Social Media Literature Review
Literature Review
The Literature Review represents relevant literature and theories which this research focuses on.
Social media is defined as “the use of technology combined with social interaction to create or co-create value” (Jantsch, 2008). It is an emerging channel for marketing around the globe. In the modern days where social media is widely used, what needs to be communicated to the customers is, in a way, determined by them (Kietzmann, Hermkens, McCarthy, & Silvestre, 2011, p. 242). This means corporations have become less powerful in controlling the flow of communication even about their brands. The sharing of tweets, Facebook posts, blogs, videos, pictures etc. among the public shapes the brand image of a corporation (Kietzmann, Hermkens, McCarthy, & Silvestre, 2011).
Chris Fill (2009) points out that there are many factors that make this channel more effective than the traditional ways of marketing communication. While traditional media communicates on a one-to-many basis which leads to mass marketing, the new media achieves one-to-one and many-to-many communication which is more successful due to an individualized approach (Chris Fill, 2009). The traditional media creates a flow of information from one party to the other whereas the digital media allows two-way dialogues. The social media caters to the individual needs of the consumers and is thereby more effective than conventional communication channels fulfilling general needs. The target population is divided into various segments based on their characteristics for traditional communication while the new generation media creates communities among the target audience for better reach of communicated messages.
It is also important for all the members of the organizations to communicate the same message. David Williamson (2009) says that all staff needs to be aware of the brand position and communicate a consistent message, particularly in the case of non-profit organizations.
He claims
The Literature Review represents relevant literature and theories which this research focuses on.
Social media is defined as “the use of technology combined with social interaction to create or co-create value” (Jantsch, 2008). It is an emerging channel for marketing around the globe. In the modern days where social media is widely used, what needs to be communicated to the customers is, in a way, determined by them (Kietzmann, Hermkens, McCarthy, & Silvestre, 2011, p. 242). This means corporations have become less powerful in controlling the flow of communication even about their brands. The sharing of tweets, Facebook posts, blogs, videos, pictures etc. among the public shapes the brand image of a corporation (Kietzmann, Hermkens, McCarthy, & Silvestre, 2011).
Chris Fill (2009) points out that there are many factors that make this channel more effective than the traditional ways of marketing communication. While traditional media communicates on a one-to-many basis which leads to mass marketing, the new media achieves one-to-one and many-to-many communication which is more successful due to an individualized approach (Chris Fill, 2009). The traditional media creates a flow of information from one party to the other whereas the digital media allows two-way dialogues. The social media caters to the individual needs of the consumers and is thereby more effective than conventional communication channels fulfilling general needs. The target population is divided into various segments based on their characteristics for traditional communication while the new generation media creates communities among the target audience for better reach of communicated messages.
It is also important for all the members of the organizations to communicate the same message. David Williamson (2009) says that all staff needs to be aware of the brand position and communicate a consistent message, particularly in the case of non-profit organizations.
He claims