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How do the top 10 world brands use Facebook brand page as a marketing tool? and How effective is it?
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How do the top 10 world brands use Facebook brand page as a marketing tool? and How effective is it?

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  • 1. RTF 393P Globalization and Social Media Final Project A Study on Social Networking Sites -- How do the top 10 world brands use Facebook brand page as a marketing tool? And how effective is it? Yi Chung, Somi Park, Yilan Zhu
  • 2. Coca-Cola, 31; IBM, 90; Microsoft, 18; McDonald’s, 62; Intel, 49; Nokia, 28; Disney, 2.
  • 3. Research Question
    • RQ1: What types of communication purposes [R3] are the global top 10 brands using Facebook brand pages for?
    • RQ2: What communication strategies (content, feature and type of technique) are the top 10 brands taking on the Facebook brand pages? And,
    • RQ3: How media professionals react to and comment on the top 10 brands’ performances on Facebook?
  • 4. Methodology
    • ?
  • 5. Communication Purpose
    • McDonald’s Blunder
    • IBM Uses Social Tools for B-to-B
    • Coca-Cola Drafts 'The Simpsons' for Super Bowl
    • Nokia Unveils N96 Phone
    • Looking for a Familiar Face and Finding a Coke
    • Listening
    • Talking
    • Energizing
    • Supporting
    • Embracing
  • 6. Communication Strategy
    • Coca-Cola Striving to Reach the Youth Market
    • McDonald's Joins FarmVille
    • Selecting an 'Idol‘ – McDonald’s
    • McDonald's is rolling out McRib nationally
    • Disney Selling Film Tickets On Facebook
    • Targeting
    • Interacting
    • Engaging
    • Informing
    • Extending
  • 7. Media Reaction
      • Positive
      • Negative
      • Measurement
  • 8. Conclusion
    • Social network is an extension of business
    • Social network is channel for conversation
    • Social network is a platform for engagement
  • 9. Limitation
    • Limited media sources;
    • Limited brands and categories;
    • Qualitative evaluation, lack of hard and uniform evaluation criteria;
    • Lack of dynamic evaluation and historical perspective.
  • 10. ThaNK YOU!