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The targeted article discusses how companies can use different social media applications to achieve their potentials. According to the authors, firms can use social sites such as Facebook and Twitter to collaborate with their customers, suppliers, stakeholders, and business partners. Social networks can make it easier for businesses to interact with their stakeholders (Singh, 2009).
Firms can use three major elements in order to develop the most appropriate implementation strategies. These “three elements include community building, absorptive capacity, and mindful adoption” (Culnan, McHugh, & Zubillaga, 2010, p. 243).
This strategy creates virtual customer environments (VCEs) thus making it easier for firms to market their brands successfully. Such platforms make it possible for companies to achieve their objectives. The decision to build such VCEs will ensure every firm gets its targeted business value.
Major Strengths of the Article
A number of strengths are notable in this article. To begin with, the authors offer the best background information to analyse the relevance of social media sites. This information informs the reader about the significance of the study. The authors also present a brief executive summary. The use of different examples such as Coca-Cola and Wal-Mart supports the role of social media towards promoting business performance.
The article gives meaningful ideas and concepts that can help many firms (Culnan et al., 2010). This approach will ensure every organisation achieves its business potentials. Wal-Mart also uses different social sites to promote its brand equity. The practice has made this company a leading player in its industry.
The authors have used data from different companies in order to offer the best discussion. The recommendations presented in this article can produce positive results in every organisation.
Major Weaknesses of the Article
The above article offers numerous strengths to the reader. However, some weaknesses are notable in this article. For instance, the authors have used a small number of sources for their article. The researchers have not supported their arguments with appropriate primary or secondary sources. The article fails to combine both qualitative and quantitative approaches in order to produce the best results.
The authors have not identified the relevance of social media platforms in the developing world. The article also lacks a strong discussion. This situation explains why “new studies will inform more readers about the significance of different social media sites such as Facebook, Pinterest.com, Twitter, YouTube, and Flickr.com” (Raymond, 2011, p. 57).
Key Issues to Address in Class
It is appropriate to address a number of issues in class. For example, the class must identify “the challenges associated with different social media platforms” (Pan & Li, 2011, p. 146). This approach will inform more firms about the dangers of these social networks. Business firms should identify the best strategies in order to get the required results from these social media sites.
The class should also explore the effectiveness of such websites for small corporations. It is also necessary to identify the major strategies and benefits of these social sites. Such discussions will produce the best ideas towards supporting the performance of many companies (Pearlman & Gates, 2010). Every student should also examine the relevance of upcoming social sites towards producing the best results.
Culnan, M., McHugh, P., & Zubillaga, J. (2010). How Large U.S. Companies Can Use Twitter and Other Social Media to Gain Business Value. MIS Quarterly Executive, 9(4), 243-259.
Pan, B., & Li, X. (2011). The Long Tail of Destination Image and Online Marketing. Annals of Tourism Research, 38(1), 132-152.
Pearlman, D., & Gates, A. (2010). Hosting Business Meetings and Special Events in Virtual Worlds: A Fad or the Future. Journal of Convention & Event Tourism, 11(4), 247-265.
Raymond, A. (2011). Fundamentals of Human Resource Management. New York, NY: McGraw-Hill.
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Singh, K. (2009). Organisational Behavior: Text and Cases. New York, NY: Oxford University Press.