Social Media Planning - Essay Example

The change has occurred as a result of the need to have a focused media plan. The coverage of many of the traditional methods was wide and reaching a specific target audience would be difficult (Banerjee, 2015). The need to reach a specific target audience has created a shift from traditional media forms to modern approaches which include the use of social media.

Modern media planning trends have resulted in the increased utilization of social media in conducting many marketing activities. These non-traditional forms have created a level of interaction in which the business and clients can communicate directly. The efficiency and speed with which these forms have been able to improve media campaigns remain the key factor that has contributed to their increased utilization in modern times. The capability to interact directly with the audience makes these interactive media very efficient in reaching the target audience in many markets. Traditional methods lacked the capacity to reach a specific audience and involved a wide coverage.