Since social media are getting notably prevalent among individuals and communities, increasing numbers of companies seek the information from these platforms to exhibit comparative advantages and manage consumer relations (He, Zha, & Li, 2013). Some traditional and frequently used approaches are as follows:
I. Social Media as Commercial Official Accounts
It is rather common for companies to set up official accounts and pages and the reasons are rather noticeable. Firstly, social media is a large and open platform that allow vast of people getting involved and seeing information. Raacke and Bonds-Racke (cited in He, Zha, & Li, 2013) indicate that majority of college students are using friend-networking site, and all ethnic groups as well as
…show more content…
This remarkable framework includes namely Cognize, Congruity, Curate and Chase which indicates the procedure of understanding the landscope of a certain platform, developing corresponding strategy, guilding and mentaining activities and finally chasing and keeping update information. Similarly, Weinberg & Pehlivan (2011) propose that budget and attention are ought to be spent in a multi-dimensionally way according to differiation of various social …show more content…
At the centre of a business, there will always be customer markets, which are underlined as the initial objective of marketing activities for long-term success (as shown in Figure 1.1). In relationship marketing, consumer value is highly emphasized, so that companies intend to keep continual and frequent connection with existing consumers and try to expand relations on that basis. To measure the bond between each stakeholder and the business, there are several categories from prospect, purchaser to advocate and partner in which the degree of intimacy is ascending and partner relation is regarded as the strongest bond (as expressed in Figure 1.2). Payne and Rapp (cited in Friedrichsen & Mühl-Benninghaus, 2013) point out that the more the consumers are at a higher level of relations, the more competitive advantages a business can exhibit. Such an advanced level of costumer loyalty is not a simple achievement as it asks for a deep understanding of costumer needs and detailed knowledge of the
Nair (2011) states, social media can be described as online tools where content, opinions, perspectives, insights, and media can be shared. Some people create content, while others lurk, observe, or disseminate content. At its core, social media is about relationships and connections between people and organizations.(p. 45) Due to so much information being shared through social media it has changed the way businesses interact with their business partners or vendors, businesses have also started to create new product because of the information that is available to them through social media, thus attaining higher profits. At the same time, because of social media and the amount of information that is shared through these services, businesses have been put in a position where they must be careful how they operate to keep their reputation and na...
In line with the above discussion, it should be noted that there is a present shift in the world towards a view of the benefits of collaboration as opposed to the earlier understanding of competitive buyer-seller relationship (Ford, 1990, p. 542). Indeed, if reviewed from a relatively modest start, it can be easily seen that buyer-seller collaboration and relationship marketing has come to be the most valued asset of any company in the business marketing agenda as well as real business practice. Following the past four decades in which the marketing mix view was the most dominant of marketing activities in every aspect of marketing literatures, relationship marketing has gradually established itself as an alternative view of marketing scheme (Blois, 1996).
However, the marketer must act like an integrator where they must produce technical capability with the market requirements and the marketer should be invented to bring the consumer into organisations. Furthermore, the consumers associate with the firms as members for the reworking and expansion of commodities. Therefore, the associations are measured as the important point for the source of consumer choice and firm variation. It is noted that the relationship promotion comprises in using the one-on-one communication in order to getting the loyalty of clients. These relations might be simply enhanced in the organisations if the promotion is part of everyone's work picture that is beginning from receptionist to board of directors (Basole & Rouse,
Ever since the founding of the internet, privacy has been a growing concern. The internet has been a place where information about anything and everything is readily accessible at the touch of our fingertips, and just as easily personal information about people can be found. With the amount of social media and how it interacts with people 's lives, it can be said that privacy is a depleting resource. Privacy is a "fixture in public discourse", with the most enduring issues in this sphere being related to informational technologies such as the world wide web. (Nissenbaum 2004, p. 119) This essay will disagree with Mark Zuckerberg 's statement, claiming that privacy is still a social norm, and disagree with the the notion that attitudes to
Effective communication in an organization is one of the components of its success. Managers are charged with navigating communication obstacles while making every effort to harness its benefits. This onus placed on managers is compounded by organizational advancements and the application of new technologies. One relatively new organizational technology being applied is the use of social media. Social media creates communication issues yet conversely alleviates specific communication barriers by playing several roles within organizations today.
These are all very real concerns for companies and their legal counsel. In addition to the concern over current employees causing problems with social media usage, internally it can be a danger. In some cases, potential applicants are being asked to provide their passwords to enable a possible future employer into their personal accounts. This violation of privacy opens up huge legal implications for companies, especially when done during a hiring process. If an applicant is not hired and the applicant can prove it was due to something on their social media accounts, this could cause a company large sums of money to settle claims or battle them out in the court system.
Social media is an imperative public relations tool for companies to utilize in their business practices. Social media cannot be regulated so anyone can say what they please about the company, whether it is good, bad or ugly. Social media is developing rapidly and there are new platforms
Marketing through Social Media (Exploratory Essay) Throughout the ages there have been many intriguing ways that businesses have portrayed their product or services for accessibility. Recently, businesses have been researching how to market the businesses product through the World Wide Web. With websites such as Facebook, Twitter, Instagram, it started becoming popular within the past 20 Years. People have started to rely heavily on the internet over the past decade, whether it be for searching for information on products or people.
Among the billions of social media users, there is a percentage dedicated to businesses who use social media as part of their marketing strategy. The sheer number of people who use services like Facebook and Instagram on a daily
Both from the customer and the company point of view, each customer interaction is part of an iterative learning process (Ballantyne, 2004). Further, Yau et al. (2000) advocated that the relationships between business firms and its customers have been constantly encouraged as successful business practices worldwide. The strategy of relationship marketing is of high relevance particularly in the service industries because of the intangible nature of service and their high level of customer interaction (Al-Hersh, Aburoub, & Saaty, 2014). Relationship marketing is defined as the process of engaging in proactively creating, developing and maintaining committed, interactive and profitable exchanges with targeted customers (Haker, 1999). Furthermore, Gronroos (1990) asserted that relationship marketing is to establish, maintain, enhance and commercialise customer relationship so that the objectives of the parties involved are met which can be done by a mutual exchange and fulfillment of promises. Moreover, the implementation of the relationship marketing concept at the operational level refers to relationship marketing orientation (Hau & Ngo, 2012). Relationship marketing orientation indicates the firms’ philosophy of doing business concerning relationship building by propagating developing trust, empathy, bonding, and reciprocity between a firm and its customers (Sin et al., 2005a, b; Tse et al., 2004). Trust is an important element for a successful relationship between the firm and its customers (Berry, 1995). First, trust is an essential component for a successful relationship between the firm and its customers (Berry, 1995). Trust It refers to a willingness to rely on an exchange partner in whom one has confidence (Morgan & Hunt, 1994). Empathy, as a dimension of business relationship, enables the two parties to see the situation from
Social media is pertinent in use of communication throughout today’s organizations. There are many social media platforms that allow organizations to convey communication to potential consumers, stakeholders and the public. “It is essential for leaders to integrate these technologies and seek the best way to use social media and networks to the advantage of the business” (Billington, 2012, p.1). Business owners find that keeping up with current technology trends is essential in having a competitive advantage in the market place and having a strict set of standards and strategy is important in quickly adapting to social media trends.
Social media in marketing is used as an apparatus that builds an identity for a brand and gives awareness that they thought they could have. It does not only respect buyers, but also customer allegiance. Social media is widely-ranged so it can be used in whatever way that best conforms to the strategy and wants of the business. In accordance to the social media marketing report of 2014, a considerable (64%) of marketers use social media for at least 6 hours or more and 41% for 11 hours or more weekly, more importantly nearly (19%) of marketers use up to 20 hours each week on Facebook, Twitter, LinkedIn, Instagram and many more. The report also showed 7 social media platforms that led in 2014 which are Facebook, Twitter, LinkedIn, Google+, Youtube, Pinterest and Instagram.
Since social media users grow larger and larger, many companies take the opportunities of using social media marketing to reach more customers. Companies use social media marketing in order to achieve marketing communication and branding goals. Social media allows companies to see what prospects are saying about their brands and competitors. It also allows companies to build deeper relationships with existing customers that drives them to purchase again and again. Not only it can help them generate new leads, but it allows them to build deeper relationships with existing clients that drives them to purchase again and again. It has become common for businesses to branch out and experiment with multiple networks with the aim of reaching the maximum amount of costumers.
Customer Relationships is about building a relationship of trust and convenience. A customer wants the company they are working with to be intuitive. To know their needs before they do. They want to feel respected, they need to believe you are honest and have integrity. This relationship breeds comfort and familiarity and causes the consumer to continue to do business with your company. This relationship that is built develops a personal relationship, like a friendship and it is one that the consumer cannot get from the store down the road and it is that personal touch of sincerity, of knowing their needs, of servitude that will turn them into lifelong branded customers.
To do this, companies need to build a profile of you and your intrests in a covert way without asking you to just fill out a survey and update it every so often. Users are either knowingly or unknowingly giving up their privacy everyday by logging in, so we must ask the question: How can social media provide a false sense of security and privacy to users and why do users concerned about privacy still use social media?