The social media is a platform where millions of people interact with each other daily. It was not very long ago that this platform was used by only a few people, or who are experts in the field. Standing at this point it can be said that this has taken up the time of almost every individual. There are three top social media networks that have the largest number of customer base or are followed by the people (WHAT IS SOCIAL MEDIA?, 2015). With the growing popularity of the social media it can be said that many multinational companies are using this platform to enhance their image. This form of media plays essential role in shaping up the organization. With the passing days the organizations are now considering a more people oriented job rather than the task oriented job. These are done so as the employees of the organization are able to socially interact with each other and they can generate new ideas and can lead the business to a new direction.
Social media has changed the traditional marketing tactics which included the advertisings, public relations, publicity (WALTHER, 1996). More over it has become a part of the life for all the people, whether it is an individual or an organization. It needs to be noted that most of the organization are now using this platform to market their products. The trend is new and has been greatly done for the past 3-4 years. Social media is a computer based application using the internet by which people can exchange information between the users (Soukup, 2004). It can be said the communication in business can reduce the ambiguity and uncertainty of the business. More over it can be said the social media are the shortest route if communication and marketing for an organization.
Today there are a number of social mediums or social networking sites like Facebook, LinkedIn, Twitter, MySpace etc. it was seen that almost 90% of the organizations are using the social media sites to build the company’s brand as well the image of the company. It is also to be noted that there are certain conflicts as to whether the company uses the social media as s source of marketing or are they using it for the sake of using. Though on the other hand the organizations must ensure that the social medias (Haythornthwaite, 2005).
are used as an effective tool for the communication and not simply using it as a social media like the common people. Thus, building social capital, improving the knowledge sharing, supporting innovation and aid in problem solving are some of the ways the organization can use the social media.
The advantage of the social capital is that it sets up a communication of among the employees of the organizations as well within the organizations (Gil de Zu´ niga, Jung & Valenzuela, 2015). It also helps to boost the knowledge of the employees; it breaks the ice between the employees as well as develops a stronger relationship among the employees. Moreover the social media are used to exchange the ideas pictures, video and even can support the video conferencing with the employees across the world (Jantsch, 2015). With the increase in the sharing of the knowledge among the employees of the organization, it increases the performances of the organization. It also enhances the personal development of the employees through the sharing of the knowledge as well as develops the team works among the employees. In brief it can be said that the multinational companies will benefit from the development of the social capital (Burke, Huma & Marlow, 2015).3. How the social media can improve the knowledge sharing?
Moreover it was seen that the individual who were interactive were more prone to create knowledge. It can be seen that most of the companies have well developed pages in eth social media, like Vodafone, P&G, etc. These companies and many others facilitate the customers to follow them in the social networking sites where the users are able to share the valuable information about the products of the company. It also encourages the company to communicate with the people and get to know the views of the people in personal as it facilitates the easy as well as instant transformation of the message. More over the interaction over the social media helps in the creation of teams of people with discuss matters over this platform.4. How the social media helps in communication?
The market is ever changing and it is the duty of the employees to keep updated in formation of the market scenario so that they are able to see the threats and be alert of the coming situation. Thus the innovation of new ideas are a target that the employees must achieve so that the company can be benefitted; failure of which the company will lose out and the competitors will be ahead of the company.6. How do the social media help in the process of problem solving?
The advantages of the social media are elaborately discussed above. Thus a brief summary is given to assess the advantages of the social media.
7.1 The social media promotes the communication between the employees and the organization- not only the social media provides internal communication of the organization but also external communication. The process of communication also enhances the sharing of knowledge of the organization as it allows everyone to participate (Amine Chatti, 2012). This creates a pool of prospective people who will ultimately share their knowledge over the social media. The employees are able to give in more detail once they share their knowledge with each other. Communication process also increases the chances of the people of the organization to solve their problems internal or external to the company.
7.2 The convenience that the social media provides- it must be kept in mind that the social media has gained a lot of popularity over the last few years. Not only are the people using this platform to share their views, but also the multinational organizations are also using this platform to communicate with the people as well as other organizations (Page, 2015). The popularity of the social media has risen due to the fact that the people are finding it more convenient as well as time saving. Moreover it also facilitates the process of learning and sharing of knowledge among a large number of people, within the organization as well as outside the organization.
7.3 Innovation is enhanced with the help of social media- the increasing usage of the social media helps the employees to innovate various ideas so that it can be implemented to the business and that the company is able to stay in business and have a competitive advantage over their competitors. If the company is not innovative enough then the company can lose out to its competitor (Kenly & Poston, 2015). Moreover the employees also change pr remodel the ideas so as to fit with the changing needs of the market.
Though there are various advantages to of using the social media, the disadvantages of using the social media are also several. The disadvantages of using the social media are:
8.1 There are increased crimes and fraud in the organization due to the technology- the companies should be aware of the increased rate of the cyber crimes that are taking place over the internet. Thus the communication of the employees is under the risk of being impersonate. Thus the company should be aware of the fraud, impersonating that are taking place over the internet so as to stop the piracy of the confidential information.
8.2 The threat of the information being public- there is a greater risk the information being publicized while the employees are using the social media as a tool for the sharing of the knowledge. Moreover there is risk that the employees may leak the secret data of the company to the employees of the other organization (Gehman, 2015). There is also a chance that the company’s product may be criticized publicly in the media, and in turn can hamper the image of the company.
There is a major threat the company will lose its potential employees or the prospective candidates if there is a bad publicity of the company. As more and more people are using the social media, there are no hidings of the news or bad publicity of the companies thus leading to the disruption in the image of the company.
8.3 There is decreased level of productivity of the organization as well as the employees- if the employees spend most of their time in the social media, then their production level will decrease over time, as they will engage in retrieving information, and not implementing the change in the process (Kenly & Poston, 2015). The employees will lose their capability to present before the company any performance, as they will be present physically in the organization, but their work quality will be below the normal. Thus it can be said the employees who engage themselves in the social media during the work hours as they will decrease the product quality and ultimately will let down the image of the organization.
To conclude it can be said that the social media is a very recent development in the field of marketing of the employees and it should be wisely used by the organization (Mandiberg, 2012). The social media plays an important role in the multinational organization. It helps in the process of communication of the employees among the organizations. It also helps in the development of internal as well as external relationship of the employees which assists in the development of new ideas.
The transformation of information of the organization can be the process from the creating of the knowledge to the sharing of the knowledge (Gehman, 2015). Thus the multinational organization will get advantaged if there is an integration of the social media and the management of the knowledge.
Apart from the advantages of the social media, it can be said that there are several disadvantages of the social media. There is a threat that the increased use of social media will in turn increase the crime rates and miscommunication within the multinational organizations. Moreover there is a chance that the productivity levels of the individuals as well the company in turn. To control the increased crime rates and the level of miscommunication, the companies should try to enforce the corrective measures as well as implement management policies so as to bring the situation under control (Bryfonski, 2012). It needs to be seen that the processes are implemented, so that the organization are able to take the advantages of the innovation, collaboration, problem solving and social capital within the organization. By doing these the organization will have a competitive advantage over the other companies, and also the performance of the company will improve.
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