New Marketing Communication in Social Media Business

  • Wolfgang Mühl-BenninghausEmail author
Part of the Media Business and Innovation book series (MEDIA)


There is always this debate going on about what delivers the greater ROI traditional media or social media? Which one delivers greater results? Which one costs more? Which one is worth your time? It appears that traditional media and social media are at war with one another and that’s not the way it should be. Marketing and relationship strategies appear to be fragmented. Traditional and social media are not working together, but they should be.

Old-school marketing techniques don’t work as well as they used to and will never be able to target as precisely as social media marketing. Many marketers are attracted to internet network marketing and social media because of the reduced costs compared to expensive television, radio and newspaper ads. Also, today’s internet users want personal interactions with those they do business with before they make a buying decision. Social media marketing, which taps into a familiar concept called attraction marketing, lets you build relationships with your targeted audience. Social media sites such as Facebook, MySpace and Twitter can help establish your presence in a number of different places on the Web. Just imagine the social media profit you can have in being able to recruit people from different places.


Target Group Consumer Behavior Media Usage Marketing Campaign Radio Broadcasting 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer-Verlag Berlin Heidelberg 2013

Authors and Affiliations

  1. 1.Humboldt Media Business SchoolBerlinGermany

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