The Effects of Social Media on Traditional Marketing and Advertising

2531 words 11 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
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The authors propose that a great deal more study and research need to go into how to successfully implement social media, however their research states that, “overall, studies examined indicate that greater levels of interactivity, feedback and encouragement, customisation, and clarity and support are fundamental components of successful programmes.” (Hill 829) What the authors suggest is that social media allows consumers to interact with each other and with the companies they buy from, and these basic human form of interaction is what makes social media so successful.
According to “Social Media ROI” published in the December 2010/January 2011 issue of Marketing Management, Robert Duboff and Scott Wilkerson draw from the work of multiple authors from multiple publications. Using the multitude of resources the authors draw from, they focus on finding a solution which will help them measure a return on investment for implementing social media and whether or not to invest in social marketing. The authors put forth and interesting question as to who actually is in control of a brand with the advent of social media.
The peer-to-peer aspect of the Internet, which has been made much more efficient through social media, has prompted the debate about who owns a brand. Some commentators and marketers maintain that consumers, users and the


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