PRACTICAL PERSPECTIVES ON BRAND COMMUNICATION ON SOCIAL MEDIA
PRACTICAL PERSPECTIVES ON BRAND COMMUNICATION ON SOCIAL MEDIA
Author(s): Martin KlepekSubject(s): Media studies, Social development, Management and complex organizations, Sociology of the arts, business, education, Economic development, Marketing / Advertising, Socio-Economic Research
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: brand community; facebook; marketing communication; qualitative research; social media, social network;
Summary/Abstract: This article investigates the role of social media managers in the establishment of communication between brands and their fans on social media. The most popular social network Facebook has been chosen as the platform studied. To understand the process and possibilities of brand communication, author employed qualitative research technique with main objective to describe practical experience with environment and marketing processes within brand profiles. The qualitative study was based on interviews with online marketing professionals. These experts provide important source of knowledge of the best practices in area. Results show that most of brands on social networks in Czech Republic are far from being effective. Marketing managers lack integrated perspective on marketing communication knowledge of the paradigm shift in communication process. Big brands are generally willing to invest in social media more, but they often pursue irrelevant metrics. The most important metrics which should be implemented into marketing plans are consumer’s engagement and reach.
Journal: Marketing Identity
- Issue Year: 4/2016
- Issue No: 1/2
- Page Range: 132-143
- Page Count: 12
- Language: English