Effectiveness of Social Media Networks as a Strategic Tool for Organizational Marketing Management

AbstractSocial media gained rapid prominence within few years of its existence. It isgenerally the medium to socialize and many are awed by the transformation ofcommunications processes especially among generations Y midwifed by the mediaplatforms. Social media has now crept into the boardrooms of businessorganizations and just like the internet; it has transformed the selling and buyingprocesses. Though social media is a recent phenomenon, it has proven to be just aseffective as or even more effective than traditional marketing. Several organizationsnow struggle to have a presence in the web in order to interface with customers farand near. Furthermore, the use of social media by some organizations starts withsimple marketing and the creation of awareness about their products and services.However, these have advanced to public communications and interactions withcustomers and other stakeholders. Despite these huge advantages, it is fraught withchallenges. This paper discusses the benefits and limitations of social media as astrategic tool for organizational marketing management. It also reviewed the benefitsand challenges of this massive conundrum which has taken business managementby storm and concludes with vital recommendations for organizational managers