Embracing new media in Fiji: the way forward for social network marketing and communication strategies

Purpose – This paper aims to outlines the power of social networking that companies in Fiji could use as the twenty‐first century media tool to facilitate marketing activities and reach out to customers more than ever before. Design/methodology/approach – The approach of the paper is generally conceptual, linking social networking to organizations, marketing activities and communications. Findings – Social networking sites such as face book has become an essential modern media channel to position firms and its brands in the market and facilitate marketing activities and communication strategies. Social media networks with its unsurpassed reach and coverage capabilities have become one of the most powerful sources of socialized media to connect people. Originality/value – The paper presents the arguments in a condensed and easy‐to‐digest format.