Social Media refers to the means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks. Andreas Kaplan and Michael Haenlein define social media as “a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0 and that allows the creation and exchange of user-generated content(UGC). Social Media is about conversations, communities, connecting with the audience and building relationships.“
Farzana Parveen, Noor Ismawati Jaafar and Sulaiman Ainin explained that Social Media is a platform that facilitates information sharing and participation from users of the media in order to create and/or distribute the content. These platforms have created new opportunities for interaction between organizations and the public. Distinct from old forms of media, Social Media can include both web-based and mobile technologies. Social media has become the center of attention in many industries.
According to Sonja Gensler and other authors, Organizations can use social media to interact with highly dispersed customers online, form communities that interactively communicate, build brand credibility and reputation, as well as becoming part of customer conversations. Depended on Bruhn, Schoenmueller & Schafe, Customers’ interactions can add value to firms by generating content, becoming brand advocates, as well as influencing other customers’ purchase behavior through electronic word-of-mouth.
Diakopoulos and Naaman acknowledges that with the growth in sociality and interaction around online news media, news sites are increasingly becoming places for communities to discuss and address common issues spurred by news articles. The quality of online news comments is of importance to news organizations that want to provide a valuable exchange of community ideas and maintain credibility within the community. With this rise in Social Media, it appears that corporate communication has been democratized. The power has been taken from those in marketing and public relations by the individuals and communities that create, share, and consume blogs, tweets, Facebook entries, movies, pictures, and so forth.
With these evolution, the best way to organization to engage community is to provide a good content for customers. Enterprise must listen and analyse conversation between people in order to understand what they want.