Proliferation of Social Media


The paper basically discusses the impact of social media proliferation on organisations. The idea or the focus of the paper is to assess the different ways and methods that have been used with respect to social media and the overall impact it has created on organisations in the modern era. Moreover, the paper will also investigate the pros and cons of social networking on the practices and processes of management in firms. Therefore, the paper shall explore the different aspects of social media and how it has been creating an impact on organisations worldwide. Different theories, researches shall be discussed in order to understand the concept.


In the modern era, social media has been creating quite a significant impact on organisations. The impact of social media has been prominently a major role in the overall performance of the organisations and more importantly most of the firms have been quite willing and eager to incur social media strategies and practices in order to attain better and profitable outcomes. Therefore, it can be said that social media and social networking has been an integral component of modern firms. Social media platforms have basically emerged as a more dominant digital communication channel that has helped firms present themselves in the industry in a more organised manner. As per the research, almost 2.7 billion globally are online or about 40% of the population is online and use social media where its impact has been quite influential in their decision making. Therefore, most of the marketers have been constantly looking to use social media and adapt the respective strategies to attain more customers and influence their decision making accordingly (Berkelaar, 2017, pp. 1130).

Impact of Social Networking On organisations:

In modern era social media has been the most effective and rather efficient method of reaching out the potential customers. Firms today tend to focus on using social media as the most important medium that can bring in success for the company. For instance, the traditional form of marketing has been taken over by social media and firms have been particular keen to use this platform to create market awareness for their respective products and brands. Therefore, the impact of social networking is quite integral for the organisations today. Along with this, the impact of social media basically provides the ample opportunities for the marketing and services of the products (McDonald, 2016, pp. 73). In addition to this, the advertisements posed on social media are promoted more easily and reaches out the customers quite easily. Rather than looking to target the customers via traditional advertising, social media has been helping in communicating the audience directly. Social media also allows to communicate directly and it helps build a more unique and positive relation with the customers and businesses. Moreover, social media gives direct interaction, provides instant feedbacks and it also presents the actually performance of the firm by having a closer communication with the potential customers. Therefore, the role of increased social media strategies is a major method of success that has helped the organisations increase their profits and revenues quite considerably (Dolan, 2016, pp. 265).

On the other hand, with all the positives of social media and proliferation of social networking, there have been some major issues and drawbacks that are associated with the increased of social media within organisations. For instance, it reduces the self-control of organisation and the customers have the power to basically influence others in making the purchase as there is no any check and balances. It is also one of the most time consuming method because while focusing on social media, the companies tend to loose on the traditional modes and methods of advertising. In many instances, unauthorized representative of the company tends to respond and reply to company products which sometimes can backfire because of limited information of the product. Therefore, this can affect the overall image of the brand that is being promoted over the social media forums. Another negative impact of social media for organisations can be the accidental leak of confidential information of a company which can again be an issue for the company because of limited and reduced information. Therefore, in spite having the various advantages of social networking and social media for organisations, it does tend to have the negative impact also which affects the overall performance of the organisation in quite a considerable manner (Ngai, 2015, pp. 35). It is therefore necessary to have a complete check and balance so that the use of social media should not be too much which can overall affect the other traditional forms of marketing. It is advised firms that offer goods for youth and youngsters can have better impact and can increase sales via social media whereas traditional goods should more commonly focus on traditional forms of advertising and marketing (Kossel, 2016, pp. 270).


In the end, it can be said that, the paper has quite efficiently and rather effectively discussed the proliferation of social media and social networking in organisations and the impact of such strategies have been discussed in an organised manner. The different pros and cons along with strategies have been discussed in the paper that has reflected upon the firms’ performance while using the different social media platforms in a more detailed manner. It is important aspect where firms need to createthe right balance between the use of social media and traditional advertising techniques to better achieve the results and also have a more profitable impact on the organisations as a whole. With the use of social media most of the firms have been able to deliver quite positive results and it has been creating a more detailed impact on the customers, therefore it is inevitable to ignore the impact and proliferation of social media on organisations (Gubbins, 2014, pp. 170).


Berkelaar, BL 2017, ‘Different ways new information technologies influence conventional organizational practices and employment relationships: the case of cybervetting for personnel selection’, Human Relations, vol. 70, no. 9, pp. 1115–1140.

Dolan, R., Conduit, J., Fahy, J. and Goodman, S., 2016. Social media engagement behaviour: A uses and gratifications perspective. Journal of Strategic Marketing, 24(3-4), pp.261-277.

Gubbins, C. & Dooley, L 2014, ‘Exploring social network dynamics driving knowledge management for innovation’, Journal of Management Inquiry, vol. 23, no. 2, pp. 162 – 185.

Kossel, EE 2016, ‘Managing work—life boundaries in the digital age’, Organisational Dynamics, vol. 45, pp. 258-270.

McDonald, P. and Thompson, P., 2016. Social media (tion) and the reshaping of public/private boundaries in employment relations. International Journal of Management Reviews, 18(1), pp.69-84.

Ngai, E.W., Tao, S.S. and Moon, K.K., 2015. Social media research: Theories, constructs, and conceptual frameworks. International Journal of Information Management, 35(1), pp.33-44.

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