Why Should Companies Invest in Social Media Marketing? Parameters and Means for Performance Measurement
(Sprache: Englisch)
Marketing has been greatly impacted by social media and internet developments. In the past decades a massive change within the disclosure landscape and the communication between companies and their stakeholders has taken place. In order to stay competitive...
Voraussichtlich lieferbar in 3 Tag(en)
versandkostenfrei
Buch (Kartoniert)
Fr. 42.00
inkl. MwSt.
- Kreditkarte, Paypal, Rechnungskauf
- 30 Tage Widerrufsrecht
Produktdetails
Produktinformationen zu „Why Should Companies Invest in Social Media Marketing? Parameters and Means for Performance Measurement “
Klappentext zu „Why Should Companies Invest in Social Media Marketing? Parameters and Means for Performance Measurement “
Marketing has been greatly impacted by social media and internet developments. In the past decades a massive change within the disclosure landscape and the communication between companies and their stakeholders has taken place. In order to stay competitive on the market, companies have to identify the advantages and opportunities given by social media.Using various social media platforms, companies can benefit in different corporate areas, like marketing, public relations, human resources or customer services. Since every platform has its own goals and approaches a different target audience, the companies have to choose the most appropriate platforms and then develop a specific strategy.
This book shows the motives for companies to invest in social media and clarifies complicated concepts. Furthermore, it evaluates various social media channels and their effectiveness as well as their return on investment measurements.
Lese-Probe zu „Why Should Companies Invest in Social Media Marketing? Parameters and Means for Performance Measurement “
Text sample:Chapter 3 Social Media Channels:
3.1 Social Networks:
Since their introduction in 1995 (Zarella, 2012), social networks have gained significant popularity and are among the most popular sites on social media. These days there are hundreds of social network sites, all representing different range of interests and practices.
According to Kaplan and Haenlein (2010), social networking sites allow users to create a personal profile on a specific platform and connect with others. Users can choose independently what content to share on their personal profile site, be it the real name, profile picture, age. "The presentation of a user's identity can often happen through the conscious or unconscious 'self-disclosure' of subjective information such as thoughts, feelings, likes, and dislikes" (Kietzmann et all, 2011, p. 243).
Social networks are web-based services that allow individuals to connect without geographical, political, cultural, or linguistic border. Therefore, the average number of Facebook friends is 350 per user. In the United States this number had been almost twice as high with 649 friends (Statista, 2015).
This is a great opportunity for companies to use this channel for word-of-mouth, since satisfied customers are the best multipliers and can spread the message rapidly. Moreover, companies can use social networks for market research, customer relationship, recruiting, or promotion (Grabs and Bannour, 2012).
There are various platforms to use, for the general masses, but also networks can focus on a specific lifestyle, topic or a location. It depends on the target audience which applications companies should use. This target audience can be found by mean of professional monitoring programs that shows where the potential customers exactly operate.
3.1.1 Facebook:
First introduced in 2006, in the last view years Facebook developed into the largest social network, thus one of the most important platform for companies as it can be used for
... mehr
internal and external communication within a company (Huber, 2013).
Today, the platform has 1.4 billion users, making it the biggest platform online (Facebook, 2015). Companies are eligible to create an account on Facebook for free, and publish texts, videos, pictures, links, lotteries, or even start a survey using an available tool. According to Düweke (2012, P.183): "The new Pages helps businesses and organizations express their identity through features like cover photo and Page timeline. It also allows Pages to reach people on the web and mobile and respond to people in a quick, more personal way". Users can connect with any corporate Facebook page and become fans by "like" the page. Hence the user will see all posts on his wall from the specific company he liked.
When it comes to recommendation and sharing a corporate Facebook profile, the most essential aspect for the users are that the company regularly provide current and relevant content, a vibrant community and the individual address. On the other hand, users unlike a Facebook page if there is too much advertising and ignorance concerning any questions. (Grabs and Bannour, 2012). Thus, to be successful, companies should take the community and the individual user serious, and not consider them as an object only.
It is important to be active on Facebook and not underestimate the time and effort required to create, maintain and monitor the page, since it takes daily posting of engaging content that inspires interactions and maximizes reach (Funk, 2013).
Facebook is relevant for companies on many different levels. Since the platform exists worldwide, except China, it offers international companies an enormous opportunity for customer acquisition. The user reveals ist own consumer behaviour, consciously or unconsciously, and provides the companies relevant information in order to reach the target audience more effective than ever more. Moreover, users not only use Facebook on a computer or laptop, but on mob
Today, the platform has 1.4 billion users, making it the biggest platform online (Facebook, 2015). Companies are eligible to create an account on Facebook for free, and publish texts, videos, pictures, links, lotteries, or even start a survey using an available tool. According to Düweke (2012, P.183): "The new Pages helps businesses and organizations express their identity through features like cover photo and Page timeline. It also allows Pages to reach people on the web and mobile and respond to people in a quick, more personal way". Users can connect with any corporate Facebook page and become fans by "like" the page. Hence the user will see all posts on his wall from the specific company he liked.
When it comes to recommendation and sharing a corporate Facebook profile, the most essential aspect for the users are that the company regularly provide current and relevant content, a vibrant community and the individual address. On the other hand, users unlike a Facebook page if there is too much advertising and ignorance concerning any questions. (Grabs and Bannour, 2012). Thus, to be successful, companies should take the community and the individual user serious, and not consider them as an object only.
It is important to be active on Facebook and not underestimate the time and effort required to create, maintain and monitor the page, since it takes daily posting of engaging content that inspires interactions and maximizes reach (Funk, 2013).
Facebook is relevant for companies on many different levels. Since the platform exists worldwide, except China, it offers international companies an enormous opportunity for customer acquisition. The user reveals ist own consumer behaviour, consciously or unconsciously, and provides the companies relevant information in order to reach the target audience more effective than ever more. Moreover, users not only use Facebook on a computer or laptop, but on mob
... weniger
Bibliographische Angaben
- Autor: Viktoria Schoja
- 2016, 68 Seiten, 19 Abbildungen, Masse: 19 x 27 cm, Kartoniert (TB), Englisch
- Verlag: Anchor Academic Publishing
- ISBN-10: 3960670230
- ISBN-13: 9783960670230
Sprache:
Englisch
Kommentar zu "Why Should Companies Invest in Social Media Marketing? Parameters and Means for Performance Measurement"
0 Gebrauchte Artikel zu „Why Should Companies Invest in Social Media Marketing? Parameters and Means for Performance Measurement“
| Zustand | Preis | Porto | Zahlung | Verkäufer | Rating |
|---|
Schreiben Sie einen Kommentar zu "Why Should Companies Invest in Social Media Marketing? Parameters and Means for Performance Measurement".
Kommentar verfassen