<P> Social networking sites such as Facebook, Instagram, Twitter, MySpace etc. have all influenced the buzz of word of mouth marketing . In 1999, Misner said that word - of mouth marketing is, "the world's most effective, yet least understood marketing strategy" (Trusov, Bucklin, & Pauwels, 2009, p. 3). Through the influence of opinion leaders, the increased online "buzz" of "word - of - mouth" marketing that a product, service or companies are experiencing is due to the rise in use of social media and smartphones . Businesses and marketers have noticed that, "a persons behaviour is influenced by many small groups" (Kotler, Burton, Deans, Brown, & Armstrong, 2013, p. 189). These small groups rotate around social networking accounts that are run by influential people (opinion leaders or "thought leaders") who have followers of groups . The types of groups (followers) are called: reference groups (people who know each other either face - to - face or have an indirect influence on a persons attitude or behaviour); membership groups (a person has a direct influence on a person's attitude or behaviour); and aspirational groups (groups which an individual wishes to belong to). </P> <P> Marketers target influential people on social media who are recognised as being opinion leaders and opinion - formers to send messages to their target audiences and amplify the impact of their message . A social media post by an opinion leader can have a much greater impact (via the forwarding of the post or "liking" of the post) than a social media post by a regular user . Marketers have come to the understanding that "consumers are more prone to believe in other individuals" who they trust (Sepp, Liljander, & Gummerus, 2011). OL's and OF's can also send their own messages about products and services they choose (Fill, Hughes, & De Francesco, 2013, p. 216). The reason the opinion leader or formers have such a strong following base is because their opinion is valued or trusted (Clement, Proppe, & Rott, 2007). They can review products and services for their followings, which can be positive or negative towards the brand . OL's and OF's are people who have a social status and because of their personality, beliefs, values etc. have the potential to influence other people (Kotler, Burton, Deans, Brown, & Armstrong, 2013, p. 189). They usually have a large number of followers otherwise known as their reference, membership or aspirational group (Kotler, Burton, Deans, Brown, & Armstrong, 2013, p. 189 . By having an OL or OF support a brands product by posting a photo, video or written recommendation on a blog, the following may be influenced and because they trust the OL / OF a high chance of the brand selling more products or creating a following base . Having an OL / OF helps spread word of mouth talk amongst reference groups and / or memberships groups e.g. family, friends, work - friends etc . (Kotler, Burton, Deans, Brown, & Armstrong, 2013, p. 189). The adjusted communication model shows the use of using opinion leaders and opinion formers . The sender / source gives the message to many, many OL's / OF's who pass the message on along with their personal opinion, the receiver (followers / groups) form their own opinion and send their personal message to their group (friends, family etc .) (Dahlen, Lange, & Smith, 2010, p. 39). </P> <P> The platform of social media is another channel or site that business' and brands must seek to influence the content of . In contrast with pre-Internet marketing, such as TV ads and newspaper ads, in which the marketer controlled all aspects of the ad, with social media, users are free to post comments right below an online ad or an online post by a company about its product . Companies are increasing using their social media strategy as part of their traditional marketing effort using magazines, newspapers, radio advertisements, television advertisements . Since in the 2010s, media consumers are often using multiple platforms at the same time (e.g., surfing the Internet on a tablet while watching a streaming TV show), marketing content needs to be consistent across all platforms, whether traditional or new media . Heath (2006) wrote about the extent of attention businesses should give to their social media sites . It is about finding a balance between frequently posting but not over posting . There is a lot more attention to be paid towards social media sites because people need updates to gain brand recognition . Therefore, a lot more content is need and this can often be unplanned content . </P> <P> Planned content begins with the creative / marketing team generating their ideas, once they have completed their ideas they send them off for approval . There is two general ways of doing so . The first is where each sector approves the plan one after another, editor, brand, followed by the legal team (Brito, 2013). Sectors may differ depending on the size and philosophy of the business . The second is where each sector is given 24 hours (or such designated time) to sign off or disapprove . If no action is given within the 24 - hour period the original plan is implemented . Planned content is often noticeable to customers and is un-original or lacks excitement but is also a safer option to avoid unnecessary backlash from the public . Both routes for planned content are time consuming as in the above; the first way to approval takes 72 hours to be approved . Although the second route can be significantly shorter it also holds more risk particularly in the legal department . </P>

Facebook twitter and youtube are all examples of which group