The author of the article, “The Key to Social Media Success Within Organizations” argues that the reason social media initiatives can’t provide benefits to companies since the initiatives don’t create emotional capital. They are defined as a strong emotional connection between the company and the stakeholders.
Personally, I believe that emotional capital is necessary for successful social media initiatives in organizations. I think that it is impossible for a company to have internal social media work for them and not care about their stakeholders. Caring about stakeholders and treating them well benefits the firm and society.
Emotional capital represents, “the feelings and beliefs that help an organization’s employees to form successful relationships with each other, which is good for the organization.” Emotional capital is respect that a company gains by showing its employees that they genuinely appreciate them.
References:
Devin's Blog 