Social Media

Traditionally, strategy is defined as the direction and approach an organization takes over the long term to meet the needs of market and fulfill business expectations. (MACY & THOPSON, 2011)

A marketing strategy is the road map that enables an organization to concentrate specific resources on the greatest opportunities to increase sales and ratings, achieve a sustainable competitive advantage, or deliver value to its customers and other stakeholders. After all, a business that does not generate revenue is not a business but a hobby. Even not-for-profit organizations have goals around fund-raising to grow and sustain the good things they provide. (MACY & THOPSON, 2011) (Page 57)

As we have seen, the skyrocketing growth of real-time social media has radically changed the way organizations communicate with their customers. Determining how traditional marketing strategies that layers in these new tools and tactics. [ (thompson& macy, 2011) ]

For years, marketing professionals have been talking about creating a relationship between brands and consumers. The missing link has now been realized in the form of new free social marketing and social web platforms that enable dialogue among consumers, peers, and brands on a global scale. Traditional definitions are being flipped. Share of voice is no longer something that can be gained by out. Spending the competition to be heard the loudest on TV, on radio, or in print. It has been redefined as the activity and volume of conversations with people taking place in social media about one's service, product, or brand. It is the voice of consumers empowered o free, connected soapboxes to share opinions, reviews, and evalutions.expensive research, focus groups, and awareness campaigns can be replaced, or at least enhanced, by online surveys, blog comments, and tweets. (MACY & THOPSON, 2011)

Social media is exactly what the name implies: media that is social. What happens in the online social space mirrors what...