Media In Social Media

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Social media is an effective media of communication between the consumers and companies. The companies are using social media for improving consumer engagement and brand lift. This essay gives a brief overview of social media platforms and how effective they have been. It shows that the whole marketing concept has undergone radical transformation due to the social media interaction. The essay ends in conclusion depicting what marketers need to take care in order to have successful social media campaign. Social Media today is present everywhere and Brand pages on sites like Facebook, Google+, YouTube and Twitter have gotten popular around the world. Concept of marketing has changed with the customer engagement on these platforms. Usually, brands keep on enhancing relationships and communicating actively with consumers using activities such as reward programs and direct promotions. In this marketing, customers have been passive “receivers” of brand messages and various other activities and therefore companies as such had no hold over the brand development. Today, consumers engage and involve in creation of brand posts/comments (Hennig-Thurau, et al., 2010), Kozinets, et al., 2010, Libai, et al., 2010). Every successful company has a brand page on at least one of Facebook, YouTube or twitter. Luxury brands like Armani, Burberry or Dolce & Gabbana, Armani or Burberry are investing more in social media (Phan, 2011). Nevertheless some of the marketing managers don’t approve of

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