Three problems associated with the use of social media in marketing include:

1. The difficulty in tracking, managing, and analyzing the traffic that comes from different social media networks. Google Analytics is one of the data analytic tools that deals with traffic efficiently. It recognizes traffic sources and categorizes them to give the advertiser insights into oncoming traffic to the company’s website. It provides comprehensive statistics about traffic, which can be useful for advertisers to measure the performance of their marketing campaigns.

2. The inability to measure the success of marketing campaigns to increase sales. A/B Testing is a useful way to tell advertisers about the best methods to enhance their final results. It examines the functionalities of websites and advertising techniques during social marketing campaigns that lead to direct or indirect impacts, which can boost sales.

3. The lack of finding target audiences in social media. Social media’s API, such as Twitter Ads, provides many features that can generate new leads. It gives advertisers the ability to target social media users based on their demography, geography, behavior, and interest.

In the business section, the paper covers the impact of social media influencers on their followers and how companies use those influencers within their marketing campaigns. This information can help businesses achieve their social media marketing goals by using these solutions and following measurable plans. Furthermore, the paper mentions some successful case studies that have used these solutions effectively.

Exit Requirement

Professional Project

Date of Award


Degree Name

Master of Science in Management and Information Systems

Committee Chair

David Olson

Committee Member

Scot Morse

Committee Member

Mark Elton


social media, social media marketing, new media, digital marketing, social networks, social influencers, influencer marketing



Type (DCMI Terms)


Subject Categories

Management Information Systems

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