Social Media Marketing Essay

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Table of Contents Synopsis Social Media Marketing Introduction Why Social Media Marketing? Integrating Social media with Traditional media Impact of Social media in the B2B space Introduction to Social Media Analytics Quantitative Metrics Qualitative Metrics Social Media ROI ‘Influence’ and ‘Key Influencers’ Social Media Analytics Quantitative Methods Social Media Analytics Qualitative Methods Statistical methods in Social media Social Media and APIs Social Media , Big Data & Unstructured Data Social Media and Mobile data-location based analytics Social media ,Content and text analytics Text Analytics & Text Summarization Techniques in Social Media Social media , the Arab Spring and Internet activism Framework for Social Media Analytics Roadmap and Tips For Social Media Marketing Analytics Capability For New Entrants Challenges in Social Media Marketing and Analytics Future of Social Media Marketing and Analytics Social Media: Expert view and insights Social Media Analytics in Action: Case 1 – 1920 Evil returns : IIMB -Harvard case study Case 2 – Conclusions Appendix 1 : List of Social Media Analytics tools Acknowledgements References Why Social Media Marketing? The main objective of any marketing program is to increase awareness for the company offerings, which eventually drives sales. Social Media Marketing serves this purpose of spreading awareness about the company, brands, product offerings and also its brand personality. It humanizes a brand and helps to build relationship. A consumer or a possible customer can connect to a brand at a personal level, share his thoughts and opinions about the company and give real ... ... middle of paper ... ...dia marketing)/Cost of Social media marketing However, the challenge of sales/conversion attribution and quantifying ‘profit’ remains in either a Business-to-Consumer (B2C) or a Business-to-Business (B2B) context. The ROI on Social Media is debated by a number of researchers as being difficult and challenging to measure (Hoffman & Fodor, 2010; Kumar & Mirchandani, 2012; Powell, Groves & Dimon, 2011; Weinberg & Pehlivan, 2011). There are many studies on the usage and the effects of social media marketing in a B2C context. However, the usage of social media marketing in the B2B environment has yet not been investigated thoroughly. Favier (2012) developed and presented a model to determine the ROI of one particular social media channel. Favier suggests that the Return on Investment of Twitter depends on four different variables; time, trust, sentiment and income i.e.

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