social media marketing

Powerful Essays
Abstract
The research conducted herein evaluates effective methods to leverage social media in a marketing aspect. People use online social networks to satisfy the need create social capital, a need to fit in, and a need for self-presentation and independence. The amount of consumers that use social media will almost certainly continue to increase, while at the same time the old methods leveraging channels of communication declines. It is in a company’s best interest to follow the consumers’ behavior and preferences. Knowing this, they need to leverage social media for advertising and online interaction with consumers of their brands. The aim of this paper is to bring to light the benefits and ways to leverage social media.

Social media has rapidly evolved in the public realm and corporate offices all over have realized how an influential and organized online group of consumers could bring opportunity. Businesses are put in such a position that they need to address this threat to the old-style of advertising by rethinking and reimagining approaches to communication and marketing. A firm being adapted to its environment in the best possible way in order to maximize net revenue has always been among every firm’s main goals. Organizations that are yet to venture into online social networks are seriously behind the times and missing out on lucrative opportunities.
Social media sites connect people from all over the world on a single platform. Irrespective of the locations, genders and nationalities, social media users are constantly connected with one another. Popular networking sites like Facebook, Twitter, Wikipedia, YouTube etc. have become the new advertising engines. Their growth is simply phenomenal and many companies have made perfect use of these sites and added millions of customers.
The ways in which social media can be leveraged have not been entirely realized, there exists many benefits to be discovered, which remains a



References: Chu, Shu-Chuan. (2011). Viral advertising in social media: Participation in Facebook groups and responses among college-aged users. Journal of Interactive Advertising 12: 30-43. Cox, Shirley A Cyer, R. M., March, J. G. (1992). A behavioral theory of the firm (2nd ed.) New Jersey: Prentice-Hall. De Pelsmacker, P., Geuens, M. & Van Den Bergh, J. (2010). Marketing communications: A European perspective (4th ed.). Essex, England: Pearson Education. Deloitte (2011). NL online adspend study 2010: A fresh approach for IAB. Retrieved from http://www.iab.nl/wpcontent/plugins/download-monitor/download.php?id=211 Ellison, N., Heino, R., & Gibbs, J Farley, A. (2010). Before Booting Up. ABA Bank Marketing, 42, 24-31. Retrieved from EBSCOhost database. Gil-Or, O Granovetter, M. (1983). The strength of weak ties. Sociological Theory, 1, 201-233. Retrieved from Google-Scholar database. Lauden, K., Traver, C.G., (2012) Horrigan, J. B. (2002). Online communities: Networks that nurture long-distance relationships and local ties. Pew Internet and American Life Project, 19, 25-28 Funk, Tom Lake, L., Sutcliffe, S. (2010). Using Social Media to Market VAR Business. Channel Insider, 4, 1-2. Retrieved from EBSCOhost database. Marsden, P Martinez, J. (2010). Measuring Your Social Marketing. CRM Magazine, 14, 19. Retrieved from EBSCOhost database. Milgram, S Ochman, B. L. (2009). Debunking Six Social Media Myths. Ohio Land Title Association, 76, 9-10. Retrieved from EBSCOhost database. O’Reilly, T Paine, K. D. (2009). New School of Thought. Communication World, 26, 20-24. Retrieved from EBSCOhost database. Parks, M Perlik, A. (2009). Social Studies. Restaurants & Institutions, 119, 30-37. Retrieved from EBSCOhost database. Proulx, M Senecal, S., Nantel J. (2004). The influence of online product recommendations on consumers’ online choices. Journal of Retailing, 80, 159–169. Retrieved from EBSCOhost database. Smith, S Van Rensselar, J. (2009). Skip Social Media Marketing. Sales & Service Excellence, 9, 7-7. Retrieved from EBSCOhost database. Weinberg, T Weinberger, D. (2007). The Real Difference between the two 2.0s. KM World, 16, 18-20 Gogoi, Pallavi Kerr, Dara. (2009) Overall time spent online remains static. Retrieved October 26, 2010, from http://news.cnet.com/8301-1023_3-10297935-93.html Crunchbase Immediate Future. (n.d.). The Top Brands in Social Media Report. Retrieved October 28, 2010, from http://www.immediatefuture.co.uk/resources/the-top-brands-in-social-media-report-2008 Nielsen Suite101. (2010, February 2). Suite101. Retrieved from http://social networking-tagging.suite101.com/article.cfm/Internet-increases-social-group-size--diversity

You May Also Find These Documents Helpful

  • Best Essays

    Social media marketing

    • 2526 Words
    • 7 Pages

    Languages Pre-sessional Programme ESSAY COVERSHEET Title: Why do business need to work on social media marketing and how should they do social media marketing effectively. Name: Tanyanun ChavalakulClass: PS12CM Tutor: Cornelius MedveiWord Count: 2,133 words Introduction With the influence of Internet nowadays, social media is the means of communication and interaction. The use of social media is adapted to people routine’s life. Because of the technology development, people try…

    • 2526 Words
    • 7 Pages
    Best Essays
  • Good Essays

    Social Media Marketing

    • 1063 Words
    • 3 Pages

    Social Media Marketing Because of the rise in social media sites, Marketers have decided to change the place where they reach people. The marketing mix is comprised of four p’s: product, promotion, price, and place. After observing the new trends of the world today, it is obvious that more and more people today are online. People are not only online, but also on smart phones, tablets, and any other objects that they can update their status on. Therefore, marketers today have to shift their focus…

    • 1063 Words
    • 3 Pages
    Good Essays
  • Powerful Essays

    Social Media Marketing

    • 1086 Words
    • 5 Pages

    Understanding Social Media Marketing Introduction The term of ‘social media’s marketing’ defines some medium that is able to communicate with everyone through computer (Jim, 2010). In other words, it is a consumer-generated content through online-tool which can easily approach from consumers (Jim, 2010). The electronic commerce, which involves the same meaning of ‘social media’s marketing’, has many potential advantages as well as very important in marketing process (Sam, 2003). The period…

    • 1086 Words
    • 5 Pages
    Powerful Essays
  • Best Essays

    Social Media Marketing

    • 2631 Words
    • 11 Pages

    Social Media Marketing BUS508: Contemporary Business Evaluate the reasons Social Media Marketing has become exceedingly popular among businesses of all sizes. Before evaluating the many reasons why Social Media Marketing has become the new and improved way for businesses to advertise, let us first discuss exactly what Social Media Marketing is. To explain this in detail I have chosen to first define marketing and then social media. This breakdown analysis will allow you to fully grasp…

    • 2631 Words
    • 11 Pages
    Best Essays
  • Satisfactory Essays

    | * International aspects of marketing, * CSR, ethical issues and consumer boycotts, * Technology applications in marketing, * All aspects of services marketing & marketing | Tao Jiang | * Luxury product consumption, * International retailing, * Multi-channel distribution, * Country of origin | Magnus Hultman | * Place/destination branding * International marketing standardization/adaptation * Tourism/hospitality marketing * International brand performance…

    • 326 Words
    • 2 Pages
    Satisfactory Essays
  • Powerful Essays

    Social Media Marketing

    • 6275 Words
    • 26 Pages

    Donna L. Hoffman and Marek Fodor Can You Measure the ROI of Your Social Media Marketing? REPRINT NUMBER 52105 MARKETING As social media applications like Facebook (here, cofounder Mark Zuckerberg) have changed the ways consumers interact with brands, companies have struggled to keep up.Target, Dell, Burger King and more are trying to learn what’s effective. CanYou Measure the ROI ofYour Social Media Marketing? You can. But it requires a new set of measurements that begins with…

    • 6275 Words
    • 26 Pages
    Powerful Essays
  • Good Essays

    Social Media Marketing

    • 924 Words
    • 4 Pages

    Reflection Essay- Unit 1 Assignment A Globe University/Minnesota School of Business/Broadview University MBA MG553.XM1.13SUM: Case Studies in Marketing Management Jan Tucker July 20, 2013 Reflection Essay Abstract This paper is a reflection on the article titled “Creating buzz, one day at a time: Low-key, low-cost marketing hits social-media sites” published February 20, 2010 in the Boston Globe. In this article I will briefly state and describe at least three changes in advertising…

    • 924 Words
    • 4 Pages
    Good Essays
  • Good Essays

    ------------------------------------------------- Social Media and Marketing Nowadays Social media is hype all over the world. To understand Social Media, One must first establish an accepted definition. Social media was defined by Marketo (2010) in The Definitive Guide to B2B Social Media as “the production, consumption and exchange of information through online social interactions and platforms.” They are considered to be low-cost tools that combine use of technology and social interaction and has become…

    • 868 Words
    • 4 Pages
    Good Essays
  • Powerful Essays

    Social Media Marketing

    • 7842 Words
    • 32 Pages

    Diploma in Marketing [Year 1] ‘Applying Social Network Marketing Concepts at ………………… Park.’ Submitted in part fulfilment of the requirements for the Diploma in Marketing By LP 31 July 2013 Abstract Social media marketing involves the use of online social media tools — such as Facebook, Twitter, and LinkedIn — to reach consumers in innovative ways. Given the increasingly large numbers of consumers using social media, businesses of all types are getting involved in social media in an…

    • 7842 Words
    • 32 Pages
    Powerful Essays
  • Powerful Essays

    Social Media Marketing

    • 8139 Words
    • 33 Pages

    Evaluate the Effectiveness of Social Media Marketing on Hotels Jennie Russell 1. Abstract Purpose; The internet has forced companies to transform themselves to be more interactive, innovative and efficient as the online consumer is more active, demanding and in control; if unhappy about a service the hotel’s reputation c an be damaged as negative information posted online is instant and public; sharing their opinion with hundreds of thousands of potential customers. However, savvy marketers…

    • 8139 Words
    • 33 Pages
    Powerful Essays