BUS600 Wk1 Assignment
BUS600 Wk1 Assignment
CSU - Dominguez hills
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Date Created: 11/15/15
Running Head: SOCIAL MEDIA IN BUSINESS 1 Social Media in Business: Annotated Bibliography Kerry Vault Ashford Universtiy Management Communications With technology Tools: BUS600 Professor BarbaraLeigh Tonelli, Ph.D 03/02/2015 SOCIAL MEDIA IN BUSINESS 2 Annotated Bibliography Baack, D. (2012). Management communication. San Diego, CA: Bridgepoint Education, Inc. Retrieved from https://content.ashford.edu/books/AUBUS600.12.2 This resource is crucial in preparing a paper about business communication, and will be handy to refer to in regard to the effects of social media on communication in business and throughout the realm of management. There are specific sections detailing the use of social media in business communication, and I plan to draw upon these points to strengthen my view of how social media has changed the way management must communicate in the business sense with customers, employees, and even competitors. As Baack (2012) states in this text regarding social media, “For most firms, a website is not a complete presence in the marketplace…” (Influence of Social Media, para. 1). This is a great representation of how companies today should adapt to the everchanging use of technology, especially how social media is the primary form of communication with potential customers. Barnes, N. G. (2008). Society for New [Communications] Research Study: Exploring the Link Between Customer Care and Brand Reputation in the Age of Social Media. Journal Of New Communications Research, 3(1), 8691. This resource focuses primarily on how customer service can be a powerful indicator of how well a company performs, and using social media, how the company can anticipate how consumers view the company. While this paper delves into the differing types of SOCIAL MEDIA IN BUSINESS 3 social media, determining which is most useful for the varying types of feedback, the overall outcome is to realize how customers have come to rely on the feedback of others prior to committing to using a company’s products or services. This is a clear indicator of how social media has changed the way management can communicate with potential and past customers, righting any wrongs they have done as well as anticipating any upswings or downturns in consumer activity – based on what messages are being distributed through social media outlets. Macnamara, J., & Zerfass, A. (2012). Social Media Communication in Organizations: The Challenges of Balancing Openness, Strategy, and Management. International Journal Of Strategic Communication, 6(4), 287308. doi:10.1080/1553118X.2012.711402 This paper is a collection of surveys on an international platform that aims to collect information about how social media is being used to open up the dialogue between corporate officials and the public. Primarily, this environment is seen as positive, according to Macnamara & Zerfass (2012), two authorities in social sciences, stating that the technologydriven environment “…potentially democratizes voice and affords participation, dialogue, and communitybuilding.” (pg.1). This clearly establishes the focus of this paper as driven to open the eyes of the corporate world to how powerfult the consumer voice has become – as well as how quickly it travels. SOCIAL MEDIA IN BUSINESS 4 Katona, Z., & Sarvary, M. (2014). Maersk Line: B2B Social Media –“It’s Communication, Not Marketing”. California Management Review, 56(3), 142156. doi:10.1525/cmr.2014.56.3.142 This article will be useful, not only for a description of the background of the use of social media in business, but also how the business to business, or B2B world operates. Since most people view social media as an advantage for business trying to reach consumers, it is interesting to find this article describing how B2B communication is critical, and the use of social media is widely used to accomplish that communication. Schaupp, L. C., & Bélanger, F. (2014). The Value of Social Media for Small Businesses. Journal Of Information Systems, 28(1), 187207. doi:10.2308/isys50674 This article outlines a study performed to determine the usefulness of social media for communication with customers and increased exposure particularly for small businesses. The use of social media is important for companies to establish a name for themselves, as well as communicating to customers regarding product information, specials, and other items that need to be communicated. This becomes even more important for small companies, who often find themselves with less people – and therefore less time to appropriate toward all the necessary tasks – as well as less money to accomplish their needs. The study outlined in this paper will help to establish how small companies have need able to gain an advantage in the business world, especially compared to times prior to social media. SOCIAL MEDIA IN BUSINESS 5 Seong Eun, C., & Han Woo, P. (2013). Social Media Use During Japan’s 2011 Earthquake: How Twitter Transforms The Locus of Crisis Communication. Media International Australia (8/1/07Current), (149), 2840. This article switches gears a bit, focusing more on how social media is used to communicate to the masses regarding disaster preparedness and crisis communication. It is widely thought, and confirmed in this article, that social media is a preferred media source for the public to acquire real time information, whether it is from their government or from a company they purchase goods or services from. Knowing the attention that social media grants to the public, companies are changing the way they utilize social media tools to maximize the potential audience they can reach. Since the government can be thought of as a company, required to look after the best interests of the people, social media is an excellent communication tool, especially in times of crisis.
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