A practical guide to social media marketing for businesses.

• Main Authors: Lim, Qianyu., Chin, Xiu Wen., Soo, Lin Hui.
• Other Authors: Lam Shun Yin
• Format: Final Year Project
• Language: English
• Published: 2011
• Subjects: DRNTU::Business::Information technology::Electronic commerce
• Online Access: http://hdl.handle.net/10356/43857
• Institution: Nanyang Technological University

Today, social media has been gaining widespread popularity and usage among the masses, receiving much attention from businesses. They have begun to see its potential as part of their Integrated Marketing Communication (IMC) strategy but they are still slow in harnessing its immense power. As businesses strive to look for alternative means to spend their advertising dollars more effectively and efficiently, especially in terms of customer engagement and customer relationship building, social media is definitely the next big thing to look out for in the IMC landscape. By providing a holistic and useful overview of the social media scene on the Internet through the conducting of both focus groups discussions and expert interviews, we hope to help businesses develop a sound Social Media Marketing strategy to reach their customers through the advertising clutter. In addition, we also presented a set of general guidelines that would be useful in providing businesses with a step-by-step guide to Social Media Marketing, complete with relevant examples to illustrate them. The report also highlights numerous challenges that businesses might face in their Social Media Marketing initiatives, with some possible recommendations.