Social Media Features for Improving Organization Business

Performance: A Systematic Literature Review

Karina Nine Amalia

and Mahendrawathi

Information System Department, Institut Teknologi Sepuluh Nopember, Surabaya, Indonesia

Keywords:

Business Performance, Efecttiveness, Feature, Social Media

Abstract:

Social media is a platform to share information that is used by most people today. Business organization must

use social media strategies to gain beneﬁt from it. Knowledge of the features and impact of social media

usage are needed. This systematic literature review aims to identify social media features that affect business

performance. The literature is obtained through searching in two relevant database. The papers are evaluated

by reading in its entirety and evaluating its quality. Features on social media can affect business performance.

The impact of using social media on business organizations includes Word of Mouth, good communication

with customers, consideration and inﬂuence on social media. Business organizations must take advantage

of two-way communication to respond and communicate with consumers to ﬁnd out how certain brands are

perceived in order to obtain full beneﬁts. Social media can also improve business performance by increasing

sales, fostering partnerships

1 INTRODUCTION

Social media is a manifestation of Web 2.0. The

use of web 2.0 provides tools that can facilitate inter-

net users and create social networks using collabora-

tive computer media (Warner-Søderholm et al., 2018).

Social media is a gathering place for consumers.

Therefore, social media is one of the consumer in-

formation warehouses that are used as a means of dis-

seminating information in buying and selling activi-

ties (Shi et al., 2016). The ease of interaction that ex-

ists on social media makes organizations build social

media to improve their social networks. Social media

is used to build relationships with consumers. Social

media developed into a communication tool for orga-

nizations both to communicate with consumers and

with other organizations (He et al., 2015). In recent

years, more than 50% of social media users have be-

come followers of a business organization on social

media (Kim and Chae, 2018), which motivate busi-

ness organizations to increase their investment in so-

cial media. This is shown by international marketing

spending on social media that reach $ 4.3 billion (Ku-

cukaltan et al., 2016).

The ability to interpret the needs and desires of

consumers obtained from data on social media is very

necessary for business organizations. Processing data

obtained to get a decision is a challenge for busi-

ness organizations because until now there are no best

practices to measure the success of the use of social

media with certainty (Suryakumar, 2011).

Business organizations and customers will have

twoway communication during the transaction pro-

cess. In this case social media provides facilities for

business organizations and customers to interact eas-

ily.The use of the latest social media technology in

business organizations makes these business organi-

zations superior to their competitors. The use of so-

cial media for business organizations also has beneﬁts

such as increased efﬁciency and lower costs (Agwu

and Murray, 2015).

The use of social media has certainly changed the

way business is done. The existence of social me-

dia will open up the possibility of open communica-

tion. This can help business organizations to know

customer needs. Business organizations will certainly

be motivated to actively respond to the needs and even

customer complaints. Social media will also create

many new innovations in business organizations. This

is driven by good communication with customers, in-

put opinions from customers and the presence of feed-

back (Richard et al., 2009). However, business orga-

nizations that use social media must also be willing to

take risks and invest in the latest products and services

to satisfy customers, enhance brand image so they can

have feedback from customers. Therefore, business

Amalia, K. and Mahendrawathi, .

Social Media Features for Improving Organization Business Performance: A Systematic Literature Review.

DOI: 10.5220/0009906501130122

In Proceedings of the International Conferences on Information System and Technology (CONRIST 2019), pages 113-122

ISBN: 978-989-758-453-4

113

organizations need to conduct studies for learning de-

cisions using social media.

Understanding the use of social media and the use

of features that improve business performance is now

considered very important. In order for a business

organization to survive, the organization must imple-

ment more effective measures in the use of social me-

dia in terms of proﬁt, income, and customer feedback

that are used as a reference for success using social

media.

Social media has a big role to play in business

success. One of the other criteria in maximizing the

use of social media features is Customer Relationship

Management (Ali, 2017). This can also identify the

most proﬁtable customers to build better relationships

for the success of business organizations (Matuszak,

2007). Previous research has discussed and studied

the cultural inﬂuence or orientation of entrepreneur-

ship from various aspects of technology and stud-

ied organizational performance (Boshoff and Elliot,

2005). However, the effect of social media on im-

proving business organizations, especially those that

discuss speciﬁc social media features, is rarely inves-

tigated. Social media features for enhancing the per-

formance of business organizations such as hashtag

features, sharing on various platforms, comments col-

umn etc.

Based on these facts, it is very important to con-

duct a systematic literature review to understand the

features available on social media that can improve

the performance of business organizations. System-

atic literature review is efﬁcient methods to provide

synthesis results in the form of appropriate and up-

to-date information. Systematic literature reviews are

also useful for understand and utilize strategies that

reduce the bias a maximize accuracy (Zaremohzza-

bieh et al., 2014). In the following systematic liter-

ature review, we try to synthesize related features in

social media to improve the performance of business

organizations. The questions examined in this study

are:

RQ1: What are the features that affect business

performance in using social media?

RQ2: What is the impact of the use of social media

in improving the performance of business organiza-

tions?

RQ3: How can social media increase the effective-

ness of business performance?

2 LITERATURE REVIEW

2.1 Social Media

Social media emerged when Web 2.0 technology

where social media refers to the online platform used

by people to share experiences and opinions includ-

ing their respective perceptions, insights, music, pho-

tos and videos (Lai and Turban, 2008). Whereas Ka-

plan & Haenlin deﬁnes that social media is an applica-

tion group based on ideological foundations and web

2.0 technology that enables the creation and exchange

of information by users. Social media is a means or

channel for communicating online in cyberspace. So-

cial media is intended as a site used by individuals to

socialize by meeting old and new friends to be able

to interact with each other. The case with internet so-

cial media certainly has commercial value which is

certainly a concern of business managers. Social me-

dia is also a friend of business organizations with its

presence on the internet (Bacon, 2011).

2.2 Development Feature Social Media

Each social media has different features according to

the purpose of the social media. now in the era of

Web 2.0 is very different from web 1.0 where previ-

ously on web 1.0 only supported the creation of con-

tent to support the products of a business organization.

But in the Web 2.0 era related important elements are

interaction, consumer participation and social skills

(Singh et al., 2008). In all applications the category

Web 2.0 users are the most basic elements, not only

being consumers but users can also contribute with

content. This change also affects the features avail-

able on social media today (Constantinides and Foun-

tain, 2008). The ease of accessing the internet pro-

vides the ease for users to create content. Various

ways that can be done by users through social me-

dia features such as videos, music, photos etc. In web

2.0 this will produce greater energy and can improve

organizational performance. (Elkin-Koren, 2010)

2.3 Organizational Performance

Measurement is very important in special organiza-

tions business organizations. According to Deming

without the presence of measurements improvement

change cannot be measured. Organizational perfor-

mance that draws attention to both organizations that

achieve market-oriented goals and ﬁnancial goals (Li

et al., 2006). Another thing in multidimensional or-

ganizational performance is different from its deﬁni-

tion. In organizational performance, there are sev-

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114

eral elements that correlate such as ﬁnancial results,

customer satisfaction, ﬁnancial efﬁciency and ability

to compete. Measurement of organizational perfor-

mance must be expanded into 4 elements (Lee and

Cavusgil, 2006)

3 METHODS

This study uses the Systematic Literature Review

(SLR) method to gain comprehensive insight and ﬁnd

the trigger factors and inhibitors that have been pro-

duced by previous researchers. A systematic review

was undertaken using six steps guidelines for con-

ducting a systematic literature review in management

(Durach et al., 2017). First, we start by deﬁning the

research question. The required characteristic of the

study is determined based on the research question.

This is followed by retrieving potentially relevant lit-

erature and selecting pertinent literature. Relevant in-

formation from the literature are synthesised and re-

ported.

A literature search is done using two

database sources, namely: 1) Science Direct

(http://www.sciencedirect.com/); 2) Emerald Insight

(http://emeraldinsight.com/). Both databases are used

to search for the same keywords, but extraction is

done differently because each database has a different

search method. In Science direct, it is more ﬂexible

because users can freely type keywords according

to the prescribed coding rules. Science Direct can

also search more than one part simultaneously,

for example, it can combine titles, abstracts, and

keywords. On the other hand, in searching through

the Emerald Insight database, searches can only be

done on one part and cannot be done simultaneously,

such as titles, abstracts, or keywords.

The process of selecting literature is carried out

through the following stages. The ﬁrst process is

looking for a paper in the relevant database based on

the suitability of the keywords with the title, or ac-

cording to the conditions speciﬁed in the plan. Second

step is construction of search keywords using search

terms with Boolean data types AND and OR. Next,

papers that does not meet inclusion criteria and fulﬁll

exclusion criteria are eliminated. Next step read ab-

stracts from each paper whose title matches and dis-

seminates it based on its abstract relevance. The pa-

pers are evaluated further by reading in its entirety

and evaluating its quality. The last step is choose the

paper that passes the evaluation stage.

The search stage is done by using certain key-

words based on one particular part, such as a title,

abstract, or keyword in the journal. Determination

of keywords must represent the statements contained

in the Research Question. Based on the Research

Question, there are keywords, namely: Social Media,

Feature, Organizational Performance, Business Per-

formance. Searching the literature in the database is

done with the following keywords:

1. In each database, journal searches are carried out

using keywords: (Social Media) AND (Feature)

AND (Organizational Performance) AND (Busi-

ness).

2. Expert search is then used by considering the

keyword contained in the title, abstract and also

keywords: (Social Media) AND (Feature) AND

(Organizational Performance) OR (Social Media)

AND (Feature) AND (Business Performance)

From the selection of literature in accordance

with the inclusion and exclusion criteria above, there

were 183 papers obtained from the Science Direct

database, and after the third step, 40 papers were se-

lected to be studied further. In the Emerald database,

107 papers were obtained, and after the third step, 30

papers were selected to be studied further. 91 papers

were produced from the step relevant to the object of

the study. The next step was to assess each of the liter-

ature. This section is intended to make an election for

a paper that will be reviewed by limiting paper candi-

dates, namely by focusing on journals ranked based

on Q1-Q3 and published from 2015 to the present

(Figure 1).

Figure 1: INCLUSION AND EXCLUSION CRITERIA.

3.1 Quality Assesment of Selected

Studies

Q uality assessment from selected studies is done by

doing a weighing scale in the selected library using

a series of questions. There are three questions as a

reference in determining the quality of the selected

library. Questions are explained in Table 3. The

method of weighting is done by giving a score to each

question, namely ”Yes” = 1 if the answer to the ques-

tion is contained in the selected library, ”Half” = 0.5

Social Media Features for Improving Organization Business Performance: A Systematic Literature Review

115

if the answer to the question is partially or incomplete

in the library selected, or ”No” = 0 ”if the answer to

the question is not contained in the selected library.

Then, the score will be summed, and the ﬁnal value

in each library will determine the library as a refer-

ence or not on the review that will be carried out. The

list of questions can be seen in table 2 while for the

scores of each question in the libraries tested and se-

lected is described in Figure 2.

Figure 2: The Sample Measurement of Three Tourist Des-

tination.

From a series of analysts conducted, 91 papers

consisting of 66 libraries were not included in the

study and left 25 papers as a reference for review. For

the scores of each question in the libraries tested and

selected are explained in Table 3. Of the 91 papers

analyzed, 25 papers were selected, in this paper the

literature with a test score of at least a score of 2 was

chosen.

3.2 Synthesis

The stages of synthesis are intended to answer the for-

mulation of the problem that has been proposed. The

ﬁrst step taken at the synthesis stage is to conduct a

review literature on journals that pass the assessment

stage, then make a list of related paper groups regard-

ing social media features that inﬂuence business per-

formance. Next, make a list of groups of papers re-

lated to social media and features and make a list of

papers relating to social media and business perfor-

mance or business performance. The stages of syn-

thesis can be seen in Figure 3

Figure 3: Synthesis Steps Flow

4 RESULT

4.1 Social Media Feature Affecting

Business Organization Performance

The ﬁrst research question is answered by perusing

literature relaed to social media features. Social me-

dia that affect business performance in social media

include Facebook, Twitter, YouTube, Instagram, Pin-

terest, Blog, LinkedIn. Features on social media are

presented in Figure 4.

Figure 4: The Sample Measurement of Three Tourist Des-

tination.

In recent years Facebook has begun to associate

itself with a combination of organizational promo-

tions. Due to its popularity, this can be used to in-

ﬂuence consumers. Although the increase in social

media-based Facebook ads on Facebook pages gives

a sign that it will be the primary source of business

marketing on the future of the Internet. According to

(Zaremohzzabieh et al., 2014) ”Facebook is an effec-

tive source for marketing products in a personal way.

According to (Smith et al., 2011) ”Facebook now pro-

vides a variety of ways for online retailers to offer a

more ’social’ buying experience, either by integrating

Facebook features into their own sites or by operat-

ing on Facebook themselves” (Lai and Turban, 2008)

said that ”A Facebook storefront gives marketers ad-

ditional outlets to facilitate promotions and sales op-

portunities and provide synergistic relationships be-

tween consumers and retailers.

Facebook has allowed marketers to customize ad-

vertisements for a particular group of people. Mar-

keters target these individuals on the basis of demo-

graphic information and shared interests. Facebook

has made it possible to reach people who are aimed

at cost-effective and attractive ways than traditional

marketing channels. Today business organizations are

looking for channels, where they can promote their

brands at the lowest and highest possible cost. Face-

book seems to be a partner that ﬁts this need. How-

ever, Facebook doesn’t have a sustainable model for

business because it has a large user base. There are

three different ways of promotion used by brands

through Facebook: i) brand pages, ii) branded appli-

cations, and iii) advertisements.

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116

In addition, the feature on social media Twitter al-

lows the organization to validate the brands in indi-

vidual level. The utilization of something can be clar-

iﬁed into a short message which may be read by the

readers called tweet. These messages appear on the

time line of the followers. The message can contain

a site link. This site link gives the followers opportu-

nities to spend more time to interact with the online

stuffs. This interaction develops the connection and

loyal communication between the users and the brand

(Triantaﬁllidou and Siomkos, 2018).

Another popular social media is YouTube. In

2005, Jawed Karim introduced YouTube. It has part-

ner features that provide videos of creators which can

be an opportunity to earn money. Small retailers also

have signiﬁcant opportunities to promote their brands

through a YouTube channel. Various successful small

retailers inserted by YouTube in their main strategy

and introduce their products and services for their au-

diences. There are many ways including webinar,

video and such, to show their products through this

media (Vanessa, 2012).

YouTube is one of the most notable social soft-

ware that is most popular for amateur videos. How-

ever, big corporations also make videos to be pro-

duced commercially covering product review and

commercial. Commercial videos are proliferating to-

day, mainly due to YouTube and this kind of sites.

”Good brands are successfully using YouTube as a

way to gain the customers’ attention and repeat their

brand identities. By thinking out of the box in post-

ing common commercial items and by making pieces

that are established in brand switching, organizations

can inﬂuence the substance to assimilate the users that

are more profound and more convincing (Shiau et al.,

2018).

Nowadays, social media that is always visited by

society in the world and has high opportunity to in-

crease the effectivity of business organizations is In-

stagram. One of the features existed is vote feature of

snap-gram on Instagram. It is one of the phase pat-

terns in the model process by adopting social tech-

nology from the main principle that is to build an en-

vironment where the participants can add the values

through interactions (Kucukaltan et al., 2016).

Pinterest is a social media which is also popular

today. Since it was launched, it becomes the third

most popular social media after Facebook and Twitter

(Bata et al., 2018) . Since it was launched in 2009,

Pinterest has become one of the digital platforms that

grew rapidly. The users like its visual layouts that are

curated boards and intuitive mobile applications. The

marketing potential is good, as people commonly use

it to ﬁnd the new project or product (Mahendrawati,

2018).

Marketing by using a blog is an important tool due

to its speciﬁc characteristics. Blog facilitates commu-

nication and plays an active factor which creates and

promotes speciﬁc identity to the virtual World Wide

Web directly and has a direct implication for the ﬁ-

nancial economic aspect and social reality (Prodanova

and Van Looy, 2017).

Social media that makes identity as the primary

function is LinkedIn. This social media is claimed

as the tool that is beneﬁcial for the marketer to ”rent

and sell the market.” It facilitate the marketer to reach

the professional group to be a partner, employee or

client in the closing time. This helps the users to

communicate and involve with other people to share

precious information that can produce ofﬂine action

in the communication. (Cook, 2008) explains that

speciﬁc consumers of LinkedIn group communities

and the users’ login in the LinkedIn group focuses on

the business as well as the common interest. (Kiet-

zmann and Canhoto, 2013) says about LinkedIn and

states that he provides a direct and deep connection

between the owner and Social Media Feature Social

Media Source Facebook FansPage, Group (Lai and

Turban, 2008) Twitter Tweet, Retweet (Bacon, 2011)

Youtube Video Upload, Adsense (Singh et al., 2008)

Instagram Vote, Drop Question, Live, IG Story (Con-

stantinides and Fountain, 2008) Pinterest Pin, Like

(Elkin-Koren, 2010) Blog Post, Campaign (Li et al.,

2006) LinkedIn Connection, Recommendation (Lee

and Cavusgil, 2006) employees that have a potential

and should monopolize this sector for many years in

the future”.

After knowing the features on social media, the

next step was clarifying the social media. (Kang and

Johnson, 2015) and (Bajpai et al., 2012) state that

there are various efforts to explain the structure and

the objectives of the social media. Some description

of social media related to the customers is provided

by (Holsapple et al., 2018). (Bocconcelli et al., 2017)

proposed a honeycomb with seven blocks to compare

social media based on the functionalities. The expla-

nation and implication of each functionality are ex-

plained in Figure 5 below.

Social Media Features for Improving Organization Business Performance: A Systematic Literature Review

117

space

Figure 5: SOCIAL MEDIA FUNCTIONALITY.

Social media like facebook, Twitter and LinkedIn ,

where they are included in the main identity function.

For instance, LinkedIn social media, in which each

individual was able to share his education, working

experience show that LinkedIn provided the function-

ality in the form of relationship and reputation as well.

On social media, Facebook’s main functionality

was the relationship in which this social media ”Face-

book” became a place for all individuals around the

world to connect and interact with each other. Face-

book as social media also had the functionalities of

identity, presence, identity, reputation and conversa-

tion functionality. The users were required to ﬁll an

identity to be able to have a conversation, and the

presence of users was always awaited to open Face-

book. YouTube as social media focused on sharing

rather than discussion, group, and reputation. More-

over, Twitter possessed the functionalities of identity,

conversation, presence, sharing, and reputation.

4.2 Impact of Social Media on Business

Organization

The next explanation was about the results and dis-

cussion to answer RQ 2. RQ 2 question the impact

of social media usage on business organization. In

this modern era, the internet becomes the only fastest

way to get consumers’ attention in wide ranges. So-

cial media was one of the ways in which organizations

found it easy to connect with the consumers. Social

media websites such as Facebook, Twitter, Google+

and Pinterest represented great opportunities for busi-

nesses and organizations. Impacts of using social me-

dia on business organizations proposed in the previ-

ous literature will be described in this section.

The ﬁrst impact was Word of mouth. The social

media platform provided perfect opportunity to take

advantage of word of mouth and spread it more eas-

ily. Social media was growing at the fastest rate in de-

veloping countries. People connected through global

scale and informally participated in each other’s lives

through online observation. ”Liking” a brand on

Facebook could spread quickly to all social media

channels. (Jones and Chin, 2015) points out that con-

sumers feel more comfortable about the opinions of

their peers than the advertisements paid for the busi-

ness. The videos were also able to act as references

to review the products and services through YouTube,

which in many cases were then shared and dissem-

inated through various other social media websites,

this review could play as a basis for consumer pur-

chasing decisions. As a result, companies could pro-

vide products to popular YouTube users for their cus-

tomers to review and create their own brand YouTube

channels with videos about their products (Kietzmann

and Canhoto, 2013).

Also, the impact of using social media on business

organizations was to use social media business orga-

nizations to communicate well with the customers.

Social media is not without its shortcomings. But or-

ganizations can use it as an advantage to interact with

consumers who are not directly satisﬁed. Consumers

were capable to immediately provide criticism and

suggestions so that in this case business organizations

could take the advantages of social media and promise

to change or improve their products. This service

could be done directly without going through com-

plicated procedures by using only social media. Or-

ganizations could even take this opportunity to ask the

opinion of their consumers about upcoming events or

products about their brands, especially for consumer-

based organizations so that they beneﬁted the organi-

zation to analyze new or upcoming products or ser-

vices.

The next impacts are consideration and inﬂuence

on social media. Social media gave a big inﬂuence

on business, marketing, and how organizations are

involved with the target market. The use of social

media to share and engage many people continue to

grow for that in terms of business, it can be devel-

oped through the application of a sustainable social

media strategy to successfully exploit situations in a

swift. Another inﬂuence of social media was the dis-

covery of ’Trending Topics’, Trends on Twitter refer-

ring to the hashtagdriven topic that was immediately

popular at any given time, Trends were determined by

algorithms which monitored the subjects’ heat based

on whom you follow and where you are (Agwu and

Carter, 2014). This ’trend’ organization helped us ﬁnd

out what was acceptable and what was not at a partic-

ular time in the market.

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118

4.3 Social Media for Business

Organization Improvement

In RQ 3, we are going to discuss how social media im-

prove the effectiveness of business performance. Ac-

cording to (Drury, 2008), it takes time to develop a

relationship that leads to sales. However, most busi-

ness organizations that took the time to use social me-

dia ﬁnd good results in using social media to increase

sales. For example, more than half of marketers who

had used social media for at least three years report

and it helped them to increase sales. More than half

of those who spent 6 hours or more per week found

the same results and 74% of those who spent 40 hours

produced new businesses through their efforts (As-

saad and G

omez, 2011).

Social media can increase the effectiveness of

business performance by growing business partner-

ships. The more time marketers invest in social me-

dia networks, the more they get business partnerships.

More than half of marketers who have invested at

least one year in social media marketing claim that

new partnerships have been obtained. More than half

of those who spent only 6 hours per week on so-

cial media are able to build new partnerships (De-

varaj and Kohli, 2003). The use of social media to

improve business partnerships not only get contracts

from other organizations but also can make resellers

to expand the sales network of products or services

that will be marketed. The use of social media in

business organizations can reduce marketing costs so

as to improve business performance by increasing the

existing income. Nearly half of those who spend at

least 6 hours per week on social media efforts see the

beneﬁts of reducing marketing costs. At least 57% of

businesses with 10 or fewer employees agree that so-

cial media reduces marketing costs, while only 40%

of businesses with 1000 or more employees agree (Xu

et al., 2016).

Social media can help improve business improve-

ment by getting loyal customers. Loyal customers in

online marketers are far more likely to develop a loyal

fan base through social media than ofﬂine marketers

(Cook, 2008). The use of social media for improving

business organizations, one of which can also provide

market insights. Social media can predict or create the

trend of the latest models among the community so

that knowing market insights can increase the effec-

tiveness of business organizations. The use of social

media in business organizations also provides market

insights. From those who have at least one year of

experience, 69% or more found that social platforms

provide market insights; At least 74% of these ex-

penses at least six hours per week are more likely to

gain market insight.

5 DISCUSSION

Figure 6: Conceptual Diagram

Based on the previous results, a conceptual model

as shown in Figure 6 is developed. In general, this

conceptual model is based on the literature on infor-

mation technology which provides several case stud-

ies examples to examine the determinants of IT us-

age and the extent of IT usage and business perfor-

mance in an integrative model (Kietzmann and Can-

hoto, 2013). Over the years, research has been car-

ried out to investigate the consequences of various IT

systems. For a technology like social media, which

require open and two-way communication, managers

must act. The entrepreneurship and organizations

must be prepared to face the positive and negative

consequences of using social media. Therefore, the

entrepreneurial orientation of an organization is an

important factor in the use of social media.

This diagram is a description of the SLR objec-

tives that have been carried out. This research dis-

cusses the use of social media from the marketing

sector. Then in the use of social media, a social me-

dia strategy is needed. The social media strategy can

be done by using one of the features available on so-

cial media. After knowing the features, then can be

concluded the impact of using social media so that

business organizations can improve business perfor-

mance.

Organizational orientation is positively related to

the use of social media Innovation, or interactive tech-

nology is more likely and quickly adopted by users.

The important role played by interactivity in the

world of e-commerce and other WWW technologies

have motivated the academics and practitioners to im-

prove their understanding of interactivity concept and

use it effectively (Bata et al., 2018). Social media

is considered as an interactive media. This allows

two-way communication rather than one-way trans-

mission or information distribution for the audience

(Drury, 2008). Social networking platforms, includ-

ing Facebook, YouTube, and Twitter, have spread; e-

Social Media Features for Improving Organization Business Performance: A Systematic Literature Review

119

business sites for marketing that have rushed to in-

tegrate social networking features into websites, en-

able to enhance interactive communication between

consumers, or between consumers and organizations

(Choi and Burnes, 2017).

Next is the use of social media to ﬁnd informa-

tion. Social media is prevalent in various age groups.

Social networking sites like Facebook, for example,

is a popular social media platform that is most widely

used by students (Agwu and Murray, 2014). Although

the main purpose of using social networking sites is

related to socialization, there is an increase in the

number of individuals who seem to get information

from social networking sites.

Media-sharing site like YouTube is also known as

an important source for news (Singh et al., 2008).

Recently, microblog like Twitter is found to be used

also to get news (Bacon, 2011). Wikipedia has been

known as other popular social media platform which

commonly used as a starting point. The majority

of students would like to start with Wikipedia when

looking for information because it often gives the rep-

resentation about the new concept and also it is a use-

ful source (Larson and Watson, 2011). The use of

social media to ﬁnd information surely could also im-

prove the effectiveness of a business organization. So-

cial media is expected to give much beneﬁt for the

organization includes information like the easiness in

getting data input from the media user like client and

competitor.

The functionality included features and environ-

ment that facilitated the communication between user

(for example, the ability to of chatting, virtual real-

ity environment in which avatar could interact, screen

sharing), collaboration and cocreation of the con-

tent (for example, in a professional network like

LinkedIn), build reputation, etc. In a different context,

(Smith-Ditizio et al., 2018) It is important to know

the features that could support the improvement of a

business organization’s effectiveness so that it could

optimize the use of social media.

Social media is deﬁned as ”a group of internet-

based application that builds the foundation of ide-

ology and technology of Web 2.0, and it may allow

the creation and exchange of User Generated Con-

tent” (Quaye and Mensah, 2019). Porter deﬁnes strat-

egy as ”the creation of a unique and valuable position

which involves a set of different activities”. Mintberg

deﬁnes strategy as a plan supported by a decision that

has been made. He illustrates the formulation of strat-

egy as involving interaction between a dynamic en-

vironment and some important processes in an orga-

nization, and it has a different cycle of sustainable-

change. A strategy needs to have a particular ob-

jective, targeted audience and needed sources. The

deﬁnition of Information Strategy stated by (DiStaso

and McCorkindale, 2013) and followed by Henfrids-

son and Lind (Miah et al., 2017) is not quite different:

”a process of activity which intended to the aim of

actualizing strategy to use information system in an

organization:”

6 CONCLUSIONS

The aim of this research was to know the features

that could inﬂuence the performance of a business

in using social media. The social media were Face-

book, Twitter, YouTube, Instagram, Pinterest, blog,

and LinkedIn. One of the feature examples of social

media in Facebook is a business organization could

integrate Facebook’s features to their own site, so that

eases consumer to get information and widened the

information network shared by the business organi-

zation. The business organization should get proﬁt

from two–ways communication to respond and com-

municate with the consumer in order to ﬁnd out how

a certain brand is acknowledged, or whether they en-

joy the use of the product. The literature review con-

cluded that social media could have the effect of word

of mouth where social media gave an opportunity to

proﬁt from word of mouth in easier ways. Another

effect of the usage of social media in business orga-

nization was the easiness and quickness of communi-

cation with the client, for instance, complain can be

responded quickly through social media so that the

client is satisﬁed. The other effect of the social media

utilization was it could be considered and had great

inﬂuence in business, marketing, and how organiza-

tion involves with the market target. Furthermore, a

business organization also had an effect in social bak-

ers where the business organization could monitor and

optimize marketing through social media.

Social media could improve business performance

by increasing selling. In addition, social media could

grow business partnership like ﬁnding a reseller to ex-

pand the market range of business organization could

get client which resulted in the improvement of the

business organization’s performance. The increase in

the use of social media for business would give insight

about the market for business organization so that they

could get client which resulted in the improvement

of the business organization’s performance. The in-

crease in the use of social media for business would

give insight about the market for business organiza-

tion so that they could improve their organization’s

performance. This research also stated that busi-

ness world develops rapidly through existing constant

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communication in the provided social media. Busi-

ness organization had been given a chance to choose

their potential consumer and at the same time get loy-

alty from their recent consumer. Business organizar-

ion had also been given a chance to be more and di-

rectly understand their consumer

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