Social Media Usage in Albanian Market

Abstract

In nowadays we see a large use of social media in every aspect of the life. Social media personal usage, social media in terms of information (news), social media in elections and of course a large use of this definition is seen also in marketing. Social media is considered as a new medium in two way communication where people can share their experiences and where they can communicate with other people. It is very dynamic comparing to traditional media. What is published now and may be up-to-date today can be disappeared from the virtual environment tomorrow. The interactivity, the share/retweet effect have created the opportunity of reaching to more and more people. Corporations have become aware of these opportunities and also that all eyes were focused on social media for this reason they had to be adapted very quickly to this environment. Nowadays it is very difficult to find any company which does not have at least an account in Facebook. Most of the companies with the aim to reach to more people have created their profiles/pages in all social media platforms. This new development has forced the companies and marketing professionals to direct their market communication strategies also in the social media. The appearance of the new medium and the development in the communication technology has brought huge transformation even in the marketing science.