In today’s world, the utilization of social multimedia sites has become a rage and is an influence on not only a layman but also the big multinational organizations. Today, the organizations work not only with an objective that only comprises of a task-oriented workforce, but with a people-oriented approach and time and again implement strategies to incorporate a healthy environment by social interaction among people for optimization of business and take it to a different tangent.
Social multimedia is nothing but some computer applications of Web 2.0 that help in the information being exchanged which is created by its users. Social multimedia comprises of two factors namely social process involved and the research done through multimedia. The quality and richness of multimedia tells us that the objective of multimedia is fulfilled when it solves the uncertainty and improbability i.e. if most information is made available in the shortest frame of time then it is considered as a good communication channel.
There are numerous social multimedia sites such as LinkedIn, Facebook, Twitter and Instagram. A study conducted demonstrated that almost 90% of the multinational institutions utilize social multimedia sites to promote brand awareness, business communications and strategies. However, there is sometimes resistance in the acceptance of the social multimedia and organizations are yet unable to decipher the exact reason for the usage of such sites (Hathi, 2009). There is disagreement between the correct utilization of social multimedia sites as a useful medium of communication and merely allowing the fashion of utilization of social multimedia. Social multimedia is utilized as a good source to help in the improvement of giving out knowledge or sharing it, in supporting originality, for building social resources and exchange of information efficiently.