Abstract

This paper deals with the topic of social networks and how it can be used for marketing/brand communication activities to get closer to the customer and also be able to response faster to customer complains, dissatisfaction or positive feedbacks. In detail the paper reviews the development of social networks and it emphasizes the power of those networks among customers.

Keywords: marketing communication, social network, social-media platform, Internet-marketing

Cite as: Lesidrenska S. & Dicke, Ph. (2012). Social-media platforms and its effect on digital marketing activities. Marketing and Management of Innovations, 1, 44-52. https://doi.org/10.21272/mmi.2012.1-04

This work is licensed under a Creative Commons Attribution 4.0 International License

References

1. Bulletin Board System [E-resource] // Wikipedia. – Access mode: http://en.wikipedia.org/wiki/ Bulletin_board_system.
2. Nickson Christopher. The History of Social Networking [E-resource]. – Access mode: http://www.digitaltrends.com/features/the-history-of-social-networking/.
3. CompuServe [E-resource] // Wikipedia. – Access mode: http://en.wikipedia.org/ wiki/CompuServe.
4. AOL [E-resource] // Wikipedia. – Access mode: http://en.wikipedia.org/wiki/AOL.
5. Communication trends and the role of mail [E-resource] // Report for the International Post Corporation. – Access mode: http://www.ipc.be/~/media/documents/public/cifs_communications.ashx.
6. Parise S. The Secrets of Marketing in a Web 2.0 World [E-resource] / Salvatore Parise, Patricia J. Guinan, Bruce D. Weinberg // The Wall Street Journal. – Access mode: http://online.wsj.com/article/SB122884677205091919.html?mod=todays_us_the_journal_report.
7. Banks use Web 2.0 to increase customer retention [E-resource]. – Access mode: http://www.pntmarketingservices.com/newsfeed/article/Banks_use_Web_2_0_to_increase_customer_retention-800226524.html.
8. Small Businesses Need Innovation – New Company May Have Their Solution [E-resource]. – Access mode: http://www.sfgate.com/cgi-bin/article.cgi?f=/g/a/2010/10/25/prwebprweb4693214.DTL.
9. Werbebranche im Umbruch Solution [E-resource]. – Access mode: http://www.business-on.de/suedbaden/social-media-marketing-werbebranche-umbruch-twitter-_id9061.html.
10. Facebook Grows, Others Stagnate; Interaction Levels Steady [E-resource]. – Access mode: http://www.marketingprofs.com/charts/2010/3714/facebook-grows-others-stagnate-interaction-levels-steady.
11. Owen R. The structure of online marketing communication channels [E-resource] / R. Owen, P. Humphrey // Journal of Management and Marketing Research. – no2. – P. 13-23. – Access mode: http://www.aabri.com/manuscripts/09135.pdf.
12. Henkel. A Brand like a Friend [E-resource]. – Access mode: http://www.designtagebuch.de/cd-manuals/Henkel_CI.pdf.
13. The Facebook page of Abercrombie [E-resource]. – Access mode: http://www.facebook.com/ people/ Abercrombie-D%C3%BCsseldorf/100002555139250.
14. Invoke Solutions [E-resource]. – Access mode: http://www.invoke.com/.
15. Ten Digital Trends for 2011 [E-resource]. – Access mode: http://trends2011.clickhere.com/.
16. The Facebook page of BMW [E-resource]. – Access mode: http://www.facebook.com/BMWi..