The Impact of Social Media on the Presence of ICNet International, Inc. in the Global Healthcare Industry

Abstract

Today, everyone is affected by social media openly or subtly. Businesses and consumers are surrounded with all forms of social media platforms. Yet, many question the value of social media for business marketing strategies ·especially for small companies such as ICNet International, Inc. Trends and research have shown that social media can be beneficial for any kind of business entity, provided it is utilized in the most befitting way. In answering the question, "What is the impact of social media on the presence of ICNet International in the global healthcare industry?" the literature review examines the broad context of social media by considering findings of various studies. This is achieved by first exploring expert definitions of what social media entails followed by types of social media and their basic purposes. Next, benefits and drawbacks of social media usage are discussed from a point of view of companies and consumers. A case study· on Newspapers' social media adoption will highlight the practical impact of social media due to Newspapers' similarity to ICNet of products that enhance human capital: current affairs and patient safety and infection control knowledge, respectively. In the analytical section, marketing and economic policies such as the SWOTT analysis, the marketing mix, and measurement methods outline the expected outcomes of social media usage for ICNet. The case study findings and six months implementation period of Twitter will facilitate a conclusion in either proving or rejecting the hypothesis that the active use of social media increases awareness of ICNet and as a result has led to an increase in traffic to the ICNet website and other online sites. I believe this increase will transform into more communication between ICNet and its customers on a global scale. In the long-run and coupled with other advertising campaigns, this will directly or indirectly positively impact sales and the global market share ofiCNet International, Inc.