Using Social Media for Knowledge Sharing and Innovation: A Case Study of Sony Corporation in Singapore

This essay discusses how Sony Corporation in Singapore can use social media for improving knowledge sharing, building social capital, supporting innovation, and problem-solving. It highlights the benefits of social media for multinational corporations and how it can help in improving brand reputation, loyalty, and market expansion. The essay also emphasizes the importance of humanizing the brand and building a strong relationship with customers through social media.

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Knowledge Management
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Knowledge Management
Introduction
A systematic arrangement of an organization’s knowledge and data with an objective of
generating value and meeting tactical and strategic requirements can be termed as the process of
knowledge management (Fernandez & Sabherwal, 2014). This process comprises of initiatives,
systems, mechanisms and strategies that are adopted by the business entity for enhancing and
sustaining the storage assessment, refining, and sharing of the knowledge. The below-presented
essay is focused on the concept of how social media can be used by Sony Corporation in
Singapore for improving knowledge sharing, build social capital, support innovation and aid
problem-solving.
Nowadays social media has become a very important part of everyone's life, social media
platforms provide brilliant opportunities and benefits everywhere, let it be daily life or business.
In business, the role of social platforms like Facebook, Twitter, and LinkedIn is very important
whether it’s about promotions, sharing thoughts or knowledge, building the social capital or
solving the problems innovatively or creatively (North & Kumta, 2018). Social media aid in
expanding the business or benefitting the organization by increasing its potential and capabilities
but in order to achieve this level of performance with the help of social media platforms, then
one requires a complete integration of social media with the business and it should be managed
carefully. Social media are in a way blessing for every business organization let it be small or big
because social media platforms are the key channel in order to communicate with anyone,
anywhere or collaborate with anyone and this feature of social media has relieved. So many
multinational corporations since it has provided them with a competitive edge and high value the
MNC’s are required to invest in social media and this is to be done in order to increase or obtain
the desired value.
Investing in social media has its own benefit that would be advantageous for any
organization. For instance, helping with the promotion of brand and brand awareness, improving
the legitimacy of the company while doing business, or while working, creating a better
communication channel for both the parties. Such as the seller and the buyer, helping the
company by creating it’s better image and reputation in front of the target audience and last but
not the least, improving the business growth and market expansion. With all these benefits, the
social media is a key element in order to achieve success in the market and among other

Knowledge Management
marketers. Since it helps the organization to realize its real potential and therefore using it in the
growth of the business will be advantageous, but again some of the organizations are unsure
about using the social platform correctly and which techniques to apply in order for them to be
effective and also to be strong and unique. Moreover, to which the target audience can easily
relate and can get engaged eventually and the proper enforcement of all the strategies will help
the company to get more profit and therefore business growth.
Social media is a great platform for multinational corporations as this organization deal
with the number of countries and while operating there, social media will offer the MNC’s with
the varied range of brilliant platform. Through these platforms, they can easily develop
connections with the locality and the targeted audience from different locations and thus easing
the ways of communication and sharing of knowledge among them in a positive way and
therefore working best from its contemporaries (Xiang & Gretzel, 2010). Although it is very hard
to solve and address all the conflicts on such a large rate the social media platform has made it
very easy. It saves the business from losing its customers since every problem or queries get
resolved with an ease. Social media is helping them to get to know their services in a better way
and a chance to improve it. Another advantage of social media for MNC’s is that it saves them
from the unnecessary expenditure on the communication channels that charges a lot to convey a
message. The online platform provides so many channels which are completely free of cost for
the message delivery, therefore, no one has to worry about any cost for conveying the message
and its efficiency (Dubos, 2017).
Improving the brand’s reputation and loyalty by advertising the product over social media
platform and presenting it with the true objectives and promises will be considered as another
benefit that will be attained by making use of social media (Ray et al., 2011). It gives the chance
to a company to bring communication to a completely whole new level because the majority of
the people prefer social media platform over any other. It can be achieved by creating a webpage
or group on Facebook or Twitter or any other online platform and will reduce a lot of budgets
that was supposed to be spent on the advertising which is a very important task according to
company's point of view. The brand campaigning and advertising will attract a large crowd and
make the appeal to masses eventually creating an effective brand awareness and attracting a large
target audience because it allows the consumer to read and see exactly what the company is

Knowledge Management
selling and what it’s true objectives are. And by doing so the company will seem more active to
the consumer and more and more customers would take interest in the company and with a large
crowd comes a great increase in the sales will be noted (Lins, Servaes & Tamayo, 2017). Along
with this it also provides the competitive advantage to the former company making their brand
more attractive than all other competitors in the market. It gives the brand a chance to get
engaged with a broad audience that has been targeted by the company for promoting its product.
Along with being cost-efficient, the online platform is also giving a chance to the traders to
increase their brand visibility and recognition of a brand. With building a reputation for the brand
the business is using social media platform will also increase brand awareness and business
exposure to a great extent and therefore generating a large and huge target audience or other
audience which will lead to an increase in inbound traffic. This means that the brand advertising
will not only remain limited to the usual customers but others outside the circle too and with the
increased brand visibility, more and more opportunities will arise for the business increasing
traffic (Kaplan & Haenlein, 2010). And in order for the brand to get humanized, it becomes
necessary for the brand to communicate with more audience and create a positive impression
throughout the conversation. And according to a study, when a brand is more active socially and
online, it allows the consumers to build a trust upon that brand and the credibility of the brand’s
business.
Another great advantage attained by Sony Corporation due to making use of social media
is that it gives more insight related to the marketplace. It allows the organization to directly
communicate with their customers and get to know about their likes and dislikes and the way
they think and even their requirements and all this happens just by monitoring their activities on
the company’s webpage or profile (Hill & Moran, 2011). Using social media for observing the
customer's behavior and then getting all the required information will aid in understanding them
better and organizing the content than in such a way, which will obtain the major impressions
and attention. And by posting in an organized way it will give another advantage of becoming a
leader in this particular field. Establishing the brand as a leader will need a good knowledge of
online tools, more communication, and attention, sharing good quality content and more
presence. All these factors will aid in highlighting the brand and more and more followers will
look up to it and it will end up in creating a strong bond between brand and the customers and
allow the brand to leave a great impact on its audience (Kwon & Adler, 2014).

Knowledge Management
Social media plays a very important role in building the business and social capital of
Sony Corporation and helped it by solving so many issues in a creative and innovative way and
thus expanding the business and business growth and creating a large target audience therefore
making it one of the best business organization in the electronic field in Singapore. Social media
has been a blessing for Sony Corporation since it allowed the organization to increase its brand’s
awareness among a large crowd (Hafele, 2011). Social media platform helped the company to
syndicate the content and expanding the business therefore by attracting more customers. After
creating a page on social media the company can get connected with its usual customers or
audience but it is the social media what makes the inbound traffic more in number and size by
syndicating the content posted on brand’s page and then allowing the individuals to reach to
brand’s page organically. It will allow the company to open their business and brand to a wide
audience and who are located all over the world (Hassan, Nevo & Wade, 2015).
Sony Corporation is offering the best and attractive products and services for the
customers in order to achieve high ranking and to secure a top position in the search engines.
Therefore, more people would like to see the content since it is in the topmost position and this
will be proven beneficial for the business corporation. This will increase the sales and
automatically the productivity of the company (Houston et al., 2015). All the high-quality
content gives the opportunity to the company to build their social media group or community by
making its content credible and attractive. And with the intriguing content more and more people
will like the material and share it thus it will also increase the company’s popularity among other
people too and make the brand more visible to people. With an increase in the brand's visibility
and popularity, the business will gain more chances to expand and communicate with more
people. The online marketing will increase traffic with every type of content, let it be photo,
video or post and with each view and be sharing it will get the company more audience and leave
a positive impression (Bharati, Zhang & Chaudhury, 2015). This all will increase the chance of
humanization of the brand and all these efforts to build a strong relationship with the consumers
will show the positive result at the end (Sigala & Chalkiti, 2015). Online platforms allow the
Sony Corporation to get connected to its customers and to provide them with a great satisfaction
and therefore humanizing the company and that is why the company is required to always reply
to their customers about their any kind of complaints, queries or questions and social media
allows the one to do so and that too easily and efficiently in a better way and it will show the

Knowledge Management
customers that how attentive the company is towards their consumers since customers are the
building block of any organization so it is very necessary to satisfy them with better services
(Girard & Girard, 2015).
Another goal of the company is developing loyalty among customers and this can be
initiated by communicating with the customers on a daily basis. This can be done by means of
emails or phone calls, the company will assure the customers that the company is interested in
them and will create a strong bond and social media plays a very important role in achieving this
state and it makes easier for the customers to rely on the brand and their customer services in
total (Ngai, Moon, Lam, Chin & Tao, 2015).
Conclusion
After summing up the above-executed analysis it is inferred that social media plays an empirical
role in an organizational structure. The above-presented essay is focused on the concept of how
social media can be used by Sony Corporation in Singapore for improving various aspects of the
business environment such as for improving knowledge sharing establishing social capital,
support innovation and problem-solving.

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