Social media marketing

Marketing students are often asked to research “social media marketing” as a marketing Social Media Marketing conceptstrategy.

According to Cambridge Business English Dictionary online, social media marketing is defined as:
“methods for advertising products, services, or brands using the¬†internet, by attracting the interest of groups of people who discuss them, make suggestions about them, etc. online.” (

What are the best resources for students wishing to research social media marketing?

1. Articles:
– there is a lot of literature on using social media as a marketing strategy.
Try searching the following databases:
ABI Inform Complete
Business Source Complete
Communication and Mass Media Complete
Google Scholar

Here are some suggestions for key words to use in your search:
“social media” or “social marketing” or “social media marketing” or “online marketing” or “internet marketing” or “video marketing”.

2. Social Media Statistics and Reports:
The 2010 Canada Digital Year in Review (ComScore)
– requires registration to download

The 2012 Canada Digital Future in Focus Report (ComScore)
– requires registration to download

Canadian Internet Use Survey (Statistics Canada)
– includes “Internet use by individuals, by type of activity

Pew Research Center
– The Pew Research Center “informs the public about the issues, attitudes and trends shaping America and the world.”
– provides extensive research, data and analysis on topics like internet use and activities, social media, social networking, advertising etc.

3. Market Research databases: database
– look for this new report:
The iPad and Its Owner: Trends and Statistics 2014

Passport GMID database
– look for these reports:
Top 3 Trends in Social Media for 2013 (April 2013)
Technology, Communications and Media: Canada (January 2013)

– Canadian Advertising Rates & Data online includes many online and interactive media sources.

Canadian Media Digest 2013/2014¬† (Canadian Media Directors’ Council)
– includes a chapter on “Digital & Emerging Media”



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