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publié le 23/07/2012
Document de 17 pages au format WORDTweeter
The aim of this research question is to disclose the best marketing tools that marketers can use on social networking. It will be focused on one element of social Networking: the Fan Page that Facebook proposes. The field of the research is limited to people from 18 to 25 years old.
Since 2005, Internet changes a lot due to the apparition of the Web 2.0. New technology and new functionality were the two most important revolutions. This mutation allows to the user to share more easily sound, videos and picture at real time.
Share direct information is the goal of the creation of social networking, which has increased the interactivity between users. In fact when we speak about social networking, we always speak about the users, who are the base. Even if social network exist since long time, the Web 2.0 has created a new kind of network: the virtual social network. In social networking, the rules are completely different, new leaders or influencers born. It exist an important number of different social networking for different segment of population (Viadeo: professional - Skyblog: youth - MySpace: Artist ...) One of the most popular social networking that is used by a large population is Facebook.
[...] Lots of professionals of communication are interested by the social networking because it allows to them to know consumers, to be closer and to make a segmentation of population. So the enterprise world has quickly understood the interest to be present in social networking, in order to create a participative platform for their employees, but also to use it like a marketing tool for their customer. On the contrary, some enterprises don't entry in this network, due to the fact that is new and they don't know how to use it. Then, this new tool of marketing can have a negative impact for companies, as the information can't be control as reality.
In order to understand how this new technology works and to understand how we can use it, we will be focus on a particular point, the Fan Page of Facebook. Our analysis will be on Facebook because it is the most popular social networking. The aim is to demonstrate that it is important to be focus on one aspect of social networking and to make it great and also to demonstrate that personalize communication is better than massive communication.
[...] There are more than 25 billion blogs on the Internet. This number underlines the volunteer of people to share information thanks to internet.
[...] The importance of group identification
Previous researches have shown that people like to be on group memberships in order to guide them in their choice, preference and behavior (Reicher, Spears, & Postmes, 1995; Spears & Lea, 1992). The social identity gratification explains why the mass media is a tool that helps people to identify themselves; they prefer viewed television characters of their own age. Indeed, they will compare themselves to people in media and try to act like them. (...)
Table of Contents:
I) Literature review
A. Creation of Identity
1. Desire of participation
2. The importance of group identification
B. Social Networking
1. New virtual life
2. New leaders of opinion
C. Companies and Social Networking
II) Research question
A. Objectives of the research
B. Definition of terms
1. Facebook Pages
2. Facebook Groups
3. Facebook Profile
C. Creation of Hypotheses
III) Research methodology
A. Realization of a survey
B. Comparison of Data
A. The Sample
B. Reason to joined Fan Page
C. Information of Users
D. A Fan Page as Companies Identity
A. Targeting as a marketing strategy
B. Add Value to Fan Page
C. Adapt Fan Page locally
Docs en anglais publié le 23/07/2012
Marketing publié le 30/09/2008
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