By repeating the message, the user's connections are able to see the message, therefore reaching more people. Social networking sites and blogs allow followers to "retweet" or "repost" comments made by others about a product being promoted, which occurs quite frequently on some social media sites. The ability to rapidly change buying patterns and product or service acquisition and activity to a growing number of consumers is defined as an influence network. The Internet's ability to reach billions across the globe has given online word of mouth a powerful voice and far reach. Social networking sites act as word of mouth or more precisely, e-word of mouth. That interaction can be more personal to users than traditional methods of outbound marketing and advertising. When companies join these social channels, consumers can interact with them directly. Social networking websites allow individuals, businesses and other organizations to interact with one another and build relationships and communities online. Main article: Social media Social networking websites When using social media marketing, firms can allow customers and Internet users to post user-generated content (e.g., online comments, product reviews, etc.), also known as " earned media", rather than use marketer-prepared advertising copy. more active or passive use) and the establishment of a firm's desired social media "culture" and "tone." On a strategic level, social media marketing includes the management of a marketing campaign, governance, setting the scope (e.g.
Companies address a range of stakeholders through social media marketing, including current and potential customers, current and potential employees, journalists, bloggers, and the general public. Most social media platforms have built-in data analytics tools, enabling companies to track the progress, success, and engagement of ad campaigns. Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for both practitioners and researchers. Social media marketing is the use of social media platforms and websites to promote a product or service.
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