Social Marketing

Abstract

Social marketing platforms have driven consumers to get increasingly involved in active roles, not only in communicating among their peers but also in co-creating marketing content with companies and their respective brands. Many social media consumer groups have become strategic partners to the companies in building their brands, for example Bimbo bread company in Mexico has been using social media platforms to promote its brands for a while now and recently it has created a social media platform for football fans using celebrity players to promote its sandwich bread brands. Most consumer-oriented companies are also looking to develop online social marketing programs and campaigns in an effort to reach consumers on a where it’s at basis to give the live shopping experience online. However, most companies do not truly understand how to get involved with their consumers actively through social media, and platforms such as YouTube, Facebook, and Twitter are too often treated as standalone elements rather than part of an integrated system (Horppu et al., 2008).