Walmart · Cistern of Thoughts

Literature Review on two articles on Social Media Metrics

19 Jan 2018, 08:30

Social Media Metrics / Customer Firm Relationship / Social Media Participation / Frequency of Purchase / Four major social media platforms / Effective social media implementation / Walmart / Hewlett-Packard / Coca-Cola Company / Guidelines for Social Media implementation

Social media platforms such as Twitter and Facebook enable the creation of virtual customer environments (VCEs) where online communities of interest form around specific firms, brands, or products. While these platforms can be used to deliver familiar e-commerce applications, when firms fail to fully engage their customers, they also fail to fully exploit the capabilities of social media platforms. To gain business value, organizations need to incorporate community building as part of the implementation of social media.