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Longevity of Social Media

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Discuss reasons some businesses would question the longevity of social media as a marketing and communications tool. In what ways may this concern be justified? In what ways is such a concern unfounded?

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Solution Summary

The solution suggests how some businesses can rely on social media while others question its longevity. It discusses the reason for existence on non-existence of the social media in future.

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Guidance on Longevity of Social Media
Businesses rely on social media to promote their products but change is the only constant and this is reflected from the fact that apart from social media, now-a-days advertisers are finding a new market of OTT (Over the Top) which includes Amazon Prime Video, Netflix, Hulu, Rakuten, Tubi TV and it is estimated by Fortune Business Insights that the OTT services market is set to grow to reach a size of US $ 86.80 by 2026 worldwide from a market size of US $30.23 billion in 2018 (Fortune Business Insights, 2020: May 18). Therefore, OTT is emerging as a substitution to the advertising revenues for social media platforms like twitter, Facebook etc. Another reason that the businesses would question the longevity of social media is that there are other avenues where brands may like to spend money rather than on social media and ...

Solution provided by:
Himanshu Mahobia, MBA
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  • BCom, M.D.S University, Ajmer
  • MBA, M.D.S University, Ajmer
  • PhD, Suresh Gyan Vihar University, Jaipur
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