Article: Social media marketing Journal: International Journal of Social Entrepreneurship and Innovation (IJSEI) 2013 Vol.2 No.6 pp.546 - 560 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). Inderscience Publishers - linking academia, business and industry through research

Title: Social media marketing

Authors: Yoosuf Cader; Afraa Abdulla Al Tenaiji

Addresses: College of Business, Zayed University, P.O. Box 144534, Abu Dhabi, United Arab Emirates ' College of Business, Zayed University, P.O. Box 144534, Abu Dhabi, United Arab Emirates

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).

Keywords: social media marketing; social networks; digital marketing strategies; marketing metrics; marketing mix; Middle East; customer complaints; customer feedback; customer engagement; conversations; knowledge; social entrepreneurship; UAE; United Arab Emirates; brand awareness; advertising.

DOI: 10.1504/IJSEI.2013.059955

International Journal of Social Entrepreneurship and Innovation, 2013 Vol.2 No.6, pp.546 - 560

Received: 11 Dec 2013
Accepted: 11 Dec 2013
Published online: 29 Apr 2014 *

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Title: Social media marketing

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