Social networking to stay competitive.
Describe a company (Zappos, https://www.zappos.com/ ) that is using social networking to stay competitive. Indicate the way its business is affected through the use of social networking.
Paper should relate to some of the related concepts as specified in chapter 8 and chapter extension 3, 11. Besides, appropriate concepts outlined in other chapters can also be included to substantiate the paper.
Make sure your paper focuses on the issues raised by the assignment topic. Section your paper as suggested in the template below so that it is easy to understand and follow. Make each template requirement as section title in the paper. The template structure is as follows:
Describe what is social networking in general.
Describe how social networking makes business competitive.
Describe the company Zappos and its working/competitive environment. Anytime a company is described, make sure the company description provides details like its products, its history, etc. even if the company is widely known.
Describe how social networking features are making Zappos competitive. Provide instances of social networking applications utilized by the selected company that are properly referenced.
Sample Solution
Zappos is an online retail company that has been successful in leveraging social networking to stay competitive in the eCommerce industry. Zappos was founded on the idea of providing customers with excellent customer service and a wide selection of products (Meyerson, 2011). They have implemented a variety of strategies for engaging customers through the use of social media networks such as Instagram, Twitter, Facebook, and YouTube.
Social networking has allowed Zappos to extend their reach beyond online shoppers by providing targeted content to specific audiences. This allows them to build relationships with potential customers who may not be actively looking for a product but see it shared on one of these platforms. Through making constant small conversations they are able to foster relationships and build trust which leads to increased sales (Atef & Sathiapal, 2017). Additionally, by using Twitter analytics tools they are better able to understand how their target demographic is responding which helps tailor their campaigns even further (Tunguz & Bellerose , 2016).
Social networking has also enabled Zappos to create an effective feedback loop. Through surveys or reviews customers can easily provide direct feedback or suggestions directly without having to call customer service or wait days for an answer from support staff (Meyerson, 2011). By listening and reacting quickly Zappos continues its success as one of the top eCommerce companies in the world.
Moreover ,Zappos used clever marketing strategies like short videos about latest deals that were uploaded on youtube channels called “zapacast” along with promoting through email campaigns which made it easier for them increase brand visibility among large audience .The “Community” section found on their website is another powerful feature which allows users show off what they bought from zappo by posting images when wearing shoes from zapple .This method helps other users become familiar with products sold at zapple stores while contributing more user generated content(Nguyen& Denoon-Stevens 2020)
Overall, social networking has enabled Zappos remain competitive in this crowded market by strengthening customer relationships , creating efficient feedback loops and increasing brand visibility across all platforms.
