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Literature Review Social Media

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Chapter 2 – Literature Review 2.1 Introduction
Kaplan and Haenlein (2010: 61) describes social media as, a set of worldwide web based interconnected applications developed through the ideas characterised by technology that is underpinned by Web 2.0 which is the current state of internet evolution, to enable the generation and interchanging of data. In addition Mayfield (2008) mentioned that the discerning characteristics of social media involves contribution, accessibility, dialogues, groups and linkage, as compared to traditional media which only delivers content, whilst social media encourages agile user engagement (Allen & Overy, 2012).
Grahl (2014), founder and president of Out:think categorises social media into six main types, being …show more content…

Furthermore the emergence of social media on private individuals and on corporate organizations usage indicates that in a corporate environment the usage of social media requires strategic management, which leaders need to undertake for effectively achieving their goals and discovering the fundamental potential of the tool and thus obtaining a competitive edge in business. This is also noticed within politicians and celebrities promoting their brands and images by communicating to their followers through social media. As Lewis, (2010) mentioned that social media has developed into an important company …show more content…

Twitter recorded the highest growth of the social media networks locally, growing 129% in 12 months, (World Wide Worx, 2014). In addition World Wide Worx (2014) mentioned that almost all the South African companies acknowledged the use of social media as a business tool. South African people embrace digital technology to communicate in ways that could never have been imagined (Gov.CIS Social Media Guidelines and Resources, 2015).
SA employees’ participation in social media is important as they embody an organization’s corporate character and shape its reputation by functioning as powerful representatives of their organizations. Employees’ use social media to leverage the benefits it brings to an organization as a whole (McKinsey Quarterly, 2009). In SA one reason employees play such an important role in the social media era is their function as corporate advocates and brand ambassadors. These employees know their company’s operations and spirit well, which makes them credible and authentic representatives of their organization (Agresta & Bonin,

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