Deconstructing the seven Cs of social media: A summative perspective

Abstract

One of the defining technological forces which are reshaping the world today is the easy accessibility to the Internet. The Internet has changed the way people communicate with each other. Social media whose development was first marshaled by Web 2.0, has revolutionized the entire world of communica-tion. The most intriguing fact is that the world of social media is constantly changing. The platforms which are topping the charts today may not be tomor-row. Also, it can be observed that the power has shifted from the hands of mar-keters to the hands of users which in turn have empowered users. The objective of the present study is to explore the different facets of social media in detail. These facets form the base for the world of social media and can be referred to as the 7 Cs of social media. These seven Cs are-content, community, conversation, capital (social), culture, collaboration, and conversion respectively. With an en-hanced understanding of all these Cs of social media, the study proposes a con-ceptual model depicting the relationship between these seven Cs and social me-dia. Companies should analyze each of these Cs in detail and design their social media strategies accordingly. This will not only assure the efficient and effective use of social media but also will help managers to decide where and how to allot firm resources in a better fashion.