Opportunities and Barriers of Social Media Marketing
European Business School
International University Schloss Reichartshausen
Seminar Paper
Seminar Subject
Fall Term 2010
Opportunities and Barriers of Social Media Marketing – A Critical Evaluation against the Background of Social Network Theory
Table of Contents
List of abbreviationsi
List of figures and tablesii
1.Introduction1
1.1 Problem Definition and Objective1
1.2 Course of Investigation1
2. Theoretical Foundations2
2.1 Social Network Theory2
2.1.1 The Strength of Weak Ties2
2.2 Web 2.03
2.2.1 Historical Review of the Internet3
2.2.2 Definition Social Media Marketing4
3. Why Social Media Marketing is Important5
3.1 Changed Internet User’s Behavior5
3.2 Reference to Social Network Theory5
3.3 The Decline of Traditional Marketing6
3.4 Increased Significance of Recommendations6
3.5 Usind Social Media Proactively7
4. Critical Evaluation of Social Media Marketing7
4.1 The Fear of Engaging in Social Media7
4.2 Prerequisites for Successful Social Media Marketing8
4.2.1 Develop a Strategy8
4.2.2 Take Engagement Seriously and Monitor Activities9
4.2.3 Be Honest and Transparent9
4.2.4 Social Media Marketing is an Ongoing Process10
4.3 Opportunities of Social Media Marketing10
4.3.1 Increased Traffic and Visibility in Search Engine Results10
4.3.2 Favourably Improved Knowledge About Customer Needs11
4.4 Barriers of Social Media Marketing12
4.4.1 SMM is a not Quantifiable Long Term Engagement12
5. Conclusion13
6. Reference List14
7. Appendix18
List of abbreveations
SMM [Social Media Marketing]
List of figures and tables
Illustration 1 (from http://www.gruenderszene.de/marketing/social-media-marketing-2-kunden-image-und-abverkaufe-beeinflussen)11
1 Introduction 2.1 Problem Definition and Objective
The development of the Internet, particularly the ground-breaking evolvement of WEB 2.0, has completely changed the media landscape and subsequently the way people communicate. Nowadays, people can show their
International University Schloss Reichartshausen
Seminar Paper
Seminar Subject
Fall Term 2010
Opportunities and Barriers of Social Media Marketing – A Critical Evaluation against the Background of Social Network Theory
Table of Contents
List of abbreviationsi
List of figures and tablesii
1.Introduction1
1.1 Problem Definition and Objective1
1.2 Course of Investigation1
2. Theoretical Foundations2
2.1 Social Network Theory2
2.1.1 The Strength of Weak Ties2
2.2 Web 2.03
2.2.1 Historical Review of the Internet3
2.2.2 Definition Social Media Marketing4
3. Why Social Media Marketing is Important5
3.1 Changed Internet User’s Behavior5
3.2 Reference to Social Network Theory5
3.3 The Decline of Traditional Marketing6
3.4 Increased Significance of Recommendations6
3.5 Usind Social Media Proactively7
4. Critical Evaluation of Social Media Marketing7
4.1 The Fear of Engaging in Social Media7
4.2 Prerequisites for Successful Social Media Marketing8
4.2.1 Develop a Strategy8
4.2.2 Take Engagement Seriously and Monitor Activities9
4.2.3 Be Honest and Transparent9
4.2.4 Social Media Marketing is an Ongoing Process10
4.3 Opportunities of Social Media Marketing10
4.3.1 Increased Traffic and Visibility in Search Engine Results10
4.3.2 Favourably Improved Knowledge About Customer Needs11
4.4 Barriers of Social Media Marketing12
4.4.1 SMM is a not Quantifiable Long Term Engagement12
5. Conclusion13
6. Reference List14
7. Appendix18
List of abbreveations
SMM [Social Media Marketing]
List of figures and tables
Illustration 1 (from http://www.gruenderszene.de/marketing/social-media-marketing-2-kunden-image-und-abverkaufe-beeinflussen)11
1 Introduction 2.1 Problem Definition and Objective
The development of the Internet, particularly the ground-breaking evolvement of WEB 2.0, has completely changed the media landscape and subsequently the way people communicate. Nowadays, people can show their