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   Developing A Social Platform Strategy For Customer Engagement : A Co-Creation Approach  
   
DOR 20.1001.2.2080297181.1397.2.1.16.6
نویسنده Jamali Mahmoud
منبع كنفرانس بين المللي پژوهش در نوآوري و فناوري - 1397 - دوره : 2 - دومین کنفرانس بین المللی پژوهش در نوآوری و فناوری - کد همایش: 20802-97181
چکیده    Within the last few years, social media, such as facebook, youtube or twitter, has become an integral part of our everyday lives. the number of people that are connected through social media rises every day. through societies’ growing use of social media it became also relevant for both, non-profit and commercial organizations. social media is defined as ‘a group of internet-based applications that build on the ideological and technological foundations of web 2.0, and that allow the creation and exchange of user generated content.’ there are several business opportunities social media offers to organizations. the use of social media enables organizations to share information, connect people, create knowledge, build a personal relationship with customers, strengthen customer loyalty towards an organization, support new product launches, get a competitive advantage, influence customers brand perception, enhance an organizations share value, and in the long run increase an organizations’ revenue. nevertheless, there is a high level of uncertainty among managers about the amount of effort and money that is allocated to the use of social media. this high level of uncertainty results in poor decisions, which are made without understanding the effects of social media use on business performance. in order to achieve business opportunities and reduce risks associated with the use of social media, a strategic social media approach is suggested. a strategic social media approach will exploit the potential benefits and provide the community with the advantages of social media, such as reaching potential new members and on the other hand, it regulates the downsides of use, such as reducing the impact of social media attacks toward the community.the proliferation of social media usage has made engagement with social networks a marketing imperative. the effectiveness of any marketing effort is largely dependent on the quality and implementation of its strategy. social media generates an intense amount of interest as a marketing platform because of its low cost and wide reach. however, this study finds that leveraging social media may be far more effective as a public relations asset than as an advertising platform. social media offers various business opportunities for organizations. nevertheless, many organizations face difficulties regarding the successful use of social media. research shows that a strategic approach helps organizations achieve business opportunities and reduce risks regarding social media. however, due to the limited knowledge many organizations have about social media a strategic approach is difficult. therefore, the aim of the present qualitative study was to investigate key components of social media strategies in order to design and develop a social platform strategy in order to help organizations make interaction with costumers and audiences with a co-creation approach. the customer is always a co-creator of value. the service-dominant logic thus views customers as proactive co-creators rather than as passive receivers of value, and sees companies as facilitators of the value co-creation process, rather than as producers of standardized value. according to the service-dominant logic, customers are viewed as proactive value co-creators rather than passive receivers of value, and companies are thus urged to take up the role of facilitators of the value co-creation process. customer participation has been shown to deliver value to both customers and firms. the evolution of brand management has led to a new approach that views brands as social processes involving multiple stakeholders. the value creation processes (involving customers); the supplier’s value creating process (which refers to the mechanisms related to the design and co-creation of a brand relationship experience); the encounters and interactions that co-create experiences; and lastly, other additional sources of brand knowledge. research method: case study was considered to be the most appropriate research methodology for this project because it contributes “to our knowledge of individual, group, organizational, social, political and related phenomena. it is a preferred methodology when the questions why and how are posed. thus, it is considered to be suitable for this study, which has a main research question: “how can organizations efficiently use social media in order to grow their business”. furthermore, it is commonly used to empirically investigate contemporary phenomena and within real-life contexts. i used this method to see and comprehend the aspects of real life dilemmas that organizations face in order to develop a sufficient interaction with audiences to create value.contribution: this study will help to develop a comprehensive method to make social platforms useful for different organizations.
کلیدواژه Strategy ,Social Media ,Social Platform ,Audience Engagement ,Co-Creation.
آدرس University Of Tehran, Iran
پست الکترونیکی mahmoud.jamali@ut.ac.ir
 
   Developing a social platform strategy for customer engagement : a co-creation approach  
   
Authors Jamali Mahmoud
Abstract    Within the last few years, social media, such as Facebook, YouTube or Twitter, has become an integral part of our everyday lives. The number of people that are connected through social media rises every day. Through societies’ growing use of social media it became also relevant for both, non-profit and commercial organizations. Social media is defined as ‘a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of User Generated Content.’ There are several business opportunities social media offers to organizations. The use of social media enables organizations to share information, connect people, create knowledge, build a personal relationship with customers, strengthen customer loyalty towards an organization, support new product launches, get a competitive advantage, influence customers brand perception, enhance an organizations share value, and in the long run increase an organizations’ revenue. Nevertheless, there is a high level of uncertainty among managers about the amount of effort and money that is allocated to the use of social media. This high level of uncertainty results in poor decisions, which are made without understanding the effects of social media use on business performance. In order to achieve business opportunities and reduce risks associated with the use of social media, a strategic social media approach is suggested. A strategic social media approach will exploit the potential benefits and provide the community with the advantages of social media, such as reaching potential new members and on the other hand, it regulates the downsides of use, such as reducing the impact of social media attacks toward the community.The proliferation of social media usage has made engagement with social networks a marketing imperative. The effectiveness of any marketing effort is largely dependent on the quality and implementation of its strategy. Social media generates an intense amount of interest as a marketing platform because of its low cost and wide reach. However, this study finds that leveraging social media may be far more effective as a public relations asset than as an advertising platform. Social media offers various business opportunities for organizations. Nevertheless, many organizations face difficulties regarding the successful use of social media. Research shows that a strategic approach helps organizations achieve business opportunities and reduce risks regarding social media. However, due to the limited knowledge many organizations have about social media a strategic approach is difficult. Therefore, the aim of the present qualitative study was to investigate key components of social media strategies in order to design and develop a social platform strategy in order to help organizations make interaction with costumers and audiences with a co-creation approach. the customer is always a co-creator of value. The service-dominant logic thus views customers as proactive co-creators rather than as passive receivers of value, and sees companies as facilitators of the value co-creation process, rather than as producers of standardized value. According to the service-dominant logic, customers are viewed as proactive value co-creators rather than passive receivers of value, and companies are thus urged to take up the role of facilitators of the value co-creation process. Customer participation has been shown to deliver value to both customers and firms. The evolution of brand management has led to a new approach that views brands as social processes involving multiple stakeholders. the value creation processes (involving customers); the supplier’s value creating process (which refers to the mechanisms related to the design and co-creation of a brand relationship experience); the encounters and interactions that co-create experiences; and lastly, other additional sources of brand knowledge. Research Method: Case study was considered to be the most appropriate research methodology for this project because it contributes “to our knowledge of individual, group, organizational, social, political and related phenomena. It is a preferred methodology when the questions why and how are posed. Thus, it is considered to be suitable for this study, which has a main research question: “How can organizations efficiently use social media in order to grow their business”. Furthermore, it is commonly used to empirically investigate contemporary phenomena and within real-life contexts. I used this method to see and comprehend the aspects of real life dilemmas that organizations face in order to develop a sufficient interaction with audiences to create value.Contribution: This study will help to develop a comprehensive method to make social platforms useful for different organizations.
Keywords Strategy ,Social Media ,Social Platform ,Audience Engagement ,Co-Creation.
 
 

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