Introducing social media as an information system solution for the organization: A case study of Emirates Airline

Running head: USE OF SOCIAL MEDIA IN BUSINESS
Introducing social media as an information system solution for the organization
: A case study of Emirates Airline
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1USE OF SOCIAL MEDIA IN BUSINESS
Table of Contents
Introduction and background...........................................................................................................2
Reaching consensus.........................................................................................................................3
Managing change.............................................................................................................................5
Planning IS development.................................................................................................................7
Dealing with outsourcing.................................................................................................................9
Dealing with privacy......................................................................................................................10
Increasing awareness.....................................................................................................................11
Investing in information................................................................................................................12
Report findings..............................................................................................................................13
References......................................................................................................................................15

2USE OF SOCIAL MEDIA IN BUSINESS
Introduction and background
The rise of social media has a great impact on the process through which a customer
makes decisions regarding purchases along with making interaction with the brands with the
customers with the help of purchases cycle. Most of the organizations understand the concept of
promotion using social media. However, few people comprehend the way to make value for
particular attribute. In the present study, use of social media in order to manage business is
described.
Newman (2017) stated that Emirates Group is one of the top global brands with strong
corporate culture. The organization has entered through cargo shipping and continuously
enhances as well as renews their services in the airline. In addition, the organization manages the
requirements of target audience and decision for focusing on diversified market. The company
does not provide several places in the USA. However, it focuses on their high-end acquisitions
as well as diversification. However, the company does not provide facilities for budget travelers
as well as personalized services (White 2016). The company has developed continuously for new
generations and advanced airline with the aviation services. The competitor organizations for
instance Gulf Air and Eihad are considered as major threats.
In present situation, it becomes difficult to manage customers effectively as competence
is increasing day by day. Rapid development of information and communication technology
helps organizations to communicate with customers and know their demands. However, it
becomes difficult to use appropriate social media tool that can provide competitive benefits to
the organization.

3USE OF SOCIAL MEDIA IN BUSINESS
Reaching consensus
Social media produces a massive amount of data related to the customers in real time
(Piotrowicz and Cuthbertson 2014). Through daily activity as well as social listening, related
customer data as well as use of information makes the business smarter. On the other hand, it
increase brand awareness as well as loyalty. Social ads are considered as one of the most
inexpensive ways in order to promote business as well as distribute content. These are powerful
in terms of targeting options so that it is helpful to research to right audience. Apart from these,
use of social media is helpful to generate higher converting leads. Social media is also helpful for
increasing sales as well as customer retention by making regular interaction along with timely
service. In addition, use of social media is helpful to provide rich customer experience. A report
by Aberdeen Group has shown that the organizations involving in social customer service can
gain more profit.
Social media such as Twitter is also one of the largest places for an active group of
people known as ‘trolls’. These people have the sole intention of negatively impacting anyone
who is not aligned with their ideals. The queries or the feedback posted by an unhappy customer
might be a troller in disguise. They might post various comments on the twitter account page of
Emirates Airlines. This will impact the business of the company as not many people are aware of
the concept of trolling and might consider the negative feedback from such a person as true
(Pearlson et al. 2016). On the other hand, there is immediate future as well as long term to be the
best in the projects. There are various process lied in the success of the organization.
Knox, Marston and Imort (2016) commented that provided birth to social media. Social
media has been used in various context associated with distinctive technologies and the thing for