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Bibek Chhetri
English 2116
20 November 2017
Abstract
The social media is known and used everybody among peoples as a social interactions purposes
and on the other hand, the business has been using it as their marketing strategy tool in the aim to
build its connections and growth of the business. The use of these applications makes the
business at the top level of beneficiaries with the positive features as well as in the verge of the
potential downfalls in damaging its business practices from negative attacks. This paper has
strongly presents the proper use of the social medias application in to determine the uplift of
modern business strategy with examples and help to understand the current standpoint of how
Bibek Chhetri
English 2116
20 November 2017
In todays business word, the social media has taken the vital platform in its operations
and functions regarding the reach of consumers. the development of this digital source among
businesses have revolutionized how we perceive business or how business world has adapted the
way to interact with their customers to achieve the organizational goals and the success in terms
of profitability and growth. It brings to the points of how our modern business practice has
highly dependent on doing business comprises the positive and negative impacts of social medias
throughout the world. Some of the most popular social medias includes Facebook, Twitter,
YouTube, LinkedIn, Yelp, and WhatsApp has changed the face of the business because of its
enriched roots in the changing the social behavior of the people who are customers. Certainly,
the benefits come with the cost of risks in achieving the success of business; hence, the use of
social media has profound positive factors on building the business and potential causes to
Any businesses in this modern and digital interface has been associated with the use of
social medias in reaching the customers. Todays availability of this modern applications has
changed the face of business in every way in regarding the ease of connection with the
customers, efficiency on interactions, building an image of companies, the availability and better
understanding of the market places. It has really made the traditional way of businesses
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campaign an outdate because all those can be done siting behind the computer and analyzing
without any field tasks. As of September 2017, the number of active users of social network sites
has been reached more than 2.6 billion making the humungous customer population to target for
businesses (Constine). Each people or customer holds at least two to three social medias account
which made any sorts of businesses an opportunity to reach them and able to implement their
2017, only the factbook itself hold more than 2 billion monthly users and following it by other
popular social medias such as YouTube around 1.5 billion, WhatsApp with 1.2 billion, Twitter
328 Million and so on (Moreau). By looking the statistics, the benefits can be clear on how
beneficial it is for any business to extend its customer which leads to the growth and
development by contributing the big profits and successful companies. In relate to the benefits
of use of social media, the social networking sites Facebook holds bigger target audience for the
business campaign activities by mapping all the connections (Piskorski). On attracting, engaging,
and acquiring the new and broad range of the customers, IKEAs photo tagging campaign on
Facebooks exemplifies the use of social media for the daily but new business campaign in an
effective manner, faster and the cost competitive ways than the traditional ones. Moreover, to
that, the opening of the new stores news was communicated through the created page and
engaged the customer with the incentives of tagging themselves in exchange of the rewards
resulting in the massive increase of the company and its new store (Zhou10). Similarly, an ease
of communication is also the biggest benefits of the use of social media among business. By way
of example, Virgin America holds more than 20,000 followers on Twitter which assists them for
a faster and effective communication method in reaching and engaging with their loyal
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customers on any sorts of business related activities (Zhou11). By having all these benefits, the
companies have drastically improved the ways of doing businesses and the power of customer
On the contrary to the benefits of the social medias, it also has significant potential risks
that can harm the run of businesses in bigger scale. The power of social media can be mishandled
if it is managed without formal attention resulting negative effects on business such as burden of
companys behalf (Lovering). The social medias provide higher customer engagement; however,
this accounts for the more involvement of business in pressure to promote the culture of product
according customers demand. Thus, by having the greatest customer power, any customer can
ruin the reputation of any business upon disappointing products through social media networks.
Although these applications have the building imagining capability, but it can also quickly
deteriorate through negative publicity. To illustrate that, before social medias, negative company
experiences was just a case for the affected customer and company, but nowadays it can be the
international brand nightmare quickly such as the Dave Carroll with United Airlines. In the
unfortunate event where the baggage handlers of United Airlines mistreat his $3,500 guitar on
the tarmac went viral after posting videos in YouTube attracting more than 7 million views. This
made both the Dave Carroll and united Airline know to the whole world in short amount of time
and negatively became the reason in the fall of the airlines stock price up to 10 percent (cutting
its market cap by $180 million) (Zhou11). Although any business may not choose for the use of
social medias as their tools for business operations, but they should always monitor any potential
Consequently, the use of social medias has been playing prominent role in capitalizing
opportunities for better business practices and market executions while mitigating the risks. In
order to happen that, the social media must be managed correctly which empowers companies to
accelerate their ability to launch new brands, incrementally strengthen customer relationships
and drive revenues from existing customer, new customers and new local/global markets
(Zhou9). In this new era of social media and the way of modern business, the customer segments
are highly categorized by the social interactions where a company stays on track with the use of
social medias with customers and indeed provide them with the best relationship and experience
Works Cited
Constine, Josh. Facebook Now Has 2 Billion Monthly Users and Responsibility.
Moreau, Elise. The Top Social Networks People Are Using Today. Lifewire, 17 Nov. 2017.
Piskorski, Mikolaj Jan. A Social Strategy. How We Profit from Social Media. Princeton: