Lesson Summary

Social media revolutionized and continue to revolutionize the way that users communicate and interact online. Because social media have become so ingrained in our daily lives, it’s easy to take them for granted and lose sight of the potential that exists for communication, interaction, and marketing.

It's important for marketers to understand what came before social media, how social media changed the landscape, and how it differs from other methods of publication and communication. It’s also important to understand that, while traditional marketing methods can be applied to social media platforms, they must be adapted in order to be effective.

Looking at the term social media, the most important word is social. People come to social media platforms to share similar interests and communicate with people who have those interests in common. As a social media marketer, your goal should be to participate in the conversation, rather than to drive or control the conversation. Social media can be an effective tool to find allies and advocates and communicate with them. It is an opportunity for good customer service. And it provides a method to enhance and promote your brand in an organic and communal way.

 

References

Tuten, T. L., & Solomon, M. R. (2015). Social media marketing. SAGE.

Tuten, T. L., & Solomon, M. R. (2018). Social media marketing. SAGE.