Social Media

1.0 Significance of Topic
Social Media is the umbrella term for web-based software and services that allow users to come together online and exchange, discuss, communicate, and participate in any form of social interaction. With the increasingly interactive nature of the internet, and a shift in the way people are consuming media, all of that has now changed with consumers talking online to more extensive groups of their peers, through blogs, social networks, online discussion forums, peer review sites and various other online media (Ryan, 2014). (UNDERSTANDING DIGITAL MARKETING, 3rd edtn,2014,p151) (paraphrased)
The traditional model of one way communication in mass media, is a very common mistake in Social Media which makes a brand appear out of touch with its consumers and hence risky for its overall image. Social Media is all about two way communications with the consumers. Consumers expect a company to engage more and to be responsive and give feedbacks. Brands risk by not energetically participating in the conversations where customers are constantly engaged by connecting and having conversations through social media. This is supported by Ryan (2014, p153) (UNDERSTANDING DIGITAL MARKETING, 3rd edtn,2014,p151 who states that   Social media is naturally compelling as they bring with them the very human need to interact and belong and that is as true as online as it is off. (paraphrased)
The interest of this research is to find out how brands must use Social Media, by making most of the available opportunities as well as avoiding the thin ice because “Businesses don’t have a choice on whether to do social media; their choice is how well they do it” (Erik Qualcom,p28)(SOCIALNOMICS)(exact quote by author)because organisations need to take advantage by tapping on the “opportunity of reten…” OR
to change the relationship between its brand and consumer to its very advantage by tapping on the “opportunity of retention of existing customers” (Socialnomics,erik qualman,...