ICT304: Analyzing Social Media Impact on Enterprise Architecture

This report examines the profound impact of social media on organizations, particularly concerning enterprise architecture and the integration of new information and communication technologies (ICTs). It delves into the evolution of web technologies, highlighting the shift from academic data sharing to the pervasive influence of platforms like Google and Facebook. The report discusses various social media services, including channel-specific strategies, content creation, and content publishing, illustrating their application with real-world examples such as Twitter's use for customer care and LinkedIn's content strategies. It assesses the pros and cons of technological developments, offering insights into future trends like augmented reality, automation, and the growing importance of data privacy. The study concludes that social media's transformative influence necessitates strategic organizational responses to leverage its potential while addressing its challenges.

Running head: IMPACT OF SOCIAL MEDIA ON ORGANIZATIONS
Impact of Social Media on Organizations
Name of the student:
Name of the university:
Author Note

1IMPACT OF SOCIAL MEDIA ON ORGANIZATIONS
Executive summary
The social media is a widening phenomenon and comprise of the highest impact on the constant
communication of business with customers and publics. It has been playing a vital role as the
platform that must prove to be effective. Here, the evolution and development of web technologies
are also demonstrated. Further, the list of social media services is demonstrated with in-depth
evaluation. For that various real-life cases are investigated where the business use those services.
Apart from that, the various advantages and drawbacks of the different technological developments
are assessed in the report. At last, various insights are discussed for understanding future
technologies and trends.

2IMPACT OF SOCIAL MEDIA ON ORGANIZATIONS
Table of Contents
Introduction:..........................................................................................................................................3
Advancement and evolution of web technologies:................................................................................3
Discussion on social media services:.....................................................................................................4
Understanding real-life examples where business organizations utilize above-mentioned services:. . .5
Pros and cons of technological developments:......................................................................................6
Insights into the trends of future and technologies:...............................................................................7
Conclusion:............................................................................................................................................7
References:............................................................................................................................................8

3IMPACT OF SOCIAL MEDIA ON ORGANIZATIONS
Introduction:
Social media is a developing phenomenon and consist of the greatest effect on the continual
communication of the organization with the public and customers. This has been playing a rousingly
important role as an effective platform. Though social media has been seen as one of the most
prevailing media under business practice, a lack is there to understand as per social media
advantages the business. There is a wide introduction regarding attest ICT advancement. At present
tools of social media has been bringing quick change to public relations and organizational
communication. The innovations have changed their focus on Internet services to become
consumption-based to turn into collaborative and interactive and generating new scopes to make the
interaction between publics and organizations. Here the development and evolution of web
technologies are also discussed. Next, the list of social media services is provided with a detailed
discussion on them. Real-life instances are provided where the organizations or business utilize the
aforementioned services. Further, the pros and cons of technological developments are discussed.
Lastly, insights are provided for further trends and technologies.
Advancement and evolution of web technologies:
The web technology has come a long way from its introduction from the 1980s. During that
time, the www has been used primarily by the university researches in sharing data that is related to
the academic tasks with particular audiences or co-workers. The time has greatly changed and at
present social media sites, Google Search Engine and Facebook has turned to be the part of the
regular life for the third world countries. This developments are liable for the change under the
landscape of web technology and spread around various areas. This includes developments in
programming languages, mark-up languages, server technologies, the technology of data

4IMPACT OF SOCIAL MEDIA ON ORGANIZATIONS
transmission and infrastructure supporting the internet (Parveen, Jaafar and Ainin 2016). At present
HTML or HyperText Markup Language is used as the markup language to design sites both dynamic
and static. Next, there is development in browsers. The present market is influenced by Opera,
Safari, Google Chrome and Mozilla Firefox. Having development in the development and design of
sites, the search engine is introduced with smart devices. The present-day web browsers are
developed with various features and developed to provide a large variety of contents (Tajudeen,
Jaafar and Ainin 2018). Next, there are advancements in web server technologies. Having the rise of
the Internet, the technology of website has begun to spread the roots to most the landscape of
business that has generated the necessity for greater speed of processing and rise in accessibility for
huge users. Due to the development of various innovations like advanced data management systems
and virtualization at current times, they can gain phenomenal data handling abilities and speeds of
processing.
Discussion on social media services:
They are listed below
 Channel-specific social media services
 Strategy planning
 Account or profile generation with branding
 Creating contents
 Content publishing
 Research and analysis
 Education and consulting
 Campaigning with community management

5IMPACT OF SOCIAL MEDIA ON ORGANIZATIONS
Firstly, channel-specific social media service can be considered. Every social media channel
has wide differences from the before, though they share various similarities also. It is seen that
Facebook commonly focuses on social media campaigns having a billion users. Apart from that,
other notable networks range from Instagram and interest to Snapchat, LinkedIn and Google+ as per
the audiences. For working out with the networks of social media one require o concentrate and
consider the typical client (Wamba and Carter 2016). Secondly, content creation can be discussed.
Contents of social media require to be encouraged and engaged in helping the brands in spreading
the message (Siamagka et al. 2015). Thirdly, there is content publishing. Through helping clients for
scheduling the content is incredibly helpful service for them. This is complicated for small business
to search for time of the content, particularly around numerous channels. Having a proper time for
posting is complicated and is complicated to deal with international audiences. This has never been
the greatest task (Ngai, Tao and Moon 2015). Nonetheless, scheduling content makes things simpler
for clients. It must be reminded that anything that one can perform for simplifying social media
management can be appreciated by clients. At many times it is better to provide real-time social
media controlling such that brands are able to avoid the awkward cases due to scheduled posts that
clashes with various topical events. Here, a very often content calendar is the best method of guiding
clients on time for posting. Nevertheless, it still permits the flexibility of changing the elements as
required.
Understanding real-life examples where business organizations utilize above-
mentioned services:
For understanding channel-specific social media service, Twitter can be taken as an example.
It is aptly referred to as the micro-blogging site. It is seen that 65% of marketers have been
leveraging Twitter for B2C social media marketing. It is popular for tweeting for short messages.

6IMPACT OF SOCIAL MEDIA ON ORGANIZATIONS
This is an ideal platform to engage consumers with a series of hashtags, retweets and tweets. Various
brands have been using Twitter for providing customer care solutions on social media and create
customer loyalty. The B2C brands have been turning Twitter in providing customers having precise
suggestions (Guesalaga 2016). Again, they have been troubleshooting concerns, resolve the
grievances, clear the refunds and then satisfy the customers having prompt reactions. Further,
Twitter has been turning to be used prominently as a social media channel in events. The users have
been seeking for fun in engaging with others with live-tweeting during events like political events
television sharing and sports events. It has turned to be the most popular platform for engaging
masses prior, during and after any event. It is the reason why various B2C markets have been
utilizing that for driving engagement for the sponsored and hosted events (Jones, Borgman and
Ulusoy 2015).
Regarding content creation, the case of top pages on Facebook posting more can be
considered. There has been a rise from 72,000 posts every day in the first quarter of 2017 to about
90,000 posts every day during the second quarter during 2018. Thus, 20000 extra content prices are
posted through the top brands of the world per day. Further, the content publishing strategy for
LinkedIn can be considered (Schultz et al. 2015). They identified the recruiting organization Hays,
during 2017, to have the best company page on the platform. There have been 2.5 million followers
attesting the prominence of Hay in social media. Thus they can converse the audience that has been
mattering. It has been assimilating the useful tips, research of industry and articles that are though-
provoking to the channel of data advancing concepts that followers need to understand more (Guo
and Saxton 2018). However, the business never settles for the standard hyperlink and teaser. They
have included podcasts, graphics, short length videos and prolonged contents to the LinkedIn posts.
Thus they have been providing followers with numerous avenues to engage the brands.

7IMPACT OF SOCIAL MEDIA ON ORGANIZATIONS
Pros and cons of technological developments:
The above strategies are helpful for agencies making activities under communications, PR
and digital marketing. As they look for social media services already or require to make them
convinced that they are required, one might deliver various services for helping them. As one is not
sure of the SEO services is to be offered to clients, they must begin with considering with scopes
that are there in the above strategies (Benthaus, Risius and Beck 2016). However, the drawbacks
include that one can gain negative feedbacks, they remain open up for the potential for the
embarrassments might spend lots of time on the campaigns and wait to see the outcomes.
Insights into the trends of future and technologies:
There should be more security and privacy and video would turn into the main kind of
contents. People would be focussed highly on augmented reality technology, and turn to be the main
source of new information (Schlagwein and Hu 2017). Moreover, the chatbots and automation
would turn to be more advanced and much number of social on the social community must arise.
The podcasts would go social and live contents would be dominating and the advent of more
influencers would take place. Then there should be more rise in influencers with crispy and short
data to turn to be the go-to choice. The personalization would turn into the key and become the main
source of sales for the stores of e-commerce. It must be reminded because of the security and privacy
among the users of social media, the users must be holding more weights under the present climate.
The social listening and social media monitoring would be influenced as the users would be
modifying their settings of privacy (Wan et al. 2015).

8IMPACT OF SOCIAL MEDIA ON ORGANIZATIONS
Conclusion:
It is known that the transformations done by ICT having developments of social media is
important for social and economic environments. This is due to the impact of changes in the
organization’s competitiveness. The above study demonstrates the probable effects of social media.
It is useful to understand how enterprises require to respond to that and use the phenomenon within
their activities. The justifications are provided here with real-life instances for supporting the
arguments.
References:
Benthaus, J., Risius, M. and Beck, R., 2016. Social media management strategies for organizational
impression management and their effect on public perception. The Journal of Strategic Information
Systems, 25(2), pp.127-139.
Guesalaga, R., 2016. The use of social media in sales: Individual and organizational antecedents, and
the role of customer engagement in social media. Industrial Marketing Management, 54, pp.71-79.
Guo, C. and Saxton, G.D., 2018. Speaking and being heard: How nonprofit advocacy organizations
gain attention on social media. Nonprofit and Voluntary Sector Quarterly, 47(1), pp.5-26.
Jones, N., Borgman, R. and Ulusoy, E., 2015. Impact of social media on small businesses. Journal
of Small Business and Enterprise Development, 22(4), pp.611-632.
Ngai, E.W., Tao, S.S. and Moon, K.K., 2015. Social media research: Theories, constructs, and
conceptual frameworks. International journal of information management, 35(1), pp.33-44.
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and entrepreneurial orientation in organizations. Management Decision, 54(9), pp.2208-2234.

9IMPACT OF SOCIAL MEDIA ON ORGANIZATIONS
Schlagwein, D. and Hu, M., 2017. How and why organisations use social media: five use types and
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Siamagka, N.T., Christodoulides, G., Michaelidou, N. and Valvi, A., 2015. Determinants of social
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Wamba, S.F. and Carter, L., 2016. Social media tools adoption and use by SMEs: An empirical
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Wan, S., Koh, R., Ong, A. and Pang, A., 2015. Parody social media accounts: Influence and impact
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