Social Media Essay Example | Topics and Well Written Essays - 1250 words - 3

Social Media - Essay Example This is a basic principle in the Internet, and the advent of social networking sites operate on the same idea. People can get connected with each other no matter what because lines are redundant. The Internet has since been given away by the military for civilian uses, for free and it is now a highly-evolved network. Businesses previously reluctant to put up a digital presence had been encouraged to put their own Web sites because of vast improvements in Internet technology primarily those dealing with secure on-line financial transactions. The introduction of the SSL or secure socket layer technology enabled people and business firms to conduct transactions in safe and secure manner, and this in turn gave birth to electronic commerce (e-commerce). A potential buyer can browse a Web site, and see high-definition graphics or video of a product or service. The latest phenomenon on the Web today is the new way of marketing to people, who can be reached anywhere. This vast potential cust omer base gave birth to social media marketing (SMM). This paper examines some of the relevant issues associated with the rise of SMM. Discussion Social media marketing is simply the practice of applying the principles of marketing or advertising to the digital world or cyberspace. In other words, advertising and marketing in those traditional media like print, television, and radio have been adapted to the social networking sites in which potential buyers and existing consumers of a product or service can interact with each other through that site, by registering as members of the site and using their comments, opinions, recommendations, and referrals give everyone on the site additional information to make buying decisions intelligently, like offering product choices or other alternative services. Social media marketing (SMM) is not to be confused with social marketing. The latter is using marketing techniques to promote desired behaviors or highlight a social advocacy, such as an ti-smoking campaigns, the dangers of alcohol abuse, environmental protection, promote a proper diet through better nutrition, reduction of waste, mitigate the effects of climate change, or other social changes to encourage healthy living. SMM, on the other hand, is a powerful tool for marketeers and advertisers if done correctly. In the proper hands, social media marketing helps to build up a brand and encourage customer loyalty over a much wider potential consumer base. It is a main reason why big and reputable multinational corporations, especially those in fast-moving consumer goods, engage in SMM today. It is cost-effective in terms of ad spending, it is interactive by which customers can exchange their views with the seller or manufacturer, it can easily be updated to reflect the latest product developments, and it provides a better content and context for what is being sold in that Web site. SMM provides many advantages or benefits, but on the other hand, there are also legal pitfalls for those who are not careful on its use. In this regard, a legally-astute social media marketing managers takes cognizance of the four components necessary to engage in e-commerce but mitigates the risks of