How can the use of Social Media Influence the way Organisations Interact with Their Customers?

Abstract

Abstract The purpose of this research was to evaluate the impact social media is having upon organisations and how these organisations are adapting to numerous changes in the public’s perceptions of social media in order to retain and boost market share. Through secondary research, it has been demonstrated that the majority of organisations are now using some form of social media platform for advertisement, building customer relationships and increasing awareness. Examples of organisations such as charities were given to provide relevant information about how such organisations use social media for marketing purposes. It was also important to consider both the potential benefits and the drawbacks that adopting social media strategies are having on small and large organisations whether profit-making or not. The findings from primary research in the form of interviews showed that the majority of interviewees agreed that social media was a more beneficial form of advertising and examples were given to back this statement up. An additional feature to this research was to discover if organisations are embracing “bring your own device” (BYOD) and whether this has a beneficial effect on the business or creates new problems. Through primary research this dissertation found that organisations do allow staff to bring certain devices into the workplace, however, both organisations only allow staff to work on the computer facilities provided by the company to ensure private data is not transferred outside the organisation. This dissertation found that social media is a multifaceted tool to improve numerous aspects of business operations. Recommendations were given based on the primary and secondary research gathered, to ensure organisations use social media to the best of their ability and avoid legal breaches and tracking what employees are using these sites for.