Social media is the general use of various social media sites and platforms to promote a service or a product. The word ‘social’ itself has a broad range of meaning. In business it is generally used to refer to the use of social communication and social networks such as Facebook, Twitter, etc., in order to advertise a service or product. While the traditional terms’ e-business and digital advertising are generally dominant in academic circles, social media marketing is rapidly becoming popular for researchers and practitioners alike. This sudden rise in interest in this relatively new marketing technique can largely be attributed to three main factors:

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Effectiveness – The effectiveness of a social media marketing strategy depends upon how effectively it incorporates the three factors, i.e. the message, the medium and the target, into their respective platforms. The most effective social strategy will be the one that can drive its messages to their intended audience, and has the ability to sustain the attention of these users. A social strategy that is not able to achieve this will quickly lose its credibility.

Convenience – The convenience of using social media marketing managers can also be a strong motivator. Once a user engages with a specific platform, he/she is more likely to return to the same platform to shop, create or submit content, etc. Furthermore, these users are more likely to share your marketing content and network with others who are interested in the same product, etc. This creates significant advantages in terms of achieving targeted results. Additionally, the ease of creating and managing a social media account allows users to save time and effort that would have been spent accessing and submitting marketing content on other platforms. Moreover, the ease of creating and managing a profile page eliminates the need for a large amount of research as well as the time required for testing and tweaking the campaign to optimize it for a specific audience.

Branding – One of the strongest motivations for using social media marketing managers is the fact that it allows for brand branding. Branding can be enhanced through engaging with your target audience and establishing a connection. Social media can offer you the opportunity to engage directly with your consumers. Furthermore, it offers the ability for you to share content with your followers and create relevant conversations. This will create a connection that will lead to your consumers identifying you as an expert in your industry and establishing a level of trust.

Visibility – Another strong reason why social media marketing should be an active part of your marketing strategy is that it increases the visibility of your business or website. When you engage with the social networks, you will be able to expose your business quickly and to a larger audience. Furthermore, when you use the social networks, your business will be able to generate traffic faster than if you used other channels such as radio, television and print media. In addition, engagement on social networks will allow you to connect with your target audience across a wide range.

Branding – One of the reasons why social media marketing campaigns should be an active part of your overall marketing strategy is because it allows for the branding of your company. You will be able to define your brand in the mind of your target audience. It will give you the opportunity to reach people across your entire spectrum of customer. Furthermore, it provides you with the opportunity to reach people who are not necessarily within your target audience but may have similar needs and wants that are relevant to your industry.