The Impact of Social Networking Sites

The Impact of Social Networking Sites as a Promotional Tool to the Overall Performance of Selected Businesses in Tacloban City

Marketing strategy is an organization's strategy that combines its entire marketing goal into one comprehensive plan. A good marketing strategy should be drawn from market research and focus on the right product mix in order to achieve the maximum profit potential and sustain the business. The marketing strategy is the foundation of a marketing plan. With the advancement of technology nowadays, social media marketing posed a brighter future for new and old business. Social media marketing refers to the process of gaining website traffic or attention through social media sites. It usually center on efforts to create content that attracts attention and encourages readers to share it with their networks. Social media is a platform that is easily accessible to anyone with internet access.

The Philippines being a growing nation is doing great effort in order to improve not only its economic state but also other factors affecting the country. The government along with other private institutions helps in attracting potential investors and entrepreneurs. With the fast developments happening in the world, the Philippines must strengthen its efforts to adapt to these developments. For business people, it is a challenge for them to know how they are going to improve sales and attract customers.

According to Lloyd A. Luna, ten years ago, things were not different. Philippines did not have much rapport with the internet technology especially that the Philippines was just starting to adapt with the trend. Today, it is obviously important for entrepreneurs to be in social networks such as Twitter, Facebook, Plurk, Multiply, and Foursquare (2010). Social media marketing as a tool, is something that the Philippines cannot afford to have.

Being a growing city, Tacloban needs to exert effort in order to capture opportunities and developments. Although new business enterprises already starting and opening in the city, the existence of these enterprises are sometimes not known. A lot of businesses also close because of the low sales. With such fact, the researchers have identified social media marketing as a means to improve the overall performance of a business.

The Problem

Because of social media marketing, business enterprises are