EAN: 9783960670230

WHY SHOULD COMPANIES INVEST IN SOCIAL MEDIA MAR...

Marketing has been greatly impacted by social media and internet developments. In the past
decades a massive change within the disclosure landscape and the communication between
companies and their stakeholders has taken place. In order to stay competitive on the market 
companies have to identify the advantages and opportunities given by social media. Using
various social media platforms  companies can benefit in different corporate areas  like
marketing  public relations  human resources or customer services. Since every platform has its
own goals and approaches a different target audience  the companies have to choose the most
appropriate platforms and then develop a specific strategy. This book shows the motives for
companies to invest in social media and clarifies complicated concepts. Furthermore  it
evaluates various social media channels and their effectiveness as well as their return on
investment measurements.

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