This document discusses the relationship between social media, Greek enterprises, and the financial crisis in Greece. It finds that social media use among Greeks and enterprises has risen significantly since 2008. However, Greek enterprises are not fully utilizing social media to engage with consumers. The financial crisis has eroded public trust in institutions. To regain trust, enterprises must develop social responsibility by contributing to society and local communities. Social media can help create transparency and dialogue between enterprises and citizens in a digital ecosystem. This may lead to social entrepreneurship and partnerships that benefit both business and society.

1. Social Media, Greek
Enterprises and the Financial
Crisis – some new relations?
Eleni Giannari Dimitris Gouscos
Postgraduate Student, Assistant Professor, Faculty
Faculty of Communication of Communication and
and Media Studies, Media Studies, University of
University of Athens Athens
email email
eleni_gia11@hotmail.com gouscos@media.uoa.gr

2. User-Centered
Social Web
User Friendly
Media Open to
Everybody
Engagement
Social Conversation
Dialogue
Media
Marketing

3. Social Media Marketing in
Greece
• Social Media Use WHO?
by People HOW?
WHY?
• Social Media Use by
Enterprises
Studies conducted by Institute
of Communication and
Advocate Burson-Marsteller

4. 55%Rise in Social Media Use
100%
Activities Greeks perform on the Internet (at least once a
2010 90%
80%
86%
month)
78%
2008 70%
65%
60% 57%
50%
50%
40% 36%
30%
20%
10%
0%
Read Blogs Visit a friend's profile on a Update their profile on a
social media site social media site

5. 72% of Greeks have a profile on Facebook
82% of them use it EVERYDAY
99% at least once a
WEEK
73% Active 2010
Non-active
Users Spectators Creators
Active
15%
Creators Creators
Active
Spectators
Non-Active

6. 48% “Information on social
networking sites makes me
try new things”
What Are Greek
Enterprises Doing?
Social
Media

7. Greek Enterprises
Only Have Some Kind of Online Presence on Social Media Websites
27%
37% Do NOT Have a Specific Social Media Policy
Why Are They Using Social Media?
Information Exchange 47%
Online Activation of 48%
Customers
Branding 52%
Public Relations 57%
0% 10% 20% 30% 40% 50% 60%

8. They Are Not
Listening to
Consumers
Greek Enterprises are NOT
Engaging Consumers

9. Financial Crisis
Consequences
Insecurity
Instability
Citizens/Consumers experience
an atmosphere of growing terror
Citizens/Consumers lose faith in
governmental procedures

10. Developing social
responsibility is
vital for enterprises
43% more consumers in Greece (in
2011) are rewarding corporate social
responsibility since it first started being
measured it 2004
Enterprises must gain back TRUST

11. Enterprises and Social Responsibility
• clear social and environmental purposes
• contribution towards workers
• interest in local and wider communities
investment and opportunity to
redefine the relationships between enterprises
and society

12. Social Entrepreneurship
• the dichotomy between society and the market, private
and public is no longer clear
• social responsibility results from social partnership
which is inherent in the core and beginning of each
attempt
Society should deem development an entrepreneurial
partner in its operation, and development in turn will not
be able to move forward if not affiliated with society and
its needs

13. Digital Ecosystem
Citizens/Consumers Transparency
Enterprises/Organizations
Interaction
Dialogue
Corporal Social
Partnership Responsibility

14. Social Media / Digital Ecosystem
Transparency Public Space
Innovation Ethics

15. Thank you for your attention!
• Eleni Giannari
• Postgraduate Student, Faculty of Communication and Media Studies, University of Athens
• email eleni_gia11@hotmail.com
• Dimitris Gouscos
• Assistant Professor, Faculty of Communication and Media Studies, University of Athens
• email gouscos@media.uoa.gr