The Impact of Social Media on an Organization


Social media is an important resource to an organization due to its influence on performance. It allows an organization to obtain important information about the market to make an informed decision (Fusi & Feeney, 2018). For example, through social media, it is easy to understand the competitors. In addition, social media enables a firm to reach more customers and retain the existing ones through regular engagement. It also promotes the engagement of stakeholders such as employees and customers. As a result, social media is an important tool for enhancing success.

An Overview of the Opportunity

The increasing number of social media users is an opportunity that contemporary organizations can leverage. As shown in the figure above, there are more than half of the world’s population is using social media (Chaffey, 2022). For example, there are about 4.6 billion people against the overall world population of about 7.9 billion who are using social media. However, the number continues to increase with time because more than 400 million new users entered the online space within the last year.

Social Media Impact on Sales

Social media provide huge potential for what has been described as “mass self-communication.” With a high number of people using social media, the sites provide businesses with access to new markets (Fusi & Feeney, 2018). Through social media platforms such as Facebook, an organization can reach potential customers. Social networks can be observed to determine trends, acquire competitive information, listen, and communicate with users and stakeholders. Therefore, the ability of firms to effectively engage and shape relationships and conversations with consumers and customers can increase an organization’s sales.

Social Media Impact on Organization’s Performance

Social media can have a positive impact on an organization’s performance when used effectively. Firstly, it provides information that can be used to make effective decisions. For example, an organization can use feedback from social media users about a brand to make appropriate decisions (Fusi & Feeney, 2018). Secondly, it enables HR to effectively assess candidates during recruitment. A review of an applicant’s social media accounts can give the hiring manager some insights into their character, personality, and interests. With social media, an organization can communicate widely beyond what could be reached by the very costly TV.

There is a relationship between the use of social media and an organization’s performance. Social media is an important resource for lowering administrative inefficiencies such as a lack of teamwork (Fusi & Feeney, 2018). For example, its emphasis on communication can result in collaboration among employees in the workplace. This is an indication that they can share their issues through social media and find the solution. In addition, it offers relief from stressful workloads because employees will be able to engage and interact with others through the platform. This has the potential of increasing employee productivity by achieving the set objectives.

Impact of Social Media on an Organization’s Culture

Social media can have a positive impact on an organization’s culture. Firstly, it offers a platform for sharing the values and goals of an organization. The employees can easily access information about their organization (Fusi & Feeney, 2018). Secondly, social media allows employees to communicate with each other in the workplace and build positive relationships. This enables the employees to work together to achieve organizational goals. Thirdly, it promotes engagement between employers and employees, which is integral in increasing trust. Fourthly, social media offers a platform for learning the objectives, vision, mission, as well as values of an organization.

Social Media Used to Foster Positive Image

Social media can be used to strengthen a brand and promote a positive image. Firstly, it allows an organization to regularly interact with customers. Regular communication with customers increases awareness of an organization. Secondly, social media enables an organization to use influencers to build its image. Influencers are individuals who influence social media (Fusi & Feeney, 2018). They play an integral role in shaping the opinions of others on social media. Thirdly, it enhances the micro-targeting of customers on the social media platform. Fourthly, it is an important way to spread positive information about an organization.

Social Media Help in Talent Search

Social media can be used by the organization to source suitable candidates for its vacant positions. It is among the best sources that an organization uses to get qualified job candidates. In the contemporary business environment, about 92% of HR use social media in the process of recruiting and hiring employees. In addition, more than 79% of job applicants use social media when searching for jobs. One out of five applicants usually apply for jobs they found on social media. As a result, social media provides the best platform for obtaining candidates for various positions in the workplace (Munro, 2018).

Social Media Help Solve Work Issues

When coping with a difficult work issue, employees can benefit from using social media. If an employee is having difficulty resolving a problem, social media may be the solution. Posing a question on social media is a quick and easy approach to gathering multiple possible answers. Even if none of the solutions are employed to tackle the problem, the information they provide may drive the development of a new solution (Fusi & Feeney, 2018). Sometimes an outside perspective is required, and social media provides a quick, easy, and free way to get various new perspectives.

Social Media Can Improve Recognition and Retention

Social media is a fantastic tool for acknowledging staff accomplishments. A firm can recognize exceptional achievement using social media. This acknowledgment encourages team members to interact, which helps to strengthen team cohesion. Employees can applaud one another, stay up to date on corporate news, and communicate with more of their coworkers. The contact and recognition opportunities provided by social media can boost overall employee morale. Employees that are more involved with their company and their coworkers are more likely to stay with the company. Social networking has the potential to lower your company’s turnover.


Social media has the potential of increasing the performance of an organization due to its influence on major operations. Because of its impact on performance, social media is a vital resource for any organization. It enables a business to gather critical market information to make informed decisions. For example, it is simple to comprehend competitors through social media. Furthermore, through regular involvement, social media allows a company to reach out to new clients while also retaining existing ones. It also encourages stakeholders such as employees and customers to participate. As a result, social media is a valuable instrument for boosting success.


Chaffey, D. Global social media statistics research summary 2022. Smart Insights. Web.

Fusi, F., & Feeney, M. K. (2018). Social media in the workplace: information exchange, productivity, or waste?. The American Review of Public Administration, 48(5), 395-412. Web.

Munro, N. (2018). An exploration of the role of social media platforms in the employee recruitment process. University of Salford (United Kingdom).

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