This is a findings and analysis chapter of a MSc Digital Marketing degree Dissertation by Maria Jose Serres.
The purpose of the dissertation was to investigate to what extent companies are using Social Media within their digital communities.
I also had the opportunity to examine in what ways the company's culture has been affected since it adopted Social Media and to what extent Social Media is allowing companies to deliver value to their Communities, as measured by their own objectives.
Many companies adopted Social Media, but not all of them are now obtaining the results they expected at first. Mistakes are related to misunderstanding and lack of strategy.
The organisations that are succeeding have many characteristics in common that are related to the companies’ values and changes in the culture.
This document contains the findings of my research.
In case you want the details of the data obtained from experts or the discussion of the implications I created, please contact by email.
You can use the information contained in this document, please include a copyright notice and the name of the writer when you do it.
Maria Jose Serres
MSc Digital Marketing