In the current modern societies, Social Media channels are commonly used in order
to connect people together throughout the world using the Internet. Whether it is through
social networks, forums, blogs or media sharing websites, people can now have a
conversation online, also called interactive dialogue, with anybody and on any subject,
permitting them to share their experiences and valuable information.
Looking on a business perspective, it goes without saying that Social Media Marketing
has offered a large variety of new opportunities for companies to promote their brand,
products and services. Thanks to the personal autonomy and freedom that Internet offers,
people are actively connecting with each other and talking about their experiences, sharing
their opinions about products and services they have tested or even just heard about.
However, it seems still unclear which real benefits Social Media Marketing has brought to
businesses and which particular techniques were used to achieve this success.