Social media can enable companies to get in the form of greater market share and increased audiences.[26] Internet bots have been developed which facilitate social media marketing has been developed. Bots are automated programs that run over the internet.[27], with the most important social media marketing examples being chatbots and social bots.[28] Chatbots and social bots are programmed to mimic natural human interactions such as liking, commenting, following, and unfollowing on social media platforms.[29] A new industry of bot providers has been created.[30] Social bots and chatbots have created an analytical crisis in the marketing industry[31] as they make it difficult to differentiate between human interactions and automated bot interactions.[31] Some bots are negatively affecting their marketing data causing a "digital cannibalism" in social media marketing. Additionally, some bots violate the terms of use on many social mediums such as Instagram, which can result in profiles being taken down and banned.[32]
For brands, it’s a good way to objectively measure how much influence an influencer actually has, and for influencers it’s great to earn an income from the brands and products you generally love, support and naturally endorse. Affiliate marketing generally won’t be an influencer’s only source to income, as it is not reliable or steady, however, it is a good way to earn incremental revenue.

Google+ isn’t so different from Facebook and Twitter in that it allows you to get a message out to a lot of people. The one nice thing about it, though, is that you can separate people into different “circles,” so you can really then target different people of different demographics with your messages and test which marketing messages worked best with who. It’s a great tool to use to really test the potential success of a social media marketing scheme.


Another survey conducted (in 2015) by Pew Internet Research shows that the Internet users among American adults who uses at least one social networking site has increased from 10% to 76% since 2005. Pew Internet Research illustrates furthermore that it nowadays is no real gender difference among Americans when it comes to social media usage. Women were even more active on social media a couple of years ago, however today's numbers point at women: 68%, and men: 62%.[43] In the United States, a 2018 survey reported that 88 percent of people 18-29 years old have at least one social media account[44]. Over 60% of 13 to 17-year-olds have at least one profile on social media, with many spending more than two hours per day on social networking sites.[45] According to Nielsen, Internet users continue to spend more time on social media sites than on any other type of site. At the same time, the total time spent on social media sites in the U.S. across PCs as well as on mobile devices increased by 99 percent to 121 billion minutes in July 2012, compared to 66 billion minutes in July 2011.[46] For content contributors, the benefits of participating in social media have gone beyond simply social sharing to building a reputation and bringing in career opportunities and monetary income.[47]
Social media are interactive computer-mediated technologies that facilitate the creation and sharing of information, ideas, career interests and other forms of expression via virtual communities and networks.[1] The variety of stand-alone and built-in social media services currently available introduces challenges of definition; however, there are some common features:[2]
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