Competitive Analysis of Social Media and Incident Management

Social media is the platform that had entirely changed the way we communicate. It enables one-to-one, one-to-many conversations between the individuals. Due to its reach to every individual present anywhere in this world, business organizations were using the social media to maximize their revenues by leveraging the end-user connectivity. It became an easy way for business in engaging with the customer 24x7. Several organizations are using this social media platform extensively for promoting their business apart from the traditional advertisement campaigns. Customers are also using this medium to share their experience about any product that they purchased. In this move, they are tagging the company that manufactured the product and the vendor from where they purchased the item. In addition to this, they are using these social media websites to check the reviews and comments of other users. Several events that happen in the business world today are getting highlighted on the social media in different forms such as photos, videos, user posts, comments etc whether it is a positive or negative event with regards to the organization. These events are showing potential impact on the business of that particular organization in terms of customer's loyalty, brand image etc. This paper uses a case study based approach wherein we analyze various events that are happening on the social media and the impact of these events on the customers and the business of an organization. Furthermore, we also analyzed the response of these companies to these events on the social media platforms.