BM565 Report: Social Media Technology in Digital Business Context

This report examines the significance of social media in contemporary business, its historical development, and its function as a business instrument. It elucidates the evolution of social media from early communication methods to current platforms like Facebook, Twitter, TikTok, and YouTube, emphasizing its accessibility and cost-effectiveness for both personal and commercial use. The report also explores the use of social media across diverse industries such as the fashion industry, highlighting its influence on consumer behavior and market trends. Additionally, it covers both traditional and modern management theories, including quantitative, contingency, and system theories, and examines e-commerce business models like B2C, B2A, and C2C. The report concludes by reiterating the importance of social media technology for business growth and competitiveness.

Digital Business & New
Technologies

Table of Contents
Introduction .....................................................................................................................................3
Task 1 ..............................................................................................................................................3
Task 2 ..............................................................................................................................................5
Conclusion ......................................................................................................................................7
References .......................................................................................................................................7

Introduction
Social media is form of electronic communication which facilitates sharing of thoughts,
ideas and information through communities and virtual networks. People use social media to get
connected and in touch with family, friends and various communities (Hazzam and Wilkins,
2021). To track customer concerns and promote products these social applications to market are
also used by businesses. Digital strategy helps to improves the business performance by using
various innovative technologies so that business can able to achieve its goals efficiently and
effectively. In the present report, it will be explained that why social media is important and how
it is developed. Apart from this, various social media platforms and how it is used as a business
tool effectively. Further more to this, emerging theories on management and business and
various e-commerce business models.
Task 1
(a) Social media plays an important role in today's world as it helps to create brand
awareness, sales, leads and revenue by connecting with its audience virtually no matter their
location. Social media is an effective technology as it helps to boost ads, contents and able to
grow audience. It helps to educate one as there are many options available and audience can read
content of thought leaders in the space, from your favourite people curate content. It will
increase the visibility as good contents are shared, the more people will share the more people
will see it. It will build relationship and create opportunities by interacting them and following
people on social media.
(b) The social media has changed a lot from decades before 1900 to communicate with
each other telegraph was invented to delivered at long distance though the messages were short.
Later to this telephones were invented in 1890 and radio in 1891 and these technologies are still
in use these days although the modern version are in existence. The technologies has changes

rapidly in 20th century (Janasz, 2018). In 1940 the first super computer were created and later the
birth of internet take place. In 1980 home computers were more common and social media were
becoming sophisticated. Creating social media sensation and the first blogging site which
become popular in 1999 and it is still popular today. In 2006 social media began to explode by
introducing Facebook and twitter throughout the world and these sites are still popular in today
also. There are huge variety of social networking sites such as Instagram, snapchat, spotify,
tumbler, Pinterest, tiktok etc.
(c) Social media is a computer based technology which ease the sharing of thoughts,
ideas and information by building the communities and virtual networks. It includes Facebook,
Twitter, tiktok, YouTube, whatsapp etc. as these are the largest social media networks. It is
easily accessible to its users. It is used to keep in touch with extended family and family. It helps
to find the various opportunities for career, across the globe connect with people by sharing
thoughts, feelings and messages (Levallet and Chan, 2018). At the same time it is used to
communicate to a large group. It is cost effective technology to enter the social media world as
one need to bear only internet expenses. And these platforms does not require any cost. It is very
effective to grow the business as it helps to showcase its products to large audience at the same
time.
(d) There are various technological platforms, apps and software version of social media.
There are wide variety of different social media apps such as Facebook which is world largest
social networking app which is used by people to keep in touch with friends and family.
Businesses can sell their products also and build brand image. The other apps are YouTube,
whatsapp, snapchat, Instagram etc. There are various software available to handle social media
sites and apps. Social media software is a software suit module which facilitate to successfully
engage a company's ability across different communication channel in social media (Lokuge and
et.al., 2019). There are some of the social media software solution which helps in solving the
problems appropriately. Some of them are buffer whose ability is to schedule recurring posts,
crowdfire which supports social media profile, SMhack which make them connect to three social
media etc.
(e) Fashion industry uses the social media most to attract the buyers and influence them
to purchase the products in order to earn profit, build its brand image and market share. In a
seconds million of people can viewed their products by posting pictures of new styles in an

attractive way which can influence them to purchase the products. As the content travels through
social media because it lightening fast speed. Social media found to be powerful research tool for
the fashion industry. Through models wearing fashionable clothes in different style which
influence them which increases the followers and demand for that clothes increases in the
market. It helps the company to increase its market share and build brand image in the market.
Consumer can make the best use of social media as they can see the clothes and jewellery
without going outside and can order them through these social media.
(f) Social media is used as a business tool also as they can easily sell its goods and
services to its target customers in an effective manner. One can increase its market share,
including international markets, attract customers, build customer loyalty and get customer
feedback etc. It is an effective method to reach out a bigger audience at the same time with a
minimum cost. It creates the great word of mouth and able to get the feedback from the
customers (Manfreda and Štemberger, 2018). Business can use various social media to sell its
products to the large segment of audience which helps to increase the profitability and brand
image.
Task 2
Examples of new and old theories on the management and business. Here quantitative theory and
contingency theory is used to explain this. Some theories are new and old and many theories of
management are floating around the world of business.
Quantitative theory – In this theory the management or business uses models, statistics
and computer simulation to notify the managerial decision-making process. The quantitative
approach are classified into three branches which are namely operations management,
management science and management information system. These are the old method of theory
which are used by the businesses or management to keep its records by using statistics and
models. In management science to take managerial decision making it uses mathematical
methods. Operations management is used to deliver an organisation's goods and services timely
and it is an applied form of management (Matarazzo and et.al., 2021). The last approach in
quantitative theory is management information system which refers to the tools to help with the
control, visualisation of information, coordination and control in an organisation. These
approaches are used by businesses in taking managerial decisions and it is an old theory of
management.

Contingency theory – It is also an old theory which was came into existence in 1950s and
60s. It considers three factors for managers to be determined by researchers that is technology
employed, organisation size and leadership of the business at different levels. It uses by the
businesses and management as it depends on traits and skills effectively in a situation. Through
different leadership approach it recognises different circumstances. This theory has primary
focus as this does not works for every organisation. Technologies are changing rapidly now a
days which affect the working of these theories as many new and others theories take place
which are cost effective and easily applied in the management and businesses. There are many
new theories which takes place and came into existence which helps the businesses easily gain
its market share and profitability in the market.
System theory – In this theory businesses consist of multiple components and elements
which responds and interact to their environment (Panfilova and et.al., 2021). According to the
system theory managers should evaluate events and patterns to decide best management
approach within an organisation. The components are of three types that is synergy, entropy and
subsystem. In synergy component it belief to work together by the people to achieve its goals
more as a team than as an individual. In entropy the system go obsolete and run down the
businesses should aim to avoid. In the last subsystem in which businesses themselves built on
more subsystem too.
In this era of doing business many model such as e-commerce business model which is
used to increase its market and profitability for the growth and stay competitive in the market.
These are consumer to business, business to consumer, consumer to consumer, business to
business, consumer to administration and business to administration. Some of them will be
explained in detail as follows.
Business to consumer (B2C) – It is the most common e-commerce model which directly
make business from consumer. It helps many people as it allows them to shop directly from the
producers in the best prices, able to read other customers reviews before purchasing a product
from that seller. It is a part of business to consumer transaction when customers buys anything
online and it is a much shorter than business to business (Paschou and et.al., 2020). They uses
various modes and technologies to advertise its products in the market like native advertising,
mobile apps and re marketing to market directly to its consumers and in the process it makes
their lives easier. Through social media it make it easy to check the desired products from office,

homes or from anywhere else. As the marketplace is unlimited where customers can explore and
able to shop by their convenience. It helps to do the business at lower cost as it reduces various
components including purchasing cost, phone calls, employees, data entry, mailing confirmations
and to opening the stores the requirements with physical existence.
Business to administration (B2A) – It is also known as business to government as it
deals between public administration and company. It is a platform to provide businesses to bid
on government opportunities like tenders, application submission, auctions etc. With various
business organisation the government uses websites central to exchange information and trade.
In comparison to private sector work the government contracts are more stable and often large.
Example of business to administration is that purchase of an online security system by local
government (Turi, 2020). In this by the help of using internet it deals between company and
public administration. It involves services particularly in the area like employment, social
securities and legal documents. Government contracts involves time, paperwork and vetting to
provide products and services to the public sector.
Consumer to consumer (C2C) – This model of e-commerce takes place between
consumer to consumer. It is also called online market place where consumer can directly sells
goods to consumer by the help of auction. Here the transaction can be done through platform
provided by third party such as OLX, quicker etc. other can purchase the item by highest bid
offerings. It is advantageous due to higher profitability as consumer can sell directly and can
achieve high profits. This model of e-commerce is cheaper in cost through selling at online
platforms as they don't have to incurred any physical store space. Regularly updated the websites
so that they can sell easily and it help to build direct relationship with the customers and sellers
without having go through an intermediary (Ustinova Liliya, 2018).
Conclusion
From the above project report of social media technology it has been explained that why
it is important and how it is developed in comparison to past. Apart from this, various technology
has been used and how it is effective for the business. Along with this, examples of old and new
emerging theories on management and business. E-commerce business models to be used to
conduct business online.

References
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