E3 model for social media a web 2.0 innovation

Abstract

Evolution of Web 2.0 has lead to various innovations in the practices that were being used by corporate then and now. Social media being one of such innovations of web 2.0 has vivid advantages over the traditional media of communication. Business unlike the past; cannot run with only objective of economic benefits they are expected to work for sustainable development of the society where they function. Survival in the competitive environment requires adoption of socialistic approach by business entities. This research article is a serious endeavor of drawing stands from various social media campaigns undertaken by corporate to satisfy their economic and social objectives. The study has identified five successful campaigns done by corporation for social welfare. The thorough analysis of those social media campaigns lead to the discovery of “E3 Model”. The article has tried to interweave the elements of „E3‟ with the successful campaigns, thereby proving that “E3 Model” can lead to successful social media campaign with potential to reap benefits of strong brand image and social development.