NOVEMBER 20228emember when the internet was limited and we used to see banners, posters, and big hoardings from our favourite brands that used to amaze us and make us want to buy their products? Have you ever wondered why they spent so much money on branding and marketing back then? No, right? That's because the internet was not as popular back then as it is now. As the internet evolved, we witnessed numerous changes, such as remember the days when you were a child and created your first orkut or Facebook account, you uploaded your picture & wanted to be strongly recognized by your group of friends. That's the power social media has.Things have changed dramatically since then! Two ridiculous reasons would be the invention of smart phones and the cheapening of the internet. People began to experiment with and purchase products from certain companies while sitting at home. The impact of the internet and the invention of gadgets has not only aided people but has also aided organisations in their operations. As a result, some organisations have begun their advertising and marketing processes online. Some businesses use their social media marketing strategy to increase the value of their brand online.Enough with the banners and posters; if 5.03 billion people today use social media, which is completely free, these big brands began showing appealing ads on such sites in order to grab their customers. Have you ever wondered why we get ads from companies whose products you have searched for while watching a YouTube video? Have you ever wondered why they make such a short 0:15 second video or poster ad that you want to stop the video and click on it for a second? That is what is meant by fully utilising social media for name, fame, and marketing purposes. But this is only half of what we know so far. However, the question of why businesses are increasing their investments in social media remains unanswered.Why business are investing more on social media as consumer usage rises?ever wondered about this question? What power does social media have that has enticed some major brands that previously relied on traditional methods of creative marketing and brand advertisement? Have these companies found social media useful? Isn't that correct?& have you ever wondered how start-ups like Bjyus and Licious managed to deliver their expertise and attract customers in such a way that they became unicorns in such a short period of time?This is because, in addition to doing business, they devised strategies to capture consumer ideologies and implemented them in creative marketing rather than just doing business, as you may have noticed.How many times have you seen these brands' ads on social media? Social media algorithms work in such a way that every time you search for something you need, the company selling that particular product appears on your screen.So, how's it going? Are businesses utilising your social media data?Basically, most businesses create social media accounts in order to increase brand awareness. People visit these sites and use their social media platforms to express their feelings about the brand or its products and services.Social Media & Firm PerformanceUsing cyberspace and web-technology has become a common practise in all businesses in recent decades. Organizations can contact their clients via the Internet at any time and from any location. The term `social media' refers to `a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0 and allow the creation and exchange of user-generated content'. Today, social media encompasses a wide range of online applications, including social EDITORIAL EXCLUSIVESOCIAL MEDIA CAPABILITIES & ITS CONNECTION TO ORGANIZATIONAL PERFORMANCER
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