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social media marketing
Abstract
The research conducted herein evaluates effective methods to leverage social media in a marketing aspect. People use online social networks to satisfy the need create social capital, a need to fit in, and a need for self-presentation and independence. The amount of consumers that use social media will almost certainly continue to increase, while at the same time the old methods leveraging channels of communication declines. It is in a company’s best interest to follow the consumers’ behavior and preferences. Knowing this, they need to leverage social media for advertising and online interaction with consumers of their brands. The aim of this paper is to bring to light the benefits and ways to leverage social media.

Social media has rapidly evolved in the public realm and corporate offices all over have realized how an influential and organized online group of consumers could bring opportunity. Businesses are put in such a position that they need to address this threat to the old-style of advertising by rethinking and reimagining approaches to communication and marketing. A firm being adapted to its environment in the best possible way in order to maximize net revenue has always been among every firm’s main goals. Organizations that are yet to venture into online social networks are seriously behind the times and missing out on lucrative opportunities.
Social media sites connect people from all over the world on a single platform. Irrespective of the locations, genders and nationalities, social media users are constantly connected with one another. Popular networking sites like Facebook, Twitter, Wikipedia, YouTube etc. have become the new advertising engines. Their growth is simply phenomenal and many companies have made perfect use of these sites and added millions of customers.
The ways in which social media can be leveraged have not been entirely realized, there exists many benefits to be discovered, which remains a


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