Eureka! Institutional Repository

Social media are tools that are increasingly used by a large portion of people. The main reasons that use these tools are mainly recreational, but also social networking reasons. Modern businesses, which are constantly facing a changing and competitive environment, have relatively quickly distinguished the role social networks play in people's lives and have decided to integrate them into the overall context of developing their marketing strategies. Social media offer many features, one of which is to view and transmit messages in an attractive and accessible way. Also, social networking tools offer the ability to play and transmit messages in massive and very fast way. Also, social networking tools are allied to businesses in their immediate and effective adaptation to the circumstances they are called upon to face within the constantly changing and competitive environment in which they operate and work. In addition, businesses through social networking platforms can very often come in contact with their consumer audience and keep track of developments around them. They can very easily distinguish their habits, their wishes and accordingly adjust their strategy. These data, which a business can collect from social networking platforms, are valuable information that will make it a more competitive business able to compete with large businesses. Ending our era is an era, based on technology and innovation, and requires the various companies to follow the same model. Businesses that do not use new technology and innovation tools to promote their products and services are very likely to end their operation at some point