20/10/2014 Tanvi M. Panhale
Tutorial Group 7
Tutorial 2 Task
Kaplan, A. and Haenlein, M. (2010) 'Users of the World, Unite! The Challenges and Opportunities of Social Media'. Business Horizons, 53, 59-68
Eren Erdogmus, I. (2012) 'The impact of social media marketing on brand loyalty'. Procedia - Social and Behavioral Sciences, 58, 1353-1360.
Source 1: 'Users of the World, Unite! The Challenges and Opportunities of Social Media'
This journal article gives the basic introduction to Social Media and how businesses should make use of it. The authors have written about different topics related to Social Media, the points which are relevant for the essay include, the history of how social media came to be, the in depth definition of the term Social Media and Advice for companies using social media.
According to Kaplan and Haenlein,' Social media is 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.' (2010:61). The authors have explained this definition in detail and have interpreted each keyword. For eg: User Generated Content has been explained as 'created out of professional routines and practices' (Kaplan and Haenlein:2012).
There are a few points mentioned in the article which are advice for businesses who would want to engage in social media to reach to its consumers. Some of them are, Ensure activity alignment, Media plan integration, be active, be honest etc.
This article can be used as a source for the essay as it is an introduction to the topic of Social Media Marketing. All the points are explained fully and with examples. The definition and guidelines for using social media in marketing can be adopted from this journal article for the final essay.