Facebook as Marketing Tools for Organizations: Knowledge Management Analysis

Facebook as Marketing Tools for Organizations: Knowledge Management Analysis

Siti Farzana Izzati Jaman, Muhammad Anshari
DOI: 10.4018/978-1-7998-9020-1.ch007
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Facebook has become widely known around the globe. This chapter applies marketing techniques to Facebook. The concern of using Facebook for both users and marketers is also elaborated in this study. Scenarios will help marketers to comprehend how knowledge management tools like plan-do-check-act (PDCA) and root cause analysis (RCA) are used in Facebook marketing. Other than the concern risk, the chapter presents the importance of using Facebook as well as the implication of these technique for future research.
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Web 2.0 And Social Networks

The new advancement of technology has transformed the usage of internet into more social interactive environment (Allen, 2017). By facilitating the web 2.0 individuals able to communicate and develop online content easier (Lai & Turban, 2008; Montalvo, 2016). With the rise of SNS globally, people more incline to be more engaged in the sites (Mueller et al., 2011). Senecal and Nantel (2004) stated that by using the web 2.0 users especially customers able to gain access different knowledge and enlightenment provided by other customers’ reviews and suggestions. Surrounded the web 2.0 there is a development of platforms that connect people together through social network. The ability for them to produce and share the online content with other users within social media and able to architect the success by participating in the community (Meadows-Klue, 2008; White, 2016). With the current situation, organisation especially marketers trying their best to utilise the usage of web 2.0 to bring benefits for their organisation.

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