One of the focused areas researchers have been interested in is the re-evaluation of the performance and practices of an organization especially exploring and finding some indicators that would reflect as accurately as possible the subtleties of the organization’s entity. The main purpose of this paper is to highlight the company performance and practices measurements and ways to sustain them by using social media communication. Organization performance and practices is a concept that afloat many questions concerning the most accurate or the best method of measuring the performance at the organization level. The sustainability of the company performance and practices is another area of interest that are tightly attached to the organization performance. The research methodology has aimed at studying the contingency impact of using social media communications to sustain the organization performance and practices. If the communications are considered one of the factors to influence the organization performance and practices, the modern approach to communication through social media offers a new perspective on the sustainability of organization performance and practices. The organization performance and practices are also heavily depending on the level of data security that it put in place. In conclusion, after the theoretical study, the authors have noticed that by using social media communications the organization can disseminate important and vital information to a wider group potential of clients or customers. Feedbacks from the bigger can be used to improve the organization performance and practices. Hence, to sustain the existence of the organization performance and practices depends on how positively the wave of social media communication.
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