ABSTRACT
The Conversation Prism emphasises the strategic use of social media beyond marketing functions to include sales, customer service and operations. A number of organisations offer good examples of four functions such as marketing, sales, operations and customer service, which are being enabled through social media interaction. There are major geographic differences when social media platforms manage and develop the social media activities. Visual material, in particular good-quality images, is crucial for blogging and social media. Studies have consistently demonstrated that blog posts or social media posts that feature good-quality and relevant images resonate with the audience. Viral content on social platforms thrives by using recurring hooks and concepts that can be applicable to a broad range of topics. Trust also interacts with social capital in residing between individuals and brands and the individuals who represent brands. Social media is an increasingly important way to engage customers for any organisation that wants a successful digital presence.
