Annotated Bibliography

How Has Social Media Effected the Business Industry?

Mackenzie Amirfar

Professor Malcolm Campbell

UWRT 1104

March 15, 2018

 Annotated Bibliography

Bahn, Chris. “Media Firm Leverages Blog Buzz.” ProQuest, Arkansas Business, 13 May 2013,

search-proquest-com.librarylink.uncc.edu/docview/1370933449?accountid=14605.

This database article examines the idea that consumers are just as effective marketers as regular

marketers. This type of marketing is recognized as word-of-mouth advertising, and this works so

well because consumers who have a good experience with a product or company will most likely

share the experience with family and friends, which opens up a market that the company may

have never had if they only used traditional marketing strategies. A big way that consumers

share their opinions on such products is through social media; for example, we all have a family

member or friend on facebook that shares everything they buy with their friends and writes a

whole review on the product so that their friends will want the product. This is an example of

how word-of-mouth advertising through social media works. The author also provides specific

information from “Collective Bias” which is the leading website for influence-generated content

marketing. Collective Bias lists “think community” as No. 1 on its list of founding principles.

This means to utilize your market to expand your business to their communities by making your

market feel special and like they are a part of your community. The details and facts he provides

give him credibility and back up information to refer back to, so that the information is not just

coming from his opinion, it is coming from another credible sight on the topic. The author also

presents different speakers, like Calvin Peters, who has formerly praised social media shopping

and influencing and what it has done for the business and retail market. The article contains

specific chains who have increased sales and social media followers after they invested more in

social media influencers and bloggers. This article provides me with statistics and facts about
consumers playing the roles as marketers and companies using more social media marketing

strategies.

Crosman, Penny. “Social Media Requires New ROI Approach.” Ebsco Host, American Banker,

26 June 2012, http://web.a.ebscohost.com/ehost/detail/detail?vid=0&sid=a2c882f3-91e6-

446599b56ea4f86514ab%40sessionmgr4007&bdata=JnNpdGU9ZWhvc3QtbGl2ZSZzY

29wZT1zaXRl#AN=77357331&db=bth

I really like this peer-reviewed article because it provides me with information I have not found

in any other source. The article talks about different ways business’ can see a return on

investment (ROI) through social media marketing in other ways that increase in sales. The other

way business’ can excel with social media is to engage with customers and hear their voice about

what they want and think should be improved. Without customer input, a business owner will

never know what their customers really want or think needs to be changed. Crosman talks about

Frank Eliason’s view on ROI through social media marketing. Using quotes from Eliason gives

Crosman credibility because Eliason is the senior vice president of social media at Citi, so he is

in fact very knowledgable on the subject and works within it every single day. One thing Eliason

says is “People are still missing the boat with ROI. It’s not how much you sell in social media,

it’s how much you engage your customers. The ROI is in the information that’s out there that

leads to change and process improvement.” I like this quote because it shows another way

business’ can improve from social media and it gives insight on how they can do it, especially

for small business owners who value reviews more than any other business’. For example, if I

own a local boutique and I get a hurtful review online for everybody to see, this will hurt me

more than it would hurt Walmart. Although this review would be felt at heart, it allows me to

personally and publicly reach out to the unhappy customer, apologize for whatever may have
happened, and assure them that the problem will be fixed for the future. This article will help me

tremendously because it shows another way social media effects the business industry and

broadens my topic slightly, in a positive and effective manner.

Moorman, Christine. “Measuring the Impact of Social Media On Your Business.” Forbes,

Forbes Magazine, 9 Oct. 2017,

https://www.forbes.com/sites/christinemoorman/2015/01/18/measuring-the-impact-of-

social-media-on-your-business/#119a8de315e5

This article from Forbes Magazine gives me an alternative view of my opinion on the impact of

social media. Moorman suggests that many business’ are upset because they do not see any

positive impact on their sales after investing in social media marketing, in fact, many of them

have seen a great rise in the number of “hits” on their social media pages, but a decline in sales.

Not only does this article provide me with a counterargument for my paper, it also provides a

step-by-step method on how to effectively and efficiently use social media marketing to get the

best outcome and increase in sales. The ten step method includes using goal-driven metrics,

demonstrating metric validity, uncovering and verifying leading indicators, creating dashboards,

developing meaningful benchmarks, conducting experiments, allocating funds to measurement,

considering the cost of ignoring social media, building predictive models, guiding future actions,

and sticking with your metrics. Christine Moorman is a credible author because she is the T.

Austin Finch Senior Professor of Business Administration in the Fuqua School of Business at

Duke University. As a business professor, you instruct how to effectively run a business and be

successful in the business industry, with that being said, Moorman is likely to be knowledgeable

on the subject of marketing strategies. This article is credible because it shows real numbers on
impacts that a number of business’ provided about the statistics they have recorded and the

article is also sponsored by the American Marketing Association.

Peer Review

Overall, this annotated bibliography concisely answers what the topic is about. In addition, I

really liked how you were able to utilize a writer’s move by way of the example. More

specifically, the example that you used in your second annotation in regards to a small business

in comparison to a bigger business as to the degree that social media has an effect on set

businesses. However, my recommendations are as follows: check the formatting, page numbers

and last name is missing, and a fourth cited source is needed. Also, on the third annotation you

may want to elaborate on if you are going to use or discard this source. Nonetheless, you did a

good job here with the annotated bibliography. I enjoyed reading it and if you have any questions

about the comments that I made feel free to ask away.