The main advantage of marketing through social networks over other internet channels is that on social networks, we can have much more targeted advertising, which allows for better conversion between clicks and purchases or inquiries. When users register in the community, they are required to provide requested information such as gender, place of residence, year of birth, and similar. Thus, the owners of online communities have in their possession a vast collection of personal data and, at the same time, data about users' habits and needs. This data enables companies to conduct targeted advertising, meaning that a specific ad is shown only to specific users of the online community.
Another important advantage of social networks is the speed of information dissemination among users. Due to the connectivity and branching of networks, we can quickly access information and also react to it promptly. Communication is much simpler and consequently faster thanks to chat windows, private messages, comments, etc. Social networks allow us to generate continuous marketing campaigns and are also an ideal space for viral communication. This enables us to convey information, recommendations, or criticisms about companies, products, or services in an informal and much more personal way.
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