RTF 393P Globalization and Social Media Final Project

A Study on Social Networking Sites

-- How do the top 10 world brands use Facebook brand page as a marketing tool? And how effective is it?

Yi Chung, Somi Park, Yilan Zhu

Coca-Cola, 31;

IBM, 90;

Microsoft, 18;

McDonald’s, 62;

Intel, 49;

Nokia, 28;

Disney, 2.

Research Question• RQ1: What types of communication

purposes [R3] are the global top 10 brands using Facebook brand pages for?

• RQ2: What communication strategies (content, feature and type of technique) are the top 10 brands taking on the Facebook brand pages? And,

• RQ3: How media professionals react to and comment on the top 10 brands’ performances on Facebook?

Methodology• ?

Communication Purpose

• McDonald’s Blunder

• IBM Uses Social Tools for B-to-B

• Coca-Cola Drafts 'The Simpsons'

for Super Bowl

• Nokia Unveils N96 Phone

• Looking for a Familiar Face and

Finding a Coke

•Listening

•Talking

•Energizing

•Supporting

•Embracing

Communication Strategy

• Coca-Cola Striving to Reach the

Youth Market

• McDonald's Joins FarmVille

• Selecting an 'Idol‘ – McDonald’s

• McDonald's is rolling out McRib

nationally

• Disney Selling Film Tickets On

Facebook

•Targeting

•Interacting

•Engaging

•Informing

•Extending

Media Reaction

•Positive

•Negative

•Measurement

Conclusion• Social network is an extension of

business

• Social network is channel for conversation

• Social network is a platform for engagement

Limitation• Limited media sources;

• Limited brands and categories;

• Qualitative evaluation, lack of hard and uniform evaluation criteria;

• Lack of dynamic evaluation and historical perspective.

ThaNK YOU!