International Journal of Multidisciplinary Research and Development

International Journal of Multidisciplinary Research and Development


International Journal of Multidisciplinary Research and Development
International Journal of Multidisciplinary Research and Development
Vol. 2, Issue 10 (2015)

The new dialogue: Taking social media from talk to action in developing countries


Priyanka PV, Padma Srinivasan

The exponential growth of social media, from blogs, Facebook and Twitter to LinkedIn and YouTube, offers organizations the chance to join a conversation with millions of customers around the globe every day.rnDespite the vast potential social media brings, many companies seem focused on social media activity primarily as a one-way promotional channel, and have yet to capitalize on the ability to not only listen to, but analyze, consumer conversations and turn the information into insights that impact the bottom line.rnFor instance:rnThree-quarters (75%) of the companies in the survey said they did not know where their most valuable customers were talking about themrnNearly one-third (31%) do not measure effectiveness of social media. Less than one-quarter (23%) are using social media analytic tools.rnFractions (7%) of participating companies are able to integrate social media into their marketing activities.rnWhile still searching for best practice and measurements, two-thirds of the companies surveyed are convinced their use of social media will grow, and many anticipate investing more in it next year, even as spending in traditional media declines.rnOnly a small group 12 percent of the companies in the survey said they felt they were currently effective users of social media. These were the companies most likely to deploy multiple channels, use metrics, have a strategy for social media use, and integrate their social media into their overall marketing operations.rnClearly, most companies are still searching for the best practices and metrics so they can understand where to invest and target their social media activities and build their own competitive advantage.rnThis research paper gives an insight on the way companies are utilizing social media as a tool and its potential in the market.rn
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How to cite this article:
Priyanka PV, Padma Srinivasan. The new dialogue: Taking social media from talk to action in developing countries. International Journal of Multidisciplinary Research and Development, Volume 2, Issue 10, 2015, Pages 492-497
International Journal of Multidisciplinary Research and Development