The Importance of Social Media Marketing and Customer Relationships

According to Gunelius (2011:3), social media marketing creates a brilliant “opportunity for pull marketing”, which isn’t available through traditional marketing. By 2010, businesses began to embrace social media and use it as essential parts of their marketing strategy (Gunelius, 2011).

Social media marketing provides opportunities for all four stages of the customer relationship. These are: acquisition, conversion, retention and dissolution (Edmundson-Bird, 2010).

Social media marketing can be either organic or paid. This means that businesses with any level of income can afford to do social media marketing. However, for it to be successful – regular posts and good interaction, it would need at least one dedicated member of staff to oversee it all.

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