On average, people today have more online interaction than conventional human to human conversations and discussions where participants are physically present (Antheunis et al., 2019). This modern medium of information transfer is possible through a combination of technologies, including a database, internet, and the web browser. In the digital space, the three technologies work in unison to relay information to desired recipients. Patil and Meshram (2019) state that the database stores information and the internet and web-browser facilitate remote access and information sharing.
Businesses of today need to be conversant with the application of technology in the modern business environment. Primary amongst them is the utilization of database and database management systems, the internet, and their interaction within a management information system domain. By so doing, the business transitions to a digital work environment. More or less, this transition paves the way for the utility of social media aspects in the business.
How to use social media is dependent upon the type and nature of the business. However, the primary application of this medium is to create awareness, attract more customers, increase customer traffic to the company, and real-time market interaction to get timely information and reaction to changing trends (Chaffey & Ellis-Chadwick, 2019). The main reason businesses use social media is that it provides almost free access to new customers and markets. The firm only needs to invest in digital infrastructure to communicate online. The market is readily available for the relevant content as per the needs and desires of the masses dominating the digital space.
Effective management of a company’s data about their customers’ preferences and needs through a database management system leads to well-informed marketing strategies that the business actualizes through the digital space. A company should utilize the information it has about its customers to design marketing strategies suitable to their clients’ expectations. Also, products and services are designed based on the assessment of available information. Moreover, through online interaction within the social media domain, a business can amass a significant wealth of information about trending consumer preferences and act on time to remain relevant.