Professional business in MBA.

Professional business in MBA 1
Professional Business in MBA
Name
Institution

Professional business in MBA 2
Table of Contents
Executive Summary...................................................................................................................................3
Introduction...............................................................................................................................................4
Social Media Channels and their Use.......................................................................................................4
Facebook................................................................................................................................................4
Positives of the Use of Facebook.......................................................................................................5
Negatives of the Use of Facebook......................................................................................................6
LinkedIn.................................................................................................................................................6
Positives of the Use of LinkedIn.......................................................................................................7
Negatives of the Use of LinkedIn......................................................................................................7
Instagram...............................................................................................................................................7
Positives of the Use of Instagram......................................................................................................8
Negatives of the Use of Instagram....................................................................................................9
YouTube.................................................................................................................................................9
Positives of the Use of YouTube.....................................................................................................10
Negatives of the Use of YouTube....................................................................................................10
Twitter..................................................................................................................................................10
Positives of the Use of Twitter.........................................................................................................12
Negatives of the Use of Twitter.......................................................................................................12
Other Social Media Channels.................................................................................................................12
Recommendations...................................................................................................................................13
Conclusion................................................................................................................................................14
Bibliography............................................................................................................................................15

Professional business in MBA 3
Executive Summary
Harvey Norman deals with the sale of products such as beddings, furniture, electrical,
computer and communication, as well as flooring products. It has its headquarters in Australia
and has branches in other countries. The company sells its products both through physical
markets and online markets. This piece of work aimed at identifying, discussing and analyzing
the social media channels which the company uses in its business operations. The positive and
negative impacts of these social media channels are aimed at being outlined. Recommendations
are then made in order to improve the negative impacts of these social media channels. This
piece of work found out that Harvey Norman makes use of such social media channels as
Facebook, LinkedIn, Instagram, YouTube, and Twitter. All these channels have been found to
have almost the same functions in the operations of the company. these functions include
extending the reach of the company to a wider population, advertising products and services,
advertising the job opportunities which are available, warning customers of fraudsters, and
making the customers aware of different programs and promotions in the company. The negative
feedback which may be offered by the customers may have a negative effect to the reputation of
the company and this has the effect of the reduction in the rate of sales. It is recommended that
the company should consider using Pinterest as an additional social media channel which helps
customers to view products and services based on theme. Additionally, the company should
increase the customer service in order to increase their ratio to the customers. Moreover, the
company should design an application which can be supported by Android smartphones and
other models of phones in order to make it easy for customers to update their profile and also
make transactions easier.

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Introduction
Harvey Norman is a multinational retailer which was founded in the year 1982 with Katie
Page being the Chief Executive Officer. It deals with such products as beddings, furniture,
electrical, computers and communications, as well as carpet and flooring (Psaros and Seamer,
2015). The company was started in the New South Wales in Australia and has branches in other
countries such as in Malaysia, Croatia, Ireland, New Zealand, and Singapore. It operates as a
franchise and has more than 194 locations. The number of employees is estimated to be around
10,000 only in Australia. When all the employees are estimated from all branches, the number
becomes too huge and this means that the company has provided a wide range of employees not
only in Australia but also in other countries (Van Der Laan and Dean, 2010). This piece of work
aims at identifying and analyzing the impact of social media channels used in the business of this
retailer. The negative, as well as the positive impacts of the identified social media, are discussed
as well as recommendations which need to be incorporated in the company in order to make it
more productive, efficient, and effective.
Social Media Channels and their Use
In this company, there are several social media channels which have been used for
different purposes which benefit the company. These social media channels include Facebook,
LinkedIn, Instagram, YouTube, and Twitter. All these channels have some functions which are
similar while others differ in the way they are used. The diagram below shows the social media
channels which are being used by Harvey Norman.

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Harvey Norman Business
Operations
Facebook
Instagram
LinkedIn
Twitter
YouTube

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Facebook
Facebook has been used by Harvey Norman to increase the reach of customers. This is
because Facebook is a wide online platform which is available in almost 80% of the countries all
over the world. Harvey Norman, therefore, ensures that the customers are updated on the new
products that are incoming into the market through Facebook (Coleman, 2010). The products are
displayed on the Facebook page where the customers can be able to see them clearly and with
ease. New features of different products are also used by Harvey Norman to ensure that
customers are kept with the most recent updates. In addition, the company interacts with the
customers freely through the use of the Facebook page. There is a customer service which
ensures that the interaction with the customers is efficient (Xia, 2013). Customers are able to
inquire on various issues as well as to have their complaints settled. Customers are also able to
avoid errors and mistakes in their shopping since they inquire before they can do the shopping.
Moreover, Harvey Norman uses Facebook to keep the customers aware of fraudsters as well as
illegal and corrupt people who use the company to do other things other than the intended ones.
On a post that was shared in the Facebook page, an email is shown where the public is warned
against people who send emails congratulating people and informing them that they have been
selected for a 30seconds survey which gives the customers a chance to win a prize such as an
iPhone and a computer (Nixon, 2004). The company has posted a mail which has been
circulating informing the public on the offer. The Harvey Norman has cautioned the public that
this is a scam and that they do not have such a thing at all (Yu, Duan and Cao, 2013). This
Facebook page is very significant since the customers are able to be informed and kept up to date
on the products and services available in the company.

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Positives of the Use of Facebook
Facebook has been very beneficial to Harvey Norman since it has increased the reach of
people within the country, Australia. This has resulted in an increased number of customers who
purchase products from the company. In addition, Facebook has made it possible for the
customers to give their feedback concerning the products. This feedback has been useful in
making improvements in various areas as well as providing the public with information useful
for decision making.
Negatives of the Use of Facebook
Facebook portrays a great challenge to the company since some people create Facebook
accounts whose information is false. These people, therefore, make negative comments on
different posts because they cannot be tracked based on the information on their profiles. This
destroys the reputation of some products of the company and hence reduce the rate of sales of the
products (Einwiller and Steilen, 2015).
LinkedIn
LinkedIn is another social media channel that is used by Harvey Norman. The company
used LinkedIn in order to keep customers and stakeholders on the news pertaining to the
company. This is because the company posts different news that is intended to reach customers
and other stakeholders. These target people are, therefore, kept updated on the news of the
company. Additionally, the company uses LinkedIn for the advertisement of available jobs.
Through this platform, the interested people are able to be aware of the vacancies which are there
and hence apply them (Veil, Buehner and Palenchar, 2011). This is advantageous because the
recruitment of new employees is cheap since the company does not have to spend a lot of money
advertising available job vacancies (Schlagwein and Hu, 2017). The qualification criteria, as well

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as standards, are posted in LinkedIn for the willing applicants to review them. Moreover, through
LinkedIn, articles are sent to different target populations for different purposes. This means that
the LinkedIn channel of Harvey Norman is very beneficial to both the company and its
stakeholders. This is because there is easy recruitment of employees and different people are able
to benefit from employment opportunities. The Harvey Norman company also used LinkedIn to
inform and keep different target populations on different programs which it offers. For example,
Harvey Norman has a program which aims at improving the lives of women and girls through
sports. The company has developed a sports team for girls and hence has sponsorship for these
teams. The advertisement for the sponsorship has been done through LinkedIn and is helpful
because many people have applied it and have benefited. Therefore, LinkedIn is very significant
in benefiting different people who meet these posts.
Positives of the Use of LinkedIn
The company has reduced the costs of advertising for job vacancies through the use of
LinkedIn. The qualifications of the applicants are also easy to review since the profile of the
applicants has this information. The issuing of updates pertaining to the company is also easy
since the company requires only to make one post and then it reaches a high number of people.
Negatives of the Use of LinkedIn
The company faces challenges on the issue of recruiting new employees. This is because
some people who apply for the advertised job opportunities are just but mere jokers whose
qualifications do not meet the set standards. Other applicants are also hard to find once they are
shortlisted due to incorrect or false information which they give such as email addresses and
telephone numbers.

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Instagram
Through the use of Instagram, Harvey Norman is able to display a variety of products
which it offers. This ranges from beddings, furniture, and electrical among others. A variety of
people are able to see these products and hence be informed on the products which the company
offers (Rooksby et al, 2009). Therefore, the company is able to reach a wider target population
through the use of Instagram. Instagram has been a modern social media channel which is used
by many people in the current generation. By using it, therefore, the Harvey Norman company is
able to attract a high number of customers who are able to purchase the products. In addition,
Instagram offers a suitable feature where the customers are able to interact with the support team
of the company. Through this interaction, customers are able to know more about the products as
well as other services offered by the company. The customers are also able to make their orders
through this channel where they are directed on how to do it (Maclean, Harvey and Gordon,
2013). The pictures of the products offered by the company are always of high quality hence
attract the eyes of the customers. This means that the customers gain more enthusiasm for the
products as well as how they can get it. Customers who have had an experience with a variety of
products from the company are also given a platform to give their feedback. The feedback is
beneficial in that the company gets to know the areas of improvements in order to focus on
future full satisfaction of customers (Mangold and Faulds, 2009). The feedback is also beneficial
in that the new customers who intend to purchase the products are able to get information about
them from customers who already have experience with them. Therefore, the new customer is
able to make a decision on whether to purchase the product or not depending on the feedback of
other experienced customers.

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Positives of the Use of Instagram
Through Instagram, Harvey Norman has been able to post a wide variety of photos and
videos which contain significant information to the target population. This has been beneficial in
that new products are made known to the public and this has the impact of increasing the sales of
its products.
Negatives of the Use of Instagram
Instagram makes the company have negative feedback and comments on certain products
and updates. This is because Instagram allows people to comment and have their opinions
expressed. The company has faced negative reputation concerning certain products. This has
impacted the company negatively in that the number of new customers who were willing to
make purchases are reduced since they are discouraged.
YouTube
YouTube is used by Harvey Norman to advertise both new and old products and services.
This is done through short videos which are either informative, educative, or persuasive. For
example, a product may be displayed through a video which shows how it is used. This means
that customers are able to understand how various products are used in order to increase safety or
even their knowledge. Other videos are used to make the customers aware of the products which
are offered in the company. This is characterized by the demonstration of the products as well as
explaining more details concerning them (Hennig-Thurau, Hofacker and Bloching, 2013).
Customers who have had experience with some of the products of the company are also
interviewed and a video produced. These customers are asked about how they came to know
about the products, how they feel about the services offered during the purchase of the products,
as well as their satisfaction with the functionality, genuineness, and usefulness of the product.

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This acts as feedback from the customers which has an impact on the company as well as the
other customers who are at the stage of making a decision on whether to buy the products or not
(Pfeffer, Zorbach and Carley, 2014). The videos are also used to persuade customers in order to
purchase different products. This is done through the description of the product including how
genuine it is and how helpful it is. The language used in these kinds of videos is always
convincing and attractive to the customers.
Positives of the Use of YouTube
YouTube has benefited the company by advertising products which require
demonstration and giving of more descriptions. This is contrary to photos which do not display
all the parts of the product. Customers are able to see the whole product on all dimensions hence
gaining a better knowledge about the product. Additionally, the use of videos makes the display
lively and attractive to the viewers (Edosomwan et al, 2011). This has influenced many people
hence leading to an increase in new customers as well as loyal customers.
Negatives of the Use of YouTube
Harvey Norman has been impacted negatively where many people do not use YouTube
to view advertisements. It is only a small percentage which searches advertisements of Harvey
Norman through YouTube. This has made the company spend more on the YouTube channel but
has fewer viewers. This has increased the expenditure of the company hence making it
experience low benefits.
Twitter
Another social media channel used by Harvey Norman is Twitter. Through Twitter,
Harvey Norman company is able to reach a wider target population since Twitter is a channel
which is used worldwide. Having a wider group of people being reached means that the

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probability of having new customers is also increased, making the profits of the company higher
(De Vries, Gensler and Leeflang, 2012). Reaching a wider target population is achieved through
posting of pictures of the products offered. Additionally, Harvey Norman uses Twitter to update
the public on different activities which it organizes. This includes promotional shows as well as a
variety of meetings. The company uses this channel as a way of advertisement, informing a
variety of people on when the event would take place as well as the requirements. The results of
the events are also posted on Twitter where people are able to get updated on what happened.
They are also given an opportunity to comment and express their feelings as well as ideas
concerning the events and their outcomes (Fairclough, 2001). Customers are, therefore, given the
chance and the right to express their opinions freely. Through this, the company continues
getting greater loyalty from the customers. Additionally, through Twitter, Harvey Norman
company makes its leaders known to the public through posting their photos followed by a little
description. The public, therefore, gets to know the leaders of the company hence increasing
their knowledge about the company. Additionally, through Twitter, the company posts a variety
of videos. For example, some sections of various events are posted in order to pass certain
information to the public. Speeches from noble leaders of the company are also posted in order
to give information on various issues to the public. There are customers who keep on following
the events and updates posted by the company on Twitter (Malthouse et al, 2013). These
customers become more informed and as a result, they become loyal to the company.
Employment opportunities are also posted on Twitter in order to make those who are qualified
and willing to apply for the same. This ensures that employment opportunities are made aware to
the public and hence reduce the level of unemployment in the country (Guthrie, Petty and
Ricceri, 2006). There are people who always keep on following the posts of the company on

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Twitter for the purpose of job opportunities. These are mostly people who are unemployed and
hence are in search of employment opportunities.
Positives of the Use of Twitter
Twitter has increased the interaction between the company and the public. This is through
the freedom and opportunity to share one’s opinions. Feedback on various products and services
has also been given by the customers which has led to the improvement of various departments
as well as decision making of new customers.
Negatives of the Use of Twitter
Though Twitter is beneficial to both the company and the public, it is faced with the
challenge of negative feedback given by customers or other competitors. Negative feedback has
reduced the sales of the company since new customers use the feedback to make a decision on
whether to purchase a product or not (Dumay and Hossain, 2018).
Other Social Media Channels
The social media channels discussed previously such as Facebook, Twitter, LinkedIn,
Instagram, and YouTube are very useful and beneficial to both the company and the
stakeholders. However, Pinterest is another social media channel which can be used by this
company in order to increase its operations. Through Pinterest, the company is able to pin
different photos and videos which are based on themes. The public is, therefore, able to view the
photos and videos depending on the theme they are interested in (Lobato and Meese, 2016).
These photos and videos can help in advertising new products and services, as well as informing
them about various events and programs. It is significant, therefore, that the company makes use

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of this social media channel in order to reach more people as well as to keep the public updated
on a variety of issues pertaining to the company.
Recommendations
Harvey Norman is a great retailer whose strength is obtained from the customers. This
means that the public should be greatly reached through the use of a variety of social media
channels. My recommendation to this company is that it should make use of all these mentioned
social media channels with great effectiveness in order to experience an increase in purchases as
well as develop loyalty from the customers. There is no social media channel among the above-
discussed ones that is not beneficial to the company. A great network of support team should be
recruited in order to increase the interaction of the company with the public (Bruhn,
Schoenmueller and Schafer, 2012). This team should aim at posting videos, photos, and other
updates to the public. The support team should be adequate in order to increase its ratio with the
public. Adequate support team means that the customers and other people who send messages to
the company via different social media channels are replied after a short period of time. A
customer who sends a message but gets a reply after a long period of time may not be motivated
to interact with the company (Fairclough, 1999). The support team will always be available to
respond to the customers and hence ensure that they are satisfied.
Google play store can also be used by the company. This requires the company to
develop an application that can be used via smartphones and computers (Bhanot, 2012). The
developed application allows the company to advertise its products hence making the customers
updated with a variety of information. The application has features which can be used by
customers to give their feedback. This is through rating which is done by customers concerning
products offered. The company, therefore, can use the feedback to identify areas of weaknesses

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and hence aim at improving them. Other people are also able to review the feedback provided in
order to make decisions on the purchase of the product.
Conclusion
Harvey Norman is a retailer in such products as computers and communication,
electrical, beddings, and furniture. The company was founded in Australia and has been using a
variety of social media channels in its operations. The social media channels which it uses
include Facebook, LinkedIn, Instagram, YouTube, and Twitter. Facebook enables the company
to advertise photos and videos concerning its products and services. It also gives alerts on issues
which are characterized by fraud and which may affect the customers negatively. The use of
Facebook is affected negatively by people who use ghost accounts and comment negatively on
the posts made by the company. LinkedIn is used to update customers on news as well as job
vacancies which are available. This reduces the cost of advertisement of the vacancies. However,
some applicants do not provide true information and this inconveniences the recruiting team.
Instagram has been used by the company to advertise photos and videos which display the
products and services which the company offers. YouTube advertises products and services only
through the use of videos. Twitter is also used in the advertisement of products and services
through the use of photos and videos. It also allows for updates on news as well as job
opportunities. However, it impacts the company negatively when negative feedback is given.
The recommendations to Harvey Company require it to use Pinterest which is also a social media
channel. This allows the public to view pins based on themes. Additionally, the
recommendations require the company to recruit more support team in order to increase the
interaction with the customers. Moreover, there is a need for the company to develop an

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application which can be used on smartphones and computers. This application can be availed
through the Google play store which is used for downloading applications.

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