International Research Journal of Education and Technology

Social media is changing the way information is communicated to and from people around the world. The rapid use of social media such as blogs and other social networking sites and media-sharing technology is changing the way firms respond to consumer's needs and wants and changing the way they respond to their competitors. Marketers now have the opportunity  to  engage  in  broader  and  more  innovative  forms  of  online  mass  media communications by using the  social  media  marketing tools.  Social  networking  programs

group individuals by interests, hometowns, employers, schools and other commonalities.

Social networking is also a significant target area for marketers seeking to engage users. Social media such as Facebook, Twitter and YouTube are dynamic tools that facilitate online relationships. It is a relatively low cost form of marketing and allows organizations to engage in direct and end-user contact. Given the choices made available to consumers and the influential role of social media marketing, the brands and consumers have a changing role to play  in  the  organization's  strategy  in  that  they  now  have  an  economic  impact.  Brands

influence customer choice.

KEYWORDS

Facebook,  Twitter,  YouTube,   social  media  marketing,   customer   choice,   social

Network marketing and communications.