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Question: Discuss about the Social media marketing increase awareness. Answer: Introduction Social media marketing is a marketing technique that offers universal interaction between the consumers, business, and its stakeholders, through the community that is virtually networked. Social media marketing in business refers to the process of attaining attention and traffic through social media sites such as Facebook, Instagram, Pinterest, and Twitter. The information contained in this sites is usually user-generated, that means that anyone is able to post on this sites without any restriction (Wilson,2010).There has been a tremendous use of social media marketing in business, as a tool used to engage consumers. A lot of research has been done on the effects of social media marketing in business. The main aim of this essay is to review critically the impact of social media marketing in business. With the technology development, and at an affordable cost, business operations have been revolutionized. The technology has contributed to a paradigm shift in the way the business opera tes, and how communication works. The presence and reputation of business in the market is social media driven (Tuten 2008). Increase Brand awareness Social media offers a lot of benefits to the business. First of all, social media marketing increases the brand awareness. Implementation of a strategy to use social media will greatly increase the recognition of business brand because the consumer target that the business engages with will be broad. Use of social media gives consumers a chance to interact with the brand at a more personal level. For an organization that has an already established brand, use of social media provides the business with an opportunity to give the business a voice in the market and further develop the brand. In the Fast-food advertising in social media article it is evident that the most participant familiarity with the fast food brand stems their outlook towards Facebook advertisement(Gaber Wright,2014). The participants further stated that they are more likely to be engaged with the advertisement of their favorite brand with a goal of knowing about the promotions and offers. It is clear that investing few hours on the social media marketing will benefit the business brand, and with continuous use, it can generate larger business audience("Benefits of social media for business", 2016). Better customer satisfaction Secondly, social media marketing ensures better customer satisfaction. Social media being a communication and networking platform, voice creation of the business through this platforms is very significant for company humanization. Consumers are grateful having the knowledge that by posting comments to the organization pages, they will receive a response that is personalized instead of automated response. Interaction with consumers at one on one level improves the consumer loyalty. Loyal consumers spend a lot with the business and act as business referrals("Benefits of social media for business", 2016). Fast-food advertising in the social media article, among the factors that affect consumer purchasing behavior, is referrals from a friend(Gaber Wright,2014). Majority of the participants indicated that they are affected by the advertisement that generates comments and likes from a friend on social media. They also become fans of the brand that majority of their friend is a fan of. Soc ial media marketing in tourism and hospitality article has identified the use of social media marketing as a way of informing the consumers about the possible activities within the organization. This can lead to a long-term relationship with the consumers through awarding consumers based on their loyalty. With every interaction on the social media with the consumer on social media is an opportunity to demonstrate publicly the relationship between business and consumers. Tarnish brand image On the other hand, social media marketing has its negative impact. First, social media marketing can tarnish the brand image. In many, business organization, mostly the larger corporations, social media marketing is handled internally by a different department or outsourced. The organization needs to have the utmost confidence in the staff they employ to handle the advertisement and social media updates. Whatever is posted on the social media is a reflection of the organization brand image. Social Media Marketing to Increase Brand Awareness article, its evident that aggressive marketing can drive away most loyal consumers (MonicaBalas,2014). Consumers are not likely to stay on the social media page if the organization advertisement is perceived to be too commercial (Petty,2008).Consumers comments can be negative or positive regarding the organization brand. Lack of brand control can contribute to the tarnishing of the organization brand. Trusting individuals who do not have the same objective as the business can lead decline and inconsistent with the brand image (Jens, 2015). Time consuming Secondly, social media marketing is presumed to be time-consuming. Social media is likely to create a lesser impact on the consumer because it has limited ability to be isolated and creative. Majority of the social media post is mostly ignored or missed; this is because of the overflowing newsfeed that is in a general environment that is fast-paced. Social Media Marketing to Increase Brand Awareness article, clearly point out the demerit of social media marketing as it consumes a huge amount of time resources (MonicaBalas,2014). An organization that opts to use social media market needs to practice a lot of patience and persistence. Before any consumer makes a purchasing decision of an item online, they first need to trust the business. For trusts to build it takes months and even years. Due to this reason, frequently posting is a must by the business. More time and money will be allocated to ensure that the posting schedule is created and contents are published on the social media p age(Jens, 2015). Conclusion Social media marketing provides a great impact on the organization operates in today's world. The impact is the same from small business to large corporations. Social media technology is in continuous innovation to ensure the business goals and objectives are attained at the end of the day. Depending on the use of the social media marketing, the activity can bear negative impact or positive impact on the business. Social media marketing is no more an option but a must for the organizations that deal directly with consumers and target to reach a larger audience. Social media marketing is very cheap and most effective marketing tool to use. With a lot of opportunities promised by the social media and challenges, a business must prepare itself to tackle anything that comes its way. What I have learned about this module on social media marketing, as well as based on my experience, is that social media marketing can be of advantage or disadvantage to the business. The impact of social media marketing depends on the user. Business can use social media to attain a competitive advantage over its competitors or tarnish its brand name. Over the years, I am more loyal to a business that offers a fast response to my query on a social media page. Although I take time to trust an online business. A business that has online customer support tend to gain more consumer trust. References Benefits of social media for business. (2016). Business.gov.au. Retrieved 6 January 2018, from https://www.business.gov.au/info/run/advertising-and-online/benefits-of-social-media Gaber, H. R., Wright, L. T. (2014). Fast-food advertising in social media. A case study on Facebook in Egypt. Journal of Business and Retail Management Research, 9(1). Jens, B. (2015). The Disadvantages of Social Media Marketing| concept9. concept9. Retrieved 6 January 2018, from https://concept9.ca/the-disadvantages-of-social-media-marketing/ Monica, B., Bala?, R. (2014). Social media marketing to increase brand awareness. Journal of Economics and Business Research, 20(2), 155-164 Pettey,C. (2008).Gartner Says Social Networks Are Attracting Too Much Traffic for Retailers to Ignore. Gartner Research. Tuten, T.L. (2008) Advertising 2.0: Social Media Marketing in a Web 2.0 World, USA: Greenwood Publishing Group. Wilson, S. (2010): Social Media and Small Business Marketing, USA: University Business Printing and Press https://www.uav.ro/jour/index.php/jebr/article/view/381/pdf_146 https://scu.rl.talis.com/link?url=http%3A%2F%2Fsearch.proquest.com.ezproxy.scu.edu.au%2Fdocview%2