Integration of Social Media in Businesses

This research paper would highlight the significance of the social media integration process on the core marketing and advertising function of the company. In the current business environment the role of the internet based communication mediums has increased drastically. In this paper the impact of social media integration on marketing, adverting, public relations and the customer service function would be analysed. The advantages that the social media integration process can have on the company will be discussed, whereas the challenges would also be highlighted. This paper would provide a detailed analysis of the trends in the contemporary global business environment and the approach which has to be adopted by the corporate entities to develop a sustainable strategic advantage. Social media based business model is essential for the development and the growth of the companies in the contemporary global business environment, and this paper would analyse this relation. Introduction In the context of the contemporary global business environment the role of social media has increased drastically. In the traditional perspective the business environment was highly stable in nature, where the majority of the corporate entities operated in a homogenous environment. In the current scenario the business sector has expected a vast amount changes with various factors. Globalization has caused the biggest change in the business environment, as the companies have had to make significant changes to their organizational structures and the long term strategies. The phenomenon of globalization has caused the companies to focus on the international market. The companies now have to develop the skills and the capabilities to cater the interests of the global consumer market. The business environment has played a pioneering role in promoting the globalization trend, where the international travelling phenomenon has been enhanced. The management at the various companies realized that there exist several opportunities present in the context of the global business environment (Kaplan & Haenlein, 2010). The companies hence moved their operational activities across the international borders to develop various business advantages. The phenomenon of globalization which was initiated by the business sector, hence allowed the companies to gain access to the vast global business environment. In this scenario the parent companies have had to make several changes to their core operational strategy. Instead of operating in a homogenous business environment, where the consumer market is similar in nature, the companies had to develop the capability of satisfying the need of the consumer markets belong to diverse socio cultural background. The companies required a greater level of communication with the global consumer market, to be able to positively increase the revenues. The internet based communication channels are essential in the development of the business entities on the global platform. The companies require a seamless and interactive communication medium through which they can contact the consumers from various regions of the world. The integration of the social media can be identified as one of the most important factors in the current business environment. The companies have to ensure that they are able to highlight the demands of the global business environment and adequately react to the trends. This ability of the company to highlight and react to the trend in the consumer market would ensure that it is able to develop a suitable competitive advantage. The core business functions such as marketing, advertising, customer service and public relations development; are dependent on the social media integration of the organization (Hanna et Al, 2011). The advent of the internet based communication channels has altered the nature of the global consumer market.