Users of the world, unite! The challenges and opportunities of Social Media


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Since the introduction of Social Media to public, its users or members continues to grow as the technology advances. It became a must tool for companies to have as it provides a free environment to promote and create value to customers. The article “Users of the world, unite! The challenges and opportunities of Social Media” written by Andreas M. Kaplan and Michael Haenlein introduces the world of social media in the age of 21st century. It is about the corporations or businesses take the risk of using social media to gain competitive advantage.

The content of the article by Kaplan and Haenlein is not something that is new to me. Social Media has taken a big part of my life. I used it to communicate with my family in the Philippines, look at company’s information, receive news feeds, and others. This is why most of the corporations or businesses are using social media to the users or the potential customers’ increases. But one thing that interests me from the article is when companies start to lose control of the information online. Kaplan and Haeniein mentioned, “firms have been increasingly relegated to the sidelines as mere observers, having neither the knowledge nor the chance or, sometimes, even the right to alter publicly posted comments provided by their customers” (2010, p. 60). Social Media had given the online users freedom that is not easily controllable. Once you search a keyword or the product brand name, all the information about that product will come up including the benefits and the bad side of it. Firms can delete that information or comments that will degrade the brand name, however, this could ignite an issue that will further affect the company’s public image.

As the freedom of users to create or post content in Social Media increases, we gain more confidence to voice our opinions and impact the way the companies operate. It might not be a significant influence but is something that is growing. Social Media is an innovative technology that continues to change the way we connect.


Kaplan, A., Haenlein, M. (2009). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53, 59-68.


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