It is of no doubt that social media is playing a
pivotal role on creativity and innovation in the modern
business world. Many companies are gaining a
competitive edge over their competitors in the market due
to their advanced creativity and innovation attributed to
use of social networks. Although there are disadvantages
associated with the use social networks, it is recommended
for companies to aim at reducing these disadvantages and
maximize on the advantages. In fact, social media is
enabling companies to reach out to more customers and
cater to their specific needs in a better way. Therefore, a
better brand image is built for the benefit of the
companies through social media.
Keywords : Creativity, Competitive edge, Innovation and Social media.