Pazarlamada Yeni Bir Çerçeve: Sosyal Medya ve Web 2.0

Yıl 2020, Cilt: 3 Sayı: 1, 252 - 269, 17.05.2020

Yasemin Gedik

https://doi.org/10.33712/mana.706162

Cited By: 8

Öz

İnternet ve teknolojinin olağanüstü hızda ilerleyişi, sürekli olarak yeni fikirlerin gerçekleşmesi için yeni fırsatlar sunarak işletmelerin pazarlama yaklaşımlarında da köklü değişimleri beraberinde getirmiştir. Bloglar, sosyal medya platformları, Web 2.0, sosyal ağlar gibi yeni nesil çevrimiçi konseptler giderek daha fazla kullanıcının dikkatini çekmeye başlamıştır. Sosyal medya, işletmelerin müşteriyle /toplumla etkileşime girme ve hizmetlerini sunma şeklini değiştirerek anahtar faktör haline gelmeye başlamıştır. Daha önce işletmelerin, sosyal medyayı neden kullanmaları gerektiğiyle ilgili sorular, yerini sosyal medyayı nasıl kullanmaları gerektiği ile ilgili sorulara bırakmıştır. Sosyal medya, işletmelerin sadece hedef kitleleriyle yakından iletişim kurmasını sağlamakla kalmaz, marka farkındalığı ve satışlarını arttırmak için de ideal bir ortam sunar. İşletmelerin, rekabette öne geçmek için her biri kendi içinde farklı nitelikler ve fonksiyonlar sunan sosyal medya platformlarından uygun olanı seçmesi de bir diğer önemli noktadır. Bu makalenin amacı, sosyal medya, sosyal medya pazarlaması, sosyal medyanın avantajları, Web 2.0, sosyal medya stratejileri ve sosyal medya platformaları hakkında geniş bir kavramsal çerçeve oluştururken, konuyla ilgili güncel istatistikleri de paylaşmaktır. Ayrıca, sözkonusu faaliyetleri geliştirirken yöneticilerin karar vermelerine rehberlik edecek detaylı bir teorik bakış açısı sunmaktadır.

Anahtar Kelimeler

Sosyal Medya, Web 2.0, Sosyal Medya Platformları, Sosyal Medya Pazarlama Stratejileri

A New Framework In Marketing: Social Media And Web 2.0

Öz

Extraordinary advances in the internet and technology have brought radical changes in the marketing approaches of businesses, by constantly offering new opportunities for new ideas to come true. Next generation online concepts such as blogs, social media platforms, Web 2.0, social networks are getting more and more users’ attention. Social media has begun to become a key factor by changing the way businesses interact with customers / society and deliver their services. Previously, the questions about why businesses should use social media left their place to the questions about how to use social media. Social media not only enables businesses to communicate closely with their target audiences, but also provides an ideal environment to increase brand awareness and sales. Another important point is that businesses choose the appropriate one from social media platforms, each offering different qualities and functions in order to take the lead in competition.The purpose of this article is to provide a broad conceptual framework on social media, social media marketing, social media advantages, Web 2.0, social media strategies and social media platforms, while also sharing up-to-date statistics on the subject. It also provides a detailed theoretical perspective to guide managers in making decisions while developing these activities.

Anahtar Kelimeler

Social Media, Social Media Platforms, Social Media Marketing Strategies, Web 2.0, Web 2.0

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