Let's look at the definitions of social networking and social media. Based on each definition, we will explain the differences between the two.
Definition of SNS
SNS stands for "Social Networking Service" and refers to services that provide social connections. The term "social" here refers to a specific platform and the "connections" that are created when users interact within that platform. Examples include Instagram, X, and Facebook.
There are various types of platforms, including paid services, free services, and the format of the content posted, such as text, images, and video, but basically they are all referred to collectively as "social networking.
Definition of Social Media
Regarding social media, the Ministry of Internal Affairs and Communications defines social media as "interactive media that allow anyone to easily transmit information and interact with each other using the Internet" (*).
It also classifies social media into six categories: blogs, SNS, video sharing sites, messaging applications, information sharing sites, and social bookmarking.
*Citation: Ministry of Internal Affairs and Communications｜White Paper on Information and Communications, 2015 edition｜Changes brought about by the spread of social media
https://www.soumu.go.jp/johotsusintokei/whitepaper/ja/h27/pdf/n4200000.pdf
Differences between social networking and social media
We have given you a definition of social media, but the clear difference between social networking and social media is that they have very different frameworks. Social media is a larger framework, within which social networking services are categorized.
SNS is a service designed to connect and communicate between senders and users, or between users. On the other hand, social media, although including SNS, is not necessarily about communication.
For example, in the case of video sharing sites, the main focus is on conveying information through "video," and communication is created as a secondary element. In the case of blogs and information sharing sites, the focus is on the sender's information, and communication is a secondary element.
Thus, SNS is narrowly focused on the purpose of "connections among users," and social media, defined as "media that enable interactive exchange of information," is positioned at the top of this category.
Social media can be categorized into the following types. Let's take a look at each type of social media.
communication
Facebook and LINE fall under the communication category. These are mainly intended for individual users to communicate with each other, either one-on-one or in groups. For example, friends simply tell each other what happened today, what they thought, etc., or ask each other for opinions.
It is often used as a means of communication. Especially in the case of LINE, it is widely used as a means of daily communication. Many people may not know your phone number or e-mail address, but they may have registered you as a friend on LINE and be able to contact you.
Facebook also allows one-on-one communication through Messenger.
Reviews & Reviews
The categories of reviews and word of mouth include "Food Log," "Price.com," and "TripAdvisor. These are mainly for transmitting impressions and evaluations about products you have purchased or services you have used.
In the case of "Eating Log," you will provide your evaluation of the taste of food and the atmosphere of a restaurant when you use it. For example, on Price.com, people will post information about a product they have purchased, such as how easy it is to use or how durable it is.
Since all of these are things that ordinary consumers have actually used and felt, they have an impact on those who are going to purchase or use the product.
set knowledge
Collective knowledge is the accumulation and systematization of large amounts of knowledge and information. Typical examples include "Wikipedia," "Q&A sites," and "summary sites.
The characteristic feature of these sites is that they are based on information written by ordinary users, rather than being produced unilaterally by their operators. For example, Wikipedia allows the general public to freely write and edit information.
Q&A sites are a compilation of frequently asked questions and their answers. Summary sites are also created based on writings by ordinary users.
information transmission
Information dissemination is the transmission of information about what happens around you and your opinions to an unspecified number of users. Social networking sites such as X, YouTube, and TikTok fall into this category.
The major difference between this type of communication and communication is the one-to-many nature of the communication. The recipients of information respond to it by replying and liking it, and the information spreads widely.
Users with a large number of followers and subscribers are called influencers, and their power to spread information and influence is powerful. Increasingly, influencers are being used in marketing.
Let's look at the purpose and benefits of using social media for business.
Sales Promotion and Customer Attraction
Different types of social media have a bias toward different demographics, such as the age range of users. Therefore, social media marketing will make it easier to target users. You can effectively approach the target of interest.
Another advantage is that if a user sees a post and empathizes with the content, there is a possibility that it will automatically spread.
In addition, there may be users on social media who are not yet potential customers, but who may be interested in your services. It is also easy to implement a "nurturing" method to approach such users by nurturing them into potential customers.
However, it is not enough to just open a social networking account and advertise your company's services. It is very important to develop a strategy and disseminate information in order to achieve results.
Branding and recognition
Although owned media is not a social networking service, but rather a framework for social media, owned media can increase contact opportunities with users and promote corporate branding.
By publishing articles on know-how and information about your industry, you can turn users into fans, which can then be used to attract customers to your seminars or to purchase your services or products.
In addition, regular updates are essential if you want to use owned media for your business. By consistently sending out information, users will try to get in touch with owned media to learn new information. This will increase awareness and strengthen your brand.
On the other hand, if your owned media is updated infrequently, the frequency of contact with users will not increase. The frequency of contact will gradually decrease and you will be forgotten.
Improve customer satisfaction
Many social media outlets offer the ability for customers to send feedback to the company, rather than a one-way transmission of information.
For example, some owned media may have a comments section, while social networking sites allow customers to reply or send direct messages. All of these methods are easier than making inquiries by phone or other means.
Companies can use these comments and direct messages to understand their customers' opinions, which can then be used to improve their products and services. This can be used to improve products and services, leading to higher levels of customer satisfaction.
User needs and competitive research
Many of our competitors are also using social media to disseminate information. Therefore, it is useful to know what your competitors are doing. We can understand what kind of campaigns our competitors are running and develop our strategies based on this information.
Users also communicate their opinions through social media. This can be useful for researching users' impressions of your products and services.
Reduction of advertising costs
Social media are available for free. Some offer paid plans, but there is no charge if you only want to use the basic features. If you post information about your products or services, you can advertise for free.
You can also post advertisements separately from the information dissemination you do as a user. Most social media are available on a low budget, which can lead to a significant reduction in advertising costs.
A purchasing model is the psychological and behavioral changes that lead consumers to purchase a product or service. Understanding purchasing models is essential for developing and executing marketing strategies.
Here are four typical purchasing models.
ULSSAS Model
The ULSSAS model is a new purchasing behavior process in the age of social networking.
The name ULSSAS is derived from the initial letters of the following six words.
| U | User Generated Content | User Generated Content |
|---|---|---|
| L | Like | Great. |
| S | Search | Search on SNS |
| S | Search | Search by search engine |
| A | Action | Purchase |
| S | Spread | diffusion |
User Generated Content (UGC) refers to content posted by ordinary consumers, such as word of mouth and photos.
Users who empathize with UGC will research products and services on social networking sites and search engines by taking the action of "liking" them. When a purchase is made, the user then transmits the reputation of the product or service, which generates new UGC, and the ULSSAS cycle begins.
The ULSSAS model is highly credible because the information is posted from the user's point of view, and it reduces the sense of sales pitch. This makes it easier to make a purchase or sign a contract.
VISAS Model
The VISAS model can leverage the influence of word of mouth to appeal to consumers' latent needs.
It is named after the following acronyms
| V | Viral | word of mouth |
|---|---|---|
| I | Infruence | Impact |
| S | Simpathy | common feeling |
| A | Action | action |
| S | Share | have altogether |
They are influenced by word of mouth on social media and empathize with the content, which leads them to purchase products or sign up for services. They also tend to share on social media what they actually feel after using a product or service.
SIPS Model
The SIPS model is a consumer behavior model in which consumers empathize with posts that have many "likes" on social networking sites and through word of mouth, and seek to confirm that the content is indeed correct.
The acronym SIPS is taken from the following words.
| S | Sympathize | Empathy. |
|---|---|---|
| I | Identify | Confirmation |
| P | Participate | Join us |
| S | Share＆Spread | Share & Spread the word |
SIPS is unique in that it considers non-purchase actions such as "liking" as "participating. This is because even if a user does not make a purchase, a "like" may influence other users and lead to a purchase.
RsEsPs Model
The RsEsPs model shows the three steps of awareness, experience, and purchase that lead to the purchase of a product or contract for a service.
The words that each of the RsEsPs acronyms stand for are as follows.
| R | Recognition | recognition |
|---|---|---|
| S | Search・Share・Spread | Search, share and spread |
| E | Experiense | personal experience |
| S | Search・Share・Spread | Search, share and spread |
| P | Purchase | Purchase |
| S | Search・Share・Spread | Search, share and spread |
In the RsEsPs model, the behaviors of "search," "share," and "spread" are interspersed throughout each phase. In other words, it indicates that in future marketing, it is necessary to consider measures that will cause these actions to occur at any phase.
