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Social Media and Business: Can lead to success or failure

Based on my initial research, here are the top 20 academic journals and articles that talk to the potential of social media as a business resource.   This is my initial list and may be updated over time as more research is created.  I feel with these articles, they show how social media can lead to great success or the downturn of an entire organization.  Please vote on your favorite at any time and votes, of course, will change the ranking order for this list.

#1 Social media & Society

Social Media + Society is a peer-reviewed, open access journal that focuses on advancing the understanding of social media and its impact on societies past, present and future. This is a great resource to understand how social media has been used in the past and how it can be used going forward. It has some great call-outs on the use of social media by the public which can be utilized by a business to improve its customer's engagement.

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#2 The social media image

A great article is included in Big Data & Society around social media images. It shows how organizations present large-scale social media images to the public and how organizations use this to achieve success in social media. This is a great resource to understand how organizations connect with their consumers.

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#3 Doing social media analytics

A great article around the measurement of social media usage. This measurement is shown through a visual analytic approach to data. Informed by visual analytic principles, the authors posit a two-by-two methodological model of social media analytics, combining two data collection strategies with two analytic modes. They show these strategies in action and how organizations can use this data to show success or potential opportunities.

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#4 Going Public on Social Media

This is an excellent article that goes into a breakdown of the disconnect between the financial goals of social media properties and the concerns of privacy advocates and other new media critics. This article shows how social media fails to recognize the financial side of the social media. It shows the issues with privacy with social media and the repercussions on organizations.

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#5 Studying Normal, Everyday Social Media

This article dives deep into the different aspects of social media research. Social media research has tended to focus on stand-out cases and has made use of big data methods to make claims about human experience and sociality. This commentary urges researchers to consider the everyday, normal experiences of most social media users. This is important data for organizations to understand when creating their strategic social media plans.

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#6 Ethics and Social Media

This article focuses on using ethics within the social media world. Organizations need to realize how important it is to keep the company culture and do the right thing with their social media. It showcases the training needed for organizations and their employees.

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#7 Infrastructures of Mobile Social Media

This article goes deep into mobile social media and how it can be used to an organization's benefit. In the age of mobile media, social interactions prioritize proximity and depend on our material engagement with the world. As such, the study of social media in the mobile era must look beyond the interface.

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#8 Social media and consumer choice

This article goes into how social media can showcase the various consumer choices and how they can be influenced. Social media is becoming increasingly important for consumer decisions. This holds true in particular for vacation decision-making, as an example of a high-involvement decision. The research focuses upon the relationship between the information people search regarding aspects or properties of choice options and the types of social media used for finding it.

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#9 Tweeting Social Change

This article goes into detail on how social media can impact Non-profit organizations. It reviews the benefits and the potential issues it can present. This is a great resource for organizations to review to create their strategic campaigns.

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#10 Mobile social media: Future challenges and opportunities

This article explores the future research opportunities and challenges of mobile social media. It constitutes the boundaries of mobile social media. Distinctions between location-based mobile social networks are made. This is a great resource for organizations to consider when creating their strategic planning.

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#11 What’s in a Word? Building Program Loyalty through Social Media

This article dives into building program loyalty. This can be beneficial to an organization when building their culture. This shows the benefits of social media as a brand builder and customer advocate builder.

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#12 Rearticulating Audience Engagement

This article goes deep into the use of social media for television and media engagement. Building on the five contributions, the authors identify three dimensions that deserve further attention: (1) the character of national media cultures, (2) whether social platforms are employed by public or commercial broadcasters, and (3) the specific techno-commercial strategies of television producers and social media companies.

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#13 Waterfall Design Strategy for Using Social Media for Instruction

This is article goes into how organizations can use social media to teach its customers. This can show benefits for organizations to build a better customer base and also help to reduce calls to the organization. This can show the benefits of using social media as a resource for its customers to resolve their own issues.

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#14 Social Media Research

Drawing upon the social media phenomena in both practical and academic arenas, this study explored patterns and trends of social media research over the past fourteen years across four disciplines. This is interesting to understand for organizations to understand the research done on social media in the past and how they can use it to increase their social media effectiveness.

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#15 Brand-related, Consumer to Consumer, Communication

This article goes into how web-based conversations can benefit organizations. It shows how organizations can reach a bigger audience and build their brand. It dives into the practice of networking and building relationships with your customers.

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#16 ‘You Media’: audiencing as marketing in social media

The article dives into how brands can use celebrities and sponsored stories to get their media out. Recent scholarship has offered a modification to audience labor theory in the context of social media, suggesting that rather than merely working by watching advertisements, social media users also produce data, which is commodified by social media companies.

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#17 Connecting Corporate and Consumer Social Responsibility

This article shows how organizations can use social media to get across their social responsibility messaging. It can quickly connect with the public and help build a more positive brand. This article argues that shifting focus from legitimacy and ideology to identity, problem-solving and dialogue is needed to understand emerging forms of social media native activism that connects consumer social responsibility (CnSR) and corporate social responsibility (CSR)

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#18 Does Stakeholder Engagement Pay Off on Social Media?

This article dives into the use of social media for Nonprofits and how they get word of their missions out to the public. Given the centrality of user connections and social networks on these sites, attaining these outcomes is contingent on first generating a stock of online social capital through investing in online relationships. Yet, little is known empirically about this process. To better understand the return on social media, this study develops empirical measures of four key dimensions of social media-based social capital centering on the nature of nonprofits’ network positions and stakeholder ties.

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#19 Integrating Metrics Across the Marketing Curriculum

This article goes into the measurement of marketing efforts done through social media. It shows how organizations can benefit from the analytics and use them to be more successful with social media. This article also discusses the growing relevance of marketing metrics, reviews the metrics currently available for digital and social media, provides two real-world examples of organizations using digital and social media metrics to drive strategic marketing decisions (especially integrated marketing communication decisions) and offers both suggestions for how to weave more digital and social media quantitative analysis and critical thinking skills into our marketing courses and examples of student work using social media tools.

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#20 Social Media—A Virtual Pandora’s Box

This article takes a different look at social media. It doesn't focus on the customer aspect but that of the employees of an organization. How does employee use impact an organization. How can it be both beneficial and hurtful? This article dives into this question.

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