Social Media and Customer Engagement

Best Essays
1. Introduction
From 2004, when Web 2.0, such as blogs, wikis, and collaborative projects, was first used, the online social networking applications developed rapidly. Such as Facebook, in 2011, the registered people have already been 833 million. It is about one tenth of the population around the world.
In the past ten years, social media really change the ways of marketers to promote their new products. Social media is a platform that allows people around the world to present their opinion. Otherwise, more and more companies focus on the influences of social media. Formerly, customer’s comment of product can only be spread by mouth and it is also hard for organizations to collect the comments from customers. The innovation of social media really changes these kinds of situation. The customers can easily present their comment on the Internet. Customer feedbacks about products only affected a few people in domestic because there is no effective communication channel between customers to customers. However, in recent year, it becomes worldwide influence that organizations’ reputation is spread faster than before and internationally. It is related to the profit of organizations because customers can easily get product information from the Internet and compared the differences between different brands. Social media is also the access that people get the latest information, such as sales, of their For companies, social media can be double-edged sword. In the advantage aspect, the organizations can collect customers’ feedbacks, such as personal data and questionnaires, easily and reply the comment. Most importantly, it gives the direction of improving. On the other hand, the organization can’t control customer to post their opinion through the social media. Some of them may damage the reputation of the organizations.
The purpose of this study is to relate customer engagement and social media. In the first part of this essay, the definitions of customer



References: Brodie, R. J., Hollebeek L. D., Juric, B., & Ilic, A. (2011), Customer Engagement: Conceptual Domain, Functional Propositions, and Implications for Research. Journal of Service Research, 14(3), 252-271. Facebook, Officeworks, http://www.facebook.com/officeworks. Accessed on 17 Aug 2012. Haven, B. (2007), Marketing’s New Key Metric: Engagement. Forrester Research, Inc. Kaplan, A. M., & Haenlein M. (2010), Users of the world, unite! The Challenges and Opportunities of Social Media. Business Horizon, 53, 59-38. Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011), Social Media? Get Serious! Understanding the Functional Building Blocks of Social Media. Business Horizon, 54, 241-251. Mangold, W. G., & Faulds D. J. (2009), Social Media: The New Hybird Element of the Promotion Mix. Business Horizon, 52, 357-365. Officeworks, https://www.officeworks.com.au/retail/content/Home. Accessed on 17 Aug 2012. Officeworks apps, Accessed on 17 Aug 2012.

You May Also Find These Documents Helpful

  • Good Essays

    Social Media Engagement

    • 1152 Words
    • 5 Pages

    The "Sweet Spot" Of Indie Artist's Social Media Engagement Pointless Buzzword or Important Tactic? Engagement with fans is something that pops up on almost every single “social media tips” article—whether it be directed at artists or brands. Engagement is turning into one of those words that comes up so often that we start to just skip over it while reading (see SEO). While the buzzword “engagement” is getting annoying, it is important and we can't completely forget about it. In this article…

    • 1152 Words
    • 5 Pages
    Good Essays
  • Satisfactory Essays

    Individual Research “Customer engagement of commercial brand community on Facebook” Ms.Benchawan Phumphuengsri ID: 543-9374 iMBA Batch 3 Section 19 BP6993 Individual Research Submitted to Assistant Professor Dr. Kriengsin Prasongsukarn Graduate School of business Assumption University Submission date: 12 April 2013 Word count: ……..words Abstract The rise of the Internet in worldwide there are opportunities and challenges have emerged for marketing brands and products…

    • 6788 Words
    • 28 Pages
    Satisfactory Essays
  • Best Essays

    si INTRODUCTION The rapidly changing business has brought about a drastic change in the use of media in the promotion mix of companies. Internet networking has opened doors for smarter, cost effective and easier communication in business. Businesses are trying to find innovative ways to use this as a competitive advantage over the others. This study reveals the ways in which social media is used by the companies, how it influences the consumer in expressing their dissatisfaction and an explanation…

    • 1737 Words
    • 7 Pages
    Best Essays
  • Good Essays

    Social Media Impact on Consumer Behavior With an estimated one million members, the social media websites have become a platform for companies and consumers to interact with each other in a lucid manner. The impact of media on consumer behavior has been massive, and this is one of the main reasons why business houses are using to market their products extensively. The advent of social networks has opened a new marketing avenue for businesses. The publicity of the traditional “face-to-mouth”…

    • 541 Words
    • 3 Pages
    Good Essays
  • Powerful Essays

    AND BUSINESS ADMINISTRATION Henna Sarkkinen THE ROLE OF SOCIAL MEDIA IN CUSTOMER COMMUNICATION IN BUSINESS-TO-BUSINESS MARKETS Master’s Thesis Department of Marketing September 2009 UNIVERSITY OF OULU ABSTRACT OF THE MASTER 'S THESIS Faculty of Economics and Business Administration Unit Department of Marketing Author Supervisor (s) Sarkkinen Henna Title Salo J. Professor The role of social media in customer communication in business-to-business markets Subject Type of…

    • 28617 Words
    • 115 Pages
    Powerful Essays
  • Good Essays

    Social Worker Engagement

    • 394 Words
    • 2 Pages

    Engagement Before selecting an intervention, a social worker must first engage the client by building rapport. Israel, Gorcheva, Burnes, and Walther (2008) interviewed 42 LGBT individuals in regards to their experience with therapy. Factors that influenced feelings of therapy included the therapists’ attitudes towards clients’ sexual orientation and gender identity (Israel et al., 2008). Stage of identity development, social support, and confidentiality of the therapy setting also influenced…

    • 394 Words
    • 2 Pages
    Good Essays
  • Good Essays

    Relationship between Social Media Use and Consumer Brand Engagement Joshua Stein – Minnesota State University, Mankato 08 FallAbstract The use of social media by businesses as a communication tool has grown rapidly in recent years. Despite this rapid adoption, little is known about the use of social media among consumers and its effect on brand behavior. This research study aims to fill this gap by investigating the relationship between social media use and consumer brand engagement. To conduct…

    • 2770 Words
    • 12 Pages
    Good Essays
  • Powerful Essays

    Social Media

    • 2747 Words
    • 11 Pages

    Potentially, how important is the role of social media (Facebook, twitter etc.) in tourist consumption? By Farhaan Syed Mansoor Student no.308688 To be able to understand the question and derive at an answer, one needs to divulge deep into defining the concepts of ‘tourist consumption’ and ‘social media. One has to also comprehend the continual changes in the demands of tourism consumers and the subsequent innovative promos, terms and notions in tourism that need to be propagated. One will also…

    • 2747 Words
    • 11 Pages
    Powerful Essays
  • Powerful Essays

    Social Media

    • 5867 Words
    • 24 Pages

    Title: Social Media Due Date: 6th December 2012, 3pm Executive Summary Nowadays, in this rapid technology developed society, the social media is growing mature. Social media is a channel that provides direct access information throughout the world, it giving businesses and individual an opportunity to share their thought, products and services and news with other people. As there is a trend of switching demand from traditional media tools to social media, marketers realised that social media…

    • 5867 Words
    • 24 Pages
    Powerful Essays
  • Satisfactory Essays

    Social Media

    • 505 Words
    • 3 Pages

    Advantages and disadvantages of social media BrettnaNnugent Hum/186 February/05/2013 Megan Singleton Advantages and disadvantages of social media Social media is a phenomenon that seemed to overtake us overnight. Many hard-core, died- in-the -wool marketers simply sat and scratched their heads as the wave approached. Some of them are still scratching away. Yet social media is just exploiting the core element of the Internet -- connecting and engaging. As technology has advanced, communities…

    • 505 Words
    • 3 Pages
    Satisfactory Essays