How Can Companies Target Potential Audiences in Social Media

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ACKNOWLEDGEMENT

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

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ABSTRACT

In this study we try to explore the concept of social media in a holistic context. The main focus of the research is on the strategies that companies use to target their audience and its relation with social media. The research also analyzes many aspects of the promotional strategies in Moto GP and tries to gauge its effect on the development and promotion of Moto GP through social media. Finally, the research describes various factors which are based on the promotional strategies of companies and tries to describe the overall effect of social media on the promotional activities of a company and its products.

Table of Contents

ACKNOWLEDGEMENTii

DECLARATIONiii

ABSTRACTiv

CHAPTER 1: INTRODUCTION1

Background of the study1

Aim of the Research2

Research Questions2

CHAPTER 2: LITERATURE REVIEW3

Social media3

Social media marketing3

Social network sites4

Facebook5

YouTube6

Twitter8

The importance of relationship management in PR and marketing9

Public relations as relationship management10

Relationship management in marketing10

The role of E-Mentoring for acquiring competencies on the labour market11

The impact of computer-based communication on PR and marketing12

Interactivity13

The CRe BUS context14

Web 2.0 & social media in the CRe BUS project context15

CHAPTER 3: RESEARCH METHODOLOGY18

Introduction18

Philosophical Framework or Paradigm18

Rationale for a Qualitative Study21

Method of Research22

Mixed Research23

Classification of research methods24

Multi-method studies24

Mixed-method studies24

Steps in mixed methodology24

Strength and weakness of the mixed research:25

Strengths25

Weaknesses25

Search Technique25

Research Design26

Research Instrument26

Key words26

Literature Search26

Researcher Bias27

Data Analysis Procedures27

Quality and Verification28

Inclusion and exclusion criteria29

Reliability/Dependability29

Informed Consent30

Confidentiality30

Validity31

Ethical Considerations33

Search rationale33

Critical Appraisal tool33

Appraisal limitations34

CHAPTER 4: CASE STUDY ON MOTO GP35

Moto GP35

Dorna Sports S.L.36

Moto GP's economic status36

CHAPTER 5: FINDINGS AND DISCUSSION38

Ways through which MOTO GP targets potential audiences through social media38

Moto GP's Web site38

Facebook account39

Analysis39

Online Newsletter40

Analysis40

Twitter Account41

Analysis41

YouTube channel42

Analysis42

CHAPTER 6: CONCLUSION AND IMPLICATIONS44

Research recommendations45

REFERENCES47

CHAPTER 1: INTRODUCTION

Background of the study

The concept of relationships is increasingly important for companies and spans both public relations and marketing. The first focuses on managing relationships between organizations and stakeholder, while the latter aims at developing bonds that are based on trust and collaboration and foster an exchange of goods. From a relationship management perspective, the transition to digital technology has far-reaching implications for both public relations and marketing. For example, new media allow for cost-effective segmentation of audiences, message tailoring, and message distribution. In particular, the Internet provides public relations and marketing professionals with a wide array of tools to establish two-way, dialogic communication with stakeholder and analyze their attitudes towards products or services (Solomon, 2008, Pp 97).

To this end, interactivity becomes a key function; implementing stakeholder' feedback in communication strategies helps organizations achieve mutually beneficial relationships with publics. Relationship quality, in turn, gives organizations a competitive advantage in the marketplace, resulting, for example, in higher customer loyalty - a ...