Chapter 14 of the course text opens with a first-person account from Best Buy CEO Brian Dunn of his trial-and-error experiences in using social media as an employee-and customer-relations tool (Kreitner & Kinicki, 2013, p. 395). Be sure to read Dunn’s story before you begin the Assignment for this week, to put a human face on the topic of digital communication. Even when his postings backfire, Dunn maintains his enthusiasm for using social media in his business role. As he concludes, “You have to be where people are.” From that perspective, can a business afford not to have a presence on social media today?
You have read about various social media that businesses can use to connect with their customers, employees, and other stakeholders. One fast-growing social media platform is Twitter, which Dunn references and that allows users to read, write, and share messages, or tweets, of up to 140 characters. Organizations represented on Twitter range from small to large corporations, for-profit to not-for-profit; local “mom and pop” businesses; as well as individual entrepreneurs. For this Assignment, you will research how Twitter operates and best practices for businesses in using this form of social media as a social influence tool.