The use of social media within different business operations : an analysis

Abstract

This study aims to provide a clear indication of how organisations in the public and private sector in Malta use social media as part of their business operations. Besides providing basic literature together with the benefits and challenges that organisations face with the Web and social media, this study describes how social media is used differently in the public and private sector. Using qualitative research, data from participants was gathered to determine how organisations use social media, while establishing those benefits and challenges they experience, types of social media platforms they use, and how social media is used in different operations as well as internally. The general findings demonstrate that social media is used very similarly by organisations in the public and private sector. Secondly, not all organisations use social media in different business operations. Thirdly, social media is used less internally, but some organisations which do not currently use social media for internal purposes are presently considering this possibility. Another finding is that the biggest challenge of social media for organisations is that it is available 24/7. This study further reveals that organisations use several social media platforms to target different audiences, especially for recruitment. Results suggest that organisations use social media differently, but they all can use social media more in their business operations. Social media is given more importance in their organisations although some interviewed companies have social media blocked on their work premises.