Social Media Impact on Business
Contents:
1. Introduction 2
2. Social Media and Business 2
3. Types of Social Media and Their Importance for Companies 4
4. Social Media Functionality Blocks and Their Implications for Companies 7
5. Social Media and Information Half-life and Depth 10
6. LinkedIn Poll 12
7. Recruitment and Search for Talent 13
8. Advertising and Brands Enhancement 17
9. Customer Profiling and Customer Service and Realtionship Management 21
10. The Future of Social Media 25
11. Conslusion 28
12. References 29
1. Introduction
Before the invention of the Web, organizations had only two significant choices in order to attract attention: they could either buy expensive advertising or get third-party ink from the media. The old rules of marketing were focused only on advertising that needed to appeal to the masses and get them pay attention to a massage. Advertising was one-way communication from company to consumer and it was exclusively about pushing products to the public. However, the Web has changed the rules and today organizations are communicating directly with buyers. Blogs, online news releases, networking and corporate sites, as well as many other forms of Web content, all described with the term "social media", empowered the consumer and changed the way marketing is conducted . Participating in social media for marketers has to do with shifting their thinking from the old-fashioned marketing of pushing messages to the masses to more advanced strategies of profiling and targeting consumers based on behavior and exclusive customer service via communication within communities on social media. (David Scott, 2007)
2. Social Media and Business
Social media is an instrument of communication, like a newspaper, television or a radio. Think of the regular media as a one-way street, where you can read a newspaper or listen to a report on television, but you have a very limited ability to give your thoughts on the matter. Many people believe that
1. Introduction 2
2. Social Media and Business 2
3. Types of Social Media and Their Importance for Companies 4
4. Social Media Functionality Blocks and Their Implications for Companies 7
5. Social Media and Information Half-life and Depth 10
6. LinkedIn Poll 12
7. Recruitment and Search for Talent 13
8. Advertising and Brands Enhancement 17
9. Customer Profiling and Customer Service and Realtionship Management 21
10. The Future of Social Media 25
11. Conslusion 28
12. References 29
1. Introduction
Before the invention of the Web, organizations had only two significant choices in order to attract attention: they could either buy expensive advertising or get third-party ink from the media. The old rules of marketing were focused only on advertising that needed to appeal to the masses and get them pay attention to a massage. Advertising was one-way communication from company to consumer and it was exclusively about pushing products to the public. However, the Web has changed the rules and today organizations are communicating directly with buyers. Blogs, online news releases, networking and corporate sites, as well as many other forms of Web content, all described with the term "social media", empowered the consumer and changed the way marketing is conducted . Participating in social media for marketers has to do with shifting their thinking from the old-fashioned marketing of pushing messages to the masses to more advanced strategies of profiling and targeting consumers based on behavior and exclusive customer service via communication within communities on social media. (David Scott, 2007)
2. Social Media and Business
Social media is an instrument of communication, like a newspaper, television or a radio. Think of the regular media as a one-way street, where you can read a newspaper or listen to a report on television, but you have a very limited ability to give your thoughts on the matter. Many people believe that
References: Articles: Fischer, Michelle and Parkinson-Hardman, Linda, 2009, Social Media and Recruitment, Creative Leadership Allen, John, 2010, Social Media and the Workplace, Houston Business Journal Wind, Yoram and Mahajan, Vijay, 2002, Convergence Marketing, Journal of Interactive Marketing Steinert-Threlkeld, Tom, 2009, Following Zappos.com, ZDNet Case Study Lewis, Sarah and Pea, Roy and Rosen, Joe, 2009, Mobltz: A mobile Multimedia Tool for Informal Learning, Stanford University Mangold, Glynn and Faulds, David, 2009, Social Media: The new hybrid element of the promotion mix, Elsevier Advanced Technology Publications Weber, L, 2009, Marketing to the Social Web Jan H. Kietzmann *, Kristopher Hermkens, Ian P. McCarthy, Bruno S. Silvestre, 2011, Social media? Get serious! Understanding the functional building blocks of social, ScienceDirect Books: Scott, David Meermann, 2007, The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing, & Online Media to Reach Buyers Directly Lon Safko, David K