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Creating a Social Media Strategy

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Introduction
Technology has transformed the world as we know it and our lives at present are considerably different than our ancestors. The use of electronic devices and especially with combination of internet has become almost a necessity.
Over the past decade, internet usage has been significantly influenced by the use of social media and it radically transformed the use of internet. Understanding the impact of social media on personal, social and also institutional level can utilize it efficiently.
Social media is a platform which enables interactive communication among individuals, communities and organizations. The authors of "Users of the World, Unite!" define social media as a "group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content" (Kaplan & Haenlein, 2010).
Social media act a platform for collaborating social interactions and also it continually evolves the opportunities for interactions. By understanding the challenges and opportunities in social media, substantial and persuasive changes can be introduced in communication (Kietzmann, Hermkens, Kristopher, Ian & Silvestre, 2011).
The purpose of this research is to identify the building blocks of social media, opportunities and challenges in using social media as platform for effective communication, understand the current trends and understand future possibilities.

Problem
Over the past decade several social media platforms came into existence and each of them are significant in their own way. Using a single social media as a platform may be advantageous, as it will limit the reachability and defeat the actually purpose of communication. As an ...

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...aatarjav, E.-A., & Dantu, R. (2011). Current and Future Trends in Social Media. 2011 IEEE Third Int’l Conference on Privacy, Security, Risk and Trust and 2011 IEEE Third Int'l Conference on Social Computing, 1384–1385. doi:10.1109/PASSAT/SocialCom.2011.125
Ellison, N., Lampe, C., & Steinfield, C. (2009). FEATURE Social network sites and society: current trends and future possibilities. Interactions, 6–9. Retrieved from http://dl.acm.org/citation.cfm?id=1456204
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68. doi:10.1016/j.bushor.2009.09.003
Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241–251. doi:10.1016/j.bushor.2011.01.005
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