There is such a variety of social networking sites on the web, such as Facebook, Bebo, MySpace ect. Social networking sites operate as word of mouth that subtly advertises a business. Thus creating awareness and increasing user traffic.
It is an alternative channel for business growth, a way to achieve scalability in business, a sales channel also. Take a look at the Company Innovative Leadership Model, which includes this social networking activities of companies as part of their innovative leadership.
Article Company Innovative Leadership Model
In the attached article you can find the application of social media in managing communication of organization - the opportunities and challenges arising from them.
Hi, Vinay:
A recent research study explored this issue---most likely because it helps word of mouth marketing, customer service, and product development! Over the last years, many corporations have started to maintain profile pages on social networking sites (SNS), but research on how and why organizational stakeholders use these profile pages has not kept pace!
The study (Ruehl, & Ingenhoff, 2015) applied a combined perspective of uses-and-gratifications (U & G) and social cognitive theory (SCT) to investigate the reasons why particularly politicians and digital natives consume and interact with corporations on SNS. In total, this study conducted 65 semi-structured interviews and analyzed using qualitative content analysis.
Results suggest that the two stakeholder groups differ in their motivations, as well as behavior to use corporate profile pages. Digital natives seem to prefer Facebook to interact with companies, politicians prefer Twitter. Corporate YouTube pages are almost not important to any of the groups. Fans on SNS do not tend to interact with corporations to a large extent, but are loyal followers. Once a connection between an individual and a company is established, it is likely to last. This enables corporations to gain rich information from their networks to be included in customer service, product development, issues management and recruiting!
- Ruehl, C. H., & Ingenhoff, D. (2015). Communication management on social networking sites. Journal Of Communication Management, 19(3), 288-302.
Hope this helps!
Nadeem
Hi Dr Vinay,
Marketers consider social media as an opportunity to engage with their current and potential customers. However, as you said, there are variety of social media websites. These websites provide different customer engagement ratios. Regarding this matter, the following paper compares Vine with Twitter and Facebook:
https://www.researchgate.net/publication/283356169_Vine_Do_You_Miss_It_Electronic_Word_of_Mouth_on_The_Social_Networking_Site_Vine
Article "Vine": Do You Miss It? Electronic Word of Mouth on The Soci...
Also, customer engagement ratios vary from one sector to another. Following paper examines this issue within the Instagram context:
https://www.researchgate.net/publication/292991785_Electronic_Word_of_Mouth_on_Instagram_Customers%27_Engagements_with_Brands_in_Different_Sectors
Best wishes!
Ismail
Article Electronic Word of Mouth on Instagram: Customers' Engagement...
I tried to measure business based on the Company Innovative Leadership Model for a concrete sector. Some of the indicators that I used are related to social networking sites.
Article Measuring the Bulgarian IT Sector Innovations Capabilities T...
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