Technology has the potential to change the way we operate as a society and is greatly influential in the actions and opinions of the greater public. It is becoming increasingly clear that social media is shaping the new generation as it becomes an essential form of communication and marketing, demonstrating great impacts and positive outcomes.
Social media platforms are an everyday source of sharing and attaining information from across the world that are not always reliable sources. Fake news is a frequent occurrence on social media platforms, and it is important to consider this before implementing social media into an organisation. Although social platforms allowing consumers to rate experiences and provide valuable information to other potential consumers, in some cases it is clear that users on the platform use this to create negative attention and devaluing of an organisation.
Adner, R., & Kapoor, R. (2016, p 60-67) suggests that emerging technologies can be greatly influential and beneficial to a business however it is important to assess the need and ability to satisfy customers ever-changing needs. Through my reading it is very evident that social media is a successful tool within business marketing as it has the potential to reach a large audience of people and can be applied to reach a specific target market. Organisations are increasingly using social media marketing to endorse products and ideas that can build the growth of the business and potentially create public awareness that contributes not only to the organisation but the industry itself. However it is important to implement a strategy before rolling out social media networking within an organisation. In order to achieve success in this platform, an organisation may need to consider hiring a specialist in the social media marketing field. The organisation must consider the financial burden this may take and decipher whether the need and outcomes are going to be beneficial to the business and its success in growth, public awareness, and positive branding within the community.
References
Adner, R., & Kapoor, R. (2016). Right tech, wrong time. Harvard Business Review, 94(11), 60-67.