SOCIAL MEDIA EFFECTIVENESS AS A TOOL OF MARKETING

Abstract

Social networking helps people to connect with each other and create relationships. As businesses enter social networks, customers can connect with them and they can interact directly with customers. It is more than apparent that social media such as Facebook, Twitter, Orkut, MySpace, Skype etc. are used extensively for networking purposes. The online sharing of knowledge and information among different groups of people is one of the most important advantages of the use of social media. Designing a marketing campaign without considering social networks is virtually impossible. In today's marketing mix in general and in promoting the new product and the latest one in particular, social media has become very relevant. To recognize the usefulness of social media as a marketing tool, the paper carries out observational research.