In other words, without the Internet and mobile platforms, social media would not exist.Apart from the fact that social media presenting users with the opportunity to create and share content with other users, it differs from traditional media in relation to its frequency, reach, permanence, usability, and immediacy as noted by Nigel, Graham and Ant (2012, p. Social media comes in different forms including social networks, wikis, podcasts, social blogs, microblogs, online forums, virtual games, and picture sharing applications. Some of the most common social media applications include Facebook, Twitter, You Tube, Daily Motion, LinkedIn, Pinterest, Tumblr, Flickr, MySpace, and Yelp, just to name a few.If statistics are anything to go by, social media has and indeed continues to gain popularity among individuals and organizations. According to ebizmba.com (2014) Facebook, Twitter, and LinkedIn enjoy about 900 million, 310 million, and 250 million unique visitors a month respectively. These figures, added to others from other popular social media sites give a total that is nothing short of mind boggling. Studies show that consumers spend on social networks more time than on any other category of sites (Tang, Gu & Whinston 2012, p. Studies also show that Facebook is the most visited social network site in the U. with more than 78 million users accessing the site through mobile apps while more than 74 million visitors accessing the site through the web (Tang, Gu & Whinston 2012, p. These figures hint to the fact that marketers can reach an extremely large audience by marketing though social media. Perhaps social media marketing is gaining popularity by the very fact that social media sites are easily accessible to any individual who has Internet connection (Mashable. Furthermore, joining social media sites and taking part in the creation, sharing and discussion of content is mostly free of charge which means that for users and marketers, social media marketing is cheap.Social media marketing basically involves gaining attention or web traffic through social media sites. Marketers can achieve a number of goals through social media marketing. Some of these goals are related to web traffic, conversions, creating brand identity, interacting and communicating with main audiences, creating brand awareness, and creating positive association for the brand (Word Stream 2014).
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