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A Study on the Way Utilizing SNS to Enhance Business Performance in Corporate

  • Journal of Knowledge Information Technology and Systems
  • Abbr : JKITS
  • 2012, 7(4), pp.29-39
  • Publisher : Korea Knowledge Information Technology Society
  • Research Area : Interdisciplinary Studies > Interdisciplinary Research
  • Published : August 31, 2012

Go-Whan Jin 1,  Jung, Chul Ho 2

1우송대학교
2목원대학교

Accredited

ABSTRACT

This study investigates how corporations utilize SNS (Social Network Services) as one of the business marketing strategies. It is conducted by analyzing case studies on the utilization of representative SNS such as Twitter and Facebook. We examines what particular features the representative SNS have through researching examples of foreign and domestic corporations and how those corporations have utilized those SNS　features. And we explore how the particular SNS features can be applied in business marketing. Specifically, corporations need to develop five strategies in order to successfully carry out SNS; an understanding of characteristics in SNS, a risk management strategy through mutual communication, a strategy applied to data filtering, a consideration of difference in users' experiences and expectations with mutual understanding, and finally, the establishment of SNS policy and constant education and training of members. The findings have significant implications for SNS service providers and academic researchers.

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