The Integration of Social Media into Corporate Processes

Edit Bányai ()
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Edit Bányai: Faculty of Business and Economics, University of Pécs, Pécs

Society and Economy, 2016, vol. 38, issue 2, 239-259

Abstract: The primary aim of this paper is to give a comprehensive overview of social media marketing solutions which can be used by companies. Many authors and researchers dealing with specialised subjects examine certain areas of this topic – and, in particular, with the influence of the social media on marketing communication. An overview of current literature and practical solutions enabled us to create a framework usable in the corporate sphere for creating a social media marketing strategy and for measuring the efficiency of social media activity. The framework helps companies to identify which social media solutions are worth taking advantage of to support their business processes, how they are able to measure the effectiveness of social media and it also provides a basis for the identification of additional research directions.

Keywords: social media marketing; social CRM; social branding; social media strategy (search for similar items in EconPapers)
JEL-codes: M31 M39 (search for similar items in EconPapers)
Date: 2016
Note: The paper is dedicated to the 650th anniversary of the foundation of the University of Pécs, Hungary.
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