The Effects of Social Media on Traditional Marketing and Advertising

2529 Words11 Pages
The Effects of Social Media on Traditional Marketing and Advertising
Social media is not new. Facebook has been around since 2004, YouTube since 2005, and Twitter in 2006. What is new is how social media sites like Facebook, YouTube and Twitter are affecting the way businesses market their products and services. Never before in our history have consumers been able to communicate so effortlessly with each other and with the businesses they frequent. Never before have businesses been able to interact and react to customer feedback so quickly and efficiently. However, just because businesses have the ability to use social media for their marketing and advertising efforts, does not necessarily mean they should. This paper intends to
…show more content…
Using the multitude of resources the authors draw from, they study the results of a survey of several hundred companies using online marketing in order to determine the best practices for those advertising strategies. The authors ascertain that social media marketing is only as effective as the prevailing psychological factors in which social media works. These factors are inherent in human communication, not only on the internet, but in the real world as well. The authors state that there are communities of people using social media and that “these communities often thrive because the members primarily are drawn to one another. The importance of person-to-person affinity – and the ability to interact with these other humans – typically trumped the role of the sponsor’s goods or services or the presence of other features in the online communities.” (Moran 232) What the authors are saying is that social media is a new tool in order to bring similar consumers together and that if a company wants to be successful in social media marketing, they must concentrate on the human connection rather than their product or services.
According to “Social marketing meets interactive media” published in the 2011 issue of the International Journal of Advertising, Ronald Hill and Nora Moran draw from the work of multiple authors from multiple publications. Using the multitude of resources the authors draw from, they seek to resolve the dilemma of how models of social
Get Access