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Abstract

Social media refers to a computer based technology that facilitates the sharing of ideas
thoughts and information through virtual network and communities. Internet has expanded
rapidly and shifted from being solely an information access tool to being an interaction tool
used by individuals to discover and share content opinions and information. To develop
information connections individuals are using a variety of technology to access content and
join a virtual communication on various social networking sites, therefore social media plays
an integral role in everyone’s life and has a huge bearing on society. There are beneficial
consequences on business, politics, and society, as well as negative effects including
cyberbullying, privacy, and fake news. This research paper assesses the dominance of social
media in liveable communities, its positive and negative impact on society during Covid-19
pandemic. This paper studies the usage of various social media platforms such as Facebook,
WhatsApp, YouTube, Instagram, and Twitters. The findings suggest that algorithmic and
social corrections are equally successful in limiting misperceptions, and that correction
happens for persons with both strong and low conspiracy beliefs. Recommendations for
social media initiatives to correct global health misinformation, such as encouraging people
to refute erroneous or misleading health information and providing them with suitable
sources to support their repudiation are discussed.

Keywords: Social media, Covid-19, Global health,

1. Introduction
Social media platform has become a forum where users can share content and interact with
one another. Despite the fact that the word "social" implies that people play a significant part
in sharing their social lives on these digital platforms, they are increasingly becoming
corporate networks or media. They're reshaping business paradigms and repositioning the
market. Social media have also shaped the existence of online communication that share
common interests and tendencies.

In the previous decade, organizations have been working by cutting edge levels of data and
correspondance. Technology innovations define new methods of communication and
socializing. Technology is primarily adopted as a means of decrease the communication
barriers. Innovative technology has ushered in a new era of communication with far-reaching
implications for business, opening up new channels of contact and introducing us to a whole
new world of possibilities new socializing median called social media.
A social media is an online platform which people use to build social networks or social
relations with other people who share similar personal or career interests, activities,
backgrounds or real-life connections. Due to the advancement in technology, people are pressured
to accept different lifestyles. Social networking sites can assist young people to become more socially
capable. Social media is a web-based form of data communication. Social media platforms
allow users to have conversations, share information and create web content. Social media
has different forms, together with blogs, micro-blogs, wikis, social networking sites,
photo-sharing sites, instant messaging, video-sharing sites, podcasts, widgets, virtual
worlds, and more. People rely on social networking sites for everything, from everyday news
to important event updates, because they are already so thoroughly interwoven in our daily
lives to entertainment, connecting with family and friends, reviews and recommendations on
products/services and places, fulfilment of emotional needs, workplace management, and
keeping up with the latest in fashion. Social media is used by billions of individuals all over
the world to share information and build connections.

On an individual level, social media allow us to speak with our friends and relatives, gain
knowledge of new things, develop your interests, and be entertained.

On an expert level, we will make use of social media to expand or broaden our knowledge
during a particular field and build our professional network by connecting with other
professionals in our industry. At the business level, social media allows us to possess a
conversation with our audience, gain customer feedback, and elevate your brand.

Social Media is a innovative idea with a very brilliant opportunity with additional scope for
advancements. With the advancement of social media many organizations are making use of
this medium to raised their practices. With the employment of social networking we are able
to advertise or communicate on the media or TV to induce their daily dose of stories it can all
be obtained from a social networking site. People can track or get information from
everywhere the globe. Social media has seized a substantial share of everyday life activities,
especially because of the multitude of purposes of social media activities.

in a more efficient way. Likewise people don’t should rely

1.1 Objectives of the study

This article analyses the dominance of social media in liveable community. The authors’
primary objective is to analyse a conceptual research and define social media because the
sum of various aspects. the opposite main objectives of this study are to spot the wants of
social media, role of social media in global health crisis, social media uses and health
behaviour, major advantages and drawbacks of social media and to propose strategies to beat
those challenges.

1.2 Research methodology and data source

The study of social media in India is immense and increasing rapidly, therefore the scope of
study of dominance of social media in liveable communities has enabled a development of a
research paper on this subject. the info collection to support this system was by reviewing an
outsized amount of literature. Literature reviews usually fulfil two objectives: first, they
summarize existing research by identifying patterns, themes and issues. Second, they assist to
spot the conceptual content of the sphere (Seuringa, 2008). So a focused literature review
seems to be a sound approach, because it may be a necessary step in structuring the research
field which forms an integral a part of the research conducted. the most sources of secondary
data were research publications in international journals, related websites, magazines,
newspapers, reports of independent consultants, etc.

2. Literature Review
2.1 Social Media

Social media refers to the means of interactions among people in which they create, share,
and/or exchange information and ideas in virtual communities and networks. The Office of
Communications and Marketing manages the main Facebook, Twitter, Instagram, LinkedIn
and YouTube accounts.

According to Tuten and Solomon (2015), “Social media are the online means of
communication, conveyance, collaboration, and cultivation among interconnected and
interdependent networks of people, communities, and organizations enhanced by
technological capabilities”. Basically, it is the websites and applications people use every day
to share content with other users.

Kaplan and Haenlein's (2010) definition of social media cited in research articles: “A group
of Internet- based applications that build on the ideological and technological foundations of
Web 2.0 and that allow the creation and exchange of user-generated content”

Brendan James Keegan and Jennifer Rowley (2017) contributes to knowledge regarding
social media marketing strategy by developing a stage model of SMM evaluation and
uncovering the challenges in this process. The research paper has developed a Social Media
Marketing Evaluation framework. This framework has the following six stages: setting
evaluation objectives, identifying key performance indicators (KPIs), identifying metrics,
data collection and analysis, report generation and management decision asking. Moreover,
the paper also identifies and discusses challenges associated with each stage of the
framework with a view to better understanding decision making associated with social media
strategies. Two key challenges depicted by the study are the agency -client relationship and
the available social analytics tools.

Rodney Graeme Duffett (2017) examines the influence of interactive social media marketing
communications on teenagers‟ cognitive, affective and behavioural attitude components in
South Africa. The paper also studies the impact of a number of additional factors such as
usage (access, length of usage, log-on frequency, log-on duration and profile update
incidence) and demographic (gender, age and population group) variables on young
consumers‟ attitudes toward social media marketing communications. The study ascertained
that social media marketing communications had a positive influence on each attitude
component among adolescents, but on a decline ng scale, which correlates to the purchase
funnel model. Thus, this investigation also makes an important contribution to attitudinal
research in developing countries, where there is a lack of research in social media marketing
communications. The practical implication of the study is that the companies and their brands
should consider using and/or adapting their strategies based on the declining impact of social
media marketing communications on the hierarchical attitude stages among young consumers
and the divergent influence on usage and demographic variables when targeting the lucrative
and technologically advanced, but capricious, Generation Z consumers.

Priyanka P.V and Padma Srinivasan (2015) in her research study identified various factors
that determine the purchase of a product using social media from a customer's point of view.
A model from the retailer's perspective has been developed that explains how social media
can be used for increasing customer loyalty. The study concludes that continuous customer
support services will result in improvement of customer retention. New applications and
social platforms will flourish and allow even greater personalization and real-time, location-
based engagements in media.

2.2 Fact & Figures

While social media has its positive side, many point to the platform and call out negative
features, likening its overuse to an addiction. Some contest it contributes to inattentiveness,
stress, and jealousy. The National Centre for Biotechnology Information links heavy social
media use to depression.9 Social media may also be a conduit for misleading information and
falsehoods. The 2016 American presidential election has well-documented accounts of the
impact of the ability to spread false information through the platform.10 Such a phenomenon
leverages the power of social media, allowing anyone to reach an audience of millions with
content that lacks oversight or fact-checking.

Facebook is the largest social media platform in the world, with a clear advantage over
other social media, though it has similar audiences to others like Twitter and Instagram. The
figures for the most popular social media websites as of January 2021 are as follows:

 Facebook (2.74 billion users)

 YouTube (2.29 billion users)
 WhatsApp (2 billion users)
 Facebook Messenger (1.3 billion users)
 Instagram (1.22 billion users)
 Tik-Tok (689 million users)
3. The need of social media

Social media is a digital platform that allows its users to create and share the content of their
choice with people. Social media has command on wide range of websites and apps. It has
made its importance in our lives in a very short period. It has become necessary daily activity
for people. Social media enables its users to stay in contact by making communication easier.
Sharing pictures, videos, expressing thoughts, ideas, and documents are just one click away.
Exchanging messages and data from one corner of world to other is made easiest with the
help of social media. Back to old time, if someone is even shifted to next colony of the city.
People were not able to have a solid connection with them and unaware of their life
happenings. Now people share their life events and occasions with their loved ones. Social
media and internet has changed today’s life. The role of social Media can be observed in
diverse fields such as communication, business, entertainment, food, lifestyle and welfare.

Social media has become a very useful platform for business. Social Media has made
advancements in business through online shopping. Many online businesses are getting a
very good profit. Now trends of shopping are changed, people use to shop online. Lives of
people are gone so busy that they don’t get enough time to go to the shopping centres and
spend hours to shop things. Companies and brands have made their online sites and apps for
shopping purpose. Shopping is made easy as it is just one click away, all the sizes and lengths
of dresses are mentioned.
Social media has progressively developed a role in more than personal life. Social media has
made a knowledgeable change in recruitment and hiring of employees. Recently managers
have started utilizing networking sites to analyse the foundation of interviewee’s education
and activities in which they are involved. They use to visit their LinkedIn profile to look out
where they stand in their profession life and their experience. Some companies use to go
through their Facebook profile and get an idea about their likings, disliking’s and their
travelling history. This benefit to meet the company the actual person, this way they can
genuinely meet and interview the person. Social media has served in another way as well it
helps to arrange video call, conferences and meetings. Companies can arrange their meet
overs virtually, they don’t need to set up a place and come from different long distant
locations. They schedule the meeting online and take advantage from the component of social
media.

4. Role of Social Media in a Global Health Crisis

In the advent of the COVID-19 pandemic, people are using social media more than usual
routine because they rely on news sources from online sources to seek health information for
themselves and their loved ones. Social media platforms’ usage has become a welcome relief
in the health disaster and global crisis during the ongoing COVID-19 pandemic. This article
holds that analyzing social media usage in the context of global health catastrophes like the
COVID-19 pandemic should help disclose the global mental health toll. The US Census
Bureau surveyed more than 42% of people and identified symptoms of depression and higher
anxiety levels in December 2020, which was 11% higher than the previous year. The survey
findings of Hazarika reported similar results of COVID-19 mental stress worldwide. When
the global health crisis of COVI19 struck, a telephone service supported by Assam police
studied 239 callers in April 2020 and found that 46% had anxiety, 22% indicated depression
symptoms, and 5% had suicidal thoughts. It was enough evidence to convince the
Government to launch a countrywide remote mental health telephonic service to tackle
mental health wellbeing. Physical activities could be medicine for non-communicable
diseases. After easing lockdowns and restrictions on social distancing in December 2020, the
telephonic service collected 43,000 people data and found that 9% of people had anxiety
symptoms, 4% had depression, and more than 12% of individuals reported stress related to
the health crisis posed by the COVID-19 pandemic.
Indeed, social media platforms have provided easy access to seeking health information,
which empowered people to evaluate health-related risks and manage global health concerns.
Social media users typically, produce and share health information available through local
and international sources in response to a worldwide public health crisis. In the meantime,
health professionals and governments have been adopting social media tools to contain and
manage health crisis adverse consequences, such as the anthrax attack in various US cities in
September 2001, the 2015 California measles outbreak, and the 2009 Beijing crisis of H1N1
influenza flu. The existing literature evidenced that scholars conducted many studies to
investigate how the public seeks, creates, and shares health information through the online
source in the health emergency crisis. Earlier studies in this stream of health crisis mainly
centered on users’ channel selection They identified that people had a greater tendency to rely
on traditional media to seeking health information in health crisis events and routine
contexts. In the emergence of health, crisis people use smartphones and social media more
than traditional media to seek health information. In analysing the mental health problems
posed by the COVID-19 pandemic, one of the most significant scientific challenges is to
make invisible emotional trauma visible and decipher the vital macro-scale social and
technical factors involved.

5. Social Media Use and Health Behaviour:

Social media has provided a platform of updated information for the people who seek health-
related information about the COVID-19 pandemic. People have faced significant pressure
and health threat caused by the coronavirus pandemic, which has increased social media use,
as people want to seek accurate health-related information and stay connected with peers,
friends, and family. Through social media applications, public communication and interaction
go beyond personal massages delivery to seeking correct information and the full scope of the
COVID-19 pandemic to develop a real sense of virus prevention. The emergence of the
COVID-19 outbreak has changed life patterns in response to preventive measures. The
ongoing global health crisis has developed a strong sense of coronavirus contagious disease
prevention. It might promote health behaviour changes, such as maintaining social distancing,
using sanitizer, wearing masks, and washing hands. The health behaviour theories explain the
health behaviour model, which describes why individuals fail to adopt preventive measures
or screening tests for the early detection of infectious disease. The health behaviour model
helps understand the useful strategies to improve people’s health behaviour, like adherence to
medical treatment against the disease. The HBM explains that people start to be involved in
health-related behaviour when people perceive susceptibility to a contagious disease, which
has severe health consequences. Its benefits to health-related human behaviour outweigh the
barriers.
6. Advantages and Disadvantages of social media
Advantages:
1. Connectivity
One of the most important advantages of social media is connectivity. It can connect
innumerable users from any place at any time. Through social media and its connectivity, the
information could be shared across the world, and building relationships with each other also
become easy. It leads to worldwide connections. Social media creates a feeling of closeness
and bond amongst each other.
2. Education
Social media has proved beneficial in the field of education. It makes learning easier by
connecting educators and experts all over the world with the learners. It also helps in
improving skills by enhancing knowledge and creativity. It creates flexibility in the learning
process where learners and educators can connect at their own pace of time.
3. Information and Updates
Through social media, you could keep yourself updated with the information about any
happenings in the world or in someone’s life. Apart from television, radio, or newspapers,
social media helps you to provide correct information by showing the true picture of contents
and resources. It helps in showcasing the real-world globally.
4. Awareness
Social media creates awareness in the minds of people. It acts as a medium of information
that helps people to do innovations and achieve success through the enhancement of skills
and knowledge. Social media has made all people aware of happenings around the world.
5. Share Anything with Others
Social media is the best platform to post anything you feel like. Be it a song, a poem, an
artistic creation, a tempting dessert recipe, and much more. It enhances and showcases the
creativity of a person and helps in reaching it out to millions of users. You never know by
sharing your artistic creations can pave the way for your success.

Disadvantages:
1. Affects Social-Emotional Connection
Social media has become a hindrance in the way of social-emotional connection. Be it the
wishes on special days or expressing one’s feelings, everything has been limited to textual
content through social media, which results in a lack of personal feelings and connections.
Earlier people use to visit one’s place to wish them on special days, but now they find it
easier to send a text message. A person’s emotions and feelings cannot be felt through just a
text message. So, there is a lack of connection between people because of social media.
2. Decreases Quick-witted Skill
Social media has decreased real-time face-to-face conversations with our buddies. People
have started relying on text messages by simply typing a text. Internet users are not quick-
witted; they take time to think and then reply. It has a terrible impact on their mental health.
3. Present Physically Not Mentally
People are present physically and not mentally, it is one of the major reasons behind health
issues like depression, stress, and anxiety because everyone is somewhere missing those real-
time friends and interactions with them, which we earlier used to have.
4. Lacking Understanding and Thoughtfulness
Understanding or convey a feeling through word or even a voice isn’t possible.. Social media
has replaced a real-time face to face conversations. People are busy the whole day chatting
online that when they meet the person in real-time, they are unable to understand the feelings,
emotions, love, connection with each other, etc. which means that they are so much busy in
the virtual world that they forget everything.
5. Cyberbullying
In the past few years, many people, especially children, have become victims of
cyberbullying as it is very easy nowadays to create fake accounts and fake profiles and
threaten the other person. Cyberbullying has resulted in many suicides, depression issues, etc.
People have started using social media as a platform to spread fake news and rumours, which
has caused an unhealthy environment in society and the country.

Strategies:
• Achieve marketing targets through design of social media strategies
• Manage٫ create and publish original٫ high quality content
• Keep content on social media up-to-date
• Collaborate and communicate with writers and designers to ensure content is appealing
and informative for the reader
• Collaborate with Marketing and Product development teams to create social ‘buzz’
regarding new product launches
• Facilitate communication between client and company by responding to queries٫ getting
reveiws٫ or organizing chats (and other methods)
• Prepare weekly and monthly reports on web traffic and ROI
• Monitor SEO and user engagement and suggest means by which to optimize content
• Communicate with industry professionals via social media to create a strong network
• Train internal teams on social media strategy in order to maintain a cohesive brand strategy
across social media.
• Stay up-to-date with new digital technologies and social media best practices

Conclusion

Above review of literature shows how social media is slowly becoming an important
marketing tool offering different organizations opportunity to engage with their markets and
to learn about customer’s needs, important segments and profile. However, the implications
are that this is an uncontrolled environment and therefore it requires a robust social media
strategy that also manages the comments posted by consumers whether positive or negative.
As these social network sites can pose a threat as well as an opportunity to companies by
rapidly spreading the views of dissatisfied customer’s comments. Different research papers
discussed above suggests that the peer group online social network effect can potentially
influence purchase decisions because of its viral nature. Therefore, for an effective social
media strategy augmenting it with other traditional media channels like radio, newspaper, or
TV is mandatory. The review also reflects how social media has become an important tool for
marketing and creating brand awareness. In fact, it is foreseen that in the near future there
will be a paradigm shift from traditional advertising to social media platforms. To conclude
an effective social media strategy may include the following process:

1. Clarify the social media goals: Without a clear idea of what we want to accomplish with
social media, it is unlikely to achieve anything at all because all the efforts will be scattered
or aimless. Therefore, a specific, realistic and measurable goal is must. Measurable goals help
to track the business progress towards each goal. Moreover, social media goals should tie in
with the overall sales, marketing and productivity goals.

2. Auditing current social media status: Audit of current social media status requires figuring
out who is currently connecting to via social media, which social media sites the target
market uses and a comparison with the competitor‟s strategies.

3. Developing the content strategy: The content strategy should include: a) What type(s) of
content company intend to post and promote via social media? b) How often the content is
posted? c) Who is target audience for each type of content? d) Who will create the content? e)
How will be the content promoted?
4. Use of Analytics to Track Progress checking analytics frequently to see how the campaign
is performing is must. This can be done by using tools such as Facebook Insights and Google
Analytics.

5. Adjusting the strategy as needed: After analyzing the current campaign, next step is to
resolve what is working. Then things are revised which are not working. Reflecting the new
understanding, fresh content strategy is rewritten based on the analysis. This is a continuous
step throughout the social media campaign.

Now it has gotten to the point where some cannot even hold quality relationships with people
in real life because all of their friends exist in the small blue rectangle on their Facebook
page. Even businesses use this form of media to promote themselves however they can get
themselves demoted even quicker. Social media established such a role in the real world that
everyday interaction is accompanied by some form of it. No matter the situation, social media
develops its presence in almost everything we do. What is hot now will soon encourage face
to face interaction to be just a trend in the past. In order to get back to a full society, social
media must be contained to get rid of the negative impacts and only display the positive ones.