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2.3 Social Media Social media refers to activities, applications and behaviours among communities of people who gather online to share information, knowledge and opinions by using conversation media. Conversation media are web-based programs, which allows the user to create and easily transfer forms of words, pictures, video and audio files. (Safko, 2012) Mobile devices such as smartphones and Ipads enable people to be active on social media at any time (Kelly, 2014). With the development of social media, customers are no longer just passive recipients of brand related marketing messages (Pentina & Koh, 2012) nowadays it is a two way communication and everybody can feel involved (Carlsson, 2009). The receiver today is more engaged, gives feedback and has conversations with directly with companies. The consumers are creating their own content and share it with others. (Pentina & Koh, 2012) This leads to both opportunities and disadvantages for the company because of the lack of control over what is written on forums. There can be negative reviews, which can hurt the company. There is a lot of possibilities when it comes to social media, companies can influence the customer, make them feel involved and make them more engaged which leads to a more personal relationship with the customer. (Clapperton, 2009) According to a survey from 2011, only 15 % of companies bothered to answers on their followers and customer’s requests on social media. This means that 85 % are ignoring social media as a customer’s service channel, which could hurt the company in form of bad publicity and missed sales. (Řežab, 2011) If companies work strategic there are big possibilities to be seen in a positive way on social media. According to Safko (2012) there are three ground rules when working with marketing on social media: w Creating conversation about the brand w These conversations cannot be controlled but influenced 10PDF Image | Case Study about how Companies Communicate their Brands on Social Media
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