Social Media Strategy for Online Service Brands. Di Clemente, D
From Digital Culture & Society
| Revision as of 16:19, 8 February 2019 (edit) Dd13eo (Talk | contribs) ← Previous diff |
Revision as of 00:58, 15 February 2019 (edit) (undo) Dd13eo (Talk | contribs) Next diff → |
||
| Line 10: | Line 10: | ||
| =Context= | =Context= | ||
| + | Today, social media leads the way in online advertising, as it has become one of the most powerful marketing strategies. Social media has quickly become one of the most important tools businesses can use to promote their services and product. As a result of this, traditional services are on their way to extinction in this age of new information and communications technology (ICT). Online services open the doors to expansion in new markets and pose a huge opportunity for businesses to reach new customers. Social media gives companies the opportunity to interact directly with their consumers. Because of this, brands can establish meaningful relationships with consumers. | ||
| =Overview= | =Overview= | ||
| + | The article by Mills and Plangger (2015) explores the important role social media can play for online service brands. A large part of the article focuses on this “two-way communication between brands and customers” (Mills & Plangger, 2015, p. 522). Two-way communication is essential in the business world as it allows brand-to-customer-to-brand and customer-to-customer communication. Therefore, online marketing channels support offline marketing strategies such as customer service, marketing communications and data collection between online service brands and current and potential consumers. Social media websites and applications enable social interactions with individuals, groups and organizations in society (Mills & Plangger, 2015). As a result, online communication channels offer brands ways to nurture strong, long-term relationships with both current and potential brand advocates. | ||
| + | In order to build relationships between online service brands and their customers on social media, Mills & Plangger (2015) “identify a nine-step ongoing process of examining, planning and implementing strategic opportunities” (p. 531). | ||
| =Strengths and Weaknesses= | =Strengths and Weaknesses= | ||
Revision as of 00:58, 15 February 2019
Article Title:
Mills, A. J., & Plangger, K. (2015). Social media strategy for online service brands. Service Industries Journal, 35(10), 521–536. https://doi.org/10.1080/02642069.2015.1043277
Find article online:
doi:10.1080/02642069.2015.104327
Contents |
Context
Today, social media leads the way in online advertising, as it has become one of the most powerful marketing strategies. Social media has quickly become one of the most important tools businesses can use to promote their services and product. As a result of this, traditional services are on their way to extinction in this age of new information and communications technology (ICT). Online services open the doors to expansion in new markets and pose a huge opportunity for businesses to reach new customers. Social media gives companies the opportunity to interact directly with their consumers. Because of this, brands can establish meaningful relationships with consumers.
Overview
The article by Mills and Plangger (2015) explores the important role social media can play for online service brands. A large part of the article focuses on this “two-way communication between brands and customers” (Mills & Plangger, 2015, p. 522). Two-way communication is essential in the business world as it allows brand-to-customer-to-brand and customer-to-customer communication. Therefore, online marketing channels support offline marketing strategies such as customer service, marketing communications and data collection between online service brands and current and potential consumers. Social media websites and applications enable social interactions with individuals, groups and organizations in society (Mills & Plangger, 2015). As a result, online communication channels offer brands ways to nurture strong, long-term relationships with both current and potential brand advocates. In order to build relationships between online service brands and their customers on social media, Mills & Plangger (2015) “identify a nine-step ongoing process of examining, planning and implementing strategic opportunities” (p. 531).
Strengths and Weaknesses
Assessment
[[user"Ddiclemente[Ddiclemente]] 15:00, 8 February 2019 (EST)
Please consider the environment before
printing this page.