Social media are media for social interaction, using highly accessible and scalable publishing techniques, such as shared video on YouTube or build up social network community in facebook. Social media marketing consists of the attempt to use social media to persuade consumers that one's company, products and services are worthwhile. We can see nowadays company not only use traditional tools like TV commercial, newspaper advertising, but using combination of both traditional and social media to promote their products.
I will study how success of the brand Havaianas, an international brand of rubber sandals who applied social media marketing successfully by introducing its international online shop, facebook community to the world.
REF:
http://usa.havaianas.com/en-US/international-sites
http://en.wikipedia.org/wiki/Social_media
http://sbinfocanada.about.com/od/socialmedia/g/socmedmarketing.htm
