GENERAL DIMENSIONS OF SOCIAL MEDIA MARKETING

Abstract

Contemporary information revolution and advancements of information and communication technology (ICT) characterized society at the beginning of the 21st century. Dynamic development of ICT, its implementation in all aspects of modern civilization, resulted in an evolution of everyday life, and this change can be best observed in the transformation of the main social aspect – social interaction.

Innovations in fields of communication and information exchange brought upon us the emergence of a completely new method of social communication, where dimensions of space and time are no longer of a great importance, hence enabling communication to become universal. Tis universality brought fort formation of social groups whose members come from different cultures, but who are united through their common interests in interaction through social media.

Since social media is slowly becoming primary way of social interaction (or, at least, a way of social interaction in which people spend most of their free time), and since social media devalues distance as an important communicational dimension, there is an opportunity for communication with a global market, hence its significance for marketing. This paper examines societal aspects of social media, ways in which they influence contemporary marketing, how they are used in marketing activities, as well as what is to be done in order for marketing to fully realize this potential.