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Social Media Marketing

Until recently, most brands and marketers focused on gathering fans of their products and services on social media. But it turns out that a hundred passionate fans of a brand are far more powerful than a thousand “fans” of a company’s products or services. Moreover, gaining attention through freebies is hardly useful. So, it is important to question whether a freebie is really worth it. In the age of social media, it is crucial to understand the complexities of social media to make sure that it meets your marketing objectives.

While social media have been around for twenty years, the amount of research on its use has increased dramatically in recent years. As a result of the proliferation of platforms and their applications, social media have reshaped the world of communication. Researchers have become increasingly interested in the potential of this rapidly developing space to inform practice and to develop evidence-based practice. Let’s take a look at some of the research that has been done in this area. Here, we explore three research approaches to understand social media better.

A more recent study compared the types of companies’ attitude toward social media and found that attitudes vary according to their size and type. B2B companies have a more negative perception of social media and categorize it as less of a relationship-building model. On the other hand, small businesses tend to see social media as a positive way to interact with other consumers, primarily due to perceived economic benefits and a sense of control over their brand.

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