With the advancements made in technology we all use some form of it daily. Whether we are using a computer, smartphone, the internet and social media, etc., these things have been incorporated into our daily living. Most people are required to use some form of technology at work, we are entertained with them and it is the most used form of communication. With that technology and the internet have been very important for companies for the purpose of working, communicating, and even advertising. "Using social media for business marketing has been a hot topic for years now, but brands are still trying to harness the power of the digital socialsphere to discover the best ways to directly impact their bottom lines. As social media use advances, so does the frequency in which brands are reaching out to their audiences to engage them through these channels" (Gleeson, n.d.).

The use of social media for a company can have both negative and positive benefits, however the use of social media can create substantial benefits for a company when communicating both internally and externally. Social media can be a tool to facilitate faster and better change management decisions to accelerate and promote internal changes. A company can build trust internally through social media by promoting the positive actions of their employees and progress in their work. By promoting their employee on social media the company can build trust and motivation within the company. By making an employee feel valued in their job they will be better motivated to perform better in the future.

A company can build trust externally by listening to and responding to their customer complaints and suggestions. By responding to their customers in a timely manner the company will gain the trust and loyalty of a valuable customer. "When social media are used for professional purposes, teams can communicate more efficiently; companies can interface more responsively with customers, clients, and suppliers; customers and other interested individuals can be directly involved in the development of products and services; and anyone with shared professional interests can communicate easily, not needing to travel to see one another" (Cardon, 2017).

Social media is also a great tool to address many public relations issues that might arise. If the company has an issue arise or there is bad news for the company that leaks out the company should already have a policy to handle it. Within this policy or plan the company should be able to identify the issue before trying to solve it. The company needs to make sure that the information is accurate when it is presented to make the company look its best.

Social media can also be to support the culture, strategic vision, values, and mission of the company. This information can be created for the company and then placed on its social media platform for potential customer, investors, and employees to see and make their decision about the company based on the facts of the company. Companies could gain from this tactic since social media is in real time and can be shared and viewed by many people quickly.

Required

Give examples of organizations that have used social media effectively in the ways your peers described. Why do you believe the organizations effectively communicated the intended messages from the perspectives of the target audiences?