Social media gold dust: Using a dynamic-capabilities perspective to enhance performance through social media use

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Organizations, particularly hotels, often underutilize social media as a method of building a larger customer base, as well as a way of boosting advertising through user-generated content. Social customer relationship management and customer engagement are key facets to boosting social media use in an organization.

Originality/value

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2020), "Social media gold dust: Using a dynamic-capabilities perspective to enhance performance through social media use", Strategic Direction, Vol. 36 No. 10, pp. 21-22. https://doi.org/10.1108/SD-08-2020-0141