Social Media Strategy for Online Service Brands Ziemianin, V

From Digital Culture & Society

Contents 1 Social Media Strategy for Online Service Brands: Service Industries Journal. 1.1 Context 1.2 Overview 1.3 Strengths and Weaknesses 1.4 Assessment

Social Media Strategy for Online Service Brands: Service Industries Journal.

Article Title:

Mills, Adam J. and Kirk Plangger. "Social Media Strategy for Online Service Brands." Service Industries Journal, vol. 35, no. 10, July 2015, pp. 521-536. Amanda Caron.

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[1]

DOI: 10.1080/02642069.2015.1043277.

Context

Online shopping has become a massive trend within the digital era, and with active online shoppers means that brand building needs to be done digitally as well to maintain a form a brand and customer loyalty. Through using social media companies have created a new communication channel that helps nurture the brand, customer, and other relationship in between.

Overview

Many industries have been transitioning from traditional services to online services based solely on internet interactions. With this transition, many challenges arise that many companies struggle with such as how to treat internet-based channels such as mobile and desktop media platform, and how to properly brand. Social media strategy for online service brands by Adam J. Millsa and Kirk Planggerb, introduces how companies should separate website/application branding and social media branding but have them complementary to each other to fully maximize their consumer interactions. It is noted that "social media support offline marketing activities such as customer services, data collection, marketing communication to help create a two-way communication channel for the brand and customer to interact and build a relationship while offline marketing is strictly advertisement made to create new customers.

Strengths and Weaknesses

Assessment

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