The Impact of Social Media on Communication and Marketing Strategies in the Digital Age

Abstract

The introduction of social media has changed how individuals engage and absorb information. This has produced a more democratic and inclusive society where different viewpoints are represented in public discussions. Due to the increased number of social media users, marketing has become a critical strategic pillar for companies. To understand the meaning, variety, and application of social media marketing, it is crucial to understand the characteristics of social media. The main purpose of social media is to facilitate the creation and distribution of content based on user-to-user social interaction. Through campaigns and advertising on social media networks, companies can attract and acquire new customers. This process is known as social media marketing. To maintain focus while expanding their social media footprint, businesses should have a social media strategy. Companies are anticipated to prioritise live streaming as a top marketing priority in 2023 since it has grown to be a significant channel for content consumption. Companies should work to provide high-quality material that clearly tells their company narrative if they hope to fulfil their live-streaming marketing objectives. A strong content strategy is crucial now more than ever because more and more companies are producing live broadcasts. To improve customer happiness and loyalty, businesses may optimise their content strategy by continuously tracking and analysing consumer feedback and interactions.