Advertising through social media networks, be they professional networks like LinkedIn or more diverse sites like Facebook and Twitter, may also seem to be a radical evolution in the concepts of marketing, but despite the unprecedented opportunity it gives to interact with customers in a personal and precisely targeted way, social media is just a new kind of environment in which to apply the same core principles of successful marketing.

The real difference that social media marketing offers is in the ability it affords enterprises to reinforce the brand messages it has created through its overall advertising strategy. Any company that becomes a successful citizen in online communities like Facebook and LinkedIn has the opportunity to interact with consumers in a way that has never before been possible.

 

Social media allows companies to listen to their consumers, communicate with them about their positive and negative experiences, and mine the wealth of opinions expressed through social networks to inform everything from marketing strategy to product development.

 

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