Abstract
<p>One of the defining technological forces which are reshaping 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 communication. 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 tomorrow. Also, it can be observed that the power has shifted from the hands of marketers 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 enhanced understanding of all these Cs of social media, the study proposes a conceptual model depicting the relationship between these seven Cs and social media. 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.</p>
Highlights
The captivating and mesmerizing platform of social media has changed the entire world of communication
Web 2.0 is the procreator of social media and can be explained as platforms that allows the creation and exchange of contents generated by the users ignoring geographical boundaries
It is indisputable that social media has become one of the powerful engines for the success of businesses in today’s digitalized and super connected world
Summary
The captivating and mesmerizing platform of social media has changed the entire world of communication. It has altered the way the firm communicates and interacts with its customers and how customers communicate within themselves. Web 2.0 is the procreator of social media and can be explained as platforms that allows the creation and exchange of contents generated by the users ignoring geographical boundaries. It includes arrays of a platform like blogs, social networking sites (SNSs), virtual game worlds, collaborative projects, chatting apps, content communities, photo-sharing networks, lifestyle networks, business networks and so on. Keeping into account the growing number of users more and more companies are including social media into their communication program so that they can drive digital engagement with customers [8]
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