To app or not to app — And how

Suresh Ramaswamy and Katherine Liew

Journal of Digital & Social Media Marketing, 2014, vol. 1, issue 4, 382-390

Abstract: Social apps have emerged as a key tool for brands designing a social media strategy. However, with most social platforms offering no templates or fixed metrics for success, marketers have been short on guidance on whether they should be creating a social app and how to go about it. This paper draws inspiration from the design philosophy of Finnish architect Eliel Saarinen to offer a deeper exploration of the role of social apps in marketing. It also provides practical advice on optimising and measuring the execution of a branded social app on Facebook, supported by the experience of the authors and real-world examples from GoPro, musician Adam Tensta and gaming giant King’s Candy Crush Saga. It concludes with a guide for kick-starting the experience design process and pointers for applying the learnings from this paper to social apps for platforms other than Facebook.

Keywords: social media; apps; digital marketing; mobile; user experience; experience design (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2014:v:1:i:4:p:382-390

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