Additional research is needed for social media technologies

Additional research that is recommended for leaders implementing social media in their companies is an introspective research. To implement a corporate strategy for social media, it is advisable for leaders to be collaborative with other leaders (Zhu, 2013). Leaders should practice open leadership, which has about five rules, which allow for respect and empowerment of the customers and employees, to consistently build trust, nurtures curiosity and humility, holding openness accountable, and allows for forgiving failures (Li, 2010).

Leaders should work with others to understand how their business meets the needs and customer pain.  That is because, open leadership allows for one to build and nurture relationships with the customers and employees (Li, 2010).  Leaders should work with others to gain ideas on how they should implement social media technologies, either internally or externally that will support their current business strategy. If the social business strategy does not align with the business strategy then why is the company pursuing it?  It will be a waste of the company resources if there is a misalignment.  Once a company has a social business strategy, they should first experiment with different social media technologies and platforms that meet their goals and objectives.  Once the experimental process is completed, those technologies that had the most return on investment it should be pursued (Mathaisel, 2011; Wollan, Smith, & Zhou, 2010).  These should be data-driven decisions based on metrics and key performance indicators.

Shortly, there doesn’t seem to be any major impacts to current business processes that are stemming from the continued proliferation of social media, like rumors of e-mail disappearing. Each social media platform has its customer base, customer segment, different purposes, and different uses. E-mail is safe from extinction as long as another social media platform or technology cannot fill the needs and purposes that e-mail fulfills.  Even if a social media platform or technology can fulfill the needs and purposes of e-mail, it has to become prolific enough to replace e-mail altogether, i.e. meeting a critical mass of users.

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