PRACTICAL PERSPECTIVES ON BRAND COMMUNICATION ON SOCIAL MEDIA
Journal Title: Marketing Identity - Year 2016, Vol 4, Issue 1
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.
Authors and Affiliations
Martin Klepek
Keywords
Related Articles
- EP ID EP174361
- DOI -
- Views 119
- Downloads 0
VALUE PERCEPTION OF OUTDOOR BRANDS IN THE CZECH REPUBLIC
Paper is focused on value, which is perceived by customer in segment of outdoor clothes in Czech Republic. Possibility of increasing perception of brand value by customer is main topic of the paper. According to our find...
CELEBRITY AND BRAND ENDORSEMENT OF NON-PROFIT ORGANIZATIONS
Celebrity endorsement is today a frequently used approach across marketing channels. Paper covers the topic of celebrity marketing, celebrities as brands and perception of celebrity that can be influenced by a variety of...
MEDIA IMPACT ON PUBLIC POLICY MAKING
Public policy making is a multi-layer and dynamic process in which very many public policy actors participate. Government as a chief state power representative is one of the actors who needs another key actor (not less i...
SCIENTIST – CELEBRITY OR EXPERT? NEW MEDIA AS A TOOL FOR BUILDING A SCIENTISTS’ PERSONAL BRAND
In the opinion of M. Molęda-Zdziech “the modern scientists may choose either to disappear from the public sphere and move to their cabinets, and therefore, they will lose the influence on the surrounding world, or to adj...
THE TYPOLOGY OF DIGITAL GAMES AND THEIR ABILITY TO EDUCATE AN INDIVIDUAL
The character of the new media and the ways we get in touch with them have changed rapidly over the last decade. Computer technologies and interactive media have become dominant especially in the area of communication an...