in the new social media driven business model defined by customer connectivity and interactivity,content goes hand in hand with technology,producing far-reaching effect for the way marketers influence current and potential customers.
the ability to leverage relationship embodied in social networks will become one of the most transformative uses of the internet.
content in the form of the social network and blogs that enable individuals to create ,share ,and recommend information is extending the spheres of marketing influence, and a wide variety of social media platforms are providing the tools necessary for these influential and meaningful firm-customer exchanges.
with influence as the operative word in social media marketing ,our intent here is to consider the platforms which prove useful in the 21 century connected consumer marketplace.
in section 2 ,we describe the social media platforms that can be used in the influencing process.these myriad tools have allowed consumer to to connect,share,and collaborate.As such ,following discussion of the available platforms for influence
in section 3, describe the way the spheres of influence have unfolded over time.
in section 4,describe a social media ecosystem in general,
in section 5 followed by a detailed illustration of how the social media ecosystem was utilized to catapult the 52 Grammy Awards to its highest ratings in years
in section 6,the implementation of the Grammy Awards social media marketing campaign and implications for practice are offered.
social media technologies have engendered radically new way of interacting.there are literally hundreds of different social media platforms.
Anderson Mobile devices for accessing these these platforms .
interestingly and possibly ,confusingly it not easy to discern among types of social media platforms.
Alexa,a web information company that provide website traffic rankings,offers broad categories for characterizing social media.