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Choosing between social media platforms and understanding the markets they reach

Author

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  • Taylor, Nigel

Abstract

The change in the way customers consume traditional media has been well documented and it is essential for brands to use new channels and innovative methods if they want audiences to be receptive to their message. Social media channels play a huge part in this digital and mobile revolution and companies are quite rightly embracing them. Knowing what social channels the brand’s audiences are using is vital to ensuring the long-term success of any social media strategy. This paper examines some of the best-known social media channels and the demographics they reach, and provides marketing and communications professionals with food for thought when selecting social channels.

Suggested Citation

  • Taylor, Nigel, 2013. "Choosing between social media platforms and understanding the markets they reach," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 1(3), pages 283-291, December.
    • Handle: RePEc:aza:jdsmm0:y:2013:v:1:i:3:p:283-291
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    More about this item

    Keywords

    social media; social media networks; social media marketing; social media strategy; social media for business; social media campaigns;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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