How Large U.S. Companies Can Use Twitter and Other Social Media to Gain Business Value

Running head: BUSINESS INFORMATICS CASE STUDIES
Business informatics case studies
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1BUSINESS INFORMATICS CASE STUDIES
Paper: How Large U.S. Companies Can Use Twitter and Other Social Media to Gain
Business Value
Summary
Culnan, M.J., McHugh, P.J. and Zubillaga, J.I., 2010. How large US companies can use
Twitter and other social media to gain business value. MIS Quarterly Executive, 9(4).
The authors of the article have assessed and reviewed the literature and discussed the
various theories and models along with the strengths and weaknesses required to meet the criteria
for conducting a successful research. The authors also interpreted the findings for understand
how the research has shed light on the fact that the social media platforms have created
convenience for sustaining value creation in business. The use of Facebook, Twitter, Instagram,
etc. have assisted in developing a virtual client based framework through which customers are
attracted and kept them knowledgeable about the products and services delivered by the
organization (Heinrich and Riedl 2016). These are basically the platforms that are used to engage
with the customers and make them become a party of the forums and communities handled by
the company website. This would also make them subscribe to the website, remain connected
with the company and know about the services that they could purchase. The authors have done
the synthesis and create a unified model to carry out the research successfully. Finally, the
authors will be providing guidelines to implement social media strategies in business and ensure
value creation all throughout.

2BUSINESS INFORMATICS CASE STUDIES
Strengths
 After studying the article, it can be stated that the authors have successfully managed the
important components and created a unified technology acceptance model and also about
the social media theory.
 The authors of this article have developed a number of models for defining the ways
people think about using social media usage in business for the purpose of value creation.
This has helped in gaining the best responses of people through the survey process and
authenticated results are obtained.
 The whole article was thoroughly checked by the authors to evaluate the psychology
behind the utilization of social media platforms to enhance client response towards
business. This could be beneficial for conducting researches in the future and assess the
market size and conditions too with ease and effectiveness.
 The research study, being longitudinal, has allowed collection of data during various
stages of the research such as during the evaluation of project feasibility, making progress
through implementation of social media and finally post social media usage about the
gaining of value (Liu and Li, 2014).
 There have been constant evaluations of the sources, which needed proper knowledge of
the models and formulate the social media theory.
 One of the major thing that has been assessed while studying the research article is that
the virtual customer environment and its ability to create value has been identified and it
showed comparisons between the activities supported and sources from which, value has
been obtained.