[雙語翻譯]社交媒體外文翻譯--探索社交媒體對中小企業(yè)的作用作為企業(yè)績效視角的新營銷戰(zhàn)略工具（英文）

1、 Procedia - Social and Behavioral Sciences 150 ( 2014 ) 511 – 520 Available online at www.sciencedirect.com ScienceDirect1877-0428 © 2014 The Authors. Published by Elsevier Ltd. This is an open access article

2、 under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/3.0/). Peer-review under responsibility of the International Strategic Management Conference. doi: 10.1016/j.sbspro.2014.09.067 10th Internat

3、ional Strategic Management Conference Exploring the role of social media for SMEs: as a new marketing strategy tool for the firm performance perspective Dilhan Öztamura , ?brahim Sarper Karakad?larb, b? a,b Ni?anta

4、?? University, ?stanbul, 34030, Turkey Abstract Social-media is not only a communication tool for amusement, but it is also an important part of marketing strategies in business life. This paper aims at analyzing the ro

5、le of social media for Small and Medium-Sized Enterprises (SMEs); as a new marketing strategy tool for the firm performance perspective. This manuscript is focused on a case study including the comparison and analysis

6、of totally four American and Turkish companies’ Facebook and Twitter accounts in terms of the number of likes and followers, richness of content, interaction with customers and the use of language. Within this research,

7、 the qualitative method is used in order to see how these companies engage with their customers online and use social media as a strategic tool of social network marketing (SNM). Briefly findings of this study suggests

8、 that: the common problems of the Turkish SMEs are related with using formal language during the customers communication process and creating unattractive content lacking richness to attract their customers' attent

9、ion in their social media activities. Another noteworthy point is that from the American SMEs perspective, they are less effective in using Twitter when compared to their Facebook accounts. 1. Introduction The internet

10、gives us a wide range of opportunities such as; having a connection with people all around the World, creating, sharing and disseminating contents, gaining and searching information on unlimited number of subjects and

11、staying up to date. More or less, there are some indisputable outcomes and changes due to the emergence of internet but especially the widespread use of social media. One of these crucial changes happens in business mod

12、els, as well. By the beginning of 21th century, the use of internet and social media has become a part of business strategies. In addition to this, the companies started using unique qualities of web and have shifted t

13、heir market strategy to e-commerce. Web has become one of the most profitable tools of promoting the products and services to attract the target audience. Some of them got into the market as an e-retailer, some others

14、became content provider, transaction broker, market creator or service provider. However, one of the most important reasons that made them penetrate into the market is low barriers to entry. That’s why many small and m

15、edium sized enterprises (SMEs) put their products on ? Corresponding author. Tel. + 90-212-210-1010 fax. +90-212-224-0090 Email address: ibrahimsarper.karakadilar@nisantasi.edu.tr Keywords: Micro-blogging tools; Social

16、 network marketing (SNM); Word of mouth marketing (WOM); Qualitative descriptive and content analysis © 2014 The Authors. Published by Elsevier Ltd. This is an open access article under the CC BY-NC-ND license (htt

17、p://creativecommons.org/licenses/by-nc-nd/3.0/). Peer-review under responsibility of the International Strategic Management Conference.513Dilhan Öztamur and ?brahim Sarper Karakad?lar / Procedia - Social and Behav

18、ioral Sciences 150 ( 2014 ) 511 – 520 Some other researchers split users into slightly different sets, for example; ? “Social clickers” users who communicate with friends and create content on message boards and

19、review sites, ? “Online insiders” avid online shoppers who vocalize product preferences and ? “Content kings” young men addicted to online entertainment. These groupings demonstrate the complexity and lack of unifor

20、m measurements for marketers targeting users of social media (Miller and Lammas, 2010:3). In order to use social media as a marketing tool first of all, it is crucial to do the market discovery. The first step is to de

21、fine the target customers. There are some questions that might be helpful, such as, “what are their demographic characteristics?”, “do they have a specific location?”, “what are their desires?”, and “what do they curre

22、ntly buy?” The second step is to know where they go online. It is sacrosanct to know which social media channels they prefer, what blogs they regularly read; what articles interest them and what videos they watch. The

23、last step is to define the competition. The company must know the major players in the market; who is buying AdWords ads and who has the top rankings in order to create the content in a similar way. Besides, there are

24、some other important channels concerning the way to find the target customers like discussion forums and press releases. They can generate traffic to companies’ content through finding communities and key words they in

25、clude. Awareness, trust and reputation are the important benefits of using social media for companies to reinforce their market position (Gligorijevic and Leong, 2011). Social Network Marketing (SNM): Due to technologi

26、cal infrastructure dramatically changes in the last decade that requires the social media and marketing works closely in business life. Marketing teams use various ways of social media. That increases the searchability

27、 of the brand or the company and creates two way communication with customers. The term, Social Network Marketing (SNM), arise out of this connection. Currently, most prevalent SNM practices involve creating and operat

28、ing a company’s fan page, managing promotions, maintaining public relations, and conducting market research. Other activities include providing customer support, encouraging customer reviews and discussions, and recrui

29、ting (Bettiol et al., 2012; Chua et al., 2009; Gligorijevic and Leong, 2011; Newman, 2013; Pentina et al., 2012). It is known that, key to business success with SNM is the ability to engage followers. In addition to th

30、is, smaller companies are more suited to utilize SNM due to their greater flexibility and higher need to contain marketing communications costs (Pentina et al., 2012:67). According to the SMEs organizational objectives

31、 and capabilities some of them only use internet forum-blogs in order to gather industry specific information and promoting their events. Some others are highly active on micro-blogging tools (such as Facebook, Twitter

32、and Google+) for online advertising and creating an effective online communication network (Gligorijevic and Leong, 2011:496). SNM is more effective in building brand awareness and enhancing brand reputation than gener

33、ating leads and increasing sales. But even in this function, SNM is only one part of integrated marketing communications and it is difficult to ascertain its contribution compared to paid advertising and other types of

34、 promotion (Pentina et al., 2012:68). Word of Mouth (WOM) and e-WOM Marketing: With the proliferation of social media websites, the importance of word of mouth marketing and peer recommendation is becoming more pertine

35、nt for companies that are immersing themselves in online conversation with consumer communities. Social media provides platforms for consumers to share experiences in their social networks, and to evaluate businesses t

36、hrough websites featuring reviews and recommendations of products and services. These practices of posting information on frequently-visited websites can build or destroy the reputation of a business organization. Appr

37、opriate communication channels and context of messages are crucial elements in developing trust, as they help to clarify expectations in prospective relationships between companies and their customers (Gligorijevic and

38、 Leong, 2011:495). Because the main target is to create online brand reputation; another term, e-word of mouth marketing gives an opportunity for SMEs. The more people talk and write online about the brand in a positiv

39、e way, the more effective marketing strategies work. Currently there are various online applications (online feedback mechanisms, viral marketing, social networking, blogging) that are a form of e-WOM, however, consider

40、ing the speed, scale and ubiquity of the internet, many researchers agree that the effects of e-WOM are more impactful, and even different, from those of offline-WOM, favoring rapid product adoption or leading to incre