The role of social media in marketing is to use it as a communication tool that makes the companies accessible to those interested in their product and makes them observable to those that don’t know their product. Social media is so expanded that it can be used in whatever way best suits the interest and the needs of the business.
Social media is now increasingly becoming an embedded aspect of political campaigns, national defense strategies, public policy, public relations, brand management and even intra company communication.
Since the major task of marketing as tool used to inform consumers about the company’s products, social marketing plays an important role in marketing.
- Social media can be used to provide an identity about the companies and the products or services that they offer.
- Social media helps in creating relationships with people who might not otherwise know about the products or service or what the companies represent.
- Social media makes companies “genuine” to consumers. If they want people to follow them they need not just talk about the latest product news, but share their personality with them.
- Social media can be used to associate themselves with their peers that may be serving the same target market.
- Social media can be used to communicate and provide the interaction that consumers look for.