Social media Essay Example | Topics and Well Written Essays - 4250 words

Social media - Essay Example However, fashion brands also have to be aware of the difficulties that they raise by adopting the digital approach. In recent years, social networking websites such as Facebook and Twitter have developed a platform for people to connect and create a community for mutual interests. Social media not only allows consumers to interact and build relationships, it also helps to stimulate discussions on key ideas, thoughts and interests. Since social media has become widely used for communication and businesses have kept up with fast pace of the change in technology and incorporated this emerging, innovative platform into their marketing strategies. Social media marketing has become a significant element for digital marketing as it allows businesses to learn about customers and provide support in order to improve the consumer perception towards the company. (Chaffey & Ellis-Chadwick, 2012) (P.535) Even though social media is identified as a low-cost media platform that allows businesses to communicate brand activities, the adoption of social media by fashion houses was a little slower as they fear that their well-developed brand images would be damaged by the transparency and openness of the brand information. While traditional advertising channels have more control on the output and minimize the risk of their messages being misinterpreted, such an approach invariably has its costs. (Meadows, 2012)(P.163) The brand was founded in Toronto, Canada in 1985 and acquired as a subsidiary of Polo Ralph Lauren Corporation in 1999. As such, it is a popular fashion and lifestyle brand among international shoppers and is distributed in more than 115 stockists ; spanning from the United States, Canada, Hong Kong, China, Seoul, Singapore and a litany of others. By using the brand’s highly acclaimed blog, Culture Club is the highlight of its social media marketing strategy and develops alongside other social media platforms to distribute the