|Type of paper:||Research proposal|
|Categories:||Internet Business management Social media marketing Customer service|
Social media has become a powerful tool that businesses can utilize to promote their growth. While a lot of people may view it as a channel used only by consumer brands, it can be used to benefit and expand businesses. Traditional advertising strategies are not sufficient (Barczyk & Duncan, 2011). This paper explores not only how social media as a communication channel gives access to tremendous outreach and access for businesses, but also how it allows interactivity, which is very useful in businesses' growth.
Social media can be used to enhance the interaction between business owners and customers (Barczyk & Duncan, 2011). Having a business website is crucial as it expands the business' reach from the ground to the immense expanse of the internet (Culnan, McHugh & Zubillaga, 2010). In the website, customers leave comments on the services the business offers and replying to these comments, and it allows a bond between the customers and the company to form (Barczyk & Duncan, 2011). Social media enhances this experience, and as the customers access the business page, they get more information on the services and work the business offers (Barczyk & Duncan, 2011). In the same way, social media can be used for reputation management. The business can maintain a sharp image and good reputation by keeping up a good and consistent social media presence and replying to potentially negative comments instantly (Culnan, McHugh, & Zubillaga, 2010).
Social media is a powerful communication channel that can create robust business sustainability (Hassan, Nadzim & Shiratuddin, 2015). According to Hassan, Nadzim, and Shiratuddin (2015), the modern economy is based on mutual trust, relationship, and engagement, and Social media significantly foster business communication. Social media offer adequate information sharing through stakeholder engagement, and business idea implementation that is developed through co-creation and cooperation, and it includes business luncheons and business connections like Linkedin (Barczyk & Duncan, 2011). Social media creates a useful support tool for a business to showcase ongoing commitment through transparency, community, authenticity, and relationship (Culnan, McHugh & Zubillaga, 2010)
Culnan, M. J., McHugh, P. J., & Zubillaga, J. I. (2010). How large US companies can use Twitter and other social media to gain business value. MIS Quarterly Executive, 9(4). Retrieved from https://www.semanticscholar.org/paper/How-Large-U.S.-Companies-Can-Use-Twitter-and-Other-Culnan-McHugh/a59f46c2ee905fabc79885189c1c6781def6e45b
Hassan, S., Nadzim, S. Z. A., & Shiratuddin, N. (2015). Strategic use of social media for small businesses based on the AIDA model. Procedia-Social and Behavioral Sciences, 172, 262-269.
Barczyk, C. C., & Duncan, D. G. (2011). Social networking media as a tool for teaching business administration courses. International Journal of Humanities and Social Science, 1(17), 267-276.https://scholar.google.com/scholar?hl=en&as_sdt=0%2C5&q=use+of+social+media+not+propely+utilized+in+business&btnG=
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