Is social media marketing more cost-effective?

Social media marketing "in general" is likely to cost businesses less than other types of advertising, such as print, television or direct mail, one sector commentator has claimed.

However, that does not mean that without work it will result in immediate returns on investment.

Jason Falls, a social media consultant and blogger on socialmediaexplorer.com, urges firms that social media marketing - when it is carried out effectively - should focus on building a good relationship with online customers.

"If you want long-term, sustainable customer relationships, you can spend less per month/year/quarter using social media," he adds.

Businesses may wish to turn their attention to Facebook when it comes to social media marketing.

In an open letter on the social networking site's blog recently, founder Mark Zuckerberg announced the site now has more than 350 million users around the world.

This comprises one-nineteenth of the globe's population.

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