Technology technology, cloud computing and social media,challenges the traditional

Technology and its usage is going through a rapidparadigm shift1. This is not a simple deviation fromtechnologies like Web 1.0 to Web 2.0, but rather theprofound and far-reaching implications of social media andcloud computing. Despite the proliferation of research onsocial media, there is a lack of formal definition for it 2.The lack for formal definitions suggests that the term is stillnew and is evolving constantly. But if defined in broadercontext, social media is any platform that helps build socialconnections and is geared towards informationbroadcasting online. Cloud computing, on the other hand,provides an abstraction on the ways organizations andpeople use the power of computers regardless ofgeographic location. This new breed of Internet-dependenttechnology brought unthinkable number of avenues fororganizations and businesses to offer services and reachtheir clienteles across the globe 3.This paradigm shift in technology translates to afundamental change in the nature and application oftechnology in businesses of every shape and size 4. Thefact that organizations still holds customer relationship asone of their top priorities, social media and cloudcomputing are cost-conscious tools. Customer relationship,as defined by BusinessDictionary, includes marketingcommunications, sales support, technical assistance andcustomer service, and is measured by the degree ofcustomer satisfaction. Social media provides business-client engagements while cloud computing ensures it isdone regardless of geographical location. These newconcepts in technology, cloud computing and social media,challenges the traditional mindset of business andorganization owners. Driven by the fear of businesseconomic downturn and by the demands of the competitivebusiness environment, most businessmen took theimmediate actions of positioning their organizations forlongstanding growth, transformation and profitability,thereby adopting and embracing the underlyingimplications and cumulative impact of new technologies ontheir businesses.The emergence of new technologies not only shapes andchanges the landscape of business operations and strategiesbut also on how information is disseminated, how fast it iscirculated, how information is valued and how it is utilized.IT advancement places every organization in theInformation Age. This is the time when information canmake or break an organization’s branding.