Social media is doing the needful in bringing up concepts and ideas to the common people and making the strategic communication effective. However, what still remains a question is the way the agenda or idea is perceived by different section of people. The purpose of this research is to identify the extent to which the basic idea or agenda of strategic communication is perceived by people coming from different sections of the society and also if the organizations investing a great deal in the social media for strategic communication are able to reach the right audience and earning the correct social capital keeping in account the risk of the sensitive platform. “The stakeholders differ from organizations to another and hence the methods and medium as well as the strategies have to differ” (Leiss, 2013, pp.67).
Studies tell that the users across the world have more than one profile and accounts on the social media sites. People want to access the information anonymously over the Internet. Hence the audience we are trying to target might possess a lot of people who might not exist in reality. The efforts in such case might be proved as wasted. On the same hand the information coming from an unauthentic source might not be identified by all the users and the users might fall prey to the scams and tricks.