The explosion of social media on the internet is a relatively recent phenomenon, perhaps originating with sites like MySpace and more recently evolving into global networks such as Facebook and Twitter. While the majority of people use these sites primarily for keeping in touch with friends, planning events, and sharing photos, news, and more, many businesses have also taken advantage of the way they work in order to promote new products and services. Here, we’ll go over how to use social media as internet marketing tools, as well as how your real world or e-business can benefit from using them as promotional techniques.

Social media websites provide a unique playing field for businesses, because of the unusual relationship that consumers have with the site. One of the most useful aspects of social networking sites, such as Facebook, is that users typically enter a fair amount of personal information to the site. Businesses that want to purchase advertising space on the site have the benefit of not only having their ads seen by literally hundreds of millions of people (Facebook has over five hundred million users), but also of being able to target their advertising at certain users based on the personal information entered.

For example, suppose you run a company that makes clothes designed for women between the ages of sixteen and twenty-eight. You can use these parameters to ensure that your ads are displayed only on the pages of women in this age group, thus increasing the likelihood of those viewing the ad actually being interested in your product. You could specialize it further and advertise clothes made from sustainable materials, and have those ads be displayed on the pages of users who create notes, status updates, and other posts with a few key terms. Web 2.0 internet marketing tools can take great advantage of the way social networking and media sites work, allowing you to get significantly more effective results.

Another type of internet marketing strategy that is particularly effective on social media and networking sites is viral marketing. Viral marketing relies heavily on individual users who are not affiliated with the original advertiser helping the advertisement reproduce. This self-perpetuating style of advertising is often best suited to ads that are funny, strange, or otherwise stand out. By allowing users to do the advertising for you, you can simply sit back and allow the marketing strategy to work for free.

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