Social media marketing - Essay Example

In the context of this view, Web 2.0 does not serve only as a communication tool but also, mainly, as a marketing tool, promoting products or ideas. From this point of view, Web 2.0 has introduced an important change on Internet. Apart from improving the terms of communication between Internet users, Web 2.0 has increased the potentials of Internet to be used as a marketing tool, not necessarily in regard to products/ services but also in regard to specific ideas and social trends. At this point the following issue should be highlighted: Web 2.

0 did not reveal the advanced technological potentials of World Wide Web; in fact, the technology required for the development of social networking sites, of virtual world platforms and other features of Web 2.0 has been available earlier, before the appearance of Web 2.0. Through Web 2.0 this technology was used for attracting the interest of Internet users in regard to the benefits and the potentials of online communication, a target that was achieved (Brown, Rob 2). Moreover, it seems that Web 2.

0 has responded effectively to the needs of Internet users for interactive communication, but the time required for the achievement of such benefit is often significant (Brown Eileen 7). In this context, Web 2.0 has effectively promoted social media requiring by its users to spend a significant amount of time for becoming familiar with the relevant applications. In regard to the social media and their potential role in the development of a brand the following issues should be highlighted: social media are based on communication among an extended network of users.

In fact, popular social networking sites, such as Facebook or Myspace, have millions of. The appearance of World Wide Web, in 1990s, has changed the standards of communication worldwide. In its initial form, World Wide Web offered to its users the potential to enter websites, with ‘static or infrequently changed content’. New features of World Wide Web emerged, that resulted to the establishment of a new form of World Wide Web.In the context of Web 2.0 users were offered’ advanced interactive applications in which users can participate through organizing, distributing and creating their content’ (Cashman and Frydenberg 1).

In practice, Web 2.0 includes blogs, wikis and social networking tools’ (Wankel 61). The term Web 2.0 has been often considered as similar to the term ‘social media’ (Wankel 61), reflecting the advanced potentials for social interaction and participation in the creation of web content (Wankel 61). The introduction of Web 2.0 has caused radical changes on Internet and social media. Before the appearance of Web 2.0 the potentials of Internet users in terms of communication were limited; e-mail messages were massively used as the key tool for communicating with other Internet users. Web 2.0 offered to Internet users the chance to communicate through a series of interactive platforms, such as the networking and the microblogging sites, as Facebook and Twitter accordingly (Campesato and Nilson 7).

Users can share their views on a particular brand highlighting the benefits or disadvantages of the specific brand.