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Social Media as a Marketing Tool

Social Media as a Marketing Tool

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Author(s): Rajeshwari Krishnamurthy (Great Lakes Institute of Management, India)
Copyright: 2022
Pages: 18
Source title: Research Anthology on Social Media Advertising and Building Consumer Relationships
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-6684-6287-4.ch030

Keywords: Business Science Reference / Marketing / Media & Communications / Social Networking

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Abstract

This chapter talks about how social media can be used as a marketing tool. Right from describing the various forms of social media, it touches upon the different methods by which social media are engaged with by a marketer. The tasks of creating awareness, generating interest, encouraging action, resulting in purchase, and doing brand advocacy are all covered. There is also a section on how the marketer can evaluate the effectiveness of these social media options both in comparison with traditional media as well as in isolation.

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