Growing alternatives for becoming international: the role of social media in the digital marketing of Innova Advanced Consulting

Abstract

The present work shows an analysis of social media in the digital marketing division of the software company Innova Advanced Consulting. Since the Web 2.0 or the second generation of world wide web has appeared, traditional marketing started to decrease its activity, while digital marketing evolved and increased it. Within digital marketing, the branch of social media has developed and started to become crucial for companies. Most of them, however, are aiming at becoming international. The objectives of this paper is to demonstrate how five social media platforms that Innova Advanced Consulting uses (Facebook, YouTube, Twitter, LinkedIn, and Instagram) can help optimization and internationalization of the company, and how two of them, LinkedIn and Instagram, represent the promising ones for the firm’s international recognition. The results are that, after analyzing previous researches on social media and the company’s daily activity on these platforms, Innova Advanced Consulting has the chance of becoming international if it works on developing more content and techniques on the abovementioned social media.