With more than a billion users worldwide social platforms such as Twitter and Facebook attract all kinds of businesses who want a slice of the action. By setting up fan pages they hope to turn online customer engagement into future profits (Piskorski, 2011). One could even get the impression that although some companies do not seem to be genuinely interested in social media marketing, they are doing it nevertheless. Why?
Read moreAre Brands Becoming our Friends? The Web 2.0 Consumer-brand Relationship
In the world of Web 2.0, “liking,” “following” and “friending” one another online dictates social interactions and connections. An immense number of individuals are using social media as one of their main platforms for communication. As a result, the ways in which consumers interact with one another are drastically changing. Naturally, such a development in communication is in turn affecting the ways consumers interact with companies.
Read moreTHE IMPACT OF SOCIAL MEDIA ON TEENAGE GIRL´S AND YOUNG ADOLESCENT WOMEN´S BODY IMAGE
Not too long ago, actually just a decade ago, we were able to see kids playing outside in the playgrounds, no matter if the sun were shining or rain was falling. Teenagers were hanging around corners, gossiping on the stairs of the monument in the centre of the city and young adults having conversations in the coffee shops. Today´s picture is upside down.
Read moreLOSING CREDIBILITY OF A CORPORATE BLOG BY NOT PLAYING THE 'SOCIAL RULES' – BERTOLLI AND THE #DISHSTORM
After the theoretical exploration of the concepts of credibility, the importance of corporate blogs for companies and the distinctiveness of the blogosphere, I will now go into more detail. The company Bertolli experienced a shitstorm on the Facebook page of its corporate blog due to a wrong behavior in the blogosphere, harming the company’s credibility. Let’s see what happened.
Read moreLOSING CREDIBILITY OF A CORPORATE BLOG BY NOT PLAYING THE 'SOCIAL RULES' – BERTOLLI AND THE #dishstorm
3 weeks ago I came across an article talking about a ‘dishstorm’ on Facebook that hit the company Bertolli. Being unfamiliar with the term ‘dishstorm’ (most probably because it’s a new phenomenon) the article immediately caught my attention. The company seemed to have played against the social rules with the Facebook page of their corporate blog. As a result they faced a ‘dishstorm’ from independent food bloggers, which harmed the company’s credibility and reputation.
Read moreHOW CAN STUDENTS CONVINCE RECRUITERS IN SOCIAL MEDIA NETWORKS – (PART 2) MANAGING SOCIAL MEDIA NETWORKS AND PERSONAL BRANDING
Covering the most important networks, it is fundamental to know how to manage them. A simplified model of the social media metrics below illustrates the four major elements of the S-O-R framework for social media mentioned earlier (Peters et al., 2013).
Read moreHow Can Students Convince Recruiters in Social Media Networks – (part 1) Social Media Network Structure and Categories
Did you know that 91% of recruiters use social networks to screen a profile, of which 47% do it directly after they have received your application (CIPHR, 2011)? Therefore, they use with a 76% chance the social network Facebook (CIPHR, 2011).
Read moreTHE POWER OF FASHION BLOGS AS CUSTOMER TOUCH POINTS - PART II
The following case studies will show three examples of influential fashion blogs. Firstly, a brief outline of the blog background will be given and secondly, it will be shown how the blogs have managed to incorporate leading fashion brands into their blog communication by giving an example of one significant blog post each.
Read moreThe Power Of Fashion Blogs As Customer Touch Points: How Digital Opinion Leaders Can Engage Potential Customers In Brand Conversation Through Electronic Word Of Mouth
The internet as it is known today, has changed the way customers shop for their brands of choice. Physical customer-brand-interaction is being joined by digital interaction. However, potential and existing customers do not solely inform themselves about brand innovations on a brand’s official website but secondary sources, such as online communities, have gained popularity for consumers in order to seek information, be entertained or pursue social relationships (Kulmala et al. 2013).
Read moreThe impact of social media on customer communication and modern day marketing
The 21st century has been characterized by various developments, shifts and changes worldwide. Many of these shifts and changes, especially within a marketing context, have been fuelled by the nowadays omnipresent Internet and all the platforms and tools found within. Businesses need to adapt their ways of interaction with their customers and clients. Here fore, several authors offer several approaches on which path to take in order to maximize the potential offered by the World Wide Web.
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