How to use social media effectively in the media mix
Social media is a broad term which refers to a collective of online communication channels built on community-based input, interaction, content-sharing and collaboration. These include social networking sites, video sharing platforms, blogs and micro-blogging platforms, forums and messaging platforms. Unlike traditional broadcast channels, social media channels are two-way communication platforms that enable people to respond and react to information. Primarily a medium for people to connect with each other, social media provides a unique opportunity for brands to leverage the power of peer-to-peer recommendation and word of mouth.