Approximately 76% of firms in different geographical areas use social networking to achieve their marketing strategy. Retailers have achieved 133% increases in profit through the mobile market and thus they promote social media. An approximated 40% of United States shoppers usually use their Smartphone to buy products online and thus becoming a need than a want. There is a gap that exists while investing in social media marketing. Messages are shared in the social network concerning the brands and services offered by a certain firm and thus they are passed from user to user. This means that the company only posted once in the site for example, in the Facebook which has millions users. The messages and images of the brands are available to the third person without his or her request that he or she wants the brands but they are going to be posted. This means that the firm that posted the brands once does not need to keep on monitoring who has been interacting with their site. Through the use of social media they can use the strategy of winning a prize or the first individual who can share and like the brands in the firm can win a prize or get the brand of his or her choice at a discounted rate. This is a gap that many companies have never thought about it but play a significant role in social media marketing.
Based on the research done by Mangold and Faulds (2009), though investing in social media is costly, it plays a significant role in marketing for example, brand awareness is attained. Social media is a tool that creates competition in the market since different companies use the technology to advertise their products through such media. For example the use of Facebook, YouTube, twitter, Google and LinkedIn among others. One of the notable aspects to note while educating an individual who want to use social media marketing is that it is generally expensive. However, in reality it plays a significant role in making sure that awareness of the