Social media marketing
by Yoosuf Cader; Afraa Abdulla Al Tenaiji
International Journal of Social Entrepreneurship and Innovation (IJSEI), Vol. 2, No. 6, 2013

Abstract: The rapid usage of social media marketing has grown with the corresponding growth in internet bandwidth, technology and mobile devices. 1) Almost 29% give feedback through online questionnaire surveys while 15% said they responded to offline questionnaire surveys. 22% said they use e-mails to give feedback to organisations while 12% used SMS. 2) 52% of the respondents indicated they had not been reached by other organisations via social media networks while 48% said they had been reached. In the latter, 38% started reaching them in 2009 but much less in the years prior to that. The most popular social media sites used for marketing activities are Facebook, Twitter, LinkedIn, YouTube, Flickr, and Myspace. 3) The marketing activities implemented by organisations in the UAE on social media sites were as follows: to increase brand awareness; advertising; feedback on products or services; promotional offers; directing to the organisations website, and inexpensive reach of potential customers and market intelligence gathering. 4) A large percent (74%) of the respondents did not lodge customer complaints through social media sites but 26% did. A high percent (62) of the latter said their complaints were effectively resolved. The practical implications of these findings are invaluable to marketing managers (see pages 13 and 14).

Online publication date: Tue, 29-Apr-2014

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