Özet:

Extraordinary advances in the internet and technology have brought radical changes in the marketing approaches of businesses, by constantly offering new opportunities for new ideas to come true. Next generation online concepts such as blogs, social media platforms, Web 2.0, social networks are getting more and more users’ attention. Social media has begun to become a key factor by changing the way businesses interact with customers / society and deliver their services. Previously, the questions about why businesses should use social media left their place to the questions about how to use social media. Social media not only enables businesses to communicate closely with their target audiences, but also provides an ideal environment to increase brand awareness and sales. Another important point is that businesses choose the appropriate one from social media platforms, each offering different qualities and functions in order to take the lead in competition.The purpose of this article is to provide a broad conceptual framework on social media, social media marketing, social media advantages, Web 2.0, social media strategies and social media platforms, while also sharing up-to-date statistics on the subject. It also provides a detailed theoretical perspective to guide managers in making decisions while developing these activities.

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