Social Media Advertising for Small Businesses in the United States -A Comparison of Facebook and Twitter

Marketing has undergone a significant transformation with the advancement of technology. One area where technology has altered the way marketing is conducted is in marketing communications. Technological advancements such as Web 2.0 and associated social media platforms such as Facebook, LinkedIn, My Space and Twitter, have affected the strategies that companies use to communicate with customers significantly (Mangol & Faulds, 2009). Such media have increasingly become a way through which information is created and shared by customers to inform one another of products, brands and other aspects affecting their lives (Mangol & Faulds, 2009).

With its influence on various aspects of people’s lives, social media has attracted a diverse attention in the marketing sector. Social media is a communications tool which offers various online tools that help individuals to develop relationships, which could lead to new business opportunities (Pilch, 2009). The focus of such social media is to build online communities where people share interests or activities, or alternatively, explore the interests and activities of other individuals (Shin, 2010). In such a way, social media provides tools that could introduce one to people who could later become valuable resources to ones business (Pilch, 2009). Social media tools that have become popular in recent years include Facebook, LinkedIn, My Space and Twitter. This review highlights aspects of social media marketing that are critical to small businesses to establish their brands. Go to part 2 here.

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