Digital/Social Media: [Essay Example], 737 words GradesFixer
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Digital/social Media

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Digital/social Media essay
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Digital/Social media is the interaction among people in which they create, share or exchange information and ideas in virtual communities and networks. Two Professors of Marketing Andreas Kaplan and Michael Heinlein define social media as “a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content.

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Furthermore, social media depend on mobile and web-based technologies to create highly interactive platforms through which individuals and communities share, co-create, discuss, and modify user-generated content. They introduce substantial and pervasive changes to communication between organizations, communities, and individuals. Social media differ from traditional or industrial media in many ways, including quality, reach, frequency, usability, immediacy, and permanence. There are many effects that stem from Internet usage. According to Nielsen, Internet users continue to spend more time with social media sites than any other type of site.

At the same time, the total time spent on social media in the U.S. across PC and mobile devices increased by 37 percent to 121 billion minutes in July 2012 compared to 88 billion minutes in July 2011. For content contributors, the benefits of participating in social media have gone beyond simply social sharing to building reputation and bringing in career opportunities and monetary income. In Bangladesh there are around 34 million Internet users at present according to Wikipedia and out of that 42 percent are Facebook User, which tells you that a large chunk of Internet users are active on social media. Maintaining brand presence through social media is a new trend in Bangladesh. Currently, only few MNC giants, telecom companies and local leading firms have their brand presence in Social Media such as Facebook and Twitter.

Moreover, there are some companies that have created a separate department for social media communication for their brands. Many leading international and local firms have not yet incorporated brand communication through social media for their brands, or promotion of their products in social media not because of monetary matter, but for having inadequate awareness of the benefits of social media for brand communication. But it is hoped that, in near future more and more firms will start this new era of marketing and brand communication through social media. So, this report may help existing international and local companies’ decision makers to have some sort of knowledge about the benefit of brand presence in social media of Bangladesh. Not only that, firms those want to take initiative for future brand presence in social media may have a good bird’s eye view about first mover brand presence in social media in this locality. The focus of this study is the Presence of Digital marketing and its Impact in Brand Communication. There are many researches has been done Brand Communication but lack of emphasize has been given to the Digital Marketing. This study discussed Digital Marketing and its strategy, which is very important for today’s marketing communication.

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A survey was conducted to find out the current situation of digital marketing in Bangladesh and its importance for brand communications. This study will also put light on the brand communication and how digital marketing make impact on brand communication. This part includes brief definition of the theoretical part that would be discussed in the report.

Major theoretical points and their definitions are given below: Social Media: According to Wikipedia, Social media refers to the means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks. Social Media Marketing: refers to the process of gaining website traffic or attention through social media sites. PTAT: The number of people sharing stories about your page. These stories include liking your Page, posting to your Page’s timeline, liking, commenting on or sharing one of your Page posts, answering a question you posted, responding to one of your events, mentioning your Page, tagging your Page in a photo or checking in at your location. (Unique Users) Lifetime Total Likes: Lifetime The total number of people who have liked your Page. (Unique Users) Reach: The number of people who have seen any content associated with your Page. (Unique Users) Page Engaged Users: The number of people who engaged with your Page. Engagement includes any click or story created. (Unique Users) Reach of page posts: The number of people who saw any of your Page posts.

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