Discussion: The Use of Social Media in Supply Chain Management Activities
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School of Business, Liberty University
Author Note
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I have no known conflict of interest to disclose.
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The Use of Social Media in Supply Chain Management Activities
Background of the Situation
Before discussing the full context of the impact social media has on supply chain
management, marketers should understand the influence of each component. While most
marketers understand social media to an extent, the need for a critical understanding lies within
the change in social media. Platforms have evolved to suit the current consumer demands,
enabling user-generated content to change the way information is shared on the internet (Huang
et al., 2020). As consumers collaborate to share past experiences with products or services, word-
of-mouth influences consumer decisions. In addition, digital technologies developed to enhance
supply chain management. An example includes QR codes, device sensors, and transaction
memory recorders for data analysis of consumer behavior (Quigg, 2021). Therefore, the supply
chain processes may be altered to modify product or service experiences and post-purchase
evaluations. Huang et al. (2020) also emphasize the impact social media has on the supply chain,
such as the ability to communicate with the public and the promotion of speed, visibility, and
traceability within the team. Given the opportunity to implement the use of social media to
practices previously not introduced in a supply chain, it may create challenges and assist in
improved performances.
Potential Consequences/Alternative Responses
Adversity is inevitable in supply chain management. However, marketers must recognize
the specific challenges in which social media may initiate if it were introduced. Schmidt et al.
(2020) analyze the effects of adverse events within the supply chain while hypothesizing a direct
association between supply chain glitches and Twitter reactions, meaning the number of tweets
and the difference between negative and positive tweets. While marketers must weigh the
potential outcomes before making a decision to implement the use of social media in the supply
chain, they also may consider the potential for positive responses as a result of the consequences.
Companies may prefer to receive the publicity that comes with social media platform reactions.
For example, larger firms may consider supply chain glitches as less detrimental to stock market
returns (Schmidt et al., 2020). Marketers may compare adversities with the potential benefits
social media provides in an evolving society.
An additional benefit to implementing social media in supply chain management is the
use of influencers. While some social media influencers are likely to become risks, Ma et al.
(2018) recommend establishing a thoroughly and strategically prepared group of influencers to
promote preferred interactions across platforms. In this approach, marketers possess the ability to
guide more positive consumer behavior on the internet. Despite challenges that exist within
supply chain management activities, marketers who engage in continuous analysis and
modification are likely to experience beneficial outcomes regardless of technological
advancements.
Proposed Response
Social media should be integrated strategically into the supply chain. First, marketers
should include QR codes on product packaging materials, providing customers a link to review
platforms and customer support for any concerns or questions. This minimizes conflict with
customers, limits negative discussions on social media platforms, and establishes retention.
Second, the company should dedicate a team of employees to monitor social media interactions
and digital marketing efforts. The team will promote the company with intentional content that
builds brand awareness, allowing influencers to engage in user-generated content creation as
well. Platforms such as Facebook, Instagram, Snapchat, TikTok, Twitter, and YouTube may be
critical components to focus interactions on. Marketers monitoring the team will ensure company
values are reflected through social media interactions. Otherwise, the team will receive negative
feedback and must reevaluate online strategies.
References
Huang, S., Potter, A., & Eyers, D. (2020). Social media in operations and supply chain
management: State-of-the-Art and research directions. International Journal of
Production Research, 58(6), 1893-1925.
https://doi.org/10.1080/00207543.2019.1702228
Ma, Q., Luo, X., & Zhuge, H. (2018). Finding influential users of web event in social
media. Concurrency and Computation: Practice and Experience, 31(3), e5029.
https://doi.org/10.1002/cpe.5029
Quigg, B. (2021). Supply chain management. Liberty University: McGraw-Hill Create.
Schmidt, C. G., Wuttke, D. A., Ball, G. P., & Heese, H. S. (2020). Does social media elevate
supply chain importance? An empirical examination of supply chain glitches, Twitter
reactions, and stock market returns. Journal of Operations Management, 66(6), 646-669.
https://doi.org/10.1002/joom.1087
