Društveni mediji u funkciji uspješnog marketinga
Social Media in the Function of Successful Marketing

Summary/Abstract: Every day we can hear expressions like: Facebook, Twitter, YouTube, LinkedIn, blog, vlog, linklog, photoblog, artlog, podcast, forum, bulletin board, wiki, etc. All these expressions can be grouped under one term: social media. Every social and technological change is a challenge for marketers to find their own place among these changes. Therefore, social media provide an opportunity for companies to exploit their potential in order to implement marketing activities. Significant marketing activities can be achieved by using interpersonal communication through social networks with the implementation of direct contacts with clients, creation of interest groups, as well as use of mass advertising via social media network resources at disposal. The aim of this paper is to review the knowledge and application of social media in companies in Bosnia and Herzegovina. The case study is the question to what extent the social media have entered the business world, whether they are accepted by companies, institutions and other organizations, whether they are used by them and what they think about them. The study was conducted using a written survey on a sample of 50 largest companies in Bosnia and Herzegovina with the highest incomes in 2009. The results show a great interest in the surveyed companies to actively participate in social media and their monitoring. It canbe concludedthat the social mediaenteredintocompanies with highest incomes in BosniaandHerzegovina. The companies accept social media as a medium. They recognize that the marketplace is moving their communications online and the business world needs to join in.

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