Social Media Marketing Communication Marketing

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Social Media Marketing Communication
As seen in product marketing, successful marketing requires organizations to think outside of the box and find new ways to communicate to their consumers. The majority of consumers utilize social media such as Facebook, Twitter, Instagram, and YouTube; organizations must exploit their marketing techniques on these sites in order to maximize their advertising range (Adis, Ing, Osman, Razli, Pang, Sondoh, & Majid, 2015). Not to mention, social media marketing has become more popular because of its cost-effectiveness and efficiency in reaching and engaging with consumers (Castronovo & Huang, 2012). For this reason, social networking is becoming a necessity, according to St. Clergy (2012),
Nearly four in five active Internet users visit social networks and blogs…Americans spend more time on Facebook than they do on any other U.S. website, and Internet users over 55 are driving the growth of social networking through the mobile Internet. (St. Clergy, 2012, para. 2)
Known as the horizontal revolution, information no longer flows vertically from big companies to the rest of the world, consumers have become marketing tools as well. Unfortunately, organizations are unable to control the message that consumers are communicating (Bruce & Solomon, 2013); however, they can use social media to assure their audiences of the company’s commitment to the consumer’s satisfaction.
There are two types of marking communication used on

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