TY  - BOOK
AU  - Viktoria Schoja
PY  - 2016
CY  - Hamburg, Germany
PB  - Anchor Academic Publishing
SN  - 9783960675235
TI  - Why Should Companies Invest in Social Media Marketing?
T2  - Parameters and Means for Performance Measurement
UR  - https://m.anchor-publishing.com/document/317158
N2  - 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.
KW  - Company, Public Relations, Customer Relation Management, Social Media Markting, Performance Measurement, Social Network, Brand awareness, Human resources, Investment measurement
LA  - English
ER  -