ARTICLE CRITIQUE

Article Critique

Article Critique

Introduction

Traditional business environment has been completely changed with the advent of Internet. Previously, consumers and customers do not enjoy the privilege to avail the information rich medium like internet, and thus was restrained from giving feedback for any product or service they purchase. Moreover, the introduction of social media has further enhanced the conversation between businesses and their customers which help them to develop and enhance business relationship (Savio 2012, p1-4). Numerous opportunities have been developed for business since the advent of this new medium; however this also increases challenges for marketers.

Summary

In the article Mick et.al, perform an analysis of the impact of social media on the sales process for businesses. The paper lays a foundation which helps in the development of understanding regarding social media and the role it can play in enhancing performance and efficiency of the businesses. With the evolution of internet, business finds it hard to cope with the increasing challenges of using internet enabled tools for enhancement of their communication with customers. The challenges of the four most widely used business strategies are discussed in detail in the paper along with their advantages and disadvantages. The researchers present number of methods through which social media tools can be utilized as a tool for the enhancement of sales process.

Critique

Social media has developed as one of the most effective tools for business development. Social media help companies to increase their engagement with customers, while furnishing opportunities to develop brand loyalty among them. Profit generation in any business is mainly related to the product or service value offered by the companies. Sales and marketing endeavors of any company are directed to the help companies understand their customers and make quality products in accordance with their preferences. Social media has been serving as an interactive medium for the companies to build good rapport with their customers, while enhancing the overall brand experience. The researchers perform a critical examination of different social media tools and concluded that there are variety of methods which if rightly exploited can boost the sales of a company. Additionally, the authors also identified methods through which companies are integrating social media as part of their business process.

Social media tools have now become an instrument for companies to not only build and maintain good relations with the customers, but to help companies learn preferences of the customers. This at the one ...