Social Networking in Business

Running head: SOCIAL NETWORKING IN BUSINESS
SOCIAL NETWORKING IN BUSINESS
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1SOCIAL NETWORKING IN BUSINESS
Literature Review
Importance of social media platform in business for creating networks
The social networking helps in creating relationships between people with the use of
various online platforms where people with similar interest can interacts and communicate with
each other (Andersson et al. 2017) . Social media helps in connecting people from different
places such that they can interact with the help of the platform and share their ideas and other
activities in the social media such as Facebook, LinkedIn and the other social networking
services can help to connect people through various techniques such as socializing with friends
through which the people can communicate and socialize with each other with the help of social
networking platforms, there can be different social networks that can help individuals to interact
with each other on the basis of computer networks distribution in area (Salehan, Negahban and
Chandna 2016). There can be networking services carrying out communication that are not
interpersonal forms of communicating such as LinkedIn. Social navigation helps the users to find
the necessary information. Social networking in organization will help in connecting the people
within the organization and it can help to connect the people with customers directly such that
the customers can communicate directly with the organization with the help of these social
networking platforms. Traditionally it was not possible because the customers had to wait in
telephone when they called the customers service numbers to get their queries heard and solved
(Nisar and Whitehead 2016). People within the organization can make use of social networking
to improve the reputation of the company in the eyes of the customer by creating an attractive
profile of the organization in Facebook, LinkedIn and other platforms. For this they only need to
spend time every day for updating the latest information. Social networking in organization can

2SOCIAL NETWORKING IN BUSINESS
be understood with the help of three main principle- the principle of reciprocity, the principle of
exchange and the similarity principle. According to this theory mangers can engage employees if
the organizational social networking (Thomas, Rothschild and Donegan 2015). The principle of
reciprocity states that people return favor for favor and using this technique the managers can get
the task done by offering some services to the employees because they get the same from them.
The organization lets the people use social media but lays down restriction to the same. The
principle of exchanges is similar to the principle of reciprocity but with a difference that favors is
bedded because of the different t benefits people bring with themselves. The principle of
similarity shows that network between the people happens due to form of similarity in them.
Figure 1: Model used by managers to engage the employees using social networking
Source: (Carter et al. 2015)