Why would a company go into Social Media Marketing? What does creating a Facebook page or a Twitter account bring to the company? What is the organization’s goal?
For some companies, being on the different platforms is just a way to say :”I’m here” but without any specific strategy. They don’t want to be left behind.
For some other companies, creating a Facebook page is a way to listen to customers via their comments, to engage with them through posts, questions, polls and contests, to “feel the mood” and assess their own brand reputation and valuation.
The goal can also be to create a real online brand experience.The question will be: “Does Social Media enhance brand perception/visibility?”
Now, companies may be looking for “feasible/visible” results such as increase in sales. The question will be: