Social Media – An Opportunity for Organisations

Abstract

Social media is used by billions of people around the world and has fast become one of the defining technologies over time. Globally, the total number of social media users is estimated to grow to 3.29 billion users in 2022, which will be 42.3% of the world’s population (eMarketer 2018). Given the massive potential audience available who are spending many hours a day using social media across the various platforms, it is not surprising that marketers have included social media as a marketing channel for their integrated modern marketing campaigns. Online Marketing has created new opportunities for businesses to come in contact with their customers, business partners, and suppliers in unique ways and also to improve their internal operations. Effective use of social media can bring great opportunities for businesses, but will require some thought and planning. The present paper throws light on the opportunities and challenges available to organisations with the use of various media tools and websites.