From e-Business Support to Strategy Essay Example | Topics and Well Written Essays - 2500 words

From e-Business Support to Strategy - Essay Example Technically, there has been debate on channels that are eligible for inclusion in the category of social networking.Hansen, Shneiderman, and Smith (2011) provide definition that takes off pressure of technicalities and refers social media as set of online tools that enable connectivity for social interaction. In addition to the connectivity, social networking also benefits users in finding, creating, sharing and evaluating mass information accessible online in a variety of forms. Growing importance and dominance of socialization through social media, organizations have also adopted this medium for staying connected with their entire customer base virtually. The new spectrum has provided companies with ways to attract the potential customers along with strengthening bond with existing company customers. Martinka (2012) refers to Mead’s theory of symbolic interactionism which discusses the influence on consumer purchase decision from social media (Facebook). One of the dominant factors that lead to this change is the fact that social media enables two way communication that considerably distinguishes it from traditional marketing mix.This two way connection benefits customer to pass the requirement and views direct to company whereas businesses are also able to get direct insight about customer’ likings and disliking; perception etc. Extracting insight from social networking and consumer response pattern, companies can also strategize to direct consumer purchases in desired direction. (Divol, Edelman, and Sarrazin, 2012). (Divol, Edelman, and Sarrazin, 2012) Some other factors distinguishing it from traditional medium that leads to increase in adopting are: Connectivity of almost the entire world (Divol, Edelman, and Sarrazin, 2012) Prompt response from the company, as well as customers (Hanlon, & Hawkins, 2008) More direct insight than other forms of research etc (Divol, Edelman, and Sarrazin, 2012) Large number social networking websites are opera tional. Leading ones including Facebook (over 845 million active monthly users in 2012 (Sebastian, 2012), Twitter (over 465 million accounts in 2012 and growth (Larson, 2012)), LinkedIn has 147 million members with growth of 45% as compared to year 2012, Google plus which has 400 million user in one year (BGR, 2012) and YouTube (expected to take up 90% of the web traffic by year 2014 (Nalts, 2012)) being the leading channel of video content (eBiz MBA, 2012). Surveys also count the growing number of companies making use of these channels and networking mediums and are intended to increase their presence t exploit greater benefit (Stelzner, 2012). With acceptance of the social media as well as the fact that it is changing consumer behavior, businesses are still in learning phase to strategically adopt this medium. Moreover, understandings