The purpose of this research is to identify and analyze the role and impact of social media marketing
and to analyze to what extent it has an impact on business performance. Social media have become a major
factor in influencing different aspects of consumer behavior including awareness, information acquisition,
opinions, attitudes, purchase behavior, and post-purchase communication and evaluation
Project report on social media marketingKushal Tomar
This document is a project report on social media marketing in today's business. It was submitted by Kushal Singh Tomar to Uttaranchal University in partial fulfillment of the requirements for a B.Com degree. The report analyzes how social media can effectively be used as a marketing tool for businesses and compares social media marketing to traditional marketing methods. It studies the advantages and disadvantages of both approaches. The report finds that social media presence provides benefits for all types of businesses and is a relatively cheaper marketing method than traditional advertisements.
social media marketing tools and it impact on youth Swati Sharma
This document is a project report on the impact of social media marketing on youth perspectives. It includes an introduction, literature review, objectives, limitations, scope of study, and research methodology. The literature review discusses the history and importance of social media marketing. It examines how brands use social media to understand youth habits and create engaging content. The objectives are to understand social media as a marketing tool and its impact on youth. The scope is limited to social media marketing in Delhi and surveys 150 social media users. The research methodology uses a questionnaire to understand the effect of social media on consumer purchasing decisions.
SOCIAL MEDIA AS A MARKETING TOOL IN INDIAGirish Kumar
This project report summarizes research conducted on using social media as a marketing tool in India. The report discusses how social media marketing allows businesses to connect with customers and build relationships. It provides an overview of major social media platforms like Facebook, Twitter, LinkedIn and how businesses can benefit from using these tools. The report also analyzes primary research findings on social media usage in India and provides recommendations on how businesses can effectively utilize social media for marketing.
This document appears to be a project report submitted by Akash Rajendrakumar Wangi to Solapur University in partial fulfillment of an MBA degree. The report examines the impact of social media on youth. It includes an introduction outlining the objectives, scope and limitations, and research methodology. It also contains theoretical background, data analysis and interpretation chapters, findings, and a conclusion. Appendices include survey questions and a bibliography of references. The report was guided by Mr. Vilas Balgaonkar and submitted to fulfill degree requirements for an MBA from Hirachand Nemchand College of Commerce, Solapur.
Incite social media-facts and figures worth sharing(110525)June Kim
Social media has become ubiquitous, with 91% of marketers using the top four platforms: Twitter, Facebook, LinkedIn, and blogs. While businesses initially struggled to understand social media's benefits, studies show it can increase brand exposure, drive traffic to websites, and help form new partnerships. When used effectively as part of an integrated marketing strategy, these platforms provide measurable returns like increased awareness among targeted customers and new business opportunities.
This document outlines a social media marketing plan project for a fictional fishing apparel company called Dabbing Gear. It provides instructions for completing different parts of the project, including inventing the company, analyzing competitors, and creating content plans for blog posts, Twitter, and Facebook. For the competitor analysis part, three competitors - Columbia, Huk Performance Fishing, and Shark Zen - are evaluated on their social media presence and strategies. Sample blog content and Twitter posts are also provided as examples. The overall goal is to demonstrate an understanding of effective social media marketing strategies for a business.
This document summarizes a capstone project submitted by Ammon Arave to Southern Utah University for a Master's degree in Professional Communication. The project involved developing a social media marketing plan for Snow College. Arave conducted surveys of high school seniors and their parents to understand their perspectives on social media. He also reviewed relevant literature. Based on the survey results and literature review, Arave created a social media marketing plan for Snow College to improve recruitment through more effective use of social media strategies. The plan was presented at a conference of admissions and recruiting personnel from higher education institutions across Utah.
Project report on social media marketingKushal Tomar
This document is a project report on social media marketing in today's business. It was submitted by Kushal Singh Tomar to Uttaranchal University in partial fulfillment of the requirements for a B.Com degree. The report analyzes how social media can effectively be used as a marketing tool for businesses and compares social media marketing to traditional marketing methods. It studies the advantages and disadvantages of both approaches. The report finds that social media presence provides benefits for all types of businesses and is a relatively cheaper marketing method than traditional advertisements.
social media marketing tools and it impact on youth Swati Sharma
This document is a project report on the impact of social media marketing on youth perspectives. It includes an introduction, literature review, objectives, limitations, scope of study, and research methodology. The literature review discusses the history and importance of social media marketing. It examines how brands use social media to understand youth habits and create engaging content. The objectives are to understand social media as a marketing tool and its impact on youth. The scope is limited to social media marketing in Delhi and surveys 150 social media users. The research methodology uses a questionnaire to understand the effect of social media on consumer purchasing decisions.
SOCIAL MEDIA AS A MARKETING TOOL IN INDIAGirish Kumar
This project report summarizes research conducted on using social media as a marketing tool in India. The report discusses how social media marketing allows businesses to connect with customers and build relationships. It provides an overview of major social media platforms like Facebook, Twitter, LinkedIn and how businesses can benefit from using these tools. The report also analyzes primary research findings on social media usage in India and provides recommendations on how businesses can effectively utilize social media for marketing.
This document appears to be a project report submitted by Akash Rajendrakumar Wangi to Solapur University in partial fulfillment of an MBA degree. The report examines the impact of social media on youth. It includes an introduction outlining the objectives, scope and limitations, and research methodology. It also contains theoretical background, data analysis and interpretation chapters, findings, and a conclusion. Appendices include survey questions and a bibliography of references. The report was guided by Mr. Vilas Balgaonkar and submitted to fulfill degree requirements for an MBA from Hirachand Nemchand College of Commerce, Solapur.
Incite social media-facts and figures worth sharing(110525)June Kim
Social media has become ubiquitous, with 91% of marketers using the top four platforms: Twitter, Facebook, LinkedIn, and blogs. While businesses initially struggled to understand social media's benefits, studies show it can increase brand exposure, drive traffic to websites, and help form new partnerships. When used effectively as part of an integrated marketing strategy, these platforms provide measurable returns like increased awareness among targeted customers and new business opportunities.
This document outlines a social media marketing plan project for a fictional fishing apparel company called Dabbing Gear. It provides instructions for completing different parts of the project, including inventing the company, analyzing competitors, and creating content plans for blog posts, Twitter, and Facebook. For the competitor analysis part, three competitors - Columbia, Huk Performance Fishing, and Shark Zen - are evaluated on their social media presence and strategies. Sample blog content and Twitter posts are also provided as examples. The overall goal is to demonstrate an understanding of effective social media marketing strategies for a business.
This document summarizes a capstone project submitted by Ammon Arave to Southern Utah University for a Master's degree in Professional Communication. The project involved developing a social media marketing plan for Snow College. Arave conducted surveys of high school seniors and their parents to understand their perspectives on social media. He also reviewed relevant literature. Based on the survey results and literature review, Arave created a social media marketing plan for Snow College to improve recruitment through more effective use of social media strategies. The plan was presented at a conference of admissions and recruiting personnel from higher education institutions across Utah.
Use customer intimacy to drive competitive advantage.
Learn how to:
** Move from a product-focused, to a customer-focused strategy – understand individuals as well as markets, and focus on relationships as well as transactions.
** Personalized interaction – identify and utilize your customers’ passion points in order to connect with them on a more meaningful and personalized basis.
** The right channel for the right audience – ensure you are reaching the customer in their domain, wherever that may be
This document discusses several articles that examine the impact of social media on businesses. The articles show that social media allows businesses to introduce brands, products and promotions to consumers at little to no cost. It also enables businesses to be transparent about their brand and products, which builds customer trust and loyalty. Further, social media provides a platform for businesses to listen to customer feedback and improve customer service, as well as evaluate their brand and products.
“How Marketers are using Social Media Marketing to grow their Business”Tamanna Satsangi
This study set out to understand how marketers are using social media to grow and promote their businesses and also how consumers are dealing with SMM.
This document provides an overview of using social media, specifically blogs, for talent recruitment. It defines what a blog is and how it differs from traditional media in its emphasis on user interaction and comments. Blogs can attract candidates by providing insights into a company's culture from a personal perspective and allowing candidates to communicate directly. Maintaining a company blog also strengthens a company's overall social media presence and branding by linking to other social profiles to drive traffic.
Social Media & Marketing to a Digital GenerationJames Burnes
James Burnes presents to the National Association of Mutual Insurance Companies Leadership Forum on social media strategy, planning and execution to reach younger consumers.
The top three questions marketers want answered about social media marketing are:
1. How to measure the effect of social media marketing on their business.
2. How to integrate and manage all of their social media marketing activities.
3. The best ways to sell products and services using social media.
The majority of marketers spend 6 or more hours per week on social media marketing activities. Measuring results and integrating activities were identified as major areas marketers want to improve.
The document is a summer internship capsule project submitted by Vikram Kumar to ACCMAN Institute of Management in partial fulfillment of a post graduate diploma program. It discusses Kumar's internship project on using social media as a tool for marketing. The project includes an executive summary, industry overview of social media marketing, descriptions of various social media tools and their use for marketing, and analyses of social media marketing methods and trends in India.
This document discusses the role of social media in public relations and its impact on brand involvement and commitment. It reviews literature that found social media significantly impacts public relations, how organizations engage with customers, and consumer purchasing behavior. The study aimed to analyze the relationship between social media, consumer behavior, and brand commitment in Pakistan. A questionnaire survey found most respondents agreed social media is an important channel for organizations to communicate, advertise, and build relationships with customers.
DISCLAIMER: The views are entirely that of the author of the presentation and ESS does not associate itself with the content whatsoever. ESS cannot be held liable in anyway for any claims arising out of the presentation or any repercussions from partial/complete implementation of any of the ideas presented.
Social Media Marketing - Brand Reach Out Strategyabigailkyna
It is a Marketing Strategy plan for a new business running in the beauty industry that requires better marketing strategy. Introducing Med-Line Singapore. They provides an alternate solution for consumer with skin allergy as well as sensitive skin.
Impact of Social media on Consumer Preferences in Fashion TrendsRohina Banerjee
This document discusses a capstone project analyzing the impact of social media on consumer preferences in fashion trends. Specifically, it examines how social media has transformed the traditionally exclusive fashion industry into a more consumer-friendly one by making fashion accessible to everyday people. The project aims to understand the relationship between social media and fashion consciousness/preferences based on a survey of consumers in Mumbai, India. Literature on the topics of social media marketing, customer relationships, and purchase intention is also reviewed, with studies finding social media positively influences intimacy, trust, and purchasing behaviors.
Social media's influence in purchase decisionsAnup Nair
The document discusses social media's influence on purchasing decisions in the USA. It begins by introducing the study and its objective to determine the impact of social networking sites on people's purchasing behaviors. It then provides background on social media, including definitions, how it differs from traditional media, and its widespread use in marketing. The document also explores how social media influences consumers' purchasing decisions and how building social authority is important for effective social media marketing.
marketingThe Effectiveness of social media in event Mr Nyak
marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketing The Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing
Usman Koroma
Laura Hall presents on the benefits of social media marketing. Some key points:
1) 94% of businesses use social media and close to 60% devote a full work day to social media.
2) 85% of businesses saw increased market exposure using social media and 58% saw sales increases after 3 years.
3) The top 3 social media platforms for businesses are Facebook, Twitter, and Google. Social media allows businesses to engage customers, improve brand awareness, and gain customer insights.
A project report on Social Media MarketingSafder Mak
Introduction: Social media has gained importance and acceptance at a very past pace. It has become an avenue to share one’s personal and professional life. The usage of social media as a marketing tool is already implemented by many businesses. This reports analysed how effectively social media be used as a marketing tool. The comparison of social media versus traditional media for marketing was studied and advantages and disadvantages of both are compiled. This report also analysed how small business start-ups can benefit from the ever growing social media industry.
Method: This report used journals, magazine articles, newspaper articles, business reviews, online survey and so on from the library of Amity University. Further official social media pages of various companies on Facebook, Twitter and LinkedIn were analysed to generate statistics.
Result: Social media presence is definitely an advantage for all kinds of businesses. Social media marketing has wider market appeal and is relatively cheaper than traditional advertisements. With a huge number of audiences and high customisability of social media for required content, social media marketing emerges as an exciting and effective tool for marketing.
welingkar final year project
https://youtu.be/8x5ADQ89nYc
Special discount for sileshare viewers
https://niraj7005.wooplr.com/search?q=Anarkali
Men & women product
Open below link
https://niraj7005.wooplr.com
For tour
https://www.facebook.com/DestinigoWorld
This document discusses social media marketing and provides examples. It begins with introducing the document team members and agenda. The introduction section defines social media marketing and discusses why companies use social media marketing. It also outlines the benefits and types of social media marketing. Later sections discuss social media activities, the impact of social media on marketing, and ways to build brand trust through social media. A case study on Ford's successful "Fiesta Movement" social media campaign is also provided. The document concludes with references.
This document appears to be the beginning of a project report submitted for a Master's degree program. It includes standard elements like an undertaking statement, certificate of originality, acknowledgements and preface. The project report focuses on analyzing social media marketing strategies of Paytm in India. It provides an executive summary that highlights key findings such as the importance marketers place on social media, top areas they want to improve like measurement and integration, and trends in social media usage and budgets. The introduction gives an overview of social media marketing and tools used.
Updated slides show 2012 research on social media network usage as a marketing tool among North American small to medium-sized business and industrial companies.
Social media is a helpful tool for businesses to market themselves. It allows targeting of specific interests and demographics through ads on sites like Facebook. Facebook's advertising program analyzes user information and groups to target ads at individuals. This has been very effective, with click rates much higher than other online ads. Businesses can also create engaging ads that users can comment on or gift to friends, expanding the reach of the ads through social interactions. Apps like Farmville also provide advertising opportunities through in-game branded items seen by large numbers of users. Companies have seen great success using these social media marketing strategies on Facebook.
Role of social media networks in penetration of internationalAlexander Decker
This study investigated the role of social media networks in helping small and medium enterprises (SMEs) in Kenya penetrate international markets. It focused on SMEs located at Yaya Centre in Nairobi. The study found that social media networks had a statistically significant positive effect on SMEs' ability to penetrate global markets. Specifically, social media networks explained 62.8% of the variation in SMEs' global market penetration performance. The study concluded that social media networks play an important role in helping Kenyan SMEs internationalize their business and access overseas customers.
Importance Of Companies Embracing Social MediaXXXX.docxwilcockiris
Importance Of Companies Embracing Social Media
XXXXXXXX
Professional Communications
*
IntroductionSocial medial platforms have grown and developed in a very intense manner on the current era.The uses of social media are becoming diverse and the social media is being embraced form different arenas.The increased use of internet have led to increase use of social media platforms.
There is a increase use of social media around the world. almost every person has an account with at least one social media account. This shows that social media is a world trend. There have been an increased use of the internet around the world. most people are therefore able to access the internet hence they can log in to their social media accounts easily.
*
Cont.… Social media platforms which are almost used all over the world include twitter, Facebook, Instagram, LinkedIn and even Snapchat (Hajli, 2015). Most people use these platforms for fun and to interact with different people.
There are various platforms which have taken and they are widely used. Most of these platforms have lots of subscribers and they are a better place for a company to start with it embracing social media. Some of these are Facebook, twitter, Instagram and LinkedIn. The young generation and also the older generation are using the social media for new interactions and also to build relationships. This is because technology have made the world a global village.
*
Cont. ..There are various advantages which accrue to a company which embraces social media. However, there are also disadvantages related to the use of social media by corporations. The company can be able to control whether it will reap benefits from the social media or demerits. Effective control over social media is very critical.
Embracing social media as a company, there are many advantages which the company can achieve. However, there are also disadvantages of using social media depending on how it is used. The company should be able to tale control of their social media. This is because if the social media is unmonitored and uncontrolled, it can destroy the sales, image and development of the company.
*
Benefits of companies using social mediaAs it has been seen, there are many benefits which will accrue to a company which embraces social media.These benefits will be accrued to the company since social media have many uses. One of the benefits which a company is access to a wide range of customers.
The products and services which are offered by a company will determine how the organization wants to utilize the chance of social media platforms.One of the benefits is that social media provides a customer with access of a wide range of potential customers. The social media is global hence a company is able to reach to its global consumers and its able to communicate with them and also pass information.
*
Cont.…. A company will also be able to shape the image of the company to the customers.Social med.
Use customer intimacy to drive competitive advantage.
Learn how to:
** Move from a product-focused, to a customer-focused strategy – understand individuals as well as markets, and focus on relationships as well as transactions.
** Personalized interaction – identify and utilize your customers’ passion points in order to connect with them on a more meaningful and personalized basis.
** The right channel for the right audience – ensure you are reaching the customer in their domain, wherever that may be
This document discusses several articles that examine the impact of social media on businesses. The articles show that social media allows businesses to introduce brands, products and promotions to consumers at little to no cost. It also enables businesses to be transparent about their brand and products, which builds customer trust and loyalty. Further, social media provides a platform for businesses to listen to customer feedback and improve customer service, as well as evaluate their brand and products.
“How Marketers are using Social Media Marketing to grow their Business”Tamanna Satsangi
This study set out to understand how marketers are using social media to grow and promote their businesses and also how consumers are dealing with SMM.
This document provides an overview of using social media, specifically blogs, for talent recruitment. It defines what a blog is and how it differs from traditional media in its emphasis on user interaction and comments. Blogs can attract candidates by providing insights into a company's culture from a personal perspective and allowing candidates to communicate directly. Maintaining a company blog also strengthens a company's overall social media presence and branding by linking to other social profiles to drive traffic.
Social Media & Marketing to a Digital GenerationJames Burnes
James Burnes presents to the National Association of Mutual Insurance Companies Leadership Forum on social media strategy, planning and execution to reach younger consumers.
The top three questions marketers want answered about social media marketing are:
1. How to measure the effect of social media marketing on their business.
2. How to integrate and manage all of their social media marketing activities.
3. The best ways to sell products and services using social media.
The majority of marketers spend 6 or more hours per week on social media marketing activities. Measuring results and integrating activities were identified as major areas marketers want to improve.
The document is a summer internship capsule project submitted by Vikram Kumar to ACCMAN Institute of Management in partial fulfillment of a post graduate diploma program. It discusses Kumar's internship project on using social media as a tool for marketing. The project includes an executive summary, industry overview of social media marketing, descriptions of various social media tools and their use for marketing, and analyses of social media marketing methods and trends in India.
This document discusses the role of social media in public relations and its impact on brand involvement and commitment. It reviews literature that found social media significantly impacts public relations, how organizations engage with customers, and consumer purchasing behavior. The study aimed to analyze the relationship between social media, consumer behavior, and brand commitment in Pakistan. A questionnaire survey found most respondents agreed social media is an important channel for organizations to communicate, advertise, and build relationships with customers.
DISCLAIMER: The views are entirely that of the author of the presentation and ESS does not associate itself with the content whatsoever. ESS cannot be held liable in anyway for any claims arising out of the presentation or any repercussions from partial/complete implementation of any of the ideas presented.
Social Media Marketing - Brand Reach Out Strategyabigailkyna
It is a Marketing Strategy plan for a new business running in the beauty industry that requires better marketing strategy. Introducing Med-Line Singapore. They provides an alternate solution for consumer with skin allergy as well as sensitive skin.
Impact of Social media on Consumer Preferences in Fashion TrendsRohina Banerjee
This document discusses a capstone project analyzing the impact of social media on consumer preferences in fashion trends. Specifically, it examines how social media has transformed the traditionally exclusive fashion industry into a more consumer-friendly one by making fashion accessible to everyday people. The project aims to understand the relationship between social media and fashion consciousness/preferences based on a survey of consumers in Mumbai, India. Literature on the topics of social media marketing, customer relationships, and purchase intention is also reviewed, with studies finding social media positively influences intimacy, trust, and purchasing behaviors.
Social media's influence in purchase decisionsAnup Nair
The document discusses social media's influence on purchasing decisions in the USA. It begins by introducing the study and its objective to determine the impact of social networking sites on people's purchasing behaviors. It then provides background on social media, including definitions, how it differs from traditional media, and its widespread use in marketing. The document also explores how social media influences consumers' purchasing decisions and how building social authority is important for effective social media marketing.
marketingThe Effectiveness of social media in event Mr Nyak
marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketing The Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing The Effectiveness of social media in event marketingThe Effectiveness of social media in event marketing
Usman Koroma
Laura Hall presents on the benefits of social media marketing. Some key points:
1) 94% of businesses use social media and close to 60% devote a full work day to social media.
2) 85% of businesses saw increased market exposure using social media and 58% saw sales increases after 3 years.
3) The top 3 social media platforms for businesses are Facebook, Twitter, and Google. Social media allows businesses to engage customers, improve brand awareness, and gain customer insights.
A project report on Social Media MarketingSafder Mak
Introduction: Social media has gained importance and acceptance at a very past pace. It has become an avenue to share one’s personal and professional life. The usage of social media as a marketing tool is already implemented by many businesses. This reports analysed how effectively social media be used as a marketing tool. The comparison of social media versus traditional media for marketing was studied and advantages and disadvantages of both are compiled. This report also analysed how small business start-ups can benefit from the ever growing social media industry.
Method: This report used journals, magazine articles, newspaper articles, business reviews, online survey and so on from the library of Amity University. Further official social media pages of various companies on Facebook, Twitter and LinkedIn were analysed to generate statistics.
Result: Social media presence is definitely an advantage for all kinds of businesses. Social media marketing has wider market appeal and is relatively cheaper than traditional advertisements. With a huge number of audiences and high customisability of social media for required content, social media marketing emerges as an exciting and effective tool for marketing.
welingkar final year project
https://youtu.be/8x5ADQ89nYc
Special discount for sileshare viewers
https://niraj7005.wooplr.com/search?q=Anarkali
Men & women product
Open below link
https://niraj7005.wooplr.com
For tour
https://www.facebook.com/DestinigoWorld
This document discusses social media marketing and provides examples. It begins with introducing the document team members and agenda. The introduction section defines social media marketing and discusses why companies use social media marketing. It also outlines the benefits and types of social media marketing. Later sections discuss social media activities, the impact of social media on marketing, and ways to build brand trust through social media. A case study on Ford's successful "Fiesta Movement" social media campaign is also provided. The document concludes with references.
This document appears to be the beginning of a project report submitted for a Master's degree program. It includes standard elements like an undertaking statement, certificate of originality, acknowledgements and preface. The project report focuses on analyzing social media marketing strategies of Paytm in India. It provides an executive summary that highlights key findings such as the importance marketers place on social media, top areas they want to improve like measurement and integration, and trends in social media usage and budgets. The introduction gives an overview of social media marketing and tools used.
Updated slides show 2012 research on social media network usage as a marketing tool among North American small to medium-sized business and industrial companies.
Social media is a helpful tool for businesses to market themselves. It allows targeting of specific interests and demographics through ads on sites like Facebook. Facebook's advertising program analyzes user information and groups to target ads at individuals. This has been very effective, with click rates much higher than other online ads. Businesses can also create engaging ads that users can comment on or gift to friends, expanding the reach of the ads through social interactions. Apps like Farmville also provide advertising opportunities through in-game branded items seen by large numbers of users. Companies have seen great success using these social media marketing strategies on Facebook.
Role of social media networks in penetration of internationalAlexander Decker
This study investigated the role of social media networks in helping small and medium enterprises (SMEs) in Kenya penetrate international markets. It focused on SMEs located at Yaya Centre in Nairobi. The study found that social media networks had a statistically significant positive effect on SMEs' ability to penetrate global markets. Specifically, social media networks explained 62.8% of the variation in SMEs' global market penetration performance. The study concluded that social media networks play an important role in helping Kenyan SMEs internationalize their business and access overseas customers.
Importance Of Companies Embracing Social MediaXXXX.docxwilcockiris
Importance Of Companies Embracing Social Media
XXXXXXXX
Professional Communications
*
IntroductionSocial medial platforms have grown and developed in a very intense manner on the current era.The uses of social media are becoming diverse and the social media is being embraced form different arenas.The increased use of internet have led to increase use of social media platforms.
There is a increase use of social media around the world. almost every person has an account with at least one social media account. This shows that social media is a world trend. There have been an increased use of the internet around the world. most people are therefore able to access the internet hence they can log in to their social media accounts easily.
*
Cont.… Social media platforms which are almost used all over the world include twitter, Facebook, Instagram, LinkedIn and even Snapchat (Hajli, 2015). Most people use these platforms for fun and to interact with different people.
There are various platforms which have taken and they are widely used. Most of these platforms have lots of subscribers and they are a better place for a company to start with it embracing social media. Some of these are Facebook, twitter, Instagram and LinkedIn. The young generation and also the older generation are using the social media for new interactions and also to build relationships. This is because technology have made the world a global village.
*
Cont. ..There are various advantages which accrue to a company which embraces social media. However, there are also disadvantages related to the use of social media by corporations. The company can be able to control whether it will reap benefits from the social media or demerits. Effective control over social media is very critical.
Embracing social media as a company, there are many advantages which the company can achieve. However, there are also disadvantages of using social media depending on how it is used. The company should be able to tale control of their social media. This is because if the social media is unmonitored and uncontrolled, it can destroy the sales, image and development of the company.
*
Benefits of companies using social mediaAs it has been seen, there are many benefits which will accrue to a company which embraces social media.These benefits will be accrued to the company since social media have many uses. One of the benefits which a company is access to a wide range of customers.
The products and services which are offered by a company will determine how the organization wants to utilize the chance of social media platforms.One of the benefits is that social media provides a customer with access of a wide range of potential customers. The social media is global hence a company is able to reach to its global consumers and its able to communicate with them and also pass information.
*
Cont.…. A company will also be able to shape the image of the company to the customers.Social med.
This document is a study on social media marketing and how it creates brand awareness. It discusses how social media can be used as an integrated marketing communications tool. Some key points:
- Social media allows for two-way communication between brands and customers and the sharing of user-generated content.
- Successful social media marketing relies on creating engaging content that encourages sharing and builds trust in the brand.
- Brands can use social media to increase awareness, provide customer support, gain insights, and manage their online reputation.
- The study examines consumers' usage of and attitudes toward social media platforms and marketing, finding that Facebook, Instagram, and YouTube are most popular and effective for brands.
SOCIAL MEDIA7I got C in this Use of Social media b.docxjensgosney
SOCIAL MEDIA 7
I got C in this
Use of Social media by modern generation
Name
Institution
Date
Running head: SOCIAL MEDIA 1
Social Media
Social media has had a huge impact in the modern generation. The lives of most people in the modern world revolve around social networking sites such as Facebook and Twitter. This aspect has led to some firms employing it as a marketing tool. However, some firms still believe that social media does not have any advantages in the corporate world, thus only suitable for social interactions. However, this is not the case as some firms have ended up benefiting a lot as a result of employing social media as a marketing tool (Girard & Girard, 2011). According to a report from the Hubspot, over 92% of marketers claimed that social media was a very important tool for businesses in 2014. These marketers went to say that this tool increases traffic in their websites. Despite many marketers' positive attitude towards this tool, some of them still do not know how to effectively employ this tool. This aspect has led to some firms taking a pragmatic approach in integrating this tool in their operations. However, the positive attitude is a demonstration that this tool has a potential of increasing sales if well employed.
Facebook, Twitter, and YouTube have significantly contributed in the processes of bring about democracy in non-democratic cultures. Specifically, the young people depend on these sites to organize and communicate matters they want to express. These sites provide social structures where people with different background, cultures, and similar interest join forces over shared set of demands. They use social media to set agenda or come up with hierarchy leading to attempts to bring about changes (Tufekci & Wilson, 2012). People now use Facebook, Twitter, and YouTube to fuel spontaneous protests that are difficult to predict and control.Social media sites are the best places to effectively stir pleasure for changes because the youth are the majority of the people who use the sites. The youth are the main power who can make all changes, for example, they will want to stop any violence against human rights (Tufekci & Wilson, 2012). When doing this I would resort to use Facebook since it has more members in comparison to the other two; this would be much easier to mobilize more individuals. As the person behind the movement for changes, I will not choose to remain anonymous.
I believe that the social media can serve as both gateway and catalyst for social and cultural changes since the minority also participate in global media that has a homogenizing impact on the culture in the world. The use of media fosters changes in culture perspectives and the minority uses the same to extend the reach of their culture (Tufekci & Wilson, 2012). The social media attains this through changes in the way culture has been traditionally conceptualized. As such, it can be used to extend and catalyze the changes a.
The document provides an overview of using social media, specifically Facebook, Twitter, and LinkedIn, for recruitment purposes. It discusses how these platforms can be used to find and engage with candidates, providing resources for employers. Facebook allows sharing photos and updates about the company culture. Twitter is best for sharing job postings and interacting with candidates. LinkedIn facilitates researching candidates' experience and building a professional network. The document recommends establishing a presence on these major social media sites to access candidates and enhance employer branding.
How to use social media for business - Thriving LotusThriving Lotus
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Staff India aims to implement social media marketing on platforms like Facebook, Twitter, LinkedIn, and Google+. Social media marketing involves creating engaging content to attract readers and encourage sharing, which can help generate buzz and target customers. Effective social media strategies for Staff India should make use of each platform's unique features to promote the brand and interact with customers at low cost.
Staff India aims to implement social media marketing on platforms like Facebook, Twitter, LinkedIn, and Google+. Social media marketing involves creating engaging content to attract readers and encourage sharing, which can help generate buzz and target customers. Effective social media strategies for Staff India should make use of each platform's unique features to promote the brand and interact with customers at low cost.
Impact of Social Media Marketing on Small Businesses’ Sales Performance: A Ca...AI Publications
This study was conducted toinvestigate the impact of Social Media Marketing on Small Businesses’ Sales Performance: A Case of Women Clothing Stores in Nyamagana District, Tanzania. The study used quantitative research approach. Data was collected through questionnaires, and the analysis was conducted using quantitative means by which statistical package for social science (SPSS V 22) software was employed quantitative analysis was employed.ANOVA was applied to predict how use Facebook, Instagram and Twitter for marketing purposes influences the sales performance of small businesses engaging in women clothing retailing.In this study,regression analysis was applied to find out the relationship equation for the independent variable (use of Facebook, Instagram, and Twitter).Through this the researcher was able to understand the effects of the relationship between independent variable and dependent variable of the study. The result obtained through regression analysis established that Facebook has impacts on the sales performance of small business (Beta = .199, P <.020). The results obtained in this aspect shows that the increase in the use of Facebook by 1 unit attributes increase of performance of small business by 0.20. On Instagram, thefindings obtained through linear regression established that Instagram has a significant impact on the sales performance of small business (Beta = .369, P <.947). And on Twitterthe results obtained through regression analysis revealed that Twitter has no direct relationship on the sales performance of small business (Beta = -.599, P <-.945). The study recommends further studies to be conducted on the strategies to be used to improve the application of social media in the small business.
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This document discusses a study on the impact of online/digital marketing on small businesses. Some key points:
- The study aims to understand if online marketing helps small businesses reach customers and be successful. It examines tools/platforms used and their effectiveness.
- A survey was conducted of 50 small businesses in Ahmednagar district, India across sectors like IT, FMCG, agriculture that use digital marketing.
- Most businesses surveyed were 0-5 years old and had annual incomes between 1-10 lakhs. The majority were in the services sector.
- 80% of respondents were aware of digital marketing and 80% used online tools like websites, Facebook, Instagram to reach customers.
-
How Leading Brands are Unleashing the Power of Social MediaBrian Cavoli
New Research by TNS Media Intelligence/Cymfony reveals how marketers around the world view the importance of social media and the barriers they face to successful implementation
Journal of Economics and Business Research, ISSN 2068 - 35.docxtawnyataylor528
Journal of Economics and Business Research,
ISSN: 2068 - 3537, E – ISSN (online) 2069 – 9476, ISSN – L = 2068 – 3537
Year XX, No. 2, 2014, pp. 155-164
Social Media Marketing to Increase Brand Awareness
M. Bîja, R. Balaş
Monica Bîja
Faculty of Economics
"Aurel Vlaicu" University of Arad, Romania
Raluca Balaş
Economic College, Arad
Abstract
Social networks are becoming more and more
widespread and they are literally conquering the World
Wide Web. Facebook has managed to arrive even in poor
and remote territories which apparently have nothing to
do with our always on the move modern world.
However, only on the African continent there are more
than 100 million active Facebook users who represent
50% of the African population having access to Internet.
Thus, it would be huge marketing mistake for businesses
not to take into consideration this opportunity to get in
touch with prospective customers (Neti, 2011). Social
media is hot and has turned into a “must” for businesses
looking for brand awareness. Therefore, the techniques
used to attract customers by means of social networks
have gained quite a high degree of sophistry (Neti,
2011). In an age in which the average internet user
accesses his/her social network account at least fourteen
times a day, companies cannot afford to be absent from
this medium. The aim of the present paper is to present
the concept and characteristics of social media and how
it can be used in order to increase brand awareness.
M. Bîja, R. Balaş
8
Keywords: social media marketing, social networks,
social media strategies, brand awareness.
Introduction
Kietzmann J.H. (2001) explains that consumers used the Internet
for its content: they read it, they watched it, and they used it in order to
purchase various products and services. Nowadays, more and more
consumers are utilizing content sharing sites, blogs, social networking
and wikis - to create, modify, share and discuss Internet content. This
represents the social media phenomenon, which can have an enormous
impact on a business’ reputation, sales and why not on its survival in an
environment getting fiercer and fiercer as days pass by.
The Social Media Marketing is not such a new phenomenon as
many might be tempted to believe. It did not begin yesterday or the day
before yesterday. It is actually more than ten years old. The entire
phenomenon began with the launch of LinkedIn in 2003. But since this
is a network targeted mainly to businesses its popularity is much lower
than that of the social networks dedicated to the public at large
(Pradiptarini, 2011).
LinkedIn was soon followed by MySpace and Facebook in 2004.
The hysteria of sharing pictures, videos and thoughts on line was
augmented by the launch of YouTube in 2005 and of Twitter in 2006
(Pradiptarini, 2011). These are the main players on the market. They are
doubled by some mi ...
The document discusses how social media sites like Facebook, Twitter, and LinkedIn have become necessary tools for job hunting and business purposes. It explores how companies can benefit from developing social media accounts to interact with customers and how maintaining a professional online presence can help individuals find new job opportunities. Social media allows businesses to connect with clients, market themselves, and remain relevant in a changing digital environment.
This document provides an overview of creating an effective social media strategy. It discusses:
- Listening to the existing social media landscape and conversations around your brand before developing a strategy.
- Analysing your brand, marketing challenges, competitors' activities, and influencers.
- Setting SMART objectives and key performance indicators to measure success.
- Creating an action plan that includes roles, tools, activity frequency, conversation plans, and guidelines.
- Implementing the strategy and regularly reviewing performance against objectives.
Extracting Targeted Users from SNS using Data Mining ApproachIJSRD
This document summarizes a research paper that proposes using data mining clustering algorithms on social network data to identify targeted users for internet advertising. Specifically, it involves gathering post and comment data from a Facebook brand page, preprocessing the data by tokenizing, stemming, and removing stop words. Then a clustering algorithm will classify the posts and comments into categories to discover influential users. The goal is to develop a systematic technique to improve marketing strategies and target key users for online advertisements using insights from social network data and data mining.
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Role of Social Media Marketing On Organisational Performance in Kenya
1. IOSR Journal of Business and Management (IOSR-JBM)
e-ISSN: 2278-487X, p-ISSN: 2319-7668. Volume 17, Issue 1.Ver. I (Jan. 2015), PP 101-105
www.iosrjournals.org
DOI: 10.9790/487X-1711101105 www.iosrjournals.org 101 | Page
Role of Social Media Marketing On Organisational Performance
in Kenya
Ednah Kimani
I. Introduction
The purpose of this research is to identify and analyze the role and impact of social media marketing
and to analyze to what extent it has an impact on business performance. Social media have become a major
factor in influencing different aspects of consumer behavior including awareness, information acquisition,
opinions, attitudes, purchase behavior, and post-purchase communication and evaluation.
The study is set out to investigate the role of social media on organizational performance and the main
objectives are to establish the effect of brand awareness on the performance of an organization to establish the
effects of real-time updates on the performance of an organization, to establish the effects of repeat exposure on
the performance of an organization and to establish the effects of Competitive Advantage on the performance of
an organization.
II. Social Media Marketing
Competition for customers has greatly increased with marketers looking for new ways to attract and
retain customers. Companies are now looking to social media as a competitive way to market their products and
increase their sales volumes. Having a strong social media presence in business is no longer a plus but a
requirement. The days are gone when a business organization could advertise solely via the media, such as
radio, TV, billboards and newspapers.
Our study is based on social media marketing and in order to understand what social media marketing is,
we first need to understand what social media is and what marketing is. Kaplan and Heinlein (2010) have
formulated social media as “a group of Internet-based applications that build on the ideological and technological
foundations of Web 2.0, and that allow the creation and exchange of User Generated Content”. Web 2.0 refers to
Internet platforms where users can interactively participate in and user generated content encompasses the
possibilities in which people may use social media (Chan, et al., 2010). Some of the popular social media pages
are Facebook, Twitter and You tube.
Social media marketing allows companies to create new connections with customers and communicate
with them, instead of sending one-way messages to people. Social media is based on a natural, authentic
conversation between people about a subject of mutual interest. (Scott, 2010).
III. Social Media Marketing In Kenya
Globally, social media marketing is very popular and is commonly used in western countries. A lot of
organizations have embraced social media marketing and they employ people whose work is to make sure that
their pages are always up to date and that their clients are happy with all their queries responded to immediately.
In Kenya, social media marketing is not very popular as most companies tend to keep off social websites as they
are viewed only from a negative perspective. Very few organizations have included social media as a marketing
tool. This comes as a shock since social media is a free marketing tool and can manage to reach millions of
Kenyans in a short span of time. Most organizations stick to common modes of marketing like television,
newspapers and magazines, and radio.
This is mainly because people are afraid of change and where there is a form of uncertainty, no one
wants to be involved. They tend to see social media only from its social perspective, but not from how they can
gain from it. They tend to discourage their employees from using social media during working hours as it is
viewed as a social platform where the employees will waste a lot of company‟s recourses posting updates and
chatting with their friends.
A few companies however have welcomed social media marketing and have their Face book and
Tweeter pages available to the public. This is very useful for these companies because they are able to keep up
with their client‟s „likes and dislikes‟, they manage to communicate with their clients in real time where a client
may post a complaint on one of their social pages and they will be able to communicate with the client and take
care of the problem immediately. Companies are also able to get different views and opinions from their clients,
which enables them to be able to improve on a product or service depending on what their client wants.
This study targets organizations in Kenya; especially the Small and Medium enterprises who would gain
so much from using social media marketing for the merits it will give the company. Only a few companies
2. Role of social media marketing on organisational performance in kenya
DOI: 10.9790/487X-1711101105 www.iosrjournals.org 102 | Page
locally have managed to use Social Media Marketing successfully to keep in touch with their clients and keep
their clients up to date with their new or improved products and services. Most companies in Kenya have not
been able to use social media marketing successfully, as they have no idea as of where to start, what content to
share, when to share the content, who to target and many other things. Many companies will register on a social
website but will then leave the pages dormant and some clients may even place enquiries with no response, the
pages have no information and are not up to date with the company‟s products and services.
The study will focus on Wananchi Cottages in kilifi, which is a restaurant located in Kilifi county.
Wananchi cottages is a relatively new restaurant but has not yet become as popular as it should have as they do
not take advantage of the free social media marketing. Wananchi cottages has a general website which has no
detailed information about the restaurant, the availability of rooms where clients can place their inquiries. They
have also registered on social media sites but the pages are dormant and lack detailed information about the
facilities and events at Wananchi cottages. The restaurant mostly depends on word of mouth and use of brochures
to advertise which may not be as effective as SMM.
The study will show all the positive roles that social media marketing plays in organizations and why
Wananchi Cottages should make use of the social media to market their company and keep in touch with their
clients in real time. The Social Media and Mobile Communication platforms can be extremely useful for
marketing as they are easiest and free platforms through which organizations can do product launch, campaigns,
advertising, contests and brand positioning. The platforms help organizations reach and engage with their current
clients and also potential further consumers.
IV. Statement Of The Problem
Many organizations do not take full advantage of Social Media Marketing because they don‟t see SMM
making a lot of impact on organizational performance. A lot of people are still new to the social media concept
and they therefore do not understand how it works and they tend to undermine the kind of impact SMM can have
on the organization. Social media has from time to time been viewed negatively and this makes many companies
avoid using the channel as a means of marketing their organization.
Many employers think that social media marketing should be avoided because employees will goof off,
they see social media as having no business purpose, and they highly believe that employees can‟t be trusted.
Social media marketing is also popularly seen as a fad and a waste of time, but let us keep in mind that
everything starts off as a fad. The question is whether this particular fad has any value to us today. Management
also asks the question, if competition isn‟t using it, why should they?
All these are misconceptions and should be ignored. Done right, social media is more than a buzz and
will produce winning results (Goldner, 2010). Social media marketing has a lot of value to us because it allows
employees to connect to the clients, especially the ones in different geographic zones. Social media allows firms
to engage in timely and direct end-consumer contact at fairly low cost and higher levels of efficiency than can be
achieved with more traditional communication tools. This makes social media not only relevant for large
multinational firms, but also for small and medium sized companies, and even nonprofit and governmental
agencies. (Kaplan & Haenlein, 2010).
One may be wondering what the advantage is of having a presence on a social networking site like
Facebook when the business already has a regular website. The answer is reach. You want your message and
story to reach as many people as possible. To maximize your reach, you need to have a presence where people
are „hanging out‟ and increasingly they are hanging out on social networking sites. (Halligan & Shah, 2010).
Wananchi cottages only have a very general website that has no detailed information about the
restaurants facilities and events. It only informs the clients about the location of the restaurant and about the
company that established the restaurant. It has no information that allows a client to make bookings, make
enquiries or view the restaurants facilities.
Social media is becoming more crucial to hospitality businesses, due to the intangibility and experiential
nature of hospitality products and the lowered technological barrier for average travelers to contribute
information online. Different from the one-way communication in most mass media channels, social media
represents two-way communication between consumers.
If Wananchi cottages made use of Social Media Marketing, they would be able to attract a larger mass
of clients from all around the country who are looking for a place to spend on holiday or while on business. They
would be able to communicate with clients and answer their queries immediately they are placed on the social
media sites and also make bookings online for customers who can then come and spend at Wananchi cottages.
Wananchi cottages would also be in a position to advertise their new products and services or special offers so as
to attract more clients to visit the place. Wananchi cottages is missing a lot of opportunities by not using social
media marketing as using social media marketing would add so many advantages and sales opportunities.
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V. Role Of Social Media Marketing
Social media marketing is very important to organizations and plays an unlimited number of roles in an
organization that help in improving the performance of an organization. We will look at some of the roles of
social media marketing; but we need to stress that these aren‟t the only roles of social media marketing.
5.1 Brand awareness
Brand awareness is the extent to which a brand is recognized by potential customers, and is correctly
associated with a particular product. Carol Tice, (2012), a contributor with Entreprenuer Magazine, states that
one of the most powerful ways to use social media is as a brand-building tool. With social media, you get to
decide how you want to position your company and what you want people to know about what you do. With
consistent effort and great content, you can build a reputation for your brand around your company‟s values,
benefits, and advantages.
Expressed usually as a percentage of the target market, brand awareness is the primary goal of
advertising in the early months or years of a product's introduction. The ultimate goal of most businesses is to
increase sales and income (Carol, 2012). Ideally, you want to attract new customers to your products and
encourage repeat purchases. Brand awareness refers to how aware customers and potential customers are of your
business and its products. Within a week after its introduction, surveys found that more than 90% of US
consumers had heard about the i Phone as a result of advertising and news reports. This is exceptionally high
brand awareness. Ultimately, achieving successful brand awareness means that your brand is well known and is
easily recognizable. Brand awareness is crucial to differentiating your product from other similar products and
competitors Gustafson and Chabot (2007). Increasing Brand Awareness can have many benefits for a company‟s
short and long term goals.
In a nutshell, if your brand is more easily recognized than your competitors then you will stand a better
chance of prospective customers contacting your business, buying your products etc. Social media marketing
influences brand awareness and recognition by giving exposure to an organization products and services.
Exposure is measured by the number of followers/fans and subscribers.
5.2 Real-time communication
Social media tools provide an effective communications medium. By using social media within your
support organization you can increase consumer engagement and feedback, as well as decrease the response time
in solving customer support issues. A quicker response rate helps to improve customer satisfaction and retention
rates. Communication is the process by which individuals share meaning. It is necessary, therefore, that
participants are able to interpret the meanings embedded in the message they receive, and then, as far as the
sender is concerned, able to respond coherently. (Baines et al 2011).
Social Media and Mobile Communication platforms can be used for studying and collecting information
on problems and issues faced by customers and consumers (Shih, 2009). This when combined with market
intelligence data, will help create value proposition for an organizations‟ future direction as well as products and
services. The organization can then act fast to solve the problems faced by consumers before they get out of hand
and bring bad image to the organization.
5.3 Repeat Exposure
There is an old marketing adage that says it takes six to eight exposures to a product before a customer
decides to buy. A clear benefit of social media is repeat exposure with your network. You have the opportunity to
remind them over and over again about what you have to offer, which can shorten your sales cycles dramatically
(Tice, 2012). Social Exposure is a good starting point for measuring the scope of social media activity. Social
exposure is measured by the numbers of followers / fans, impressions and subscribers an organization manages to
get on their social pages. The exposure is necessary to build a community that can spread the company
messaging. You want your message and story to reach as many people as possible. To maximize your reach, you
need to have a presence where people are hanging out and increasingly they are hanging out on social networking
sites (Halligan & Shah, 2010). Having a larger exposure will essentially widen the potential for people to view
your brand.
Exposure is very important in the hotel industry. The more your restaurant is seen on the social sites,
the more the restaurant becomes popularly known and therefore, the more clients are going to trust your
products and services.
It is very important for an organization to be very honest about everything they put out there. It is better
to limit the information that can be accessed by clients than to put up too much information that may end up
misleading and later on frustrating your clients (Halligan & Shah, 2010).
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5.4 Competitive Advantage
Competitive advantages are company assets, attributes, or abilities that are difficult to duplicate or
exceed; and provide a superior or favorable long term position over competitors (Faulkenberry, 2012). It‟s the
ability of a company to deliver products, services or benefits, either at a lower cost or an improved level than
other players in the same industry. These two main types of competitive advantage determine whether your
company succeeds by being a cost leader or by differentiating its offering. Businesses typically pursue either one
or the other competitive advantage, because unless you have a monopoly it is almost impossible to achieve.
The reality is that most of your competitors aren‟t likely doing a very good job with social media (most
companies aren‟t), which gives you the chance to stand out. Also consider the flip side. If you avoid social
media, you leave a big opening that allows your competitors to capture your audience. Social media gives
organizations a competitive edge by giving real-time response to customers. This gives an organization an
advantage over another organization which has not invested in social media marketing. Social media activities
take place in real time. With little or no delay between receiving information and disseminating it, your
company can provide rapid social media responses to customers and gain an advantage over competitors who
don‟t respond as quickly or have not invested in social media (Baines et al 2010).
Another competitive advantage social media offers is brand monitoring. Monitoring and measuring your
brand via social media enables you to track what your customers are saying online about your company and
products. It offers a competitive advantage by providing information on comparisons customers draw between
you and your competitors, which helps you to make decisions about pricing and customer preferences. By using
tracking programs such as social plug-ins from Google Analytics or RowFeeder, you can identify the
demographic profiles of your followers, customize your products and market them accordingly (Mangold &
Fauld, 2009).
VI. Critique Of Existing Literature Relevant To The Study
Most of the research done concentrates on how to the medium used for social media as a marketing tool
affects the interpretation of the message, but they do not focus on the media transformed. Many of the theories
focus on advising organizations on how medium used will affect the organization, but not on the impact that
social media has on the performance of the same organizations.
Research on the field of social media marketing is not very extensive but has been done since 1976 by
Short, Williams, and Christie in their social media presence theory and continues to date. Short, Williams, and
Christie (1976) have used „social presence theory‟ to establish the fact that the higher the social presence, the
larger the social influence that the communication partners have on each other's behavior. And in that regards we
are able to see how social media is highly influential due to its high social presence.
McLuhan (1995) the author of the famous quote “the media is the message argued that the media itself,
rather than its actual content, will transform people and society. The actual messages people are communicating
won‟t be any different on the new media; the interactivity and frequency of new communication patterns will
change our behavior forever. Thus, the media‟s effects on society are much greater than their content.
Carlene Li and Jeremiah Owyang (2010) from Altimeter Group are the major contributors to the social
graphics framework of the pseudo theories. The pseudo theories suggest that marketers should switch focus from
effects of mass media on pre-purchase decision-making to post-purchase word-of-mouth; one needs to study the
different levels of engagement by customers in order to adopt different strategies for encouraging the spread of
social media and influence the direction of consumer conversation.
There are lots of different theories that tell us about how companies should use social media in their
marketing and it can be really hard to know which one to focus on. We therefore believe that the theories we have
chosen are worth considering when creating a social media marketing strategy.
VII. Conclusion
Competition for customers has greatly increased with marketers looking for new ways to attract and
retain customers. Companies are now looking to social media as a competitive way to market their products and
increase their sales volumes. We know you have heard this before, but we will say it again: Having a strong
social media presence in business is no longer a plus but a requirement. The days are gone when a business
organization could advertise solely via the media, such as radio, TV, billboards and newspapers.
It is important to understand the specific impact that social media have on business process performance
(Wetzstein et al, 2011). The identification of a direct connection between the two will support the shift towards a
new business environment in which companies will maximize the benefits they can obtain by integrating social
media suites into their daily operations. Many employers think that social media marketing should be avoided
because employees will goof off, they see social media as having no business purpose, and they highly believe
that employees can‟t be trusted. Social media marketing is also popularly seen as a fad and a waste of time, but
5. Role of social media marketing on organisational performance in kenya
DOI: 10.9790/487X-1711101105 www.iosrjournals.org 105 | Page
let us keep in mind that everything starts off as a fad. The question is whether this particular fad has any value to
us today. Management also asks the question, if competition isn‟t using it, why should they?
All these are misconceptions and should be ignored. Done right, social media is more than a buzz and
will produce winning results (Goldner, 2010). Social media marketing has a lot of value to us because it allows
employees to connect to the clients, especially the ones in different geographic zones. Social media allows firms
to engage in timely and direct end-consumer contact at fairly low cost and higher levels of efficiency than can be
achieved with more traditional communication tools. This makes social media not only relevant for large
multinational firms, but also for small and medium sized companies, and even nonprofit and governmental
agencies. (Kaplan & Haenlein, 2010).
VIII. Recommendations
Social Medias have become a part of our daily lives and most of the people with internet enabled phones
have signed up to at least one of the social Medias. It is important for companies to take not of that and take
advantage of social media being that it is a cost effective way to advertise, where signing up a new account is
absolutely free of charge. No organization should have an excuse as to not having a social media platform to
communicate with their target clients.
Social media marketing is a very effective way of advertisement and communication and each and every
organization should take advantage of the real time communication it gives, repeat exposure to the mass, a
competitive advantage over their competitors and last but not least, superior brand awareness. Wananchi cottages
should always supervise their social medias and keep them up to date as they will be able to update their current
offers, main events taking place, advertise their facilities, allow clients to make online bookings and make
payments before they even reach Kilifi, they will be able to manage their clients queries and complaints and
advise interested clients on current offers they may be able to take advantage of. This will lead to improvement
on customer satisfaction, and hence organization effectiveness.
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