Social media could build on traditional ad campaigns and use actors to create an identity for their brand that people can connect with, then use social media to promote. Social integration of their brand is crucial . This means getting consumers to purchase their product and then tweet about it, or Instagram a picture of their product.
Overall uses and gratification theory can be applied to branding in many ways. Some platforms are better than others depending on their features. If a brand wants to market via social media the best way would be to research all the different platforms and see which will allow them to connect with their consumers most effectively.
With the increasing reliance on mobile technology from cell phones to smart phones to tablets (e.g., iPad, Samsung, etc.), it is of great relevance to explore how individuals access social media sites on the go and connect both to content, media outlets, and their social networks.
