Over the past few years to date, small business, firms, organization and companies have resorted to the use of social marketing. This is attributed to the rapid change and improvement in the technology especially on communication. According to the recent statistics United States has a 77 percent social media penetration while the whole world stands at 42 percent. Considering this numbers social media offers a better platform for businesses to market themselves (Lefebvre, 2011). Research has shown that firms that incorporates social media marketing into their marketing strategy, has a higher performance compared to their counterparts. This strategy has specific objectives that have significantly made it more effective as compared to traditional form of marketing. The most dominant of these objectives are product awareness, brand reputation and brand/product ambassadors. A product or brand awareness objective is ensuring that whatever the firm is selling either a product or a service is well known to the consumers. This in effect increases the chance the brand will be in the consideration set of the consumer. It not only influences what goes into the consideration set but what the consumer will be pick from that set. Social media has made this objective easily achievable. A good example is the use of promotional product (giveaways). This strategy ensures that there is a lot of talk about a brand. A brand gives away a product on social media for example Facebook or twitter, then asks their followers to comment or tweet about the product. For them to win the giveaway they should tag and share the product among their friends and at the end of the exercise the brand chooses the winner based on some merits. This ensures that consumers get more involved and engaged on the brand. Brand reputation is another very important objective that needs to be attained. This is concerned with the image of the brand out there. For a business to ensure that they reap good profit turnout for a longer period of time, they must maintain their own image as well as that of the brand they are selling. Social media platform offers the best communication medium. Engaging consumers on social media by responding to their concerns is one way of ensuring brand reputation. Interaction with the consumers should be maintained at all times and the concerns raised by the consumers should be addressed promptly (Lefebvre, 2011).

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