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Today, social networking websites have become the most important tool for interacting with customers and building healthy relationships with them. Historically, marketing and advertising approaches have focused on the company driving its brand and messages to the consumer by communicating in a very generic way through public media: radio, television, magazines, billboards, etc. but social media nonetheless combines those tried and true efforts with newer media to support communications on a more social level. Traditional media addresses a target audience in a unidirectional way. This only allows the product to build awareness and convey its message to help shape and define its image. However, the advent of social media has provided products with the ability to massively interact with their target audience and create a fan base of customers willing to defend the product. The product goes beyond yelling at the audience to engage with them in a more casual and trustworthy way. Social networks allow companies and their brands to reach business and consumer goals not only externally but also at a lifestyle level, allowing the brand to become part of the social fabric of customers’ lives. . Not only is this approach stronger for consumer targeting, but it’s also a valuable tool for developing and managing B2B relationships. The products can instantly connect with industry peers across the country or even around the world. The result is a powerful integrated approach to managing the product across all types of clients.

There are various platforms including social networks, websites, instant messages, news feeds, etc. about a product, service, brand or company. Social networking sites act as word of mouth. Social networking sites allow followers to repost comments made by others about a product being promoted. By republishing the message, user connections can see the message and thus reach more people. Because information about the product is published and republished, more customers connect with the product or company. This personal interaction can instill a feeling of loyalty in followers and potential customers.

Another important platform is mobile phones. Today, most cell phones have social networking capabilities through which people are notified of any happenings on social networking sites in real time. This constant connection to social networking sites means that products and companies can constantly remind and update followers about their capabilities, uses, importance, etc. Because cell phones are connected to social networking sites, ads are always in view.

There are two approaches to using social media:

The passive approach

Social networks can be used as a source of market information and voice of customers. With the help of blogs, content communities and forums, people share their reviews and recommendations of brands, products and services. Therefore, companies can harness and analyze the voice of the customer generated on various websites for marketing purposes. Therefore, social media is an inexpensive source of market intelligence that marketers can use to track market issues and opportunities.

The active approach

Social media can be used as a public relations and direct marketing tool. It can also be used as communication channels (targeting specific audiences) and as customer engagement tools. There are many examples of companies initiating some form of dialogue with the public online to foster customer relationships. The biggest example is Mr. Narendra Modi, the current Prime Minister of India, who has used social media platforms to bypass traditional media channels to reach India’s young, urban population, estimated at 200 million.

In conclusion, I would say that social media marketing is a great way for businesses to expand their exposure to the public at a much lower cost than traditional marketing. It establishes your presence on widely used platforms, such as Facebook and Twitter, which can help attract new customers and make your brand more visible. The two-way communication facilitated by social media improves customer service and allows companies to gain new information about their customers and make changes based on that knowledge.

According to statistics, social networks are being used by 76% of companies today. Commercial retailers have seen a 133% increase in revenue from social media marketing.

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