Abstract
The continuity and the success of organizations appear increasingly associated with the incorporation of social media. The success depends of the structural and procedural changes that the organization has to make. Today, social media are the new digital marketing tools that help in the processes of communication. Companies need to understand that they are no longer the exclusive owners of the relation of consumers with their products/services; instead, the survival of the organizations depends of the effective utilization of the social media. Creative and innovative solutions are not necessarily too expensive and the internet ends up being one of the best marketing tools available for the organizations. In a more transparent and dynamic world, consumers trust other people to provide advice and recommendations about products and services more and more through social media and it is important to know how and why social media influence organizations. This study analyzes through a literature review the current importance of social media for digital marketing communication and shows a case study on traditional shops that use social media to obtain competitive advantages over shopping centers in Funchal (Madeira, Portugal). To finish, the study proposes a new model of business for successful marketing strategies. Also, the article explains how to manage the changes associated and how collaborators need to get used to working in a wider and more dynamic community.
Highlights
Social media have revolutionized the way people communicate and share information between themselves
Many companies start realizing that the number of fans on their pages is not synonymous with success in social media, the value is not the number of fans in their communities but the compromise between people and the company increased by social networks
Consumers are no longer passive, they are taking an active role in organizational communication, so organizations need to adopt a culture of inter-relational customers, based on trust and transparency, the numbers will come as a result of this work, but if companies have no idea of this relationship, they do not know what they are doing in social networks
Summary
Social media have revolutionized the way people communicate and share information between themselves. Reference [21] says that “the use of the on-line phenomenon by organizations involves developing a communication program of integrated marketing, maximizing the individual and collective contribution of all the activities of communication, defining for the virtual channels a program of communication more personnel in the field of direct and interactive marketing”. This will make possible to perceive the role of the communicational marketing in the creation of content and interaction with the customers in the various social platforms such as Facebook, Twitter, Linkedin, Youtube, MySpace, Orkut, blogs and other social networks. The majority of them are still linked to the ranking of their profiles, "how many friends I have in my profile", "who said I like? ", as if that resembled the popularity or fame, how important is this information that is worth as much as the hits of the site in the process of compromising between both sides
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