Effectiveness of Social Media for Business Relations - Dissertation Example

The use of social media is continuing to grow as a trend among businesses. Those who have a website or brick-and-mortar business are now using social media as a part of the vocabulary necessary for defining what is needed for an effective marketing plan. The growing trend is now creating a question of where this fits into the promotion mix. Most marketers are looking at social media as a necessary component of finding new customers and spreading the word about one’s business and the relationship that is associated with communicating with others that are online (Mangold, Faulds, 2009). While it is expected that the social media element is a part of the marketing mix, the field remains one of the newer domains. This creates a question of how effective the social media elements are as well as what is associated with the hybrid elements that are a part of the social media components.
The question of the role that social media plays with corporations continues to create a dichotomy with advertisers. From one perspective, there are growing trends and expectations over the importance and whether it works effectively for businesses to alter how it connects with others. At the same time, there is little to no evidence that shows how effective the social media campaigns are in reaching out to customers and in getting results from revenue and the changes within the business. While there is a transformation that is building up on social media, there is little examination of how this is affecting corporations and whether it leads to profit or loss within the business. Examining this one becomes important to businesses in understanding how to leverage their marketing campaigns and efforts for direct results from consumers. An important component of social media that is often disregarded among those is not only with the use of the systems. The ability to create an understanding of public relations with an online presence is also often disregarded by those who are looking at the use of social media.