In the world today, social media seems to be the centre of everything and so it is a huge loss if one does not participate in it, particularly businesses. Through social media, it is easy to attain effective group communication as it is a easily accessible platform. For example, through Facebook which most is found to be the most popular social media site for now with 1.317 billion monthly users! It is easily accessible in a way that people can access it through computer or an app on their smartphones, hence whether they are behind their desk or up and about, they will not lose out on any new information. There is hence effective group communication as with people being updated on any new updates there is information passing through, as well as going back in when they reply with their comments to the issue. Therefore, social networking sites such as Facebook and Twitter are ideal sites for people to promote social change as the population is easily accessible (millions of people are using them) as well as its accessibility in terms of ease of use that helps to ensure that the target population stays updated on what you are campaigning for. Other than social networking sites, there is also the Social Content Networks such as RSS and Email subscribers and also groups and forums.
One of the companies that made the list for companies who uses social media successfully to promote their business is Zappos, an online shoe and clothing store. The company mostly involves itself on Facebook and encourages people to engage in a "like-like" relationship with Zappos so as to be able to gain access to exclusive content and possibly promotions and discounts. Through involving themselves in social networking sites, they are better able to serve the customers and portray an image of a company that is sincere in accepting feedback from the public.
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