Positive social business transformation at the American Express case study American Express is one the bright examples of the positive social business transformation, as it tried to engage with its customers using social media such as Twitter and the firm’s website, and the business aims at reaching the last stage of Altimeter (Piskorski par. 1; “Altimeter: The Evolution of Social Business ” par. 2). Simultaneously, it encouraged information sharing by introducing the GoSocial program (Piskorski par. 5). Being involved in these activities allowed the firm to regain its social image and become closer to the customers while being vehemently interested in their opinion in the form of likes and comments in social media. This positive transformation assisted the company in increasing its market share and highlighting the gravity of maintaining the strategy flexible and responsible for changes in consumer preferences. Positive social business transformation at the PUMA case study Another company with a positive social media transformation is Puma. Despite its worldwide recognition, the initial strategy of the company was rather poor, as only a limited number of the employees were involved in the social media activities (“Altimeter: Scalable Social Business ” par. 2). Now, it evolved positively, and PUMA wanted to formalize its social media activities by tracking likes and shares while using various metrics to measure the effectiveness of sales. Overall, PUMA experiences a positive shift in social media while engaging more and more customers in interactive activities. Global Social Media Policy As for the evaluation of P&G social media governance, in the first place, it defines the actual intentions of the policy while highlighting the need to follow the standards and describing the penalties for violation (“P&G: Global Social Media Policy” par. 1). Other critical components of social media governance are processes, which define the direction to follow (“Altimeter: The Evolution of Social Business ” par. 2). In the context of P&G, the firm highlights its important values, guidelines, and key responsibilities of the employees. Alternatively, aligning it with the business strategy and the company’s goals is also emphasized in the P&G report. Lastly, the firm does not underestimate aspects such as technologies and training, as it depicts the need for well-trained personnel with a profound knowledge of social media mechanisms. Overall, the strategy complies with the principle components of Altimeter, and these matters underline its effectiveness. What stage of social business transformation is brand WeChat in As for WeChat, this business is located in the transition between the stage of engagement and social business. Nowadays, WeChat is ensuring its market share among social media competitors, and it tends to provide its users with an exceptional experience by not being a simple messenger (Lawrence par.1). Alternatively, it tends to integrate its social media initiatives into its business culture, and it explains its desire in becoming a social business. How brands use Facebook By this phrase, the Facebook representative implies that the interaction of consumers could not be regarded as the outcome of the social media strategy. The company has to integrate social media components into different de