Social media tools that marketers can use include blogs, microblogs, social networks, media sharing sites, social news sites, location-based social networking sites, and virtual worlds. These tools allow marketers to create and share content, build relationships with customers, promote products and campaigns, and generate traffic to their websites. Mobile technology has also impacted social media marketing. Standardized mobile platforms, fewer privacy concerns, real-time advertising, measurability, and higher response rates have all contributed to the popularity of mobile marketing. Branded mobile apps and widgets allow companies to create buzz, engage customers, and broaden their exposure at lower costs.

1. Social Media and Marketing
social news sites Web sites that Describe the social media tools in a marketer's toolbox and how
allow users to decide which content they are useful. A marketer has many tools to implement a social media
is promoted on a given Web site by campaign. However, new tools emerge daily, so these resources will change
voting that content up or down rapidly. Some of the strongest social media platforms are blogs, microblogs, social
location-based social networking networks, media creation and sharing sites, social news sites, location-based social
sites Web sites that combine the fun networking sites, and virtual worlds and online gaming. Blogs allows marketers to create
of social networking with the utility of content in the form of posts, which ideally build trust and a sense of authenticity in
location-based GPS technology customers. Microblogs, like Twitter, allow brands to follow, retweet, respond to potential
review sites Web sites that allow customers' tweets, and tweet content that inspires customers to engage the brand, laying
consumers to post, read, rate, and a foundation for meaningful two-way conversation. Social networks allow marketers to
comment on opinions regarding all increase awareness, target audiences, promote products, forge relationships, attract event
kinds of products and services
participants, perform research, and generate new business. Media sharing sites give brands
an interactive channel to disseminate content. Social news sites are useful to marketers to
promote campaigns, create conversations, and build Web site traffic. Location-based social
networking sites can forge lasting relationships and loyalty in customers. Review sites allow
marketers to respond to customer reviews and comments about their brand. Virtual worlds
are fertile ground for branded content, and online gaming allows marketers to integrate
their message onto a game platform.
L0 6 Describe the impact of mobile technology on social media. There
are five reasons for the popularity of mobile marketing: (1) standardized mobile
platforms, (2) fewer consumers concerned with privacy and pricing policies,
(3) real-time advertising, (4) mobile marketing is measurable, and (5) there is a higher
response rate than that with traditional advertising. Because of the rapid growth of
Smartphones, well-branded, integrated apps allow marketers to create buzz and generate
customer engagement. Widgets allow customers to post a company's information to its
site, are less expensive than apps, and broaden that company's exposure.