Social Media as a Marketing Tool

This chapter talks about how social media can be used as a marketing tool. Right from describing the various forms of social media, it touches upon the different methods by which social media are engaged with by a marketer. The tasks of creating awareness, generating interest, encouraging action, resulting in purchase, and doing brand advocacy are all covered. There is also a section on how the marketer can evaluate the effectiveness of these social media options both in comparison with traditional media as well as in isolation.