DOI: 10.5176/2251-2098_EMG13.13
Authors: Michelle Dateling, Prof Geoffrey Bick
Abstract: Social media is the new buzz area in marketing that has businesses, organizations and brands jumping to create news; make friends, connections and followers; and build communities in the virtual space. Businesses need to incorporate this communication media into their marketing strategies.
The purpose of this research was to understand the impact of social media on South African businesses and how South African businesses were adapting their marketing strategies to incorporate social media.
A qualitative research study was conducted using semi- structured email interviews with 15 social media experts. Content analysis and concept mapping techniques were used to analyze the data captured.
Some key findings show that in a South African context, while social media is still relatively new, some organizations have really flourished and are beginning to enjoy the fruits of their social media campaigns. Currently, South African businesses are mainly using social media for three things, namely digital product promotion, customer care/online reputation management and the distribution of content, all of which play an important role in the marketing process. Social media can be used for internal communications as well as a method of engaging with both existing and potential new customers.
Keywords: Social Media; marketing communications; digital marketing; South Africa
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