Social Media and Business Success

This assignment delves into the profound impact of social media on contemporary businesses. It examines the numerous benefits of utilizing social media platforms, such as enhanced customer responsiveness, competitive advantage through marketing and brand building, cost-effectiveness, and the creation of a vibrant online community. Conversely, it also acknowledges potential challenges associated with social media use, emphasizing the need for strategic planning and careful execution to mitigate risks and maximize positive outcomes.

Running head: ROLE OF SOCIAL MEDIA IN BUSINESSES TODAY
An Investigation of the Role of Social Media in businesses today:
Why businesses should adopt it?
Name of the Student:
Name of the University:
Author note:

1ROLE OF SOCIAL MEDIA IN BUSINESSES TODAY
Table of Contents
Introduction......................................................................................................................................2
Outline.............................................................................................................................................2
Goals of the project..........................................................................................................................3
Requirements...................................................................................................................................3
Result...............................................................................................................................................3
Literature review..............................................................................................................................4
Anticipated deliverable....................................................................................................................8
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

2ROLE OF SOCIAL MEDIA IN BUSINESSES TODAY
Introduction
Creating as well as developing website is crucial considered for any type of business.
Along with websites, it becomes equally important to use social media such as Facebook and
Twitter are important in order to expand the business. Business organizations having any social
media accounts miss marketing opportunities. In addition, goals of the project, requirements for
implementing the project and anticipated deliverable are described in the assignment. The study
discusses about two business organizations, out of which Martell Home Builders implements
social media strategy and Trader Joe's does not use social media platforms in business.
Outline
Tess (2013) stated that social media platforms like Facebook and Twitter provides ample
scopes for marketing products as well as services of a business organization. There are several
business organizations benefited with implementing social media platforms. For examples, Qatar
Airways posts a number of pictures regarding football that is what the fans care about. In this
perspective, fans are responsiveness to the questions as well as posts on the page of the business
organization. In addition, the company changes cover photo some times. It is considered as one
of the great ways for promotion.
In addition, the inspiring video assisted Dove to get close to a large number of viewers of
likes, comments as well as shares. In the video, the company not mentioned about the brand. In
addition, Dove can encourage tagging through asking fans for telling story regarding someone
else in the post. It helps the company to promote in the market.

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Oreo has continued dominating Facebook with delicious cookie. It is very easy for
attracting people towards the organization. Beautiful looked images are combined with several
recopies as well as creative utilization of hash tags (Aral et al. 2013). The hash tag stands for the
outfit of day. It is widely used and helps the company in promoting.
Goals of the project
The goals of the project can be described as followed.
 To understand the role of social media platforms in business
 To critically analyze two businesses; one uses social media and other does not
 To find out the issues or challenges for using the social media platforms in
business
Requirements
In order to use social media in business, it is required to open profile social media such as
Facebook and Twitter. In the account, information regarding the company or business is required
to provide. Personnel capable to handle social media platforms would be provided responsibility
to handle the account. In addition, opening page and groups would also benefit for the business
organization.
Result
Zeng and Gerritsen (2014) commented that analyzing the impact of the role of social
media platforms in business would be helpful to identify the advantages and techniques required
for deployment it in business. On the other hand, identifying the challenges would assist to take

4ROLE OF SOCIAL MEDIA IN BUSINESSES TODAY
necessary steps to overcome the challenges faced for implementing social media platforms in
business.
Literature review
The key benefits procedure of online marketing for organizations is empowering to
cooperate with the customers (Hajli 2014). Experiencing tweets as well as Facebook can refresh
the process, which posted by client base gives the organization understanding into what they
require. The process is considered valuable for assisting the organization to plan the advertising
procedures in order to address their requirements. However, use of social media can bring
several issues in business such as security. Here, comparison given where an organization
However, utilization of social media bring several issues in business such as security. Here an
comparison given where an organization However, utilization of social media can bring several
issues in business such as security. Here an comparison given where an organization However,
use of social media can bring several issues in business such as security. Here an comparison
given where an organization However, use of social media can bring several issues in business
such as security. Here an comparison given where an organization use social media platform and
another company has not used social media platforms for increasing the business.
Responsiveness: Online marketing is able to provide facilities through the way towards
providing as well as getting input. In this way, customers have concerns or issues with offering
in business (Brinkmann 2014). Online marketing provides appropriate approach in order to
express feeling and allows the organizations to react. Organizations can see protestations as well
as ensure their clients about issues to be managed. However, the organizations’ rivals are now
using online marketing that represents showcasing as well as connecting with clients, the

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organization has to ensure that the enterprise need to be aware of the advanced promoting
methodologies that are being executed. Martell Home Builders is one of Atlantic Canadian
custom homebuilder. It has started content creation as well as strategy for blogging in order to
focus on the requirements. In addition, the topic likes 14 tools for new homeowners as well as
home staging tips and techniques. With the help of social media platform the company becomes
able to grab attention of the homebuyers. Thus, with the help of social media the company is able
to take responsiveness of the customers. On the other hand, Trader Joe’s does not use social
media for marketing. The company has a good website. However, through lack of online
presence, the company fails to bring new customers through social media platforms.
Competition
At present days, competition between organizations is increasing with the help of online
marketing. The business organizations have the capacity to make online activity to website and
improvement deals. The social marketing platforms, for example, LinkedIn and Twitter produces
enthusiasm among devotees who are more receptive to them than a conspicuous advertising
approach. The Martell Home Builders utilizes online networking innovatively to publicize items
as well as administrations without influencing the customers to feel overpowered by promoting
efforts. Advertisements cane deliberately set inside useful posts that are considered as viable
approach in order to get the message out about the business (Leung et al. 2013). Online
marketing spreads mindfulness regarding the business while allowing to remind them about
items as well as administrations. On the other hand, Trader Joe's do not follow social media
marketing strategy in business. However, management of the organization does not believe that
social media marketing would be effective for them.

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Discover Customers
Hashtags and keywords are useful to recognize potential customers keen on what are
offering. However, the finding planned customers; the Martell Home Builders can just direct
them to organizations’ record where they can round out additional procedures required about the
business. Web-based social marketing does not need broad plan that influences it to reasonable
for private ventures are rivaling surely and gives understanding the brands of the Martell Home
Builders. However, Trader Joe's follow traditional marketing strategy. Analyzing the market
trend, it has been found that the company is not able to discover new customers especially new
generation through traditional marketing strategy.
Affordability and understanding the market position
Web-based social marketing is enlightening as well as provides access to the opposition
and additionally what clients are posting on internet about items as well as administrations (Ngai
et al. 2015). Through social media marketing strategy, Martell Home Builders can display
several images that promote the business in very less price. Influencing the customers through
various offers, the organization obtains competitive advantages. On the other hand, Trader Joe's
being failed to adopt the social media marketing strategy; there are lacks of new customers seen
for the company. It follows traditional strategy for marketing and promotion. Thus, it requires
much investment. On the other hand, analyzing the viewers and likers in Facebook, Martell
Home Builders can better understand into the market as well as distinctive elements influencing
the industry. On the other hand, online marketing can be helpful to understand what is well
known. It provides stage to the individuals in order to discuss about the related issues as well as
what leaning towards. Web-based social marketing has stretched out to the business domain

7ROLE OF SOCIAL MEDIA IN BUSINESSES TODAY
(Trainor et al. 2014). It can assume a basic part in showcasing methodologies through expanding
of the activities as well as filling in as a piece of SEO technique of organization.
Chauhan and Pillai (2013) stated that communication fundamental for the achievement of
any types of business and connecting with the customers who continuously upgrades the picture.
In addition, social profiles as well as sites can assist to improve the marking endeavors
(Constantinides 2014). It is required to plan base of the customers that will have the capacity to
make distinguish brands' attributes in respective of the process used by the interface of the
organization through web-based marketing media (Dahnil et al. 2014).. Thus, using social media
in Martell Home Builders can be helpful for the organization to understand demands of
customers.
However, security issues are involved with the utilization of social media platforms for
the business. Zhou and Wang (2014) stated that as information is provided on the social media
platforms, there are chances of hacking. In addition, some posts and negative feedbacks can be
negatively impact on the growth of the organization. Therefore, Trader Joe's gain advantages in
this case and Martell Home Builders faces issues.
Anticipated deliverable
Completion of the project would be helpful to identify the challenges and issues for using
social media in business. It would be helpful to take effective steps to overcome the issues. On
the other hand, being familiar with the techniques and procedures used for the business in terms
of using social media platforms would be benefited through the project.

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Conclusion
From the above discussion, it summarizes that social media has a crucial role in business.
There are several advantages of using social media platforms such as enhance responsiveness,
competition, effective marketing, find consumers, affordability, database and social environment
through which a business organization can obtain competitive advantages in market. However,
several issues are involved with the uses that are required to minimize in business.

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References
Aral, S., Dellarocas, C. and Godes, D., 2013. Introduction to the special issue—social media and
business transformation: a framework for research. Information Systems Research, 24(1), pp.3-
13.
Brinkmann, S., 2014. Interview. In Encyclopedia of Critical Psychology (pp. 1008-1010).
Springer New York.
Chauhan, K. and Pillai, A., 2013. Role of content strategy in social media brand communities: a
case of higher education institutes in India. Journal of Product & Brand Management, 22(1),
pp.40-51.
Constantinides, E., 2014. Foundations of social media marketing. Procedia-Social and
behavioral sciences, 148, pp.40-57.
Dahnil, M.I., Marzuki, K.M., Langgat, J. and Fabeil, N.F., 2014. Factors influencing SMEs
adoption of social media marketing. Procedia-Social and behavioral sciences, 148, pp.119-126.
Hajli, M.N., 2014. A study of the impact of social media on consumers. International Journal of
Market Research, 56(3), pp.387-404.
Leung, D., Law, R., Van Hoof, H. and Buhalis, D., 2013. Social media in tourism and
hospitality: A literature review. Journal of Travel & Tourism Marketing, 30(1-2), pp.3-22.
Ngai, E.W., Tao, S.S. and Moon, K.K., 2015. Social media research: Theories, constructs, and
conceptual frameworks. International Journal of Information Management, 35(1), pp.33-44.

10ROLE OF SOCIAL MEDIA IN BUSINESSES TODAY
Tess, P.A., 2013. The role of social media in higher education classes (real and virtual)–A
literature review. Computers in Human Behavior, 29(5), pp.A60-A68.
Trainor, K.J., Andzulis, J.M., Rapp, A. and Agnihotri, R., 2014. Social media technology usage
and customer relationship performance: A capabilities-based examination of social
CRM. Journal of Business Research, 67(6), pp.1201-1208.
Zeng, B. and Gerritsen, R., 2014. What do we know about social media in tourism? A
review. Tourism Management Perspectives, 10, pp.27-36.
Zhou, L. and Wang, T., 2014. Social media: A new vehicle for city marketing in
China. Cities, 37, pp.27-32.