Title: Managing the New Media: Tools for Brand Management in Social Media
Abstract: Web 2.0 and social media have changed the ways in which brands interact with consumers. As organizations attempt to join the conversations in the online world, brand managers need to measure their firm’s visibility in social media, just as they would with traditional media. This study proposes a tool for collecting and analyzing data on social media brand visibility information. This tool is tested by looking at the visibility of various South African university brands from a social media perspective and using correspondence analysis to compare the brands in a multi-dimensional space. Findings indicate that South African university brands are not distinctly positioned in social media and that no single brand appears to have a specific social media strategy in place. Analysis highlights opportunities for those who manage these brands, as well as threats for organizations taking a laissez fair attitude to engaging in this new sphere.
Publication Year: 2014
Publication Date: 2014-10-08
Language: en
Type: book-chapter
Indexed In: ['crossref']
Access and Citation
Cited By Count: 8
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