What is the primary role of social media in modern marketing?

The primary role of social media in modern marketing is to build brand awareness. Social media platforms allow businesses to reach a broad audience rapidly and effectively, enhancing visibility and recognition of their brand. By sharing content, engaging with followers, and promoting products or services, companies can create a strong online presence that attracts potential customers.

Increasing brand awareness through social media is particularly effective because it encourages sharing and viral marketing, expanding reach through user networks. It also enables brands to tell their stories, showcase their personality, and connect with customers on a personal level, fostering loyalty and trust.

While reducing marketing costs can be a benefit of social media due to lower advertising expenses compared to traditional media, it is not the primary role. Limiting customer engagement and eliminating the need for a website are contrary to the goals of utilizing social media, as these platforms are all about fostering interaction and complementing a brand's digital presence.