The Role Of Social Media / Networking Essay

The Role Of Social Media / Networking Essay

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Explore the role of Social media/networking in marketing

Marketing is defined as ‘the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large’ (American Marketing Association July 2013). With the emergence of social media as an integral part of everyday life, marketing has also adapted to use this tool to gain their products wider recognition as they attempt to use this vast amount of information to their own benefit. As of July 11th 2014, twitter had 645 million users with an average number of tweets per day of 58 million (Statistica 2014). Twitter is only the tip of the iceberg with other social media outlets such as Facebook, Instagram and YouTube meaning the number of possibilities for different marketing strategies is vast. In 140 characters, users of twitter can post anything about their day-to-day lives. Twitter also has a feature which allows people to hashtag their posts, which allows people to look for others talking about the same topics and also allows popular topics to be promoted to the top for all to see. This has shaken up traditional marketing as businesses try to revolutionize their marketing and also their brand image into the new era of online possibilities. The fact that users of social media show preferences to what they like and dislike has also contributed to helping marketing evolve as it has allowed marketing to be targeted and precise. The forms of advertising used by each of the social media sites differs allowing marketing to reach the consumer and peak their interest. This essay will discuss the role of social media within marketing looking more closely at twitter and YouTube....

... middle of paper ...

... Number of monthly active users 2010-2014 [online] Available at:
Jacques Bughin, Jonathon Doogan and Ole Jørgen Vetvik (2010) A new way to measure word of mouth marketing, p1 Available at:

American Marketing Association Viral Marketing definition [Online] Available at:
Bobbie Johnson, The guardian newspaper (2010) Privacy no longer a norm, says Facebook founder Available at:

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