Digital Technology and Social Media: Creating Value for Stakeholders in Marks and Spencer

This report analyzes the positive influence of digital technology and social media on Marks and Spencer company. It also explores how the company uses digital technology and social media to create value for its customers and employees.

Assessment on organisation

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Digital technology.......................................................................................................................1
Positive influence of digital technology on organization............................................................2
Social media.................................................................................................................................2
How an organization use digital technology to create value for two of their stakeholders.........3
Digital technology and social media to create value for its customers........................................3
Digital technology and social media to create value for its employees.......................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
There are different types of digital technologies that is significant for conducting organisational
practices in effective and efficient manner. It is essential for company to use different digital
technologies in order to increase business performance and capabilities. It has been analysed that
social media is an effective and useful digital technological tool that will help organisation to
perform business practices in appropriate way as well as create value for it stakeholders (Habito,
Morgan and Vaughan, 2021). This report is based on Marks and Spencer company. This is well
known organisation that is conducting its business practices in world wide market area. This is a
public limited company that is performing its business practices in retail market area. Marks and
Spencer company was developed in year 1884 and founder of this organisation is Michael Marks
and Thomas Spencer. Head office of Marks and Spencer company is located in London,
England, UK. This report includes information about digital technology and social media. In this
report different ways regarding how organisation create values for its stakeholders has been
analysed.
MAIN BODY
Digital technology
Digital technology can be describe as the tools or techniques that is consider by
organization to effective and efficient carry out its business practice. This is refer as the
electronic devices that is used by Marks and Spencer company to perform organizational
activities. It has been determined that digital technology play very important and crucial role in
organization that is helpful for gaining competitive edge over other rival companies. Digital
technologies are refer as the electronic tools, systems, devices or resources that will assist in
providing data which is useful for performing organizational task. In digital technologies, Marks
and Spencer company will be use new and creative tools for performing its practices in market
area as well as gaining edge over other rival companies (Guping and et.al., 2021). There are
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various types of digital technologies such as social media, online games, mobile phones, multi
media and many other.
Positive influence of digital technology on organization
It has been identified that digital technology will lead to have major positive influence
over business and this will lead to enhancing organizational activities and task. It is essential for
Marks and Spencer company to consider different types of digital media and technologies with
the motive of performing organizational practices in significant manner. Putting resources into
digital technologies can, apparently, seem costly, however as a rule, it tends to be a profoundly
cost effective decision. The major benefits or advantages that could be gather by Marks and
Spencer company through digital technology includes cost effective approach. It has been
analyzed that through the support of digital technology respective company will be able to
perform its task in less cost (Lacka, Wong and Haddoud, 2021). Digital innovation can assist
with smoothing out processes, increment effectiveness, further develop efficiency and set aside
businesses cash.
It has been determined in order to make business progress, proficiency and usefulness are
imperative it is crucial to digital technologies. Digital innovation can assist with further
developing communication, cooperation, content management, admittance to investigation
information and social systems administration just as staff and customer experience. Through the
support of effective and efficient digital technological tool Marks and Spencer company will be
able to develop effective working environment for its employees as well as able to attract more
and more customers towards business. Successful enterprises are accepting innovation to make
digital working environments that further develop business cohesion.
The major positive influence of digital technology on business includes gaining
competitive advantages over other rival companies. Accepting digital innovation truly can be the
distinction between your business being successful before long or falling behind competitors. It
has been determined that digital technology will lead to improve business practices as compare
to other competitors business in same market area.
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Social media
Social media play crucial and important role in organization that will lead to have major
affect over business and its practices. Social media refer to the method for communications
among people where they make, share, or potentially trade data and thoughts in virtual networks
and organizations. the fundamental Facebook, Twitter, Instagram, LinkedIn and YouTube
accounts. Social media posts and advertisements are key ways of directing people to your site.
Sharing incredible content from your blog or site to your social channels is an extraordinary way
of getting perusers when you distribute another post. It is essential for Marks and Spencer
company to consider accurate social media tools and approaches with the motive of enhancing its
business practices as well as attaining desired goals. Social media is web based and gives clients
fast electronic communication of content, like individual data, reports, recordings, and
photographs (Martín-Rojas and et.al., 2021). Clients draw in with social media by means of a
PC, tablet, or cell phone through electronic software or applications.
Social media presence and practices will lead to have influence on overall activities of
business. Social media can be utilized to fabricate your brand character, to contact your current
customers and to find new audiences. This will lead to affect perception of customers regarding
Marks and Spencer company brand. It tends to be utilized for figured administration, to improve
your SEO rankings and as an immediate channel for individuals to cooperate with your brand.
Most associations definitely know this, yet they put hours in social media management without
having a smart thought of how to get profit from speculation.
How an organization use digital technology to create value for two of their stakeholders
Marks and Spencer company is using digital technology in order to create value for its
stakeholder. There are different stakeholders of respective company that is majorly affecting its
business practices as well as decision making process. It is important for Marks and Spencer
company to consider views of different stakeholder for successfully and effectively conducting
business practices (Torous and et.al., 2021). Different stakeholders of respective company
includes employees, customers, owner, government, suppliers and many other.
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Digital technology and social media to create value for its customers
It has been determined that digital technology and social media practices of Marks and
Spencer company is significant for creating value for its customers. It has been analysed that
customers play very important role in organisation that is needed for increasing sales and
profitability of business. Key advantages of social media for business includes acquaint
supporter with the people who make up your organization and grandstand how existing
customers are utilizing and profiting from your items. It has been analysed that different ways
through which digital technologies and social media is creating value for its customers are
mention below –
 Customer and audience engagement – Social media practices of Marks and Spencer
company is helpful for creating customers engagement practices. Social organizations
permit you to cooperate directly with customers and fans, and in like manner allow them
the opportunity to interface directly with your brand. In contrast to traditional media,
which offers just a single way communication, social media is a two-way road. It has
been identified that social media practices of Marks and Spencer company is significant
for creating and developing strong relationship with customers. Stay dynamic and react
to comments and questions on your own social media posts in a manner that is proper to
your brand. Social media offers a simple and low-responsibility way for expected
customers to communicate interest in your business and your items (Nguyen, 2021).
Lead generation is such a significant advantage of social media for business that
numerous social organizations offer publicizing designs explicitly intended to gather
leads. Social media helps in connecting with customers and its will lead to have majorly
influence over creating strong relationship with potential customers.
 Content Creation – It is important for Marks and Spencer company to develop effective
content in order to promote its products and services Content creation is the most
common way of producing engaging effective plans to customer segments, creating
composed or visual contents around those thoughts, and making them available to the
interest group in type of blogs, videos, info-graphics, or different configurations. . it has
been analysed that this will lead to have major affect over providing high value its
customer as well as meeting with the needs and wants of customers. It is the creation and
spread of significant and pertinent content that will draw in target gatherings, meet the
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prerequisites of the objective gathering and event long haul connections. Social media
practices helps in attracting customers as well as providing them value to potential
customers by developing effective content.
 Customer Interaction – It is essential for organisation to interact with its customers with
the motive of enhancing values its customers. Customer interaction has been recognized
as a significant factor that achieves smooth business tasks. Customer interaction implies
customers' online just as offline communications with an association past trade exchange.
It is the communication between at least two gatherings by means of messages which
follow up on one another through a communication medium and the proportion of the
activities in that. Customer interaction includes trade and imparting of insights, thoughts
and sentiments in regards to the involvement in market offerings.
Digital technology and social media to create value for its employees
Employees are consider as the crucial stakeholders for business and this will lead to have
major impact over performance and productivity of business. It is essential for Marks and
Spencer company to use appropriate technology and social media in order to create value for its
employees.
 Give plenty of content – It has been analysed that Marks and Spencer company needs to
provide plenty of content to it customers with the motive of providing value to its
employees. Employees are substantially more liable to share when they have plenty of
choices. They need content that feels pertinent and fascinating to their social connections
(Nguyen, 2021). Representative engagement content should not just advance your
products. You need employees to feel like there's worth in the content they share. That
could incorporate informative blog entries, work postings, or industry news.
 Get employees associated with product launches –Employees are invigorated when your
organization makes something imaginative and new. Get them associated with getting the
news out by making shareable social content for each new mission. Get your innovative
groups associated with arranging how to make content for worker engagement crusades.
Marks and Spencer company needs to engage its employees during the product launches.
This is helpful for motivating employees as well as boosting moral. The methodology
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may be somewhat unique in relation to the dispatch content you make for your own
social channels. Give your group something they'll be really eager to share.
CONCLUSION
From the above report it has been analysed that digital technology and social media will lead to
significant impact over business practices. It has been analysed that with over portion of the total
populace utilizing social media, platforms like Facebook, Instagram or Twitter a characteristic
spot to arrive at new and exceptionally designated expected customers. It is essential for
company to use different digital technologies in order to increase business performance and
capabilities. It has been analysed that taking an interest in social visits can likewise be an
incredible manner to expand your visibility, stand out enough to be noticed from new people,
exhibit your mastery, and direct people to your site. It has been identified that customers and
employees are crucial stakeholders of the business and this will lead to have major impact on
overall practices. It is important that practices of social media helps in improving value to
customers as well as employees.
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REFERENCES
Books and Journals
Habito, C.M., Morgan, A. and Vaughan, C., 2021. ‘Direct’and ‘instant’: the role of digital
technology and social media in young Filipinos’ intimate relationships. Culture, Health &
Sexuality, pp.1-19.
Guping, C. and et.al., 2021. The relationship between csr communication on social media,
purchase intention, and e-wom in the banking sector of an emerging economy. Journal of
Theoretical and Applied Electronic Commerce Research, 16(4), pp.1025-1041.
Lacka, E., Wong, T.C. and Haddoud, M.Y., 2021. Can digital technologies improve students'
efficiency? Exploring the role of Virtual Learning Environment and Social Media use in Higher
Education. Computers & Education, 163, p.104099.
Martín-Rojas, R., and et.al., 2021. Social media use and the challenge of complexity: Evidence
from the technology sector. Journal of Business Research, 129, pp.621-640.
Torous, J., and et.al., 2021. The growing field of digital psychiatry: current evidence and the
future of apps, social media, chatbots, and virtual reality. World Psychiatry, 20(3), pp.318-335.
Nguyen, M.H., 2021. Managing social media use in an “always-on” society: Exploring digital
wellbeing strategies that people use to disconnect. Mass Communication and Society, pp.1-23.
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