Media Strategies Of Marketing Communication Based On Social Media

With the development of Web2.0, the developing social media and the social features of cross-media trend, intensively change the landscape of media and the media usage of audience compared to traditional media era. Currently, the media strategy of marketing communication based on social media is the focus and difficult question of the industry, which is the theme of this paper.Facing the complex media pattern, this paper interprets the rapidly migrating media landscape, systematically sorts out the characteristics of the various social media platforms and their status in the big picture, and points out the challenges and opportunities in the media landscape. Meanwhile, I dissect the characteristics of the audience, and then raised the concept of target attention. By the features of information, I sort media delivery on social media into display advertising, social delivery and word of mouth. I also put forward new thinking paths of media strategy from the angles of audience information path and audience motivation of media usage. In addition, this paper predicts the future direction of migration trends of social media strategies through analysis, thus proposes the future directions for advanced execution and research.