It is important to know how effective each of the social media tools works in the attempt to achieve
various objectives. It is essential to select the right platforms and channels to deliver a message to the
customers when developing marketing strategy objectives. For example, Facebook may work better for
building relationship with customers, while Twitter is excellent to promote upcoming events. By taking into
account the capability of each social media tool the marketing professional will be able to develop the
content for the marketing message according to the appropriateness of each social media tool. Moreover,
application of each social media tool in the social media marketing strategy is an additional cost in financial
and human resources. Careful selection of social media tools is necessary to rationally distribute financial
and human resources. Rates of the effectiveness of social media tools would allow other companies
concluding potential capability of social media tools of social media tools in achieving various marketing
objectives.
Objective 3: To describe the viral marketing activities of the PACs in social media
Question 9: Please assess the importance of each social media tool with respect to your social
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