Integrating the Use of Online Social Networking Sites in the Communication Strategy of a Company

Open access

Abstract

The usage of online social networking sites has never been stronger for the individuals and for the companies. This paper is underlining the importance of using the online social networking (OSN) sites in the communication strategy of one’s company; it presents the concept and the evolution of this marketing tool. It points out the advantages and disadvantages of using such a platform in a marketing campaign. We are underlining the strengths and weaknesses of this tool, as well as the main tactics and actions that the company must use in order to achieve the desired / maximum result when using such a communication platform in its strategy. At the same time we are presenting several results of a quantitative marketing research about how the OSN sites influence the consumers and the buying behaviour.

[1] Acatrinei, C., Nistor, F.N., The Romanian perspective upon the social customer and online social networks, Management & Marketing – challenges for the knowledge society, vol. 7 no. 2, pp. 221 – 236, 2012;

[2] Boyd, D.M., Ellison, N., B., Social network sites: a definition, history and scholarship, Journal of Computer Mediated Communication, vol.13, (1), 2007 http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html.

[3] Cachia, R., Companao, R., Da Costa, O., Grasping the potential of online social networks for foresight, Journal of Technological Forecasting and Social Change, vol. 74, pp. 1179-1203, 2007.

[4] Garton, L., Haythornthwaite, C., Wellman, B., Studying online social networks, Journal of Computer Mediated Communication, vol. 3, nr. 1, 1997.

[5] Marshall, G., Sociology Dictionary, Ankara, Science and Art Press, (1999), in Gurol, M., Donmus, V., Metaphors created by prospective teachers related to the concept of Social Network, Procedia – Social and Behavioural Sciences, vol. 9, 2010, pp. 1489-1496;

[6] Balas, J. (2006), “The social ties that bind”, Computers in Libraries, Vol. 26 No. 2, pp. 39-41.

[7] Preece, J. and Maloney-Krichmar, D. (2005), “Online communities: design, theory, and practice”, available at: http://jcmc.indiana.edu/vol10/issue4/preece.html;

[8] Kumar, R., Novak, J., Tomkins, A., Structure and evolution of online social networks, Proceedings of the 11th ACM International Conference on Knowledge Discovery and Data Mining, pp. 611 – 617, 2006;

[9] Pallis, G., Zeinalipour-Yatzi, D., Diakaiakos, M.D., Online Social Networks – status and trends, A. Vakali & L.C. Jain (Eds.): New Directions in Web Data Management 1, SCI 331, pp. 213–234, Springer-Verlag Berlin Heidelberg, 2011.

[10]Claywell, C.R., Advantages and Disadvantages of Social Networking, http://socialnetworking.lovetoknow.com/Advantages_and_Disadvantages_of_Social_Networking, accessed on March 16th, 2016.

[11]Sandilands, T., Advantages and Disadvantages of Social Media Marketing, http://smallbusiness.chron.com/advantages-disadvantages-social-media-marketing-21890.html, accessed on March 16th, 2016.

[12]Eades, T., What are the strengths and weaknesses of social media marketing, blogs, rich media, email marketing, SEO, and online advertising?, https://www.quora.com/What-are-the-strengths-and-weaknesses-of-social-media-marketing-blogs-rich-media-email-marketing-SEO-and-online-advertising, accessed on March 17th, 2016.

[13]Hanlon, A.M., The Strengths and Weaknesses of Different Social Media Channels for B2C, http://www.evonomie.net/2013/07/29/marketing/the-strengths-and-weaknesses-of-different-social-media-channels-for-b2c/, July, 29, 2013, accessed on March 17th, 2016.

[14]Shin, N., 7 Steps for a Successful Social Media Strategy, http://www.socialmediaexaminer.com/7-steps-for-a-successful-social-media-strategy/, June, 21, 2012, accessed on March 17th, 2016.

[15]Arruda, W., Three Elements of an Effective Social Media Strategy, http://www.forbes.com/sites/williamarruda/2013/08/27/three-elements-of-an-effective-social-media-strategy/#40e562087543, Forbes Magazine online, August 27, 2013, accessed on March 17th, 2016.

[16]Fuciu, M., Dumitrescu, L., Using online social networking sites for doing business - a marketing research, Annales Universitatis Apulensis Series Oeconomica, 16 (2), pp. 159-170, 2014.

[17] Dumitrescu, L., Orzan G., Fuciu, M., Understanding the online consumer behaviour and the usage of the internet as a business environment – a marketing research, Revista Economică, vol. 67, issue 3, pp. 63-79, 2015.

[18]Fuciu, M., Gorski, H., Dumitrescu, L., Qualitative marketing research on the influences of online social networking sites on consumers, Revista Economică, vol. 66, issue 1, pp. 117 – 135, 2014.

[19]*** Online Oxford Dictionaries http://www.oxforddictionaries.com/definition/english/social-network?q=social+network, accessed on March 16th, 2016.

[20]*** Nielson’s Online Report, Global faces and networked places - a Nielsen report on social networking’s new global footprint, March 2009, http://blog.nielsen.com/nielsenwire/wp-content/uploads/2009/03/nielsen_globalfaces_mar09.pdf, accessed on March 16th, 2016.

[21]*** Developing a communications strategy, https://knowhownonprofit.org/campaigns /communications/effective-communications-1/communications-strategy, accessed on March 17th, 2016.

Journal Information

Target Group researchers in the fields of political and financial law

Metrics

All Time Past Year Past 30 Days
Abstract Views 0 0 0
Full Text Views 214 214 13
PDF Downloads 61 61 10