Most of people are now using social media, but they are not explicitly turning to on for their marketing purposes, or for finding out what products to buy. It’s really about connecting with people it may be searching new friends or staying in touch with old. Any media can not replace the influential source of word-of-mouth. How ever social media has taken the place of printing and publishing media.
On the same time the social media is different from media like newspapers and television. While social media are relatively inexpensive and accessible tools that enable anyone to publish or access information, industrial media generally require significant resources to publish information.
As per wikipedia
the social media is content created by people using highly accessible and scalable publishing technologies. At its most basic sense, social media is a shift in how people discover, read and share news, information and content. It’s a fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many) and is the democratization of information, transforming people from content readers into publishers. Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal and business. Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM).
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We have long way to go in order to track social media marketing results. Social media isn’t just another tool you can pull off the shelf when you want to sell something, it’s an another way of presenting your business.
The fact remains that social media is in its childhood state and many of the tools necessary to facilitate purchases and referral tracking are simply not in place. As soon as this will change as platforms mature and more sites open up their API to third party developers. The ability for social media to directly influence a purchase should no doubt increase over time, but I guess we’ll just have to wait and see. Watch Social Media in plain english with the help of ice creams.