Dublin Business School ConTemporary issues of retailing B7MK035 | Social Networking as a Promotional Tool in Retailing | Fiona Fahey, 1776468 | Word Count: 1,377 | 10/9/2014 |

Contents
Introduction:2
Social Media use in Ireland2
Key Characteristics of Social Media Marketing (SMM)2
Benefits for Retailers adapting an SMM Strategy3
Limitations for Retailers of adapting an SMM Strategy3
B2B & B2C Social Media Marketing4
Conclusion6
Bibliography:7

Introduction:Trade publications have reported that consumers now use social media more frequently than corporate websites when searching for information on the company, brand or product (Dei Worldwide 2008). Trattner and Kappe (2013) Defined social media marketing as "the process of gaining website traffic or attention through social media sites”. However in comparison Chi (2011) defines social media marketing as a "connection between brands and consumers, while offering a personal channel and currency for user centred networking and social interaction". Although both definitions provide a basic understanding of the concept, there is more to social media than merely acquiring traffic. Chi's definition underlines the vital understanding of customers that the marketers must gain ‘personal channel and user centred networking’; retailers who have a deeper understanding of their consumers can ensure their marketing strategies are effective. This review examines current literature that focuses on Social Media Marketing as a promotional tool in Retailing.
Social Media use in IrelandAccording to a study carried about by Ipsos (2014); Facebook is now at its highest number of users since it was introduced in Ireland. Approximately 62% of the Irish population aged 15 years and above are members of Facebook and just over two third of account holders use Facebook daily. While 30% have a