Social Media’s New Role in Marketing Communication and its Opportunities in Online Strategy Building

New trends affected communication recently, modifying the basic aspects and attitudes of firms and consumers. Many companies believe that their existence on social media platforms is the key ingredient to a successful way of activity in the web 2.0 era. However, these new tendencies entail a myopia in strategy for companies who do not integrate these tools. Nevertheless, implicating social media elements globally is quite complex. An important and significant problem is that business actors can barely distinguish the different types of these tools. In the extensive construct of social media, there are multitudinous main categories, for example social networks, microblogs, virtual worlds, sharing surfaces etc. Social media has a growing effect in many perspectives: from one standpoint, it reverses the way how and why users communicate with each other. From another standpoint, it permits of the extension of marketing communication opportunities both in a business-to-business (B2B) and a business-to-consumer (B2C) aspect. Social media supports firms to rethink the traditional one-way communication flow of their marketing messages. Consequently, business actors have to incorporate a new, interactive communication flow into their marketing strategy. In such an environment, users are able to create, modify, share and discuss a significant part of contents on the web. In our research, our aim is to enhance the relevance of social media phenomenon as a tool, which can impact a company’s performance, sales and reputation level as well. However, many firms are not acquainted with the numerous types of social media and the attributes of them. In accordance with Kietzmann et al. (2011), there coexist seven functional blocks in social media, which are the principles of understanding how it works. These elements are the following: identity, conversations, sharing, presence, relationships, reputation and groups. Identity delineates the way how consumers reveal themselves on a social media platform. Conversations describe how they communicate, including their motivations, frequency and content. Sharing reveals the rate of content exchange process between the different actors. Presence describes the reachability of the users on the social media platforms. The following element characterizes the ties between the participants (relationships). Reputation is the measure of identifying themselves, mainly relating to others in the community. Groups are the communities, which are the grounding elements of social media phenomenon. We hypothesize that these functional blocks can be treated as contributions to the companies’ marketing strategy. In our literature review, we would like to lay the foundations of our theoretical implications in an interdisciplinary way, which can help firms to better understand the nature of the online social platforms, thus to answer the following main questions: on what social media platforms should the firms be present and how they should apply them as strategic tools.

Download full pdf here

Digital Marketing

In 2018, we developed a range of services for digital/online media under a new company called MediaNet – PT Medianet Citra Cakrabuana. The 21st century has changed the pattern of communication and influenced the customer consumption behavior. Due to that, MediaNet is dedicated to equipping quality digital-based services, including marketing research, creating a concept of the brand for execution, and measuring the effectiveness of the brand’s strategy. 

For further information, refer to this link

Sed risus tortor, dignissim id tortor sit amet

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Pellentesque ac urna in nunc blandit placerat. Aliquam hendrerit lacus euismod ipsum interdum vehicula. Interdum et malesuada fames ac ante ipsum primis in faucibus. In euismod sem ligula, vitae pulvinar augue dignissim non. Praesent imperdiet odio nec ipsum faucibus venenatis. Aenean semper feugiat turpis, vitae ornare lacus pellentesque eget. Donec id posuere odio. Nam ut ultrices augue.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean in diam id nisi congue eleifend. Curabitur vel urna iaculis, aliquam mauris ut, congue enim. Praesent ut ex in justo bibendum viverra. Fusce quis pulvinar turpis. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Vivamus congue in lorem at cursus. Integer maximus dolor sed enim venenatis semper. Nullam ac odio at libero varius molestie nec et nulla. In pharetra vulputate enim a elementum. Maecenas lacus ipsum, lobortis at sapien ultricies, iaculis dignissim arcu.

Aliquam egestas erat leo, eget ultricies neque consequat accumsan. Aliquam vestibulum dignissim pulvinar. Aenean id pellentesque purus. Sed in nisl elementum, eleifend tellus quis, dapibus quam. Donec mollis tellus non feugiat finibus. In efficitur id mi pellentesque rutrum. Aliquam erat volutpat. Aliquam erat volutpat. Vivamus quis facilisis ante. Sed nec quam maximus, dapibus justo quis, tempor purus. Morbi et enim sit amet lectus pharetra ultrices. Morbi commodo consequat egestas. Sed risus tortor, dignissim id tortor sit amet, scelerisque sodales libero. Praesent eleifend tincidunt sem eu tempus.

Cras nec fringilla odio, nec fermentum dolor. Mauris venenatis accumsan sem, id cursus sem viverra ac. Vestibulum ullamcorper scelerisque mollis. Nulla tincidunt purus eu fermentum feugiat. Curabitur dapibus vitae elit eget interdum. In a urna aliquet, varius justo id, hendrerit lorem. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec cursus pellentesque rutrum.

Fusce a tristique ex. Cras rutrum leo et cursus interdum. In vel arcu massa. Nullam eu lorem id mi pellentesque accumsan eget quis lacus. Morbi eu lacus ante. Proin sit amet tempor felis. Nam vel tempus lectus, quis rhoncus tortor.

Class aptent taciti sociosqu ad litora torquent per conubia

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Pellentesque ac urna in nunc blandit placerat. Aliquam hendrerit lacus euismod ipsum interdum vehicula. Interdum et malesuada fames ac ante ipsum primis in faucibus. In euismod sem ligula, vitae pulvinar augue dignissim non. Praesent imperdiet odio nec ipsum faucibus venenatis. Aenean semper feugiat turpis, vitae ornare lacus pellentesque eget. Donec id posuere odio. Nam ut ultrices augue.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean in diam id nisi congue eleifend. Curabitur vel urna iaculis, aliquam mauris ut, congue enim. Praesent ut ex in justo bibendum viverra. Fusce quis pulvinar turpis. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Vivamus congue in lorem at cursus. Integer maximus dolor sed enim venenatis semper. Nullam ac odio at libero varius molestie nec et nulla. In pharetra vulputate enim a elementum. Maecenas lacus ipsum, lobortis at sapien ultricies, iaculis dignissim arcu.

Aliquam egestas erat leo, eget ultricies neque consequat accumsan. Aliquam vestibulum dignissim pulvinar. Aenean id pellentesque purus. Sed in nisl elementum, eleifend tellus quis, dapibus quam. Donec mollis tellus non feugiat finibus. In efficitur id mi pellentesque rutrum. Aliquam erat volutpat. Aliquam erat volutpat. Vivamus quis facilisis ante. Sed nec quam maximus, dapibus justo quis, tempor purus. Morbi et enim sit amet lectus pharetra ultrices. Morbi commodo consequat egestas. Sed risus tortor, dignissim id tortor sit amet, scelerisque sodales libero. Praesent eleifend tincidunt sem eu tempus.

Cras nec fringilla odio, nec fermentum dolor. Mauris venenatis accumsan sem, id cursus sem viverra ac. Vestibulum ullamcorper scelerisque mollis. Nulla tincidunt purus eu fermentum feugiat. Curabitur dapibus vitae elit eget interdum. In a urna aliquet, varius justo id, hendrerit lorem. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec cursus pellentesque rutrum.

Fusce a tristique ex. Cras rutrum leo et cursus interdum. In vel arcu massa. Nullam eu lorem id mi pellentesque accumsan eget quis lacus. Morbi eu lacus ante. Proin sit amet tempor felis. Nam vel tempus lectus, quis rhoncus tortor.

Lorem ipsum dolor sit amet, consectetur adipiscing elit

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Pellentesque ac urna in nunc blandit placerat. Aliquam hendrerit lacus euismod ipsum interdum vehicula. Interdum et malesuada fames ac ante ipsum primis in faucibus. In euismod sem ligula, vitae pulvinar augue dignissim non. Praesent imperdiet odio nec ipsum faucibus venenatis. Aenean semper feugiat turpis, vitae ornare lacus pellentesque eget. Donec id posuere odio. Nam ut ultrices augue.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean in diam id nisi congue eleifend. Curabitur vel urna iaculis, aliquam mauris ut, congue enim. Praesent ut ex in justo bibendum viverra. Fusce quis pulvinar turpis. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Vivamus congue in lorem at cursus. Integer maximus dolor sed enim venenatis semper. Nullam ac odio at libero varius molestie nec et nulla. In pharetra vulputate enim a elementum. Maecenas lacus ipsum, lobortis at sapien ultricies, iaculis dignissim arcu.

Aliquam egestas erat leo, eget ultricies neque consequat accumsan. Aliquam vestibulum dignissim pulvinar. Aenean id pellentesque purus. Sed in nisl elementum, eleifend tellus quis, dapibus quam. Donec mollis tellus non feugiat finibus. In efficitur id mi pellentesque rutrum. Aliquam erat volutpat. Aliquam erat volutpat. Vivamus quis facilisis ante. Sed nec quam maximus, dapibus justo quis, tempor purus. Morbi et enim sit amet lectus pharetra ultrices. Morbi commodo consequat egestas. Sed risus tortor, dignissim id tortor sit amet, scelerisque sodales libero. Praesent eleifend tincidunt sem eu tempus.

Cras nec fringilla odio, nec fermentum dolor. Mauris venenatis accumsan sem, id cursus sem viverra ac. Vestibulum ullamcorper scelerisque mollis. Nulla tincidunt purus eu fermentum feugiat. Curabitur dapibus vitae elit eget interdum. In a urna aliquet, varius justo id, hendrerit lorem. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec cursus pellentesque rutrum.

Fusce a tristique ex. Cras rutrum leo et cursus interdum. In vel arcu massa. Nullam eu lorem id mi pellentesque accumsan eget quis lacus. Morbi eu lacus ante. Proin sit amet tempor felis. Nam vel tempus lectus, quis rhoncus tortor.