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Evaluation of Social Media Marketing Campaigns - Research Paper Example

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Evaluation of Social Media Marketing Campaigns

The conventional means of marketing in company or an organization involved strategies like: advertisement, branding, discounts, after sale services and free samples among others. These strategies majorly utilized print media, televisions and radios as a medium of communication. However, the contemporary society has witnessed immense technological advancements evidenced, for example by the invention and adoption of computers and internet technology. This technology has necessitated the development and use of social media where individuals and organizations can interact online. At this juncture, it is necessary for us to understand the term, ‘social media’ in order to tackle the topic effectively. According to (2012), social media is an instrument of communication through a website that enables people all over the world to access information and to interact with one another. The distinctive feature of social media from other instruments of communication is the fact that, apart from accessing the information, people are able to give their views online. Information on the social media is relayed to a large mass of people in real time and at affordable costs due to the internet technology. Due to these factors, together with its interactive nature, many companies have opted to using it to enhance their marketing campaigns. There are varied types of social media sites. Suraj (2010), documents that there are three main categories of social media sites, social bookmarking, social networking and media sharing. Bookmarking involves utilizing the bookmark function of the browser to create and save your account and share them with friends all over the world (Saraj 2010). The examples of bookmarking sites include:, and (Saraj 2010) Social networking sites are vital for making new links with people and family members and to share whatever information you want to share. Some of the commonly used social networks include:,, and (Saraj 2010). Finally, as the name suggests, media sharing sites are used to share photos, videos and audios and the commonly used site in this category is YouTube. Note that once the information has been conveyed to other users of the sites, they have an option of giving their views making social media communication very interesting and interactive. The fact that it is enjoyable has today caused a problem of internet addiction. Social media marketing campaigns are series of planned activities using the social media to persuade consumers and members of the public that an organization’s or a company’s, products or services are valuable (Ward 2012). Today many people have access to internet and so they visit social media sites. Therefore, companies who choose to venture into social media marketing campaigns will establish a large customer base and improve their reputation. Social media marketing campaigns are interactive in nature and this gives the public an opportunity to air their views about a company; its products and services. This may happen in the form of compliments or criticism. When a company is commended for good work, it should endeavor to maintain and improve the same. Criticisms should be taken very positively ...Show more


Evaluation of social media marketing campaigns Marketing is one of the vital facets of business and organizational development, and managers should ensure that good and reliable marketing strategies are in place to realize success. What is marketing? According to Hornby (2000), “it is the activity of presenting, advertising and selling a company’s products in the best possible way.” Marketing is an organizational function that strives to promote it in order to boost its image, products and services…
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Evaluation of Social Media Marketing Campaigns essay example
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