scholarly journals Forming of the Social Media Marketing strategy of higher education institutions

2018 ◽  
Vol 2 (2) ◽  
pp. 58-75
Author(s):  
Olena Zhehus ◽  
Keyword(s):  
Higher Education ◽  
Social Media ◽  
Marketing Strategy ◽  
Higher Education Institutions ◽  
Social Media Marketing ◽  
The Social

scholarly journals Application of social network analysis for determining the suitable social media influencers

2021 ◽  
Vol 10 (6) ◽  
pp. 348-354
Author(s):  
Mochamad Yudha Febrianta ◽  
Yusditira Yusditira ◽  
Sri Widianesty
Keyword(s):  
Social Media ◽  
Social Network ◽  
Social Network Analysis ◽  
Network Analysis ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
The Other ◽  
Social Media Marketing ◽  
Other Hand ◽  
The Social

Virtual Hotel Operator (VHO) trend is growing rapidly, especially in Indonesia. Two of the most popular VHO in Indonesia are OYO and RedDoorz, both have been competing to attain the first position. Both OYO and RedDoorz have their own social media marketing strategies. For example, OYO persuades other conventional hotels to collaborate and use the OYO platform in their businesses. On the other hand, RedDoorz was recorded as the most visited Virtual Hotel Operator Platform in 2019, based on the data of Konsumen Jakpat 2019. OYO and RedDoorz also utilize social media to promote their services such as Instagram and Twitter. For advertising their businesses in social media, OYO and RedDoorz often use some social media influencers or known as influencer social media marketing. Influencers should be able to effectively deliver the messages and influence people’s decisions to use the products or services they advertise. This study aims to further explore the social media marketing strategy employed by OYO and RedDoorz. The results of Social Network Analysis by using “oyoindonesia” and ‘reddoorz’ as keywords in social media Twitter showed that RedDoorz has a bigger social network and more users involved in spreading their information than OYO. On the other hand, OYO's official account on Twitter is more efficient in performing its function as marketing media.

Using Social Media Marketing for Competitive Advantage

2016 ◽  
pp. 201-218
Author(s):  
Amir Manzoor
Keyword(s):  
Social Media ◽  
Competitive Advantage ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Customer Relationships ◽  
Social Media Marketing ◽  
The Social ◽  
Social Media Tools ◽  
Use Of Social Media

Social media provides companies innovative ways to market their products and services to their customers. The social media tools, such as Facebook, provides new ways to reach customers. With increasing number of people being connected to social media, businesses of all types are targeting social media as a new platform to reach their customers and strengthen customer relationships. Still, many companies are unsure as to how they can use social media for their advantage. There is lack of resources and fear of failure that hold many companies back from using social media in their marketing campaigns. Companies need a set of guidelines to understand how they can develop long-term, successful marketing strategies that involve social media as a significant component. This chapter analyzes use of social media marketing to suggest some ways companies can use social media to generate value both for them and their customers. This chapter also discusses how companies can develop a social media marketing strategy.

The integration of social media into corporate processes

2016 ◽  
Vol 38 (2) ◽  
pp. 239-259 ◽  
Author(s):  
Edit Bányai
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Current Literature ◽  
Business Processes ◽  
Additional Research ◽  
Social Media Marketing ◽  
Marketing Communication ◽  
Comprehensive Overview ◽  
Research Directions ◽  
The Social

The primary aim of this paper is to give a comprehensive overview of social media marketing solutions which can be used by companies. Many authors and researchers dealing with specialised subjects examine certain areas of this topic — and, in particular, with the influence of the social media on marketing communication. An overview of current literature and practical solutions enabled us to create a framework usable in the corporate sphere for creating a social media marketing strategy and for measuring the efficiency of social media activity. The framework helps companies to identify which social media solutions are worth taking advantage of to support their business processes, how they are able to measure the effectiveness of social media and it also provides a basis for the identification of additional research directions.

scholarly journals Social Media Centrality in Identity (Re)construction in Higher Education

2020 ◽  
Vol 10 (1) ◽  
pp. 11
Author(s):  
Maria José Sá ◽  
Sandro Serpa ◽  
Carlos Miguel Ferreira ◽  
Ana Isabel Santos
Keyword(s):  
Higher Education ◽  
Social Networks ◽  
Social Media ◽  
Practical Implication ◽  
Higher Education Institutions ◽  
Theoretical Level ◽  
Human Relationships ◽  
The Social ◽  
The Individual ◽  
Individual Dimension

Social media, including digital social networks, runs through a large part of society. This position paper analyses the social media centrality in identity (re)construction in higher education, seeking to add to the understanding of the social media’s role in the identity, both in the individual dimension – of several higher education actors (academics and students) – and in the identity of higher education institutions. In methodological terms, a selection and review of publications addressing this topic were conducted. Results allow concluding that it is critical to consider the growing relevance of digital social networks in shaping these actors’ identity, without disregarding the individual situations of great limitation or even rejection by the presence of digital social networks in identity (re)construction. Regarding the implications, at the theoretical level and according to the existing corpus of knowledge, there is a need for further studies to deepen the understanding of this topic. As a practical implication, while the presence of digital social media in human relationships is unavoidable in many instances, the intentional and relevant mobilization of these digital social media is crucial, both for higher effectiveness and efficacy of the academic-student interaction and for the dissemination and positive image of higher education institutions and academics.

scholarly journals Role of Social Media Networks in Promoting Hotel Industry

2021 ◽  
pp. 40-47
Author(s):  
Reena Lakha ◽  
Prof (Dr) A C Vaid
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Hotel Industry ◽  
Social Media Marketing ◽  
Social Media Networks ◽  
Social Media Site ◽  
The Social ◽  
Use Of Social Media ◽  
Insight Into

In recent years, the hotel industry has started to follow social media marketing strategy as part of its marketing campaign to improve its brand value. Social networking channels are the means a hotel is promoting itself through. There are various channels that the hotels use to communicate with the clients. This paper aims to pick the best channel and use it wisely, so it helps the hotel industry the most. This paper aims to identify the available social media sites for the hotel industry. This study adds new knowledge regarding the hotel's most common social media site. The paper will provide insight into the medium of the social site used for communications and the use of social media advertisements as an integral part of the hotel's marketing strategy.

scholarly journals SOCIAL MEDIA MARKETING STRATEGY IN BUILDING BRAND ENGAGEMENT

2021 ◽  
Vol 14 (1) ◽  
pp. 44
Author(s):  
Malida Zulfaniazahra Riski ◽  
Muhammad Edy Susilo ◽  
Kartika Ayu Ardhanariswari
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Rapid Development ◽  
Consumer Participation ◽  
Social Media Marketing ◽  
Brand Engagement ◽  
Creative Agency ◽  
Emotional Bonds ◽  
Data Collection Process ◽  
The Social

The rapid development of social media as part of people’s lifestyle nowadays, is currently being used by companies to strengthen emotional bonds between consumer and brand. Through social media marketing activities in #AlamiLawanJerawat campaign, &friends as a creative agency carried out three objective phases, one of them is brand engagement, which is an important element in getting consumer participation. This study aims to find out the social media marketing strategy and explore the factors which oppose the social media marketing strategy of &friends in building Himalaya’s brand engagement through #AlamiLawanJerawat campaign on Instagram. This study used Breakenridge's The Social Media Strategy Wheel theory with the concept of brand engagement. This research method used descriptive qualitative case study. The data collection process was carried out by observation and in-depth interview. From the research results, it was found that the strategy taken by &friends for Himalaya was to create insights for content creation related to target audiences, utilize influencer channels, and engagement contents such as giveaway and honest reviews which ultimately succeeded in increasing brand engagement at the loyalty audiences stage, with 217% increase in sales in four months, and a growth of  followers from 15,000 to 27,000 after the #AlamiLawanJerawat campaign on Instagram. In implementing the strategy, internal obstacles were found, namely inconsistencies in the implementation of the content schedule and external obstacles on the timeline production.

Using Social Media Marketing for Competitive Advantage

2018 ◽  
pp. 21-38 ◽  
Author(s):  
Amir Manzoor
Keyword(s):  
Social Media ◽  
Competitive Advantage ◽  
Marketing Strategy ◽  
Marketing Strategies ◽  
Customer Relationships ◽  
Social Media Marketing ◽  
The Social ◽  
Social Media Tools ◽  
Use Of Social Media

Social media provides companies innovative ways to market their products and services to their customers. The social media tools, such as Facebook, provides new ways to reach customers. With increasing number of people being connected to social media, businesses of all types are targeting social media as a new platform to reach their customers and strengthen customer relationships. Still, many companies are unsure as to how they can use social media for their advantage. There is lack of resources and fear of failure that hold many companies back from using social media in their marketing campaigns. Companies need a set of guidelines to understand how they can develop long-term, successful marketing strategies that involve social media as a significant component. This chapter analyzes use of social media marketing to suggest some ways companies can use social media to generate value both for them and their customers. This chapter also discusses how companies can develop a social media marketing strategy.

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