Integration of Social Media in Businesses
Mohammad Yousef Abuhashesh

Abstract
This research paper would highlight the significance of the social media integration process on the core marketing and advertising function of the company. In the current business environment the role of the internet based communication mediums has increased drastically. In this paper the impact of social media integration on marketing, adverting, public relations and the customer service function would be analysed. The advantages that the social media integration process can have on the company will be discussed, whereas the challenges would also be highlighted. This paper would provide a detailed analysis of the trends in the contemporary global business environment and the approach which has to be adopted by the corporate entities to develop a sustainable strategic advantage. Social media based business model is essential for the development and the growth of the companies in the contemporary global business environment, and this paper would analyse this relation.

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