Social Media - A New Way of Communication

• Author: Talpau, A.
• Position: Dept. of Marketing, Tourism, Services and International Transactions, Transilvania University of Brasov
• Pages: 45-52

Bulletin of the Transilvania University of Braşov

Series V: Economic Sciences • Vol. 7 (56) No. 2 - 2014

SOCIAL MEDIA - A NEW WAY OF

COMMUNICATION

Alexandra T;LP;U1

Abstract: The Internet has a major impact when it comes to marketing

tools, providing new opportunities that were not previously available is the

traditional marketing environment. Each traditional communication channel

has its obvious advantages and organizations must continue to use it, but the

Internet is a channel in constant development, enjoying high attention and

being currently used by more than a third of the global population. Knowing

the different advantages and disadvantages of both traditional and online

marketing, a good marketer may be able to make the right decision when

developing integrated marketing strategies.

Key words: social media, online marketing, communication methods,

integrated marketing, internet.

1 Dept. of Marketing, Tourism, Services and International Transactions, Transilvania University of Braşov.

1. Introduction

The marketing concept is vast and there

are a large number of studies on this topic.

These studies discuss various marketing

tools and strategies that are looking to

guide companies to success. Currently,

online marketing has taken over more and

more of the marketing budgets and efforts,

diminishing the traditional marketing

activities. The success gained by the

organization in the offline environment is

radically different from that obtained in the

online environment. Out of the online

communication channels, this paper will

present the particularities of the component

that is currently known to be the star of the

online environment: social media.

It is often said that people learn how

social media works only by using it

actively - for example, people learn to use

social media through networking,

communication, exchange of information

and use of various applications in the

online environment. This creates a

distinction between those who are already

actively using social media and those who

still view social media as something

unfamiliar.

In 2005, Internet guru Tim O'Reilly

proposed the first definition of what he

called, Web 2.0 [6]. This umbrella term

was referring to the new generation of

Web services and business models on the

Internet. Since then, many definitions have

been proposed. Web 2.0 focuses on all

forms of networks, the various applications

available and how users interact and

communicate online. As more data and

more Web Services appear on the web, the

platform or service gets better [11].

Social media puts the person, the

information and the message in the center

because the individual is given the