Communication technologies have often sought relevance in an increasingly noisy and crowded communications universe. The recent upsurge in social media has completely changed the way people communicate.
Man being a social being finds it a necessity to belong or be in a group or engage in a collective action. This behavior has given rise to many theories that to explain why people form groups or participate in them. This collective behavior has been around for many centuries and has resulted in the formation of different social structures (Anderson, p2). Examples of collective behaviour over the years include the revolutions of the 17th century like the French revolution, civil rights movements of the seventies, and the north Africa liberation of 2011 (Anderson, p4). Today due to technology, communication has become easy and accessible to many making distance irrelevant and has brought about repercussions that have affected society both negatively and positively.
Social marketing is a strategic tool for the companies that seek to attain global success at affordable rates. The introduction of the online platform started with the introduction of Google in 1998. The companies sought to use techniques such as pay per click, search engine optimization with the aim of generating traffic to their sites. The techniques are still used in the social marketing.