Main Article Content
Abstract
Organization requires effective communication to survive. Social media marketing has emerged as a significant pillar in generating business and profits for the organization. Social media marketing is a sub component of external communication where the latter is referred to all the techniques adopted by the organization to communicate their brands, developments and image to the public. Therefore, presence in social networking sites boost the promotion and sales of the product and services in the eyes of the millennial who is suppose to be the high on tech-savvy. Grabbing the attention of the external community is crucial in reaping success for the organization. External communication focuses on connecting with people outside the organization and social media is a tool to acquire this phenomena. Organization must sink up their usage of social media and marketing strategy to reach right prospects. A strong external communication strategy will help the organization to draw attention towards their current marketing activities i.e. how their organization compare with their competitors, is the company worth investing or what are their recent improvements or developments. On the other hand social media is no longer only a platform for friends and peers but it is also utilized as sharing information, raising interest and information. Drawing strength from the past research and literature this paper will throw light on social media and its significance in external environment communication. It will also suggest certain strategies that can be adopted on using source media as a tool to bring organizations communication effectiveness.