Social media and Business Relationships


Socialmedia and Business Relationships

Howthe Relationships between Businesses Using Social Media Is

Inthe modern world, social media is an important tool forcommunication, networking, research and entertainment by bothcustomers and business organizations. Therefore, business needs tooptimize to social media since it is gradually becoming an element ofthe day to day life of the modern people. Therefore, businesses needto position their administrative, financial, governance and humanresource functions to accommodate social media. The adoption ofsocial media strategies by businesses is important because they aretargeting customers and other business organizations that are alreadyusing social media. This paper will explore how therelationships between businesses currently using social media are.

Thefirst point is that social media has made communication betweenbusinesses effective and simple. Through the use of social media,organizations send and receive messages through direct messaging andchatting with other business organizations. For instance, businessorganizations receive sales enquiries and also make purchaseinquiries through their social media platforms. According to Linchiand Bei (2013)communication between organizations and people need to be simple andfast to allow effective passage of messages. This is what socialmedia enables business organizations to fulfill as they seek toenhance communication among themselves. This service also allowssimple and almost instant reply to information sought by otherorganizations.

Thesecond point is that social media has changed business relationshipfrom formal and strict relations to social and light relations. Thisis because social media have replaced conventional communicationmethods like memos and letters with chatting and messaging services.According to Linchiand Bei (2013)the mode of communication used by an organization determines the typeof relationship that exists between them. By replacing memos andletters with social media messaging, organizational relationships aremade light. This is significant in the maintenance of a socializedformal relationship between business organizations. This is a newkind of organizational relationship that promotes loyalty to eachother, especially between an organization with its suppliers orcustomers.

Thethird point is that social media has replaced the conventional andformal modes of online communication between business organizations.Most significant is the use of social media instead of theconventional emails when sending non-contractual business messages.This is because social media provides a platform for communicationwith several people or business organization without necessarilypreparing extra messages. For instance, unlike the conventionalonline emailing process, using social media platform like Twitterprovides a platform of “tweeting” the same message to severalpeople or organizations by just selecting their name. This makesonline communication simple and allows an organization to maintainits business relationships.

Thefourth point is that social media has made business networkingexpansive and limitless through social networking. This has madebusiness relationships bigger and more significant to the performanceof the business operations of an organization. According to NagleAndrew (2013),business networking is most significant when organizations exchangerelevant information for their business growth. Such informationincludes sales orders, purchase orders, business partnerships andmarketing platforms. Through social media, organizations interact atdifferent levels in order to leverage their networks. This has led tothe formation of stronger business networks and expanding businesscontacts.

Thefifth point is the business relationships between businesses that usesocial networks is effective due to the responsiveness of theircustomer care and contact centers. Social media has enabled effectiveand on time responses to organizations and customers. The use ofsocial media to respond to the concerns of the customers andsuppliers is not only effective but also friendly. According to Nagleand Andrew (2013),social media has been used as a platform for carrying out thecustomer service of some business organizations. Through the use ofsocial media, organizations have therefore helped their operationaldepartments such as production to produce services and products thatare responsive to the concerns of the consumers.

Thesixth point is that business relationships have been enhanced byresearch and development of their marketing operations through socialmedia. This is because businesses gather information that is relevantto the market through the contacts make in the social mediaplatforms. According to Hendrick(2014) argues that socialmedia platforms like Twitter and Facebook has been used to understandthe market response by organizations connecting to customers. Basedon the information shared by the market respondents in regard totheir services, organizations shape their decision making. This makessocial media an important tool for understanding the market in orderto determine which organizations to relate to.

Theseventh point is that social media helps organizations to evaluatetheir business relationships with other organizations. This is donethrough the use of Facebook and Twitter sites to approve what otherorganizations share in such platforms. Through the use of socialmedia platforms, organizations have connected with each other toapprove or disapprove messages and of each other. For instance, acompany will appreciate when another company comments positively on alink to its new product line posted on social media. Therefore, theorganization will consider another company as a loyal friend in themarketing scenario.

Theeighth point is that social media has allowed businesses to sharemarketing platforms and resources especially audience in socialmedia. This is enabled by the use of social media platforms of onebusiness to market the products and services of the other. Throughthe use of the current business relationships, friendly businessescarry common advertisements and marketing campaigns together.According to Sarita(2014), marketingin the social media platforms is effective in reaching to thecustomers in the market as well as to other organization. This ismade even more effective when an organization collaborates withanother organization to market and advertise products together.

Theninth point is that business relationships for organizations that usesocial media are responding to the competition in the market. Throughthe use of social media, organizations understand the strategies thatother organization uses to advance their competitive edges.Therefore, these organizations plan to relate with otherorganizations that are strategically placed to promote their productsand services. According to Hendrick(2014),the use of social media sites like Facebook and Twitter enablesbusiness organizations to read the comments and messages of thecompeting companies. This places them in a better position to respondto the market based on the prevailing competition.

Thetenth point is that business relationships for organizations usingsocial media are based on technology and gradual advancement intechnological platforms. According to Jussila(2014), thisis because technology is the fuel that powers the growth of socialmedia. Therefore, business organizations that use social media formrelationships with the right partners who are positioned to developtheir technological strategies (Jussila,2014).For instance, the business relationship between a marketing companyand a technology company can benefit the two organizations throughsocial media. This is because each of the organization will optimizethe strengths of the other, especially the marketing firm. This makessocial media a significant tool for strengthening their businessrelationships based on mutual benefits.


Hendrick,D. (2014). 3Ways Social Media Is Driving A Business Revolution.Retrieved from, 1, 2014

Jussila,J. J., Hannu, K., &amp Heli, A. (2014), Social media utilization inbusiness-to-business relationships of technology industry firms.Computersin Human Behavior,30 (Jan 2014): 606-613.

Linchi,K., &amp Bei, Y. (2013). Spreading social media messages onFacebook: An analysis of restaurant business-to-consumercommunications, CornellHospitality Quarterly,54.1 (Feb 2013): 84-94.

Nagle,T., &amp Andrew, P. (2013). Understanding social media businessvalue, a prerequisite for social media selection, Journalof Decision Systems22.4 (Nov 2013): 283-297.

Sarita,H. (2014). 7Clever Ways to Use Social Media to Find New Business Ideas.Retrieved from, 1, 2014