Social Media Critique – The -Ology of Sharing Harvard Case Solution & Analysis

Social Media Critique - The -Ology of Sharing Case Study Solution 

Technological development has completely changed mode of business practices and provided the new opportunities to explore market with greater significance and an improvement in level of penetration. Internet technology has universally accepted as greatest innovation of era that has converted world into global village. It has improved the level of interaction among individuals from different parts of the world to share ideas, thoughts and assisted in development in regional and global integration. In this context, social media has identified as active mode of cultural integration and helped in understanding global trend not only but also provided an active platform to marketers to learn from content shared on social platform and employ in their marketing strategies to determine the consumer’s purchase intention towards different brand offers.

In addition, social stage has changed into business viewpoint that brought about dynamic inclusion of various brands to investigate it with gainful substance and enhance their immediacy on social stage through enhancing their substance advancement methodology to pull in consideration of potential clients.Technological development in the form of internet technology significantly opened opportunity for the development of social communities to share idea, experience, and provided marketers to use it to build brand position and contribute it into sales of the organization. It has significantly improved options to marketers to use effective communication and content development as tool to promote brand image on social network to gain market share. Sin et al, (2012) explained through a study that social network has significant inherent capability to connect people with different demographics and produce a common place to market and effectively communicate with targeted audience, and develop electronic words of mouth of brands presented to customers.(Kramer, 2015)

Analyzing such surge of social media and sharing through web, many companies have also started to tap the customer market segment through this medium. It is observed, that many big brands like Cisco, IBM and other B2B organizations have adopted the social media platform to develop the strong market position and brand engagement.Since many organizations and brands are entering into the realm of business due to multiple driving forces, social media and digital platform has been identified as a mean to engage, involve and retain the customer loyalty in the long run.Also, since through the analysis, it has been proved that the use of catchy content ease has enhanced the level of content sharing by the customers, many companies capitalize on this content to develop the market strategies or to tap the right target market for the product. It is because of these data sharing content on social and digital medium, that the term of Big Data came into existence, allowing the organizations to grasp the customer data packets into the business strategy so to develop a strong market positioning leading to the development of loyalty loop.

Under such perspective, Starbucks have been identified as the pioneer and the most successful company in utilizing the platform of social media to develop loyalty loop and to generate potential customer retention strategy. In doing so, Starbucks utilized the platforms of Twitter, Facebook and Instagram the most to understand the customer insights which allowed the company to improve, enhance and develop the services. From the initiation of the social media strategy, Starbucks has always interacted with the customers to boost the engagement on one side while to gauge the insights from the customer feedback.The tactic of actively participating and replying each post on Starbucks twitter page and Instagram page has allowed the company to improve its services and also introduce the latest flavors of coffee, incorporating the customer trend in market. In addition to this, since Starbucks targets youth and on the go market, it developed the brand advocacy and brand enhancement strategy,in which it incorporated fun element to improve and increase the brand engagement leading to extended word of mouth and presence in top searches.The strategy has been a successful tool, since it allowed the company to keep intact the customer with the brand, in the period of heavy surge of new entrant brand in the market.....................

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