The Importance Of Social Media In Respiral Marketing

A social network is a social structure made up of individuals or organizations called “nodes”, which are connected by one or more specific types of mutuality, such as friendship, common interest, financial exchange, dislike relationships of beliefs, knowledge or prestige. It was initially intended to make friendship and stay connected with colleagues, but now days every businessman would have known how important social networking is for their business. Mainly online business has made social networking a priority as well. Premier Websites have made it possible for businesses to develop their contact lists, handle their relationships and created the ideas of viral marketing. It is because Shopping and social networking Web sites gather a lot

To accomplish these objectives, the elements of the promotion mix are carefully coordinated so the information transmitted to the marketplace through these elements consistently communicates a unified message that broadly reflects the organization’s fundamental values. For example, the promotional efforts conducted by Procter and Gamble (P&G) or General Electric (GE) illustrate the underlying values of these organizations as articulated in their respective mission statements and statements of strategic principles When these two organizations entered the social media arena, they carefully crafted their communications with the marketplace to consistently reflect their organizational values. By doing so, both organizations acknowledged the importance of incorporating social media into their IMC strategies and promotional efforts. GE and P&G’s use of social media demonstrates that this media has two interrelated promotional roles in the marketplace. First, social media enables companies to talk to their customers, and second, it enables customers to talk to one another. Social media also enables customers to talk to companies; however, this role is market research-related rather than promotion-related and, therefore, is outside the scope of this article. The first role of social media is consistent with the use of traditional IMC tools. That is, companies can use social media to talk to their customers through such platforms as blogs, as well as Facebook and MySpace groups. These media may either be company- sponsored or sponsored by other individuals or organizations. The second promotion-related role of social media is unique: customers can use it to communicate with one another. In his book The New Influencers, Gillin (2007)