Groups on Facebook as a marketing tool

The aim of the article was to determine the use of Facebook groups as a marketing tool. The author conducted the research using a survey. To distribute the questionnaire author used a Facebook ad tool targeted at Polish women, who are planning a wedding or are shortly after it. Based on the example of the wedding industry, it was found that the content on these types of groups has large reach and generate high involvement of their participants. Members of Facebook wedding groups often take into account the recommendations they find on these groups when making wedding-related purchasing decisions. Companies … Czytaj więcej »

Inbound marketing as a form of internet marketing

We live in times of revolution! We are witnessing a revolution in the way we choose new products and in the way we look for business partners. Nowadays, almost everybody who is looking for a pram for his child or a new accounting company for his small business, always starts by turning on the computer. We start with Google or any other search engine, we ask our friends from the Internet, our family members and colleagues for assistance, usually via e-mail, online chats, Facebook or Twitter. We live in times of revolution – as a result of this revolution companies … Czytaj więcej »

Polish academic institutions in social media

Social media are nowadays commonly used by universities to communicate, collaborate, share knowledge and build relationships with candidates, currently enrolled students, alumnus and other stakeholders. However, previous researches focus mainly on the use of social media for marketing purposes of companies. Very little attention is paid to a specific group of organizations i. e. universities. The objective of the research presented in the article is the identification of the existing trends of using social media as a communication tool between the university and its main stakeholders – the students. The research covered the activity of public universities (in Poland) on … Czytaj więcej »

Measurement of social media Web 1.0 and Web 2.0.

Nowadays social media gather millions of users and virtual communities have become the core of the Internet. Thanks to various forms of communications (both the standard and more invasive ones) the function of social media undergoes changes. What initially was meant to make new virtual friends, now more and more often is implemented in enterprises’ activities, thus opening new opportunities to build a dialogue with buyers, to strengthen a positive image of science and to boost sales. The key to conduct effective actions in the social media are the measurements of what is happening in them. The application of these … Czytaj więcej »

Measurement of activity in social media – a challenge for contemporary marketing research

Popularity of social media among Internet users resulted in popularity of this medium among companies looking for contact with the participants of the community. Social media became as well a marketing research area of interest. Challenges social media researchers are facing, such as a combination of quantitative and qualitative aspects, and the problem of complexity and the selection of indicators, demonstrate the need to systematize the knowledge in this area.

Joanna Płuciennik, M.Sc., University of Łódź, Poland – is a graduate of Marketing and Philosophy at the University of Łódź. She is currently working towards her PhD degree. She deals … Czytaj więcej »

Social Media Marketing – why businesses need to use it and how

The goal of this article is to show how and why it is important for businesses to not only understand social media marketing, but to also include it as an integral part of their marketing strategies. In this article will be set out some basic strategies for how to be successful in social media marketing and conclude with a more in-depth look at Facebook.

Ola Agbaimoni, M.Sc., Socialable, UK – was a Partner in Socialable Ltd. in London, UK, a social media company managing social media engagement for businesses. Ola’s background is in project management, regeneration, inward investment and … Czytaj więcej »