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Summary of Chapter 14
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Summary of Chapter 14
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CHAPTER 14EXPLORING SOCIAL MEDIA AND E-BUSINESS
WHAT IS SOCIAL MEDIA AND HOW POPULAR IS IT? Social Media
The online interactions
§ Social media – the online interactions that allow people and that allow people and
businesses to communicate and share ideas, personal businesses to
information, and information about products and services communicate and share
§ In SA: (https://flickerleap.com/south-africa-digitally-2019-stats/) ideas, personal
§ 31.18 million active internet users. information, and
§ 28.99 million active mobile internet users. information about
§ South Africa has 54 percent internet penetration (7 percent products and services
growth from 2017).
§ South Africans spend an average of 8 hours and 32
minutes on the internet per day via any device.
§ South Africans access the internet for personal reasons on any device:
every day (65%), at least once per week (22%), at least once per
month (8%) and less than once per month (4%).
§ The top 10 websites in South Africa based on average monthly traffic
in Q4 of 2017: google.co.za, google.com, youtube.com, facebook.com,
wikipedia.org, news24.com, fnb.co.za, twitter.com, yahoo.com and
takealot.com.
, SOCIAL MEDIA TOOLS FOR BUSINESS USE
social content sites
§ Social content sites – allow companies to create and share allow companies to
information about their products and services. create and share
information about their
For a business, part of what makes social media so challenging is the products and services
sheer number of ways to interact with other businesses and existing
and potential customers. Companies are using social media because it
allows the company to blog
a Web site that allows a
connect with its customers and stakeholders company to share
provide another means of customer service information in order to
provide information that is valuable to customers not only increase the
and engage customers in product development and customer's knowledge
formulation about its products and
services, but also to
For example, social content sites allow companies to create and
share information about their products and services via blogs, build trust
videos, and photos. Commercials, for example, can go viral on
social media, especially when linked to major sporting events like the media sharing sites
Super Bowl or the World Cup. To build buzz for their Super Bowl allow users to upload
commercials, some companies post them on social media content photos, videos, and
sites before the big game. Budweiser regularly does this, allowing its podcasts
ads to rack millions of views before kickoff time.' For businesses
selling to other businesses, social content sites can also include
webinars and online promotional materials.
(1) BUSINESS USE OF BLOGS
Blog – a Web site that allows a company to share information in order to
not only increase the customer’s knowledge about its products and
services, but also to build trust.
Blogs are effective at:
o Developing better relationships with customers.
o Attracting new customers.
o Telling stories about the company’s products or services.
o Providing an active forum for testing new ideas.
Example: Online crafts marketplace Etsy uses its blogs to profile
online shops, highlight new fashion trends, teach do-it-yourself craft
techniques, and showcase unusual and unique items for sale. Etsy
invites comments on all these blogs and pays close attention to the
feedback so it can better serve the needs of sellers and buyers.
For businesses, blogs have become one of the most widely used tools for the
effective use of social media. A blog is a Web site that allows a company to share
information in order to increase customers' knowledge about its products and
services, as well as to build trust. Once a story or information is posted, customers
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