Social network sites during the last decade are considered to be one of the greatest technological developments worldwide. Harsh Agrawal 2014 defines social media as an “interactive dialogue between organizations, communities and even an individual”. The use of Internet gives you a great advantage as an individual as you can easily communicate with your friends, and at the same time it makes it possible for organizations to promote their business in different parts of the world using different online platforms . Consequently, from an individual’s point of view, social media can be described as a powerful and dynamic way to connect people by allowing them to share and exchange personal information. At the same time business perceive social media as a powerful marketing tool that can be used to contact consumers.
That is clear that Social Medias create several opportunities for marketers to get a grip on his audience at any location, at any time. Investing in a social strategy now is the single best way to future-proof your business for the years
Furthermore, this brought forward new ways of communication, where people from every corner of the world are interconnected and make them reachable in every instant; thus, making the network society a global one. This results into " a dramatic increase in sociability, but a different kind of sociability, facilitated and dynamized by permanent connectivity and social networking on the web. "(Castells, 2010) Therefore, the social network sites became the preferred platforms of all kinds of activities, both business and personal. Hence, this gave way to a virtual life, where people can be present every minute. In consequence, it makes them feel connected to each other, as part of a community.
• Innovation of selection strategy: The campaign team used social media and technology as an integral part of their strategy. Therefore, they built a national grassroots movement to support Obama by more involvement and engagement. • Authentic and powerful image building: Youtube, Facebook page and so on allowed people to realize how authentic Obama is. Besides, Obama focused on three key words: Hope,Change,Action to build good relationships with individual supporters. As a result, the team developed a groundswell of supporters who felt confident to Obama.
In this world of internet everyone has started with their personal branding as a part of their career or business. It is done to catch the eye of the audience and to make an individual unique and relevant. A perfect branding will open ups you the professional opportunities in the society. You will need to have a secure domain name and website to help control your personal brand on search. The type of branding is individual branding, commercial branding, and corporate branding.
Digital marketing is a platform that accelerates the marketing activities to a different level that provides the organization ample enough opportunity. Thus, a digital marketing platform operates under using digital technologies and the primary and the most effective medium is the internet. This therefore helps the organizations to attach with a million customers within a short span of time. Some of the various platforms, organizations do undertake while implementing the digital marketing process are search engine optimization, search engine marketing, social media optimization and e-mail marketing. Some of the digital marketing platforms like Google Ad words, Google Webmaster tools, Google Analytics, Facebook, Twitter, Linked IN, which help to track customers, perform customer engagement and thus interact with them effectively and efficiently.
Companies who increase promotion of CSR work online experience improvements in how they are viewed by social media users overtime. It is really valuable for companies to systematically broadcast their CSR efforts online. If it can elicit an emotional and thoughtful response from the users and encourage them to write about a company’s CSR initiatives, it leads to promoting a company’s CSR work and converts people who think about a company “neutrally” to “positively”. It was discussed that (Christina B. Curley & Nadia Abgrab Noormohamed, 2014) social media marketing can impact CSR in numerous ways. Companies can develop a further understanding and confidence in the commitment to the CSR concept by keeping a healthy dialogue with customers, suppliers and investors.
Categorically, social media can be explain as an application whereby people advertise and communicate with themselves on a personal level using various methods such as Facebook, Flicker, Hi5, MySpace and Twitter. However, social media is not only patronized for social interaction only, most media firms nowadays capitalize on the rapid growth and fast way to get hold of their audience by posting event listing, press releases, breaking news information and so on. In general terms, social media enable users to share information and collaborate with each other to create web content and utilize it. It refers to users’ activities, practices, and behaviors occurring through media via sharing information, knowledge, and opinions. These technologies are internet-based and they facilitate creativity, information sharing, and collaboration among users indeed, social media puts great emphasis on sharing, participating, and collaborating processes and activities.
Social networking is the progression of making and retaining lasting relationships between friends, colleges, and acquaintances. It is how and why individuals know each other. The Internet has revolutionized the way the world communicates, making distance no longer an obstacle. Social networking websites have become an international phenomenon used by all generations of Internet users. Social networking websites have not only made keeping friendly relationships easier, but it has aided in simplifying communication and networking in the business world as well.
For businesses it represents a marketing opportunity to transcend middleman and it also enable the companies to connect directly with their customers (Pegoraro et al 2010). This is the reason that nearly every company is using and exploring social media as a part of its marketing activities. Social media is among the best opportunities available to companies for connecting with prospective consumers. Social media is the medium to socialize with customers and this media has more intensity to win the trust of consumers by connecting with them at deeper level (Drury 2008). The most important reason for the use of social media is that a company wants to build awareness of its brand among the potential customers.