media, and makes an overview of the advantages and disadvantages in the analysis on the social media platform to Internet word of mouth and spread of the virus. In the second chapter, the paper analyzes fundamental theory, selected the most representative two social media:Twitter and Facebook to carry on the comparative study, to analyze the differences of two different social media and significance for enterprise marketing. In the fourth chapter, the paper analyzes the consumer characteristics under the social media environment, and compares the AISAS model with the AIDMA model. The end of the article combined with nestle Ben NANA and red bull’s social media marketing case, analysis and summarizes the concrete application of social media in business marketing strategy.