What exactly is the role that social media plays in marketing?

First, we have to know what social media is. Social media are media created for social interaction which uses highly accessible publishing techniques. These media are usually the internet or mobile based. A few known examples include Twitter, Facebook, MySpace and YouTube.

Social media enables marketers to communicate with their customers, both current and potential ones. It takes the brand to a personal level and helps spread messages in a relaxed setting.

The downside, if it could be called that, is that it must be incorporated into your everyday life and you need enough momentum and attention for it to be effective.

Social media is not only for small businesses but for big companies as well. Here are a few examples:

Absolut Vodka - Online Video on YouTube and Using Facebook to house their Top Bartender fan page.

BMW – used Facebook to promote their 1-Series Road Trip and they have created a Rampenfest Page for fans.

Dunkin Donuts – have discovered the value of social media and have set up a microblogging Twitter account.

Barack Obama – He has advanced his campaign through the use of Twitter during the Presidential Election. He has over 170,000 followers and is following over 165,000.

So, back to the question, what role should social media play in marketing? Social media can be used as a tool to inform customers about products, who you are and what you offer.

• Social media can be used to create an identity to who you are and the products and services you offer.
• Using social media, relationships can be forged with people who might otherwise not now about your product or company.
• Social media shows consumers that you are “real” as a brand. Learn to share your brand’s personality with them.

Social media is to be used as a communication tool that makes you real and available to those who are interested in your product and makes those who don’t know of your product aware of it. Use it to create your brand’s personality and show its genuine traits so that you not only get repeat-buyers, but customer loyalty as well.