THE EVOLUTION OF SOCIAL MEDIA AS A MARKETING TOOL FOR ENTREPRENEURS

Traditional marketing methods can no longer sustain a business. Businesses have been aware for the past few years that social connectivity was becoming the key to marketing. However, the time, effort, usefulness and ability to measure outcomes made using social media for marketing impracticable. With the advent of analytics and other sophisticated measurement tools, entrepreneurs are finding that they can now not only take advantage of social media as a marketing tool but use data to optimize their social media marketing campaigns. This study was conducted to examine trends in social media marketing and the resources available to entrepreneurs to jump start their marketing strategy by incorporating social media.

Publication: 
The Entrepreneurial Executive
Author: 
Geho, Patrick R;Dangelo, Jennifer
Document Type: 
Research
Paywall: 
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