The Rapid Growth Of Social Media

1303 Words 5 Pages
Through-out the last few years, many have observed the rapid growth of social networking into culture and its integration into many daily lives, (Ofcom, 2008). Social Media are forms of electronic communication in which users can produce communities online in order to share information, personal messages and their ideas. (Yap, Perez and Ayson, 2015).
Social media has profoundly changed the way the world thinks and how organisations think, especially surrounding advertising and recruitment (The Economist, 2014). Furthermore, organisations have had to adapt to social media remarkably fast (Barnes, 2008), as social media enables customers to easily communicate with an organisation to keep up to date on its news, to make complaints and enquiries
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For a smaller organisation, this can be hugely beneficial as they try to evolve and develop. Within larger organisations, when employees use social media effectively it can ease communication, as many sites have various systems so that employees can engage in conversations and discussions despite geographical and physical boundaries (McKinsey Global Institute, 2012). This can then increase morale and improve motivation, and engagement (Vrontis and Thrassou, 2013). Such examples would be that of HR systems, which can contain comprehensive professional and personal information about employees and customers, which can be immediately updated whenever a change takes place. However, 51% of workers in America believe that using social media at work hurts productivity, (Warner, 2016). A recent study specifically assessed the use of social network sites for personal use during working hours. It showed that use of social media during working hours can impair performance at work and also harm the well-being of organisations. The overall finding of the study was that this type of distraction has a negative effect on self-reported work performance (The Economic Times, 2014). However, it has been noted that in professions such as Healthcare it helped to encourage effective communication among healthcare staff (Peate, 2015). Evidence has also highlighted that social media is capable of increasing employee reputation and can help to strengthen relationships between employees as they can communicate effectively inside and outside of working hours. However, further research is necessary because we still lack a deeper understanding regarding the impact and relationship of different social media management strategies on relational outcomes (Risius and Beck, 2015). In professions such as marketing and advertising, social media platforms can create new

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