Literature Review On Social Media Communication

LITERATURE REVIEW
Methods of acquiring information have changed drastically with time. Earlier it was the television, newspaper and radio, which only worked in the locality. Communication today is no more one way. It is now a Two way one. This allows marketers to receive feedback about their products almost instantly. Also, they can comprehend and estimate the response of a new product and accordingly manufacture. It saves a lot of advertising cost and prevents losses and they can dynamically make changes to the product to suit the customer’s need. Everyone who is in business is aware of how important marketing is for a number of reasons. One of the main reasons is to expand their company and their reach to potential as well as existing clients.().

Since advertising cost is almost zero, Many small companies and industries have come up and even overtaken the big old ones. Not only is it affordable, companies can now customize and tailor the ads as per the individual.
Not only does the client base increase every day, but also, the customer service has improved drastically. Companies don’t wait more than a couple of hours to respond to complaints and queries. Social media communication has changed the business world forever. It is a big part of the marketing plan of the future for many companies, and it is largely free, which makes it even better. ()
Advertising and PR methodology have taken a 180 degree turn in the way they used to be done before the Facebook revolution. Companies today, don’t even have to buy expensive Ad banners online. All they have to do is make their homepage on Facebook, and the potential customers would automatically get notifications.
Hence, it is of extreme importance for companies to clearly portray their mission and objectives on their Facebook page. They need to constantly revisit and keep the content on their page updated and relevant. They also have to respond instantly to messages and comments by users on their page and continuously make changes to their product as per customer

They also have to be very quick in responding without playing the blame game. The customer today is no longer a passive one reflecting a subtle way of self-actualization.
Communication on Facebook today is more about the viral marketing effect than direct. So, if a celebrity talks about your product, it goes viral and creates a buzz. If a video goes viral, it increases visibility threefold overnight.
It is observed that Facebook users tend to enjoy content sharing. For example, they like to post their own recent photos or share information about the good restaurants they have tried. Since social networking works to connect people, giving good comments or recommendations by Facebook users to their friends on Facebook would be a more effective way to promote. Trustworthy recommendations tend to have stronger positive effect than normal advertising. (University of Florida, Case study) This sort of advertising relies a lot on word of mouth and can can be used to one’s advantage if administered