Social Media's Impact on Business Success: Strategies and Analysis

This report delves into the significant influence of social media on modern business, highlighting its increasing importance for business success. It explores two primary social media marketing strategies: active and passive. The active strategy focuses on engaging customers directly through interactive methods such as website optimization, promotions, advertisements, and real-time interactions to drive traffic and sales. The passive strategy, in contrast, involves one-way information dissemination, such as through television and magazines, utilizing surveys and statistical data to understand consumer preferences. The report emphasizes the benefits of both strategies, highlighting how active strategies foster customer interaction and build trust, while passive strategies provide valuable data insights. The analysis concludes that both active and passive marketing approaches are essential for businesses to effectively leverage social media, enabling them to adapt to evolving consumer behaviors and achieve desired business outcomes.

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SOCIAL MEDIA IMPACT
INSTITUTIONAL AFFILIATION(S)
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SOCIAL MEDIA IMPACT
SOCIAL MEDIA IMPACT AND BUSINESS SUCCESS
One of the most significant elements in today’s business world is social media who is gaining
prominence rapidly. Easy to use technology along with various advantages cannot be avoided
by business owners and is adapted by them to realise fair benefits. It is one of those tools at
finger tips that enable sharing information’s globally within few seconds (Banerjee, 2015).
The engagement of social media to business has turned out to be an important aspect for
business failure or success. The two types of social media marketing strategies are passive
and active. In order to spread the awareness about company’s products, businesses use these
marketing styles that help them assign efficient plan for marketing (Patrick, 2017).
Active strategy: The key objective of active strategy in media marketing is to make business
websites in the top of search engine pages so that every time a customer makes any search for
desired product online, the desired company’s name is reflected. The more audiences gets
engaged, chances of getting customers increase (JieXu, 2011). The active strategy not only
makes promotions and advertisements, but also involves customers through chatting.
Question and answers can be interpreted differently through real life experiences about
product. Hyper focussing on advertisements is also created by social media like LinkedIn,
Twitter and Facebook that targets interested customers and retains information about them.
Thus by gathering customers under one platform, active strategy becomes responsible for
business successes (Chucwuemeca, 2016).
Passive strategy: Passive media strategy does not allow involvement of customers like active
strategy. It follows a flow of information in single sided direction where customers get to
read information’s and data regarding products. Television and magazines are best examples
in which passive marketing strategy is utilised. In business passive strategy is greatly used
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SOCIAL MEDIA IMPACT
where statistical data and consumers voice is required (Patrick, 2017). The information
gained through surveys can be interpreted in passive media marketing from which businesses
gets overview of information’s that could otherwise prove expensive by gathering through
personal inspections. Passive media marketing technique are generally used by stakeholders
for sharing company’s information (JieXu, 2011).
Both active and passive media marketing proves beneficial for business success as
technology is shared in critical manner which enables interpersonal relations. One way
sharing of information creates a trustworthy medium for customers as information’s does not
gets modified by external sources. While using active strategy, the live interactions made by
ultimate consumers have always provided with good impacts on business. Thus it can be said
that both the strategies are equally important to be incorporated in marketing by today’s
businesses (Patrick, 2017).
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SOCIAL MEDIA IMPACT
REFERENCES
Banerjee, R. (2015). Impact of Social media on Consumer Preferences in Fashion Trends.
Retrieved from https://www.slideshare.net/RohinaBanerjee/impact-of-social-media-
on-consumer-preferences-in-fashion-trends
Chucwuemeca, V. (2016). The 4 Kinds of Media we Consume. Retrieved from
http://sambuno.com/passive-media-kinds-media-consume/
JieXu, E. M. (2011). Understanding Active and Passive Users: The Effects of an Active User
Using Normal, Hard and Unreliable Technologies on User Assessment of Trust in
Technology and Co-User. Retrieved from
https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3422026/
Patrick, M. (2017). Active Vs. Passive Marketing. Retrieved from
http://smallbusiness.chron.com/active-vs-passive-marketing-32665.html
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