Social media has limited reach...

The key driver of brand growth is penetration: having as many people as possible using you at least once a year. Loyalty measures, such as frequency of purchase, are actually similar between brands in a given category. Therefore, the key to growth is reaching as many people as possible, especially light and non-users, to drive penetration. And this is where social media such as Facebook and other advertisement media has serious limitations. Our consumer research shows that over 80% of people were already using a brand before they started interacting with it on social media, with less than 20% new users. This means social media has a limited role which we have to measure for our business.

In driving penetration of your brand as you’re talking mainly to existing users. And if you think you can make them more loyal, you are fighting the facts of brand growth: loyalty levels across brands are similar in a given category. This means that trying to grow share by increasing loyalty is a losing game..

What is Social Media?

Nowadays everybody is talking about social media. I don't think there is any medium or big size company who are not using social media as a marketing tool for the company. Twitter, Facebook, LinkedIn, etc. are always brought up when discussing about social media. To get a crystal clear thought of what social media is, this term has to be split into two parts: social and media. Being social means requires interaction and networking and media is considered as a communication tool. Through social media we can build a relationship between our users, that will surely increase our relation with our current users and also with our potential customers. Its also helpful for the normal people to be in touch with the outer world. Because of this we all are connected to each other.
                                         Social Media has touched many aspects of life. It also changed the way we do business, especially in the marketing industry. It helped people to increase their connection with the whole world. In comparison with old media such as print and broadcast, new media allows marketers to promote products and spread messages to their customers in a very short period of time. This is the era when we have more dependency with compare to any other media. And in coming days it will increase more and more..