Social networking sites, news portals, and search engines make their money through advertising as the main source of their revenue. For example, YouTube and Facebook present ads that show the products and services that are relevant to a certain customer. Some other websites, such as online film platforms, offer subscription options to block ads (Liu & Wang, 2020). When large organizations use these sites, it is beneficial for both sides. On the one hand, organizations advertise their products through social media, including celebrities and bloggers (Perell, 2016). On the other hand, the latter can acquire more subscribers and extend their coverage on Instagram or YouTube. Among the ways to attract more customers, there are content marketing, free offers, video marketing, and so on. The websites can use one of these strategies or apply a combination of them, which is more effective.
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An organization can use social network services and portals to build relationships with its customers. It can not only help in providing information about products and services but also in connecting people with similar interests and questions. For example, LinkedIn is a professional network that connects employees and employers, and people can update information about their professional skills. It can also be noted that MySpace is another networking website that can be considered by organizations to target young customers and pay attention to music, HTML code, and various themes. The existing intranets and extranets can be linked to the external services through cooperation with other companies and share customer base or important information (Liu & Wang, 2020). This connection ensures a more controlled, safer, and centralized environment to effectively store and access data.
Liu, P., & Wang, C. (2020). Computational advertising: Market and technologies for Internet commercial monetization. CRC Press.
Perell, D. (2016). Models of Internet monetization. Elon Journal of Undergraduate Research in Communications, 7(1), 1-12.