Marketing Management, 16th Edition

Social Media

An important component of digital marketing is social media. Social media are a means for consumers to share text, images, audio, and video information with one another and with companies, and vice versa.

Social media enable marketers to establish a public voice and presence online. They can also cost-efficiently reinforce other communication activities. In addition, because of their day-to-day immediacy, they can encourage companies to stay innovative and relevant. Marketers can build or tap into online communities, inviting participation from consumers and creating a long-term marketing asset in the process.

The Growth of Social Media

Social media allow consumers to become engaged with a brand at perhaps a deeper and broader ...