The perspective of using Social Media as an advertising and promotional tool by 'Ufone' Pakistan"

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RESEARCH REVIEW



Social Media

Feick & Price (2007) described social networking sites as “virtual places that cater to a specific population in which people of similar interests gather to communicate, share, and discuss ideas” (p. 169). Beer (2008) described social networking sites as places that have allowed individuals to create online profiles that contain information about themselves with pictures, blogs, descriptions, biographical information, preferences, lists of friends, and interests. Through social networking sites, individuals have had the ability to socialize with their own local friends in the real world and network with new or distant ones virtually. However, research suggests that social networking sites, such as Facebook, are primarily used to maintain offline relationships and connections rather than meeting new people. Social networking sites have allowed individuals to keep in touch, arrange plans to meet for an event, or discuss topics. Social networking sites are community networks that rely on electronic and face-to-face interaction and facilitate physical presence and group interaction (Beer, 2008, 222).

Most social networking sites allow individuals to stay in touch with pre-established networks, while others allow strangers to meet based on their interests. The types of social networking sites that exist vary and can serve various niche communities based on their political views, common language, sex, religion, and nationality. In addition, sites vary with the type of applications included, such as blogging, photo and video sharing, mobile connectivity, and instant messaging. While most of these features are standard on many social networking sites, they were virtually non-existent in the early years.

Cheema (2007) focuses on responses posted to the “6 a.m. blog” written by Richard Edelman, CEO of the Edelman PR firm that produced the blog. She finds that although many respondents left angry comments, most of the statements fell into the category of “an acceptance of mistakes and a willingness to learn from Edelman's mistakes, notes the company's improvements, and to move on” (p. 520). Thus, Burns looks at the perils of voluntarily entering the blogosphere and how not approaching social media in a careful, thoughtful manner may have adverse effects for a company.

According to Raacke and Bonds-Raaacke (2007), this kind of evolution is evident through the Internet, where users collaborate to create new fashions and trends of thought and where the marketing on the sinking of their roots. Instead of interrupting consumers while they are engaged in various forms of entertainment or information, the unconventional marketing becomes in turn entertainment or information, and thus should be able to get the full attention of the public. Some examples of non-conventional marketing can be a funny video posted on YouTube, a product used in a video game, creating bizarre situations to get the brand to be quoted in a news report, or the inclusion of unique products in strategic locations of the city.

According to Seggie, Cavusgil & Phelan (2007), the Society of London Theatre reported Facebook, Twitter and blogs are increasingly the means by which ticket ...