Author(s): Remziye TERKAN, Neriman SAYGILI
As a powerful tool in information and guidance, the media has become capable of reaching public at any time and any place with great ease. In today’s world, this most powerful tool called “social media” has become an inherent part of people’s lives. Social media, the importance of which has become evident to organisations and institutions, is also a prerequisite for the marketing activities of business establishments. The social media providing information about the establishments, their products and brands, as well as providing the opportunity for direct sales to everyone participating in virtual environment, is especially effective on young people. Naturally, business establishments are using all the easier and cheaper marketing means available to them, in reaching those who prefer living in a virtual world than the real one. Accepted as the profession of the modern and future life, public relations are very important in the functioning and the recognition of the businesses by the masses. While individuals, groups and businesses are defining their direction around the flow of media, they are also benefiting from public relations activities. On the other hand, marketing covers product development, pricing, production and distribution required to meet the wants, needs and expectations of individuals, groups, and establishments. The realisation of social media’s power in reaching public masses has enabled its use in areas of marketing, presentation, and advertising. Especially the expectations of young consumers have pushed the businesses to be more actively involved in competition within the developing technological world. Acting in line with the defined expectations and using the social media as the means, hastens the businesses in reaching their targets. For the business establishments, achieving their goals and expectations are also of great importance in terms of shaping up their future existence. In today’s world, one can say that, those businesses who make good use of the social media are also making good use of the competitive environment. To this effect, social media, marketing and relationships within the young will be demonstrated by a research into the use of social media by the students studying public relations at the university.