VENCIUTE, D. (2018). Social Media Marketing - from Tool to Capability.

From Digital Culture & Society

Contents 1 Social Media Marketing - from Tool to Capability. Management of Organizations: Systematic Research 1.1 Context 1.2 Overview 1.3 Strength and Weakness 1.4 Conclusion

[edit] Social Media Marketing - from Tool to Capability. Management of Organizations: Systematic Research

Article Title:

VENCIŪTĖ, D. (2018). Social Media Marketing - from Tool to Capability. Management of Organizations: Systematic Research, (79), 131–145. https://doi.org/10.1515/mosr-2018-0009

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[edit] Context

“Social media is a powerful tool, and some firm executives still tend to ignore it and are incapable of developing strategies that would allow effective customer engagement” (VENCIŪTĖ, pg 132). Social media platforms started as an area on the internet that attracted people from all over the world creating online communities, making it the best place to put an advertisement to target a particular market. As the year's progress and social media platform become more and more dominant in peoples everyday lives converting social media platforms slowly to becoming a great marketing tool for almost any business. By being able to monitor trends, measure consumers actions, and creating companies a low cost and highly efficient way of creating some form of customers engagement. Social media offers companies a resource-based view of their market, with dynamic capabilities that can help improve companies advertising strategies and improve their services.

[edit] Overview

Social media allows companies to create strong customer engagement which enhances the brand-customer relationship through the dissemination of information that social media users willingly provide on these platforms to interact with one another. Through the collection of information regarding a user/consumer demographics, companies can then use this data to their advantage to enhance their reach tactics online to alter what to post, how to word posts, what to make in order to get the best reaction from the customer and profitable results. Social media platforms help build CRM data systems to help maintain relationships that encourage consumers to be more active and attached to the brand. Topics of high interest almost forces people to interact with the brand and to follow the company back due to the similarities they might share with one another, which can lead to a potential purchase/consumption of service/product. With the instant and continuous posts that social media home feeds provide, companies can now gain real-time feedback and reaction time allowing a company to customer interactions, and customer to customer interactions to be more valuable on both ends. This tactic helps companies build a resource-based view which can help determine and define the performance of future endorsers. Through their resource-based view, firms can fully understand their capabilities online which can give them a competitive advantage.

[edit] Strength and Weakness

Overall this article shares other great components that social media can provide to companies besides just simple brand exposure through an advertisement post. This article has an excellent explanation of how the sales can be made through social media platforms by giving a step-by-step process of how collecting customer/user data can be transformed into a company post that creates a high volume of interaction due to similarities of interest, which could potentially lead to a purchase. Something that this article did miss is how each social media platform focuses on different forms of communication and how to utilize each one effectively. Having examples of the four major social media platforms such as Instagram, YouTube, Facebook, and Twitter would have made this article more resourceful due to the different atmosphere each social media platform offers. Additionally, this article fails to mention the importance of the different types of exposures companies could provide regarding pictures, videos, and even how text can be formatted to create further interaction of consumers more successful. Each post/exposure can alter how people take in the information a company is trying to share making this part missing an essential key to the whole process of creating customer engagement via over the internet.

[edit] Conclusion

Social media gives companies the ability to listen and engage with their consumers in real-time with real-time feedback to their product/service they provide. With the real-time interaction companies are given an advantage over other companies to increase their product and brand performance. “Being able to exploit social media channels to adjust a firm’s strategic marketing action can lead to an enhanced competitive advantage and subsequently improve performance” (VENCIŪTĖ, pg 135).

Vz15kg 15:50, 13 March 2019 (EDT)