Social Media Marketing

Social Media Marketing

Social Media Marketing

Social Media Marketing

In today’s modern world of technology it can be assumed and almost expected that the average household has some type of device that allows access to the internet. According to Pew Research Internet Project, as of September 2013, 73% of online adults used social networking sites. (Social Networking Fact Sheet, 2014). Social networking sites have become so pervasive that they are the most popular Internet destinations (Burmaster, 2009). Not only has new media demonstrably altered how often people communicate online, but it has also enlarged the pool of individuals they communicate with, and led to new ways for behaviors to be influenced (Burmaster, 2009). The enormous population of internet and social networking site users has prompted businesses to use internet sites as a marketing tool. Due to its ease way of use, speed and reach, social media became the trendsetter in topics that range from environment, politics, and technology to entertainment industry. Social media are essentially self-promoting in that users spread. The viral quality of social media makes it an appealing tool for businesses to market products and services (Xiang & Gretzel 2010). While some see the escalation in popup ads and social networking advertisements as a nuisance; others have capitalized on its ability to cheaply and effectively reach the attention of targeted consumers.

Social media marketing refers to the process of gaining website traffic or attention through social media sites. (Trattner & Kappe, 2013) The purpose of Social media marketing is to target potential customers by posting ads or eye catching content on networking sites. All types of social media provide an opportunity to present oneself and one’s products to dynamic communities and individuals that may be interested (Roberts & Kraynak 2008). Social media users then share content they find interesting with other users creating...