The Role of Social Media in International Marketing

The evolution of the internet, together with advances in new information and communication technologies (ICT), has had a profound impact on the structure of companies and changed the way they communicate with customers. In the new economic and social environment, understanding the events and transformations undergone by ICTs, as well as the growing relevance of social media, is vital due to the influence they have on the competitiveness of organizations. Social networks have enormous potential for spreading information and values, increasing competitive advantages for companies, and sharing knowledge. This study focuses mainly on Facebook and the impact this social network has on companies' marketing management. The main objective of this study is to describe how companies use social networks in their marketing strategies and to understand why companies use these same social networks. The aim is to describe and explain the most relevant concepts and how companies can use social networks efficiently with the help of integration, segmentation, and other strategies and tactics.