ソーシャルメディアのマーケティングへの活用

抄録

Businesses have, for the past two years, begun to make noticeable efforts to use social media, such as Facebook and Twitter, as a marketing tool for, among other things, sales promotion, advertising, and branding. However, after having successfully increased their companies' number of "fans" on Facebook and "followers" on Twitter, many social media marketers are at a loss about what to do next. Companies are interested in social media's tangible effects, including how it can help increase sales. Because marketers have begun using social media for marketing only recently, effective methods for doing so are still evolving. For example, Japan's LINE, which started out as a means of personal communication, only recently turned into a social media marketing tool. It is very likely that many kinds of social media will continue to emerge and compete for market leadership. Therefore, marketers must keep close tabs on the changing social media environment and the best ways to take advantage of social media for marketing. This paper discusses social media in general and identifies important considerations and challenges for businesses in using social media for marketing.