Is Social Media in your Marketing Toolbox?
Pre-2006 the realm of public relations and its associated practices were very different from what we see today. Lariscy et al (2009) highlight that just as ten years ago a company was expected to have a website of some description to cement its business gravity in a given market, today the same expectations are seen but relate to company having an interactive online and social media presence. Public relations practitioners can not afford to be left in the shadows of the communication practices of yesteryear, as they simply will not survive in a competitive environment. Subsequently, the importance of understanding and harnessing these new technologies has in the last couple of years been taken more seriously and noted by academics and practitioners alike. Webber (2007) an international communications professional summarises this point in the notion that it will be unequivocally key for companies to understand and leverage the new digital environment of communications to their competitive advantage, in order to effectively compete in their business market. Whether you are in the industry of clothing or health care, marketing packaging solutions or gift cards, you absolutely must endeavour to get your head around the world on online marketing and learn how to leverage the resources with in the realm. Having a social media presence is an invaluable tool for your marketing toolbox, one that is immensely cost effective and one that allows your to communicate directly with your markets and consumers in a unique way, an opportunity that should not be missed at any costs!
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