Social Media Presence and Impacts in Business - Desklib

This study analyzes the social media channels of Harvey Norman, their impact on the business, and the positive and negative effects of social media. It also provides recommendations for the future.

Running head: SOCIAL MEDIA PRESENCE AND IMPACTS IN BUSINESS
Social media presence and impacts in business
(Harvey Norman)
Name of the student:
Name of the university:
Author Note

1SOCIAL MEDIA PRESENCE AND IMPACTS IN BUSINESS
Executive summary
In this study, the social media channels of Harvey Norman are determined. Next, the causes that they
are utilized are also investigated. Next, the ways the channels are been used from the business are
assessed. Further, the positive and the negative sues of using social media are understood here. Next,
the uses and issues with the current use of social media are assessed. Again, the additional channels
of social media for developing the business and profits are discussed in this report. Further,
recommendations are given here with the strategy dealing forward planning so that the business is
able to continue the justifications.

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Table of Contents
Introduction:..........................................................................................................................................3
Selection of the business:.......................................................................................................................3
Discussion of the social media channels:..............................................................................................4
Assessing how the channels are utilized by business:...........................................................................5
Positives and negatives of the use of social media:...............................................................................7
Clear recommendations having forward planning strategy:................................................................14
Conclusion:..........................................................................................................................................15
References:..........................................................................................................................................17

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Introduction:
Harvey Norman is one of the biggest multi-national dropshipping based in Australia. This
deals with consumer electrical elements, communications, computers bedding and furniture
products. This operates as the franchise having the primary brand and every company-operated
stores. Here, the owner is Harvey Norman Holdings Limited as per listed by ASX. In the following
study, the presence of Australian market is considered. Their social media presence and website is
examined. Next, their effect on social media and the central business are analyzed. In the following
report, their social media channels are identified and the reason they are been used are analyzed. The
way these channels are utilized by the business is analyzed. Next, the positives and negative usage of
social media are established. Then, the problems and uses with present usage of social media are
analyzed. Furthermore, the extra social media channels used for enhancing the profits and business
are demonstrated here. Moreover, clear recommendations are provided with the strategy of
forwarding planning such that business can perform with the justifications.
Selection of the business:
During 22 December in the year 2011, “Harvey Norman Direct Import” was launched by
Harvey Norman. This was based in Ireland. This was to ship the games to buyers present in
Australia. Here, the video games prices were lower as compared to the online store of Harvey
Norman based in Australia. Further, Gerry Harvey the outspoken founder during 2011 fronted the
media campaign. He also founded a lobby group of particular interest known as Fair Imports
Alliances (Hassan, Nadzim and Shiratuddin 2015). During late December under a volte-face of
apparent in nature, they launched the gaming site. This leveraged the Irish subsidiary of exporting
the video games directed to the clients. Hence, this was outside the Australian tax laws’ jurisdictions

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for the cause of GST. Issues were put upfront at the early stage of the year (Wang, Pauleen and
Zhang 2016). This was regarding the retailer’s prospects who were conducting the business in
similar manner.
Discussion of the social media channels:
Social media sites Examples of this include the LinkedIn, Twitter and Facebook. The
platforms are helpful to connect with brands, families and friends.
Here, they have been encouraging knowledge sharing. This is all
about the personal and the human-to-human type interaction.
Social review sites One of the first thing that one performs is to plan the trip or buy latest
products. For this reason one must move straight to the reviews (Ngai,
Tao and Moon 2015).
Image sharing sites There are visual contents such as illustrations infographics and images
capturing the imaginations. Eyes and hearts. Here, the different social
media platforms such as Snapchat, Imgur, Instagram are been designed
for amplifying Harvey Norman’s power to share image.
Video hosting sites Here, Youtube has been of great use for Harvey Norman
revolutionizing the way one watches, then and create video. This
changed the medium to anything accessible. Current developments in
connectivity and tech have helped to go further (Niedermeier, Wang and
Zhang 2016).
Community blogs At many times the image and the post are ever complicated sufficiently
for the messages that have to be shared. Nevertheless never all the
people present online needs to run the blog from any site that is self-

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hosted.
Assessing how the channels are utilized by business:
Social networking sites Harvey Norman uses this to reach the targeted audience through
advertisements. The platforms have been cultivating huge and
diverse type of communities. Further, the advertisers are able to
rent the permission for making interactions with the people on the
basis on particular metrics of targeting. Since the platforms are
incredibly rich in data, Harvey Norman is able to reach lots of
suitable people instead of blowing the overall ad budget. The
network has been engaging the followers and seek like-minded
clients and potential partners of business. This is through the
groups and hashtags and creates connections (Dijkmans, Kerkhof
and Beukeboom 2015). As far the research, the social networking
platforms are effective place to dig up the customer researches
and use the social listening tools for tracking the conversations
across particular terms. It is useful to understand and then serve
the audiences better.
Social review sites Harvey Norman has used these to evaluate the perspective of the
clients. Again, the reviews have been revealing about the customer
experiences from individual view-points. These can be used to
determine the working and find the sectors of way for development.
Besides, it is useful to solve issues. Here, the reviews are the scopes of
engaging the reviewers and resolve the potential issues prior they have

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turned to be a great deal.
Image sharing sites It has been useful for Harvey Norman to encourage the contents that
are user-generated. Besides, they are useful to run the campaigns and
encourage the users in snapping and sharing picture the products with
distinct hashtag. Besides, this has been generating inspirations for
Harvey Norman. This is through sharing, curating and creating their
individual images. This leads to engage and inspire the users and
inspire the bonds on the shared interests (Aichner and Jacob 2015).
Video hosting sites It is helpful to share unique content. This is obvious, and however the
develops can utilize YouTube to generate the communities and then
get the content from there. Regarding engaging, the comment section
of YouTube has been providing lots of scopes to understand how the
public is watching Harvey Norman’s content.
Community blogs It is useful for developing sites. At the initial stage the blog has been
daunting. Harvey Norman has used platforms such as Tumblr and
Medium. This is to seek the vice, get the leaders and getting clear
about the visions (Rodriguez, Peterson and Ajjan 2015). Besides, the
syndicate contents have been helpful as Harvey Norman has been
using the platforms of community blogging. This is to re-post, re-
purpose can share the prior contents and then expose to the latest
audiences.

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Figure 1: “Fans of Harvey Norman”
(Source: Zhu and Chen 2015, pp. 335-345)
Positives and negatives of the use of social media:
Pros of Social Networking:
Social media has been adding new dimensions to Harvey Norman’s omnichannel customer
services. They have been helpful to pay attention to every customer services problems and be kind to
them to every scenario. Here, passive complaints are been left addresses to cause a rift between the
customer and vendors. It is useful to control the social conversations in quick way for delivering
quality service to customers. Moreover, it enhances the customer experiences available around every
touchpoint. This is referred by the customers to contact Harvey Norman for providing quick
supports. Again, social media is useful to reach out to more enormous audiences. This is useful to
determine the targeted audiences, patterns, behaviours and go for the suitable social media channels
for Harvey Norman. It is a place for various forge connections and then brings the voice to the
brands. Further, it assures that the tone is consistent and friendly (Nascimento and Da Silveira 2017).
Besides, it suits the business that one is trying to showcase. Moreover, it must remind that engaging

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and the content is the king. For establishing the essential and quality type of contents along with
including the audiences, Harvey Norman has been asking questions, using polls and hosting events.
Further, social media can create word of mouth. Regarding the best practice, it has been providing
incentive like discount fee products, extended services to clients of Harvey Norman. This leads to
taking the quantity time for promoting the business. Besides, SSM or social media marketing has
been economical in nature. This has helped Harvey Norman to save their business money (Grayson
and Hodges 2017). Again, it has permitted the collection of customer feedback first hand. It is useful
to react to the users as never directly tweeted at Harvey Norman or asked for any help. As the
response to the brand comments and mentions, this displays that one is paying the attention. Again,
one can promote the customers rough retweeting the support interactions that are resolved happily. It
is able to provide the team of customers’ service with the public face. Besides, social media is
helpful to develop engagement for users. It is useful to keep Harvey Norman’s brand at the upper
level of their newsfeed (Kasemsap 2019). This is through posting engaging contents and witty
contents regularly. The images are able to raise the rate of interactions. Hence, images must be used.
Harvey Norman has tried to stay personal with the audiences. Further, the organization has made the
clients that they are the actual people behind their brands. Again, the social customer services are the
latest way to conduct marketing (Quinton and Wilson 2016). Delivering the staller service to
customers is the utmost priority for all the business. Nonetheless, the two-channel communication
service provided by social media has offered distinct scopes. This is to set up e game of customer
service and deliver the quick gratifications the targeted audiences.

9SOCIAL MEDIA PRESENCE AND IMPACTS IN BUSINESS
Figure 2: “Social cloud statistics Australia”
(Source: Siamagk et al. 2015, pp. 89-99)
Cons of social media:
A lot of time is required:
As Harvey Norman need to evaluate the worth of that, they must consider that they have
social media for the business. They must take care of that as this can prove to be counterproductive.
Qualified personnel is required:
Harvey Norman is needed to keep that in mind as they need their social media to be looking
professional and high, they must invest some money (Cardon and Marshall 2015).
Some investment is required:
As Harvey Norman intends to reach more people, they must have the interest to pay for their
advertising.
The content can be repetitive and boring:
Through following Harvey Norman the clients can understand that is valuable for them, have
the exciting articles and reacting to the queries from clients.

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Poor publicity:
Harvey Norman has needed o best service ever time and controls the complaints of the
customers providing high resolution (Dong and Wu 2015).
The problems can be much visible:
As one accepts the type of comments to the profiles of social media. This is much more
exposed to the worlds. Though this has never been frequent at the moment, they have been nothing
happening previously and happening at the current time. Here, business has been extorted by the
clients and the non-customers (Karjaluoto et al. 2015). Here, there are benefits with clients and also
from the side of non-customers.
Presence of security and privacy issues:
Social media is the open door for spreading the details about the customers and companies.
Competitors can study the business:
Harvey Norman must keep in mind that other companies can have the eyes on them and can
perform the same, at least better.
Recently, there have been issues regarding the alignment of brand’s voice. Besides, that
targeting is problematic for Harvey Norman who is found to gravitate towards writing down posts
and submit the ads appealing to the people. Besides, there are growth plateaus. This has been
uncommon for Harvey Norman to witness the rising spike that follows their arrival mainly as they
were never a social team of action prior that (Iankova et al. 2019). Again, there are measurable
outcomes. All aspects of social media are tied back to quantifiable outcomes. As this is never done,

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this has many followers. Harvey Norman might need to shift their entire philosophy and then adopt
the new tactics for executing that.
Figure 3: “Australian digital marketing: Social cloud statistics Australia”
(Source: Wamba and Carter 2016, pp. 791-806)
Additional social media channels:
Customer journey mapping:
It is seen that Harvey Norman is a huge business that encompasses various kinds of brands.
In order to understand the clients has been challenging as there are many diverse types of stores and
brands. During the past Harvey Norman has tended to fix specific parts of the multitude of the
customer journeys. Here, they have developed the one age checkout over the Internet with the aim to

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help every client (Kane 2015). Nonetheless, as the customers have the complexity to get to the
Internet check that since they have lost at anyplace along that line. Here, the action considered in the
first place is pointless.
Placing the mobile in the first place:
Harvey Norman organizational philosophy is that “think mobile-first’. They have been living
that as the team and as a business. They have launched the Internet during November 2011 and we
turned to be mobile during mid-2012. Here, the mobile has been one of the top priorities from the
capacity viewpoint earlier. At the previous year, they ripped the strategy and creating the responsive
design from the ground up that is been running (Diba, Vella and Abratt 2019). At the first times,
their mobile traffic has been outstripping their desktop traffic. In the last year, they have ripped the
strategy apart and create a responsive design from the ground up that has been currently running.
During crucial times, their mobile traffic has been outstripping their desktop traffic. Their responsive
design of moil has been a significant part of revising their strategy of mobile to engage their clients.
Thus they have to create their seamless type of mobile experiences. This shows the clients in the
real-time that specific product they are been interested that are available at the local store at the
mobile. This has actually made them Omni-channel (He et al. 2015).
Developing seamless the integrated in-store and experience over the Internet:
Getting aligned with the in-store experiences with the experiences over the Internet is at the
core of the digital strategy. At the initial stage this has been relatively simple to provide the clients
with the Internet and loving the stores (Jones, Borgman and Ulusoy 2015). The reason this has been
the necessary work of development. This is similar to the mortar and brick retailer to set at the initial
situation. Nevertheless, it has been interesting what the clients have loved to shop over the Internet.
The reason is that there are many things causing friction at the physical stores (Razmerita, Kirchner

13SOCIAL MEDIA PRESENCE AND IMPACTS IN BUSINESS
and Nielsen 2016). Hence, there are never any queues and pay for anything not to have the stick to
the hand up to seek the employees to help them. This involves walking across the stores and then to
explore the products. All these things are that the clients can hate regarding shopping at the store.
Here, there are friction points addressed over the Internet.
Figure 4: “Sharing key statistics, data and behavioral indicators”
(Source: Braojos-Gomez, Benitez-Amado and Llorens-Montes 2015, pp. 443-458)

14SOCIAL MEDIA PRESENCE AND IMPACTS IN BUSINESS
Clear recommendations having forward planning strategy:
 Journey Mapping of customers:
o Harvey Norman has been working with partners from the external place for interviewing with
the clients. An outcome is a notable number of customer journey aiming to suitably analyze
who the customers have been. Here, the journey mapping has been helpful to find what can be
done from marketing, development the perspective of the process. Harvey Norman has been
looking for the pains and the points of exits in that journey. Here, they need to evaluate how
they can get to understand the market better. Further, there must be smarter message of
marketing to provide that to clients. This has been helpful to know what they require to
replicate through Internet that the clients love regarding stores. This type of high mapping of
customer journey has been to remove the friction. They must make their customer experience
of omnichannel seamless and exciting possibilities as much.
 Putting mobile-first:
o As the art of Harvey Norman’s mobile strategy, they have developed the “My Location”. This
indicates that the clients are there on the mobile and have been geo-located having supplied to
the location. Next, this includes all e products that they look from the point-of-time stored
closest where they are situated. It has been actually robust measure since the maximum of the
research reveals that the clients are searching over the Internet who are found to be utilizing the
cell phones in close proximity to the stores of Harvey Norman.
 Creating the seamlessly integrated online and in-store experiences:
o Harvey Norman can introduce the “LiveChat” for looking at the measures to provide the online
customers with the things they are fond of regarding their stores. They understand that one of
the aspects that the clients have loved about the stores as that have tremendous experience to

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talk to the actual people. Hence, they can replicate the Internet with the help of LiveChat and
make the decisions for investing the staffs having previous experiences in working at the
stores. Here, another part of the task is that Harvey Norman has been performing about
analyzing at clients need at the stores and point out how the can be helpful to provide what
they have required. Here, the phrase that they can use us that humans as they require that and
the technology as they never. Thus, the technology is able to provide the clients permitting
them to perform that as they need themselves as they are in-store. However, this has been in
the way that they can help at a similar time. As the integration and usage of the preparing
technology are considered at the in-store and Online for creating a long experience for the
clients. This has been connected and actually about knowing what the client needs and the way
they can assist them in gaining that has been the simplest possible method.
Conclusion:
The social media strategy is helpful to define the way Harvey Norman use their social media.
The above study helps to understand the scenario to gain the aims of commutations and support the
platforms and tools to be used for increasing that. At the primary level, this has been straightforward
statement of intentions. Thus they can outline the aims and various measurable objectives for
utilizing the social media along with the targeted results that one need to gain. This can be done
under the context of the entire business and planning that social media has never been in the silo and
making activities parallel under various channels. This has never been the detailed action plan and
requires to plan that despite any simple strategy and the way to prioritize the planning tasks. Here,
they must think of the procedure at first and then plan the second. Any failure to evaluate where the
people can hold the conversations indicates that Harvey Norman s never the part of the discussion
and can never influence what has been happening. Understanding what has been said, Harvey

16SOCIAL MEDIA PRESENCE AND IMPACTS IN BUSINESS
Norman can efficiently manage the reputation of the brand over the Internet. Besides, they should be
assured that primarily messages are heard by individuals that the people must need to talk to.

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