objectives for final proj

8/12/2019 Objectives for Final Proj

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TABLE OF CONTENTSTITLE PAGE ...............................................................................................................................IABSTRACT................................................................................................................................ IITABLE OF CONTENTS..........................................................................................................IIILIST OF TABLES ..................................................................................................................... VLIST OF FIGURES ................................................................................................................... V1. INTRODUCTION................................................................................................................... 11.1. Objective and research questions of the study................................................................. 31.2. Nokia and its social media approach ............................................................................... 51.3. Definitions ....................................................................................................................... 91.4. Outline of the study ....................................................................................................... 102. LITERATURE REVIEW..................................................................................................... 112.1. Social media................................................................................................................... 112.1.1. Definition of social media .................................................................................... 122.1.2. Evolution of social media..................................................................................... 132.1.3. The social media landscape ................................................................................. 162.2. Corporate Reputation..................................................................................................... 232.2.1. Definition of corporate reputation ....................................................................... 232.2.2. Building and maintaining a strong corporate reputation .................................... 262.2.3. Impact of corporate reputation ............................................................................ 302.3. The role of social media in corporate reputation ........................................................... 332.4. Research Framework ..................................................................................................... 403. METHODOLOGY................................................................................................................ 423.1. Single-case design ......................................................................................................... 423.2. Data collection............................................................................................................... 443.2.1. Qualitative interviews .......................................................................................... 453.2.2. Quantitative consumer survey.............................................................................. 473.3. Data analysis.................................................................................................................. 513.4. Trustworthiness of the study.......................................................................................... 524. FINDINGS ............................................................................................................................. 58

4.1. Potential social media users........................................................................................... 584.2. Consumers awareness of companies in social media ................................................... 724.3. Reputational influence of companies participation in social media ............................. 815. DISCUSSION ........................................................................................................................ 956. CONCLUSIONS ................................................................................................................. 1006.1. Research summary....................................................................................................... 1006.2. Practical implications................................................................................................... 1046.3. Limitations of the study............................................................................................... 1056.4. Suggestions for further research .................................................................................. 106REFERENCES........................................................................................................................VIIObjectives - The objective of this study was to examine the role of social media incorporate reputation. In more detail, the study focused on the question if theparticipation of companies in social media affects their reputation. Nokia served as thecase company to examine this objective. The study was divided into three researchproblem areas: (1) the study aimed at finding out what potential social media users wereinfluenced by the reputational activities of companies in social media, and whoparticipated in Nokias social media activities; (2) the study examined if social mediausers were potentially aware of the participation and reputational activities ofcompanies in social media in general, and of Nokias social media participation inparticular; and (3) the study observed if the participation of companies in social media


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positively or negatively influenced their corporate reputation in general and Nokias in particular.


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What Role Does Your Logo Play in Your Branding Strategy?When I speak about branding it's not uncommon for people to mistake their logo as their "branding". Your logo is only one piece

of your branding strategy. Your logo is a symbol that can provide consumers with instant and powerful brand recognitionof your

business and the services or products that you offer.

Before beginning the process of logo creation be sure that you have developed your brand strategy. Why? Your logo is like a

small ad for your company, without the strategy behind it a logo can put across the wrong message and in return weaken your

strategy. You want to keep your brand message consistent to help increase consumer recognition.

How do you know when you are ready to move to the process of having your logo created?

The mission of your logo is to portray the values and goals of your company. Make sure that these are clearly established

before venturing out to find a logo designer.

Be clear about the message you want your brand to convey so that your logo can clearly reflect that message. You must have

a strong association between your brand and your logo. Remember it is only one piece of your branding strategy.

Your logo should reflect professionalism and growth no matter how small your company is.

If you are designing your logo in-house to save money be sure to market-test your efforts.

Make sure that the logo you select is not dated but can be used effectively year after year. Keep in mind it is how consumers

will recognize your company.

The conclusion of the role your logo plays in your branding strategy can be summed up in the following statement.

Confident branding and a strong branding strategy uses design to communicate a message that attracts the target audience that

you want to attract - a message that creates confidence in your brand while differentiating between you and your competitors.

Does your logo fulfill this mission? If your answer is no it may be time to consider strengthening your brand strategy and looking

at a new logo to re-position your company.


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Improve client relationships with socialmedia

JUNE 14, 2013 0 COMMENTS6

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There are many advantages to incorporating social media into your routine work process. Improving

client relationships is perhaps one of the most important.

Your clients will appreciate and be reassured to know that you are following their online reputation

and know how they are working on social media platforms. So go beyond your standard

responsibilities and take a few minutes everyday to do a quick check-up on your clients digital

footprint and activity. This will allow you to alert them to any red flags, better understand their

business and prove to them that you are a social media and industry expert. Giving a brief overview

of your clients online reputation is often a great way to kick off a meeting or phone call.

Below are a few examples of how the most common social media platforms can help you

successfully manage your client relationships.

Twitter

A companys tweets reflect what topics are top of mind for them. They could be launching a new

product, expanding to new markets, or attending an industry event. General tweets such as links to

articles or retweets of content can help you better understand your clients business.

You can also useTwitter as a search engineto find out what is being said about your clients

company.

Facebook

Corporate Facebook pages often reveal the more human side of their business. Companies may

publish photos that reflect their corporate culture, atmosphere, or brand image. Are they more
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relaxed or conservative? This can help when preparing for a first meeting and your initial approach

to them.
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LinkedIn

LinkedIn is the primary social platform for B2B relationships. Always have a look on LinkedIn before

a meeting to know who you are going to meet and his or her background. You might discover you

have a common connection which can help with networking and small talk. Connect with as many

business and personal contacts as possible, as this will really help improve your credibility.

Were interested to hear how youre currently using social media and how these tips work for you.

Please share your comments.


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Social Media Listening An EssentialPart of the PR toolkit

FEBRUARY 20, 2013 2 COMMENTS18

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Over the next few weeks well be exploring how

social media is transforming the way we do business across a range of

industries. Today, wevechosen to look at how the Public Relations industry has undergone a

radical change in the last few years, since the emergence and widespread adoption of social media

sites such as Facebook and Twitter.

Its not the first time the PR industry has had to adapt to a new way of doing business. I recall a

Senior PR Director who took pleasure in telling each fresh batch of interns how he relied on thehumble fax machine to send press releases at the start of his career (presumably, before then they

relied on carrier pigeons). For years the rolodex was a PR executives bes t friend, before it was

eventually replaced by the PDA. Now the A-Z of contacts and professional appointments,

synchronized across multiple devices, fits snugly into your smartphone.

Being creative as well as tactical is what drives PR success. For this reason, the PR industry has

always been at the forefront in terms of responding to technological advances and experimenting

with new tools and techniques to generate ever improved results.

We caught up with two very busy PR professionals and asked them how social media is impacting

their profession and how social listening is helping them to monitor and react to the latest newsconcerning their clients in real-time.
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What are you doing now as a PR practitioner that you couldnt do

five years ago, before the explosion of social media?

Neil OGorman:Communications has changed beyond recognition in recent years and for the better

in my view. While much commentary tends to focus on the challenges and risks in a world where

control is no longer possible, the flip side is there are now boundless opportunities to listen,

understand and engage with audiences and create advocates and communitiessomething which

can be a powerful enabler for brands and organisations.

I believe that PR has for the most part operated in a vacuum for way too long and has not been as

well integrated into the communications strategies of brands and organisations as it could and

should have been. That is changing. Why? Because as the worldconsumers, businesses,

organisationslives more and more online, our ability to uniquely reach key audiences is being

challenged by a new competitor setdigital agencies, social agencies, media buying and ad

agencies. However, now we can listen, understand, tweak, influence and measure like never before.

So, we have a chance every day to use our unique skill set creating understanding, awareness

and affinity across the influential earned media and social spacesin ways that really add value. A

key challenge remains striking a balance between listening and doing and not just navigating our

way through the unprecedented clutter and noise, but helping clients do likewise and adding clarity

in the fog.

Neil OGorman,Communications Professional,www.ogcomms.ie

How has social media impacted the PR practitioners role, in your

view?

Bernice Burnside:Social media has changed the role of the PR practitioner hugely. Not only has

our job become a lot more demanding but we need to be able to move faster and think quicker than

ever before.

The Golden 24 hours within which a company needed and was expected to respond to issues has

become the Golden Hour, with the arrival of Twitter and Facebook and the 24 hour news cycle.

Weve taken multi-tasking to a whole new levelwhile monitoring a breaking news story on Twitter

so that our client can offer commentary, we might also be editing a blog post due to go live for

another, while taking a call from a journalist who has just noticed another client announcement on

Linkedin.

Coffee becomes your best friend and you invest most of your hard earned money in what you now

consider the best invention evera good bed!
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Guide to Using Social Media for Marketing

Using social media for marketing can enable small business

looking to further their reach to more customers. Your customers are interacting with brands through social media,

therefore, having a strong social media presence on the web is the key to tap into their interest. If implemented

correctly, marketing with social mediacan bring remarkable success to your business.

What Is Social Media Marketing?

Social media marketing, or SMM, is a form of internet marketing that implements various social media networks in

order to achieve marketing communication and branding goals. Social media marketing primarily covers activities

involving social sharing of content, videos, and images for marketing purposes.

At WordStream, weve created this guide to provide you with the social media marketing trainingyou need to

better your business. We want to give small businesses on short budgets an alternative to hiring a social media

marketing agency or paying for social media marketing services.

With our Social Media Marketing 101 Guide below, you can begin developing your own social media marketing expert

plan.

Social Media Marketing For Small Businesses: Learn Social Media Marketing 101

This education guide gives a basic overview on how to use social media for marketing, serving as a social media

marketing for dummies manual. Read to learn about how to reap the benefits of using social media in marketing.

Social Media And Marketing: Start With A Plan

Before you begin creating social media marketing campaigns, consider your business goals. Starting a social

media marketing campaign without a plan in mind is like wandering through a forest without a mapyoull only end

up lost.


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Create a social media marketing planand brainstorm about your goals: what are you hoping to achieve through

social media marketing? Who is your target audience? Where would your target audience hang out and how would

they use social media? What message do you want to send to your audience with social media marketing?

Social Media For Marketing: Developing Your Goals

Social media marketing can help with a number of goals, such as:

Website traffic

Conversions

Brand awareness

Creating a brand identity and positive brand association

Communication and interaction with key audiences

Only by establishing your goals can you measure yoursocial media ROI.

Best Social Media Marketing Tips: Learn Marketing With Social Media

Here are some social media marketing tipsto keep you on the right track across all your social media campaigns.

PlanningAs discussed previously, building a social media marketing plan is essential. Considerkeyword

researchand brainstorm content ideas that will interest your target audience.

Content is King Consistent with other areas of online marketing, content reigns kingwhen it comes to

social media marketing. Make sure you are offering valuable information that your ideal customers will find

interesting. Create a variety ofcontentby implementing images, videos, and infographics in addition to

classic text-based content.

Consistent Brand ImageUsing social media for marketingenables your business to project your

brand image across a variety of different social media platforms. While each platform has its own unique

environment and voice, your business core identity should stay consistent.

Blog Blogging is a great social media marketing tool that lets you share a wide array of information and

content with readers. Your company blog can also serve as your social media marketing blog, in which

you blog about your recent social media efforts, contests, and events.

Links While using social media for marketing relies primarily on your business sharing its own unique,

original content to gain followers, fans, and devotees, its also great to link to outside articles as well. If other

sources provide great, valuable information you think your target audience will enjoy, dont be shy about

linking to them. Linking to outside sources improves trust and reliability, and you may evenget some linksin

return.

Track Competitors Its always important to keep an eye on competitorsthey can provide valuable data

for keyword research, where toget industry-related links,and other social media marketing insight. If your
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competitors are using a certain social media marketing technique that seems to be working for them, do the

same thing, but do it better!

Measure Success with Analytics You cant determine the success of your social media marketing

strategies without tracking data.Google Analyticscan be used as a great social media marketing tool that

will help you measure your triumphant social media marketing techniques, as well as determine which

strategies are better off abandoned. Attach tracking tags to your social media marketing campaigns so that

you can properly monitor them.

How To Use Social Media For Marketing: Know Your Platform

Weve put together a brief overview on how to use social media for marketingaccording to each platforms unique

environment. Various social media marketing sites will require different techniques, so develop a unique strategy

tailored for each platform.

Facebook

Facebooks casual, friendly environment requires an activesocial media marketing strategythat begins with

creating a Facebook Business Fan Page. You will want to pay careful attention to layout, as the visual component is

a key aspect of the Facebook experience. Social media marketing for business pages revolves around furthering your

conversation with audiences by posting industry-related articles, images, videos, etc.

Facebookis a place people go to relax and chat with friends, so keep your tone light and friendly.
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Location-Based Social Media Tools

Social media platforms likeYelp,FourSquare,andLevel Upare great for brick and mortar businesses looking to

implement marketing social media. Register on these sites to claim your location spot, and then consider extra

incentives such as check-in rewards or special discounts. Remember, these visitors will have their phones in hand so

they will have access to providing reviews which could hurt or significantly aid your users.

Reddit

Reddit,or similar social media platforms such as Stumble Upon or Digg, are ideal for sharing compelling content.

With over 2 billion page views a month, Reddit has incredible social media marketing potential, but marketers should

be warned that only truly unique, interesting content will be welcomed. Posting on Reddit is playing with firesubmit

spammy or overtly sales-focused content and your business could get berated by this extremely tech-savvy

community.

If you have content you believe the Reddit community (majority is young, geeky, liberal, and internet-obsessed) would

enjoy, you could reap tremendous benefits and earn valuable traffic.

Using social media in marketingdoes more than improve site traffic and help businesses reach more customers; it

provides a valuable venue for better understanding and learning from your target audiences. Hopefully this guide has

helped you better understand how using social media for marketing can improve your business.
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Using Social Media to Promote Your BrandByJohn McMalcolm| November 11, 2013

If you have not been using social media to promote

your brand, maybe it is time for you to start doing so.

Social media marketing is a free or low-cost marketing strategy that enables you to widen

your market reach, target specific groups of consumers and interact on a personal level with

your customers.

It is an excellent tool for distributing your marketing message to a large number of people,

and it is also very easy to use.

Here are a number of things you should do if you want to use social media to spread your

brand.

Planning

Proper planning is essential to the effectiveness of your social media marketing campaign.

First of all, you have to identify your target consumers and join the social media websites

that are most favored by them. For instance, if you want to reach out to consumers

between the ages of 25 and 34, the best platforms to use are Google+, YouTube, Reddit,

Twitter and StumbleUpon. Facebook, LinkedIn and Pinterest are the preferred websites for

people aged 45 to 54.

Then, you need to develop a social media marketing strategy that will appeal to the

interests and needs of your target consumers.

Come up with content ideas that will generate a great deal of interest and do some research

to find out which keywords you should use to get the best SEO results.

Share Content Regularly
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Sharing content on social media websites can help you increase the visibility of your

business, improve your relationships with your customers and establish yourself as an

authority in your niche.

There are many ways you can create content for social media marketing, includingblogging,article writingand finding or creating images and videos.

Make sure the content you share is interesting and useful to your target consumers and you

have fresh content for them to read or view regularly.

Maintain a Consistent Brand Image

Even though you are promoting your brand on several different social media websites, you

have to make a point to project a consistent brand image.

By doing so, you will make your brand more recognizable and give your potential customers

a clearer idea of your companys identity, values and culture.

A consistent brand image can help you gain a reputation as a professional and reliable

company.

Keep Track of Your Competitors

Monitoring your competitors constantly is a great way to keep your social media marketing

strategy up-to-date.

There are many things you can learn from your competitors, such as the latest marketingtrends, sources of industry-related information and keyword selection.

Use Web Analytics

It is essential that you keep good track of the progress of your social media marketing

campaign.

By using Google Analytics, you can determine the effectiveness of your social media

marketing efforts and the measures you can take to achieve better results.

Social media has helped numerous businesses promote their brands successfully, and it can

do the same for you.
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Why Is Social Media Important for SmallBusinesses?

If youre one of the few small businesses that are not yet

plugged into social media, you may be wondering what all the fuss is about. Do you really need to

use it, or can you just get by with an optimized website and an e-newsletter? The short answer is

yes, you need social mediaat least you do if you want to reach customers and stay competitive.

Here are just a few reasons why social media is so important for small businesses.

Your customers are already using it.

According to a 2011 report published by Nielson, Americans spend nearly a quarter of their online

time on social networks and blogs. This means that chances are much of your target market is

already using social media. If you want to reach clients and prospects, you need to be where they

areby using social media youll increase the odds that your marketing message will get through to

a significant number of them.

It will give you a competitive advantage.

Even though you may not be using social media, your competitors probably are. If thats the case,

youll want to add it to your marketing strategy ASAP, or risk falling behind. And if your competitors

havent yet ventured into social media, rejoice you can get a leg up on them by taking advantage

of this marketing channel before they do.

It will help you connect with your clients and prospects.

Most marketing channels are one-way in naturea business sends out its marketing message, and

the consumer receives it. With social media, you can actually have a conversation. Social media

helps to create a community of fans and followers that see you as more than just a business entity.

Theyll view you as someone they trust, and people buy from those they trust.
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Social media isnt just for the big boys its a valuable marketing tool for small businesses, as well.

Its here to stay at least for the foreseeable futureso take the leap and reap the many rewards it

offers.

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