Social Media Marketing (SMM) Harvard Case Solution & Analysis

Since 2006 to becoming the area where many people get their advice and together with the emergence of Facebook, social media has gone from truly being a way of amusement and communication between teens and college students, communicate and socialize. Now, social media is redefining corporate communication and advertisements in a sense that is commonly disruptive. According to comScore, 84.4% of European Internet users belong to at least one social network and Nielsen says the users it tracks through its international online panel spend an average of 5.5 hours a day on them. What does this all mean for companies? "As they convey, consumers share advice, which frequently includes recommendations (positive or negative) regarding brands and products. This means that it is increasingly normal for electronic word of mouth to end up affecting buyers. Consumers organize into actual on-line groups of friends as well as acquaintances which, to a point, parallel the groups that exist in the offline world.

For example, adolescents experiencing a customer service problem with our business are likely to visit our Facebook or Twitter profile to try to complain with changing rates of vitriol or to solve it. Usually, these dialogues are public, so the brand's positive or negative customer interaction is much more exposed. "Social media is a primary source of data on preferences, customs and opinions about our brands and the competition. Researching this information is among the capacities the promotion and communication sections of the 21st century must develop." For these reasons, deepening our understanding of Social Media Promotion (SMM) becomes crucial.

Social Media Marketing (SMM) case study solution

PUBLICATION DATE: February 10, 2012 PRODUCT #: IES424-HCB-ENG

This is just an excerpt. This case is about SALES & MARKETING

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