"Social media is nowadays widely used for marketing."
That statement is a lie.
is spam.
Social media is not usually used so much for marketing.
Social media is usually used for self-aggrandizement.
That is not the same as "marketing."
You asked: "How do I
use social media
for marketing without it turning into just a load of spam?"
I disagree with a need to have maximum or even a lot of followers.
- Followers do not Boolean equate to sales.
- Sales do not Boolean equate to realized profits.
If you are in business then you should know that by now.
I disagree with a need to create accounts on any social media sites at all.
- If you stand on a busy New York city street corner and while there if you say "hello" to everyone which is passing by within 50 feet of you up to 100,000 people, that does not mean that you will in any way obtain financial profit from that from any of those people, except maybe the ones that feel sorry for your stupid dumb a** and give to you out of pity.
- If you send out 100,000 letters to random people saying, "hello" that does not mean that your will make any more money that way either.
- But, if you use someone else's established network to advertise a specific product or a specific service to those same 100,000 people then you might cover your cost of goods sold and have some realized profits left over.
Don't "re-invent the wheel" by trying to build your own social network for "marketing". Use someone else's wheels to advertise and sell your own product or service.
Study and find the best social networking person which has followers that you think that you can probably sell to and pay that person to advertise on their success.
Example: If you are trying to sell flat glass plates of the type used by optometrists for grinding into shape for reading glasses, then find someone that has a lot of optometrist followers on their site. Pay that person to be able to place advertising on their site, or to be able to occasionally have articles about your product (with sales contacts) on their site. Or something similar.
You should have already known this.
If you did not know this, and if at this point you do not understand this, then you might currently be part of the 85% of the businesses that the U.S. Small Business Administration reports as expected to fail within 2 years [due to being lead by a someone that does not understand "cost of goods sold", or "profit", or "loss", or even the basic defined concept of the often miss-used term "marketing"]. US-SBA. They should know.