Social Media - Social Media as a Marketing Tool for Small...

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Social Media as a Marketing Tool for Small Businesses Submitted by : Mary Nicole Olavario 20075125 BA Marketing and Digital Media Submitted to : C.P. O’Mahony Submitted for : Professional Written Communications C.A. Date : 6 th December 2016
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Social media plays a big role in people’s lives today. It is used by individuals as a tool to interact and communicate with other people throughout the world. It has made information sharing among people a lot easier and faster. Social media has grown so much throughout time that it does not only affect people personally but also professionally. Businesses also benefit from the wonders of social media. Social media offers a great opportunity for businesses to be grow, to be known and to be able to reach their consumers. However, there are also limitations, disadvantages and dangers that businesses need to face while using social media. Businesses are required to analyse situations and be flexible enough to adapt to the ever changing environment of social media. In today’s technological age, social media is a big part of the society that almost everyone uses it. Kaplan and Haenlein (2010), cited by Kuofie, Gholston and Hakim (2015), define social media as ‘a group of internet-based application that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user- generated content’ (pg. 71). Today, social media is not just for individuals who like to interact and communicate to other people but also for businesses who would like to make their company known specially small-to-medium enterprises (SMEs). Since social media provides loads of different services on the Internet, it is difficult for companies to decide on which one to use and how to use them. Pikas and Sorrentino (2014) noted that some businesses may not be communicating with their target market effectively even though they are present online. Business owners should define their business and target market, and they should set clear plans, goals and objectives to know which social media suits them best. Karimi and Naghibi (2015) mention a few types of social media which consists of social networks such as Facebook and Myspace, micro-blogs which are Twitter and Plurk, reviews and ratings like Amazon and Trip Advisor, and video such as YouTube and Vimeo.
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