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Social media, which has helped businesses to erect and protect their digital reputation, is an interactive process between companies and their clients (Auvinen, A., 2012).  It is the composite of online communications channels committed to interaction, collaboration, content-sharing and community-based input (Mayfield, T. D., 2011). Moreover, social media has changed society by its alternative from typical monologue into dialog.  To explain for this, Mangold and David (2009) mentions that the sending a marketing message through the old methods has been changed via the new methods that focus on developing social interaction and the link between customers to company around the world. The development of cooperation between technology and media has occurred when people has shifted their style by using these new sources of media instead of traditional media platforms (Ketzmann, J. H., Hermkens, K., McKathy, I.P. & Silvestre,B. S., 2011). Thus, the quickly development of social media that depends significantly on the advancement of communication and information technologies, is not only removing the restrictions of space and time but also marking the modern revolution.

 

Social media

In decade recent, social media has built a highly communication networks to today’s organizations. It supports a company basing the different genres of interactions in terms of audio, text, image, social networking sites and text (Ketzmann, J. H., Hermkens, K., McKathy, I.P. & Silvestre,B. S., 2011). Facebook and Twitter which can be seen the famous example of today’s social networking sites. Basing on these tools, companies can be proactive in protecting, maintaining and constructing their brand. Overall, businesses can get more advantages by incorporating and understanding client initiated communication approaches as well as using flexibly social media tools when improving IMC program (Belch, G. E., Belch, M. A., Kerr, G., & Powell, L., 2012)

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