Table of Contents
1. Introduction. 1
1.1. Research rationales. 1
1.2. General objectives. 2
1.3. Specific objective. 2
2. Data and Methodology. 2
2.1. Data sources. 2
2.2. Methodology. 2
3. Discussion and Recommendation. 3
3.1. Findings and Analysis. 3
3.2. Limitations. 5
3.3. Recommendations. 5
4. Reference. 6
- 1. Introduction
1.1. Research rationales
According to Zarrella (2009), ‘social media is best defined in the context of the previous industrial media paradigm’. According to him, social media includes traditional media (television, radio, magazines, newspapers), and new web technologies (Blog, Youtube, Facebook, Twitter, LinkedIn,…). Weinberg (2009) defines social media marketing is ‘a process that empower individuals to promote their websites, products, or services through only the social channels and to communicate with and tap into a much larger community that may not have been available via traditional advertising channels’. This is a full definition of social medial marketing because it shows the nature of this phenomenon, and emphasizes that the promotion of products/services is implemented via the Internet, not through traditional channels. In fact, social media has particular strength in marketing of each company. According to Funk (2012), social media impacts on business’ prestige and the bottom line much. According to his statistic, social media can bring many benefits for the business, such as brand equity, customer loyalty, and business performance. Particularly, 74% of customers who have been interacting with companies via social media are impressed on the brand of the business; ability to purchase of customers increases to 51% after they click the button “like”; Social networking is where customers share feelings after getting good service from businesses; 40% of users “like” the page of the businesses on the social network to receive promotions or discounts; … (Funk, 2012).
Obviously, social media is the low – cost tool used to combine technology with social interaction through the use of words (Kaplan and Haenlein, 2010). The tools most commonly used are the Internet and other mobile devices. Social media includes popular information channels such as Twitter, Facebook, Myspace, Youtube,… In addition, these social media have created a way for marketers to communicate with his customers and potential consumers. Besides, it can personalize the brand, and convey the message following dialogue style (Neti, 2011).
Therefore, the study of the role of social media for marketing activities of the business in the current context is essential. In the digital age of today, the application of information technology to promote products / services is a indispensable, so this study will present a brief of issues raised.
1.2. General objectives
- List some definitions of social media and marketing.
- Find out the relationship between social media and marketing.
- Indicate the role of social media in marketing activities of business.
- Point out the difficulties that businesses encounter when implementing the marketing through social media.
- Explain why does business need to think about social media marketing or the need to implement marketing plan through social media in the current context.
1.3. Specific objective
- How is social media marketing important to business in the current context?
- 2. Data and Methodology
2.1. Data sources
This assignment uses both primary and secondary data to study the role of social media for marketing in today’s business world:
- Primary data:
The primary data are collected by the results gained by the author from questionnaires and direct interviews with a certain number of marketers, customers and managers of businesses.
- Secondary data:
Sources of secondary data are collected from studies, books, articles, documents,… relating to the role of social media for marketing activities of the business in the current context.
This assignment uses two research methods are qualitative and quantitative methods:
- Qualitative method:
Sources of data are collected from researching, analyzing, comparing, synthesizing,… documents related to the role of social media in marketing of business in the current context.
- Quantitative method:
- Data collection methods:
The process of primary data collection is conducted through questionnaires designed in accordance with the purpose of the study; the study sample is selected using sampling techniques in non-random, convenience sampling and data are collected by in-depth direct interviews with marketers, customers, and managers of businesses. The author will choose a sample of 100 people and design a questionnaire including 20 questions. Secondary data are collected from many sources, such as books, newspapers, studies, and documents of social media marketing. The sources of data are collected to find out the role of social media in marketing activities of businesses in the current context.
- Data analysis methods:
After obtaining results compiled from questionnaires and direct interview sample, the author proceeds to analyze the following steps:
- Statistic of the valid answers for each question.
- Calculation of the percentage of the responses for each object (marketers, customers, and managers), and different questions.
- Comparison of results in the tables.
- 3. Discussion and Recommendation
3.1. Findings and Analysis
As a result of qualitative analysis, social networking sites are often used for marketing activities of businesses, they are Facebook, Twitter, LinkedIn, YouTube, RSS (Really Simple Syndication),… The social media plays an effective role in brand promotion of products / services of the enterprise to the final consumers due to huge amount of users. At the same time, this is the ideal business environment of many businesses which have never known to social media, but they are received a large amount of online orders through these channels now. In reality, social media marketing offers many benefits to businesses: 67% of consumers believe in comments about the products / services on social networks; 45% of internet users regularly create online contents on social media channels; more than 1.2 billion people post blog every day (http://www.keepsocialhonest.com)… These are very impressive numbers that help all businesses can rely on the power of social media marketing. Social media marketing is the place where businesses can promote their brand strongly, extensively; expand the business due to increasing the number of orders; reduce marketing costs; get direct comments of customers about products / services objectively and effectively; …
Results of quantitative research shows that 56% of marketers spends 6 hours or more on social media; 45% of customers who orders online; and 62% of managers focuses on advertising their companies’ images / brands on social media. In popular types of social media, Facebook is ranked the first, followed by Twitter, YouTube, LinkedIn, Blogs,… These are the channels that are paid attention most by marketers and managers due to the large number of users who frequently access.
From the findings, we can see that social media plays an important role in marketing activities of the business in the current context. It helps businesses bring their brands closer to consumers; improve the trust and loyalty of customers for enterprise; feedback about products / services to businesses, help businesses get to know the psychology, and reaction of the customer, which is extremely important for business as it makes customers come back or leave the businesses in the future.
This study which shows the importance of social media for businesses in the current context may underlie for future studies. However, it has still a number of limitations, including:
- Samples are randomly selected, so their representative is not high.
- Search results may not generalize about the entire enterprise in the current context.
Therefore, it’s necessary to have more in-depth studies about this issue in order to further elucidate the important role of social media in marketing and close relationship between them.
In order to maximize the role of social media in marketing, the author proposed some following recommendations:
- Have a reasonable and effective social media marketing plan;
- Select the appropriate social media channels for products / services and customers of the business (Micheal, 2010);
- Always take care of customers well and feedback their comments regularly;
- Create the nice images / article about the business to generate confidence and attract customers.
- Manage all flows of information, update contents, and images of products / services / activities of the business regularly.
According to Kaplan and Haenlein (2010), due to the enormous benefits of social media for businesses, marketers always pay attention to these channels in order to promote the image of the business to the customer. Moreover, businesses have many ways to predict future of social media that can help the businesses in the future or not. Meanwhile, social media has been growing and expanding with many new types, the number of users has been increasing, too. Therefore, besides the opportunity for growth and expansion, the businesses have to face with the challenges in the current context.
- 4. Reference
Funk T. (2012). ‘Advanced Social Media Marketing: How to Lead, Launch, and Manage a Successful Social Media Program’. Apressus Series
Books for professionals by professionals, Apress, pp. 2 – 10, viewed on 2nd Nov, 2014, available at:
Kaplan A. and Haenlein M. (2010). “Users of the world, unite! The challenges and opportunities of Social Media”. Business Horizons, 53 (1), pp. 59 – 68, viewed on 2nd Nov, 2014, available at: doi:10.1016/j.bushor.2009.09.003. ISSN 0007-6813
Micheal S. (2010), ‘Social Meida Marketing Industry Report. ‘How marketers are using social media to grow their businesses’. Social Media Examiner, April 2010.
Neti S. (2011). ‘Social media and its role in marketing’. International journal of enterprise computing and business systems, 1 (2), pp. 7 – 11, viewed on 2nd Nov, 2014, available at: http://www.ijecbs.com/July2011/13.pdf
Zarrella D. (2009). ‘The Social Media Marketing Book’. O’Reilly Media, Inc., pp. 1 – 3, viewed on 2nd Nov, 2014, available at:
Weinberg T. (2009). ‘The New Community Rules: Marketing on the Social Web’. O’Reilly Media, Inc., pp. 3 – 5, viewed on 2nd Nov, 2014, available at: