MANAGEMENT AND MARKETING PRACTICES OF SOCIAL MEDIA FIRMS
Λέξεις-κλειδιά:
customer relationship management, social media marketing, business management, product lifecycle, marketing management, consumer marketingΠερίληψη
This paper examines the key variances in application and strategy between different social media management strategies and its effective marketing. Social media firms have shown a great ability to control the stages in their product life cycles. These practices lead to managers in these firms overachieving on their respective KPIs and garnering industry attention. An analysis of social media management firms practice shows those high participatory-decisions and intellectual and manual skills contributed to these organizations’ successes. A close look at Chinese companies’ social media activities and its relevance to Chinese social media consumers is reviewed. Other factors like introducing the ‘Like’ button and various innovations are observed to have improved consumers’ attitudes towards the social media brand. Customer engagement and content enrichment are proven to be driving forces in how online consumers perceive the social media brand. Consumers are demonstrated to be the main means of continuous sustainability and growth for these social media businesses. Thus, there is a ripple effect across all industries to vie for social media presence and validity.
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