EFFECTIVENESS OF SOCIAL MEDIA
Keywords:
enterprise, concern, desired, development, effectiveness.Abstract
EXECUTIVE SUMMARY
Purpose:
- To examine the value and best practice of using social media for business development and marketing.
- To ascertain current enterprise social media activities.
It is important to ensure social media is explained to avoid confusion; ‘Social media is about sharing information and experiences with acquaintances in your networks.’ (TIG Global,2009) Weber (2009) noted that social networks are places where people with a common interest concern, meet and express themselves, their opinions. There are different social media channels
Depending on the desired goals; the research found that social media is a valuable tool for business development and marketing in the 21st Century. The biggest challenges remain measuring the effectiveness and Return on Investment and having a limited scope/exposure. With the arrival of the Internet, the communications climate has transformed. We are currently living through a key moment of change where the unsynchronized forms of traditional media and marketplace have been met by Internet penetration and online global networks. Prior to the web, marketing involved companies projecting a one-way message at a mass of consumers with the intention to sell more products. The web has dramatically changed those traditional rules of marketing.
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