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Social Media Extends the Reach of Advertising To reach that one potential customer who is interested in the product that is being advertised, an advertiser has to hope that what is being advertised will be seen, heard or watched, because a potential customer was in the correct place at the right time That is truly a shot in the dark The traditional or mainstream media, aka, Newspapers, Radio and Television all participate in what is called shotgun advertising, not everyone reading, listening or watching has an interest in what is being advertised, but it is blasted everywhere in the hope that one out of many will reach the target That is the way people in business traditionally aimed to advise their offerings. Very much a hit or miss approach and the traditional media countered this by the use of statistics in which they the used figures of how many people read the paper or listened to the radio or watched television. Reach was given as the reason as the why to advertise But none of the figures addressed the question, how many people where interested in the advertisement However people in business continued to advertise in the manner because there was no alternative advertising model No other media had the reach and although imperfect, as long as you threw enough money at the media or the advertising agencies that had all the answers, the message may get through Reach was the buzz word, not whether the message got through I know studies have been done tracking the effectiveness of particular advertising in driving traffic to a store and studies tracking the in-effectiveness of the advertisement with the object of finding out why it didn't work. But to my way of thinking this is only fooling around with the saying "I spend two million dollars on advertising, I waste a million but I don't know which million." And in all the studies did they take into account that the person may have purchased because in their social life offline someone may have said, shop there Where a business person advertises is entirely up to them, their motives for choosing a particular advertising media can be as diverse as the reasons why a person shops at a particular store Enter the Online Social Media To be more precise, Twitter The Social Media, which is nothing more than doing what humans have been doing for years, talking to each other but now doing it online, has given "Reach" to this ordinary human activity of talking and discussing And if the advertiser considers Reach as one of the motives for advertising, they should consider that online, a greater audience is possible. And it is an audience that is interested in the message That Twitter has become great business tool which advertisers can utilize to advertise their products to an interested audience is without question The question is: why are businesses slow to use this alternative advertising model as a business tool or are we only just seeing the innovators, with the early adopters and early majority still to come It's not a case of what will Twitter do for your business, it is what you can do with Twitter Contact Firstsearch