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Summary DF2.docx BUSI 520 Defending the Practice of Social Media Marketing Liberty University BUSI 520: Strategic Marketing Management Importance of Social Media Marketing €œSocial media has the capability to be a powerful generator of earned media for s
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DF BUSI 520 Defending the Practice of Social Media Marketing Liberty University BUSI 520: Strategic Marketing Management Importance of Social Media Marketing €œSocial media has the capability to be a powerful generator of earned media for savvy marketers who understand how current and p...
df2docx busi 520 defending the practice of social media marketing liberty university busi 520 strategic marketing management importance of social media marketing €œsocial media has the capa
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BUSI 520
Defending the Practice of Social Media Marketing
Liberty University
BUSI 520: Strategic Marketing Management
Importance of Social Media Marketing
“Social media has the capability to be a powerful generator of earned media for savvy
marketers who understand how current and potential customers interact via the many diverse
social media platforms in common use today” (Marshall & Johnston, 2018, p. 901). As
technology has progressed throughout the years, so has the way that companies reach consumers.
With the rise of online shopping and e-commerce, social media marketing was the most sensible
thing to follow. Social media sites have become a staple of today’s culture as almost everyone
utilizes social media in one aspect or another. Also, certain social media sites such as Facebook,
Snapchat, Instagram, and Tik Tok have become literal giants in the field offering a wide
marketplace for advertisement. With the establishment of this vast pool of consumers, we have to
then consider the best route to reach them. “For businesses, the ability to obtain information from
and disseminate information to a wider audience and the ability to integrate different channels as
part of their marketing programs are critical in developing successful social media branding
strategies” (Nguyen et al., 2015, p. 15). This quote raises an important point, just how is it that
businesses are accumulating and tracking the effectiveness of their social media marketing.
Through my research, I found that Google was the biggest funnel connecting consumers
from social media advertising to the actual business. “Google offers a free service called Google
Alerts that will send you an email whenever a new result appears in the search listing for certain
keywords” (Zarrella, 2009, p. 189) This means that a company can cut marketing costs even
more by using this free Google resource that informs you of competition entering your market
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