Marketing For The Future November 2016 - Page 26

According to Rapp et al (2013) businesses nowadays make use of Social Media more and more to reach their current and potential customers. More than 93% of B2B marketers use one or more social media forms to communicate with their customers. The media is used to promote their products online, but also to interact with the audience. It’s a very easy and economical way to promote the product or service that is offered by the business (Rapp, Beitelspacher, Grewal, & Hughes, 2013). It is clear that customers are the primary rocks of Social Media. Social Media can then be interpreted as the technological source of communication, where transactions, promotions of products and information are exchanged. Fundamentally, according to Wiguo & Gordon (2014), Social Media has to be monitored as an accurate strategic action, and it cannot be left on its own. It needs to be managed because of the explosion in the number of Social Media sites and volume of users that are active on them. Monitoring on its own is not enough to provide a complete overview of how the business is doing (Weiguo & Gordon, 2014). 26 Marketing For The Future Incorporating Social Media According to Alfaro & Watson-Manheim (2015), Social Media is defined as a new information technology being adopted by organizations to create value (Alfaro & Watson-Manheim, 2015). Hajli (2014) maintained that Improvements in the Internet in the past few years have made new systems available to business: social media such as online communities, bloggers and more. Any of this was available for everyone and this gave people the chance to make use of social media from Facebook, Twitter, and E-mail without having physical interaction (Hajli, 2014). Nowadays consumers have access to different sources of information and experiences, which have been facilitated by other customers’ information and recommendations. According to Mount & Martinez (2014) the use of social media to interact with others has tremendously expanded in the past few years. A study showed that that 88.2% of European and U.S. firms had begun to undertake social