Positive and Negative Impact of Social Media on Business

This report discusses the positive and negative impact of using social media platforms for business operations. It explores the challenges and measures of privacy and security on social media. It also compares two social media platforms and explains why social media is called a communication tool.

REPORT

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Positive and negative impact of using social media platform to carry out different operation of
the business..................................................................................................................................3
Challenges and measure of privacy and security at the time of surfing on social media
platform........................................................................................................................................4
Comparison between two social media plat form........................................................................6
why does social media is called the communication tool............................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Social media are the platform which used to facilitate creation of different idea and
information with help of network. This report highlights positive and negative impact of using
social media platform to carry out different operation of the business. After that the report
highlights the different challenges and measure of privacy and security at the time of surfing on
social media platform. After that the report highlights the comparison between two social media
plat form on the basis of different feature, benefit and suitability for business. In the end the
report highlights literature on why does social media is called the communication tool.
MAIN BODY
Positive and negative impact of using social media platform to carry out different operation of
the business
Social media are interactive computer mediated technologies which used to facilitate
creation or sharing of the idea and information with the help of virtual communities and network.
In the published paper Greenwood, Perrin and Duggan (2016), author highlights that social
media used to bring both negative and positive impact on the operation of the business. As paper
highlights that, Social awareness is one of the biggest benefit which is brought by the social
media to all the organization. As Social media has simplified the process of making relationship
with the person of diverse background. It has eventually results in increasing the flow of the
information about different culture and background via Social media, on the basis of the same
organization uses the same information to develop different product and service of an
organization. On the contrasting note the paper of Fuchs (2017) highlights that, Increasing social
awareness via Social media has also resulted in getting rise to many conflicts in the organization.
As all culture is based on the different ethics and norms to be followed. Any misinterpretation
about the content posted on the Social media platform, always used to give rise to conflict
between two different cultural groups in the organization, which used to impact the efficiency
and quality of operation of an organization.
Social media platform are also used by all the organization as a tool of marketing to
promote the offering of the company in the market. Allcott and Gentzkow (2017) author
highlights that social media used to help the organization in touching more number of consumer
in the market, as number of user using social media is very high in numbers. This help the
company in getting more eyes toward the product and more important in lesser period as

compare to any other traditional marketing tool. Social media also used to help the organization
in saving the cost of marketing activity as this tool is much cheaper when compare to the other
marketing tool in the market. This help the business in bringing positive impact on the cost of the
company. On the contrasting note Grizane and Jurgelane (2017) highlights that Social media also
used to increase the exposure of the negative image creation of company in the market. As there
are many organizations which try to promote the negative content about the company which used
to create the negative image of the company in front of the consumer. Also, extensive use of the
social media for the marketing product has given rise to the duplicacy of company product by
other small firm in the nation.
Social media is also recognized as communication tool which used to connect one
another. As per the view point of Moro, Rita and Vala (2016), all the organization also uses the
social media platform as a tool to build a good customer relationship in the organization, as with
the help of the social media platform organization is able to provide all the consumer with the
platform where they can raise their issue and organization can resolve the same. Also,
organization uses this platform to aware the consumer about the different policy of the
organization or any change in the policy of the organization. For example, in the year 2018
Starbucks has taken help of twitter to clear out all the rumour about incident took place in the
Store. Starbucks apologize by quoting line “We apologize to the two individuals and our
customers for what took place at our Philadelphia store on Thursday”. At the same time Ali and
et.al., (2018, is having the different opinion as author highlights that, giving voice to the
customer is good for the organization and it is excellent when customer happy about the same. It
can create a huge problem for the organization when customer are not happy with the product
and uses social media as a tool to communicate the same, it used to create a wrong image of
company offering in the market and may affects the organization sales and profit in the long run
of the business.
Challenges and measure of privacy and security at the time of surfing on social media platform
Security and privacy are the two words which are regularly used together. In real both
this word used to have a very distinct meaning. As privacy stands for secluding organization
information. On the other hand Security stands for protection of the organization information
from the external parties. Bibi and et.al.,, (2017) highlights that there are many challenges which

has to be faced by the organization to safe guard their information due to social media. Author,
highlights that all the social media platform used to gather the variety of the information about
the business before allowing them to use the platform. This used to give excess to the social
media platform about the information. Any mistake at platform about the data, it can create
privacy challenge for the company. For example., Facebook in past has seen much compliance
taken place on the company due to data breach activity taken place in the company.
Patel and et.al., (2017) Another challenge which is faced by all the organization using
social media is that, it gives exposure to the different hackers to hack the valuable information of
the organization. As any wrong installation of the software on the organizational desktop by the
way of social media may improve the exposure of the hacker about the company information. As
there are many hackers who used to promote the virus linked files and software on the social
media, wrong installation of any file or software may give rise to different privacy and security
challenges for the organization.
At the same time Quong, Snider and Early (2018) highlights that, it also gets difficult for
the organization to protect the information of the consumer due to the usage of Social media
platform as a communication tool. As it has been find out that consumer generally used to post
the information like bill no. or customer id at the time of raising issue at social media, this used
to give the exposure to the third party about the information of the transaction. This used to
increase the possibility of data breach in the organization.
There are many types of the measure which are taken by the organization at the time of
surfing on social media platform with the sole motive of securing the different information of the
company from the other. In the published paper Lin, Lachlan and Spence (2016) highlights that
first and most important measure which may be taken by all the organization, is that they make
sure that used to read the privacy policy of all the organization very carefully before granting
them permission. As it has been find out that privacy policy of all the platform is very different,
so it is very necessary for all the organization to grant the permission to social media platform by
going through different terms and condition. Heikinheimo and et.al., (2017) highlights the same
by quoting example of some social media platform such as twitter, as twitter ask the permission
from the user regarding going throughout contact of mobile and another one was of an
Instagram, as Instagram used to ask for the permission regarding using the profile picture of the
user as an advertisement. This is some sort of policy which need to be looked by all the

organization at the time of surfing on social media. Also, as all Social media plat form also used
to give notification at the time of change in the policy, organization has to make sure that they
used to compile with the same accordingly.
Moro, Rita and Vala (2016) recommend that another measure which can be taken by all
the organization has to make sure that they used to have an Anti virus protection to all the system
in the organization, from which social media will be operated. The reason behind the same
identified that this will help the organization in getting the notification about any virus being
installed in the system. This will eventually help the organization in saving the system from the
different type of virus which can stole the different data from the system of organization. Also,
this software will pop up the different notification which will restrict the organization to not
installed or surf the content which contains virus in them.
Ali and et.al., (2018) highlights that, another measure which can be taken by the company
is regarding the content which will be posted on different social media portal. As organization
has to make sure that content which is posted on the data is checked before posting. As
organization has to make sure that data published does not contain any sort of organizational
information or customer information which can be used by any third party.
Comparison between two social media plat form
There are many types of social media platform which are used by all the organization in
their day to day operation. LinkedIn and Twitter are two type of social media tool which are
commonly used in carrying out the operation of the business. Bibi and et.al.,, (2017) explain that
both social media network used to offer the variety of the feature to the organization, which help
them in improving the efficiency of work in the organization. Author, highlights that LinkedIn is
generally used by the organization for posting the different opening of company. At the same
time twitter is generally used by organization as a communication tool to communicate the
different announcement of the company or hear the different issue of the consumer in the market.
pass on the opinion that when comparing both the social media platform on the basis of
formality, it has been find out that linked-in is more formal as compare to twitter. As all the
activity which used to take place on linked-in are taken in such a way that organization is doing
the same but in the case of twitter all the activity which are done is done by a person who used to
run the business. Quong, Snider and Early (2018) supports the same discussion by highlighting

that on twitter the company try to build a bonding with the consumer in the market by showing
some sort of emotion and sympathy toward the same. At the same time on LinkedIn company
just represent the different point of view of what company is desiring or what comp-any has
done.
Patel and et.al., (2017) highlights that twitter used to limit the amount of the content can
be posted on the platforms, at the same time there is no such limitation on linked-in, as a result
organization generally prefer to use linked as a better marketing tool to promote the product. At
the same time as explained above that LinkedIn is more formal platform as compare to twitter, it
gets difficult for the company to build the bond which is required to promote the product. As a
result organization uses the twitter as a marketing tool, so that the customer are better attracted
toward the product.
Grizane and Jurgelane (2017) explain that both social media site used to provide the
services to chat with the consumer to build a good customer relation in the market. As a result
organization generally uses both social media site as communication tool as well but author
highlights that LinkedIn is better communication tool as compare to the twitter. The reason
behind the same is identified that it is difficult to fix up the continuity in the communication on
twitter as communication is done in the form of tweet. At the same time it is way simplified to
conduct the communication in linked in as it get easier for the consumer to drag-out the previous
conversation very easily on LinkedIn.
Lin, Lachlan and Spence (2016) has highlighted that, twitter and linked both used to give
the option of assembling the different content together in such a way that it get easier for the
consumer to interlink the different product offering. Both the social media site used to offer the
same feature by the way of using hashtags. Author, highlights that twitter used to recognize
different hashtag very easily as compare to LinkedIn. As a result all the company prefer to use
twitter as more proficient tool at the time of performing marketing activity in the organization.
Allcott and Gentzkow (2017) supports the same discussion by highlighting that number of twitter
user are more in number as compare to the LinkedIn as a result all the organization prefer to use
twitter more when it comes of promoting something in the market.

why does social media is called the communication tool
As social media used to connect the different people together and allows the good flow of
knowledge and idea between them, it is also recognized as a communication tool. In the paper of
Kannan, Ramakrishnan and Ojo, (2019), author highlights that organization also uses different
social media platform as a communication tool, the reason behind the same is that it allow the
company to communicate larger number of people at the time. Isaac and et.al., (2017) supports
the same by identifying that social media platform, helps the business in providing the platform
to the consumer to pass on any issue which is faced by them due to the offering of the company.
Organization after hearing and understanding the concern of all the consumer, organization used
to provide the solution of the same to the consumer in the market. This used to help the company
in building good consumer relationship in the market. Also, organization used to communicate
the different policy of the company in the market with the help of the social media platform.
CONCLUSION
After going through the above report it has been summarized that there are many positive
impact of social media on business such as used in marketing, customer relationship and
communicate. At the same time also used to create variety of negative impact as well. After that
the report summarized that there are many security concern which has to be looked by
organization at the time of surfing on social media. Some measures are Anti virus software,
privacy policy etc. After that the report summarized that LinkedIn and twitter are very different
from each other and can be used in many ways in the organization.

REFERENCES
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