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Survival of the fittest: Using social media to thrive in the 21st century

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  • Bear, Meg

Abstract

Two recent studies of global executives revealed that 97 per cent of executives place a high importance on becoming a socially enabled enterprise, and 81 per cent of executives believe that social is essential to delivering a great customer experience. Businesses today have moved from using social platforms like Facebook and Twitter as merely a means to broadcast content to really listening, mining and understanding the social data to provide stronger insights that deliver a better, more personalised customer experience. Social has grown up and is proving its worth across more than just marketing, extending insights throughout nearly every aspect of the enterprise. Tomorrow's successful businesses must have social woven into the fabric of daily operations, from marketing and sales, to service and research, to employee communications and collaboration. This paper discusses the six stages of social business and how to position an organisation for social enterprise success.

Suggested Citation

  • Bear, Meg, 2015. "Survival of the fittest: Using social media to thrive in the 21st century," Journal of Brand Strategy, Henry Stewart Publications, vol. 4(2), pages 106-113, August.
    • Handle: RePEc:aza:jbs000:y:2015:v:4:i:2:p:106-113
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    Cited by:

    1. Rajat Kumar Behera & Pradip Kumar Bala & Nripendra P. Rana & Hatice Kizgin, 2022. "A Techno-Business Platform to Improve Customer Experience Following the Brand Crisis Recovery: A B2B Perspective," Information Systems Frontiers, Springer, vol. 24(6), pages 2027-2051, December.

    More about this item

    Keywords

    customer experience; social; social business; marketing; social marketing; social analytics; enterprise IT;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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