The Role of Social Media in World as a Key Instrument

It’s no secret that “word of mouth” has always been considered one of the most powerful forms of marketing for a business.   Social media today is the ultimate word-of-mouth marketing.  Getting people to connect with you online in the social space helps spread the word about who your company is and your products and services. Social media has changed the way the world communicates, creating real time interconnectivity between people, businesses, and geographies. As social media continues to grow in popularity, brands are looking for ways to increase their fan base and leverage their social presence to increase sales and brand affinity. Social media is a powerful tool for engaging your customers and fans in a conversation.   So there are really two functions of social media for business:  1) Are you participating in the conversation and sharing, and 2) Are you listening and monitoring what is being said about you. Social media takes work, there’s no doubt about it. Any business that has tried running their own Facebook and Twitter profiles knows that gaining new customers is more difficult than it seems.  What role should social media play in your marketing?  At the end of the day, with right tools and strategy in place, social media marketing can be scary and should/will play a large part in your overall digital strategy. Social media’s role in your overall digital strategy comes down to four main things: 1) Building a fan base 2) Reputation monitoring 3) Conducting customer service 4) Generating leads Social media mining is a process of representing, analyzing, and extracting actionable patterns from social media data. Social media mining introduces basic concepts and principal algorithms suitable for investigating massive social media data; it discusses theories and methodologies from different disciplines such as computer science, data mining, machine learning, social network analysis, network science, sociology, ethnography, statistics, optimization, and mathematics. It encompasses the tools to formally represent, measure, model, and mine meaningful patterns from large-scale social media data.   Keywords : Internet, Social networking media, Social media,Communication etc

The Role of Social Media as Key of Business Development

Social media has changed the way the world communicates, creating real time interconnectivity between people, businesses, and geographies. As social media continues to grow in popularity, brands are looking for ways to increase their fan base and leverage their social presence to increase sales and brand affinity. Social media is a powerful tool for engaging your customers and fans in a conversation. Open up two-way communication between your business and your consumers to provide a way to stay connected with your fans and to introduce your brand to those who are less familiar. Interact with your fans and reply to what they have to say. By engaging in conversation, you’ll gain exposure on social channels and increase credibility by getting your customers to refer your brand or talk about their experience with your company. In dynamic market environment, distribution channels, marketing activities, diversification strategies, and food quality are increasingly important. Innovation in social networking media has revolutionized the world in 21st Century. Social networking media presents potentially opportunities for new forms of communication and commerce between marketers and consumers. As advertisers typically want to find some way to follow their target audiences, many new media opportunities are presented to advertisers. Communication through social networking media is more specified, with effective interactive strategy among its users. In recent days, internet advertising has taken new forms which have more advantages over the traditional mediums like print media, TV and radio. Marketing communication is becoming precise, personal, interesting, interactive and social. Dialogue between consumers and the brand is presented in the paper on the case of a leading brand in the category of fast moving consumer goods on market. The paper presents internet marketing activities that have contributed to building a relationship with the brand. The main thesis of present case was an effectiveness of communication and strategy done through social networking media could increase brand relationship with young people. Keywords: Internet, Social networking media, Fast Moving Consumer Goods

Does the Use of Facebook Lead to Purchases?

The ability of social media to attract large numbers of people around the world also makes these websites a platform of interest for advertisers. While these sites were hesitant at first to ‘sell out’ to massive amounts of advertising, advertising has produced for them a major revenue stream. However, an issue is whether the use of social media leads people to purchase. This paper will analyse the results of a survey of 169 Facebook users to determine the predictors for a purchase based on information from Facebook. The findings indicate that Facebook engagement, seeking friends, seeking information and gender are the main predictors of purchase

Social media marketing and advertising

Social media has recently gained tremendous fame as a highly impactful channel of communication in these modern times of digitised living. It has been put on a pedestal across varied streams for facilitating participatory interaction amongst businesses, groups, societies, organisations, consumers, communities, forums, and the like. This subject has received increased attention in the literature with many of its practical applications including social media marketing (SMM) being elaborated, analysed, and recorded by many studies. This study is aimed at collating the existing research on SMM to present a review of seventy-one articles that will bring together the many facets of this rapidly blooming media marketing form. The surfacing limitations in the literature on social media have also been identified and potential research directions have been offered

Retailers, don't ignore me on social media! The importance of consumer-brand interactions in raising purchase intention - Privacy the Achilles heel

Effective interactions are essential for retail brands to progressively nudge consumers towards purchase. While social media provides the platform for brands to directly connect with consumers, it is critical that brands take privacy concerns seriously. This paper address common questions retailers ask: How do brands develop effective interactions with consumers on social media? Do consumer-brand interactions impact purchase intention? Does privacy matter? Through 541 UK participant responses and using social exchange theory, this research examines consumer-brand interactions on social media, focusing on how social media activities, attitudes towards social media advertising, and privacy, impact upon purchase intention. Our results show that brands must establish strong relationships through high-quality consumer-brand interactions to significantly raise purchase intentions, while also carefully managing consumers' privacy expectations. Effective privacy management positively mediates the link between social media and purchase intention but ignore privacy, and it becomes the Achilles heel of the relationship

Usability and Security Testing of Online Links: A Framework for Click-Through Rate Prediction Using Deep Learning

CC BY 4.0The user, usage, and usability (3U’s) are three principal constituents for cyber security. The effective analysis of the 3U data using artificial intelligence (AI) techniques allows to deduce valuable observations, which allow domain experts to design practical strategies to alleviate cyberattacks and ensure decision support. Many internet applications, such as internet advertising and recommendation systems, rely on click-through rate (CTR) prediction to anticipate the possibility that a user would click on an ad or product, which is key for understanding human online behaviour. However, online systems are prone to click on fraud attacks. We propose a Human-Centric Cyber Security (HCCS) model that additionally includes AI techniques targeted at the key elements of user, usage, and usability. As a case study, we analyse a CTR prediction task, using deep learning methods (factorization machines) to predict online fraud through clickbait. The results of experiments on a real-world benchmark Avazu dataset show that the proposed approach outpaces (AUC is 0.8062) other CTR forecasting approaches, demonstrating the viability of the proposed framework

Social Media Strategies in Small Businesses

An exploratory project has been carried out with a number of small-to-medium enterprises (SMEs) to investigate the use of social media by SMEs. Previous research has highlighted the need for more investigations into the strategies used by businesses in implementing and using social media and in finding out how firms monitor the impact of social media on their business. The objectives of the research were: • To review the literature and existing survey data to develop a framework for understanding strategic approaches to social media use in small businesses, from the perspective of the business owner-manager; • To gain further insights through interviews into social media strategies developed by small businesses; • To examine the extent to which small businesses using social media are monitoring the impacts of social media use on their business; • To investigate the evolution of attitudes and strategic approaches to social media in the new digital economy. The project used mixed methods by first analysing secondary data on social media use in SMEs in the West Midlands, obtained in 2003. This was used to generate questions for semi-structured interviews. Six semi-structured interviews were carried out with SMEs, based in the North West of England. The interviews took place in small businesses with less than 50 staff and were taken from a range of business sectors. The interviews explored four subject areas: • Use of Social Media • Social Media Strategy • Champions of Social Media • Impacts of Social Medi

How and why non-profit organizations use social media in their marketing strategy?: A case study of global non-profit organization: United Nations Children's Fund

The emerged popularity of social media has remarkably transformed the way how non-profit organizations communicate, interact, create and share information with their audience. During past years, the attention and interest of social media have increased among non-profit organizations. The concept of social media is developing and new types of media are continuously appearing at rapid pace. However, we lack research regarding the adoption and usage of social media by non-profit organizations. Therefore, the purpose of this thesis is to understand how and why non-profit organizations use social media in their marketing strategy. The objective of the thesis is reached through semi-structured interviews with global non-profit organization, United Nations Children’s Fund functioning in Finland and Kosovo. In total, five interviews were conducted with employees. In terms of the research approach, the inductive approach is adopted and presented, and collected data were evaluated through thematic analysis. The thesis depicts that social media has become a very effective tool to improve the marketing performance of non-profit organizations. Additionally, it has resulted that social media plat-forms such as Facebook, Instagram, and Twitter enable non-profit organizations to increase their brand awareness, loyalty, and reputation, share information, reach a wider range of audience, build relationships, reduce communication and marketing costs, promote advocacy work and raise funds. This thesis results that non-profit organizations should consider different social media types as a marketing tool since there have revealed many benefits of using social media

Investigating social media strategy in organisations: implementation and platform evaluation

This thesis was submitted for the award of Doctor of Philosophy and was awarded by Brunel University LondonThe implementation of SM is considered an important criterion that influences the accomplishment of business performance and achieves competitive advantage. However, there is a limitation in SM research concerning the implementation of SM strategy and the selection of suitable SM platform for business. Therefore, the investigation and analysis conducted in this study provide an understanding of the application of SM in business by examining the implementation process and the selection of SM platform. Accordingly, a SM strategy framework was developed for a practical implementation of business which includes three stage-process. This empirical research context includes two field investigations in relations to the views and experience of the SM personnel who participated in this study. Both investigation phases were analysed using thematic analysis with respect to the interpretive qualitative analysis approach. The research revealed that companies do follow directly or indirectly some base guidelines in employing SM but do not have a strategic implementation process in carrying out this activity as described in the framework presented. Also, companies are required to consider selecting a suitable SM platform for business which leads to added value to the holistic strategically implemented process. The analysis of the SM strategy framework revealed that an alignment of SM strategy and business strategy could be established through strategic implementation. The implementation process of SM strategy would require company's readiness as described in the framework to ensure successful SM integration to support in achieving business goals. This research provides in-depth knowledge of how the implementation process can be conducted in stages and the application of this technological innovation. The results of the analysis of the framework indicated that companies establish a presence on platforms where their customers are located. Leading to further investigation in the second phase where Practice theory is employed. Revealing an in-depth understanding on how platform evaluation can be carried out by examining the actual act of enacting the selection process, understanding the routine and considering the individuals involved in shaping and implementing platform evaluation in the company. Therefore, the findings can be used by managers or key SM personnel to implement SM strategy efficiently to improve business performance and applied by researchers for further evaluation and analysis of this process