“There’s began using the term sometime in late 1994

never been a better time to be in advertising, and there’s never been a worse
time.” – Aaron Reitkopf, North American CEO of digital agency Proferos.


This project will investigate how the rise in social has
affected the ways businesses market their products. This would be a useful topic
to discuss as social media isn’t normally talked about positively among people
with many complaints about it being addictive and causing people to be glued to
their phone. However, social media doesn’t only rack up negatives, it actually
helps businesses succeed. I aim to investigate and evaluate how the use of
social media has affected the ways business market their product. This project
will discuss the positives and negatives of social media marketing and its effect
on businesses, both new and old. It will give an overview of how times have
changed in the world of advertising and how profit maximizing businesses
compete with each other in the past through old mediums of marketing to now
using social media to try getting an upper hand on their competition. I hope to
achieve the aim by using secondary research through articles and books
published online and well as some data collected by myself in the form of
surveys and interviews.

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Social media means websites and applications that enable
users to create and share content or to participate in social networking. Social media marketing is the use of social media platforms and
websites to promote a product or service. The creation of social media is still
very unclear. Social media is said to have started in the 1990s when AOL Instant
Messenger (AIM) was starting up with the help of Ted Leonsis and Steve Case.

While creating AIM, Leonsis states to have used the work “social media” to
describe AIM as it was a mashup of technology and communication and media
itself and that’s what created the term “social media”. However, Darrell Berry, self-described “photographer/writer/social
media researcher & strategist/hacker,” says he began using the term
sometime in late 1994 as he was developing an online media environment called
Matisse while living in Tokyo.



Social media use is expected to grow to 2.5 billion people
in 20181.

The use of social media has skyrocketed over the years and has continued to
grow.  The number of social media
profiles in the USA has increased by 57% between 2008 and 20171. This sudden demand for the use of social
media has caught the attention of many businesses, from small local ones to multibillionaire


The old mediums in which businesses would have invested
money in to try to promote their money is quickly falling out of demand some
even being obsolete due to the millennials. Mediums such as newspapers, TV
adverts, posters, radios etc. have all nearly become obsolete due to the demand
of social media. This may have helped businesses for the better for reasons
that will be later discussed.

2017, P. (2017). U.S.

population with a social media profile 2017 | Statista. online Statista.

Available at:
Accessed 12 Nov. 2017.