[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

1、6500 英文單詞， 英文單詞，3.6 萬英文字符，中文 萬英文字符，中文 1.1 萬字 萬字文獻(xiàn)出處： 文獻(xiàn)出處：Öztamur D, Karakad?lar ? S. Exploring the role of social media for SMEs: as a new marketing strategy tool for the firm performance perspective[J]. Procedia-S

2、ocial and behavioral sciences, 2014, 150: 511-520.Exploring the role of social media for SMEs: as a new marketing strategy tool for the firm performance perspectiveDilhan Öztamur , ?brahim Sarper Karakad?larAbstract

3、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 role of social media for Small and Medium-Sized Ent

4、erprises (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 of totally four American and Turkish companies’ Fac

5、ebook 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, the qualitative method is used in order to see how

6、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 that: the common problems of the Turkish SMEs are rel

7、ated with using formal language during the customers communication process and creating unattractive content lacking richness to attract their customers' attention in their social media activities. Another noteworthy

8、 point is that from the American SMEs perspective, they are less effective in using Twitter when compared to their Facebook accounts.Keywords: Micro-blogging tools; Social network marketing (SNM); Word of mouth marketing

9、 (WOM); Qualitative descriptive and content analysis1. IntroductionThe internet gives us a wide range of opportunities such as; having a connection with people all around the World, creating, sharing and disseminating co

10、ntents, gaining and searching information on unlimited number of subjects and staying up to date. More or less, there are some indisputable outcomes and changes due to the emergence of internet but especially the widespr

11、ead use of social media. One of these crucial changes happens in business models, 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 t

12、his, the companies started using unique qualities of web and have shifted their market strategy to e-commerce. Web has become one of the most profitable tools of promoting the products and services to attract the target

13、audience. Some of them got into the market as an e-retailer, some others became content provider, transaction broker, market creator or service provider. However, one of the most important reasons that made them penetrat

14、e into the market is low barriers to entry. That’s why many small and medium sized enterprises (SMEs) put their products on the web or use multiple business models including the internet.Henceforth, the firms began addin

15、g online infrastructure to their business model as well. In addition to this, they changed the revenue models because of the remarkable return on the internet and modified and renewed the key elements of traditional mark

16、eting. By the time of these ground breaking developments; social media has also become a turning point due to its realistic opportunities from the standpoint of business such as; cost effectiveness, time saving and engag

17、ement with customers. The more companies, especially SMEs started taking the advantage of social media; the more it has become a popular marketing tool under the title of Social Network ? “Minglers” those who post with n

18、o regularity or frequency and? “Evangelists/insiders” those who are enthusiastic, expert and regular in their contributions.Some other researchers split users into slightly different sets, for example;? “Social clickers”

19、 users who communicate with friends and create content on message boards and review sites,? “Online insiders” avid online shoppers who vocalize product preferences and? “Content kings” young men addicted to online entert

20、ainment.These groupings demonstrate the complexity and lack of uniform 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

21、, it is crucial to do the market discovery. The first step is to define the target customers. There are some questions that might be helpful, such as, “what are their demographic characteristics?”, “do they have a specif

22、ic location?”, “what are their desires?”, and “what do they currently 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

23、; what articles interest them and what videos they watch. The 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

24、 to create the content in a similar way. Besides, there are some other important channels concerning the way to find the target customers like discussion forums and press releases. They can generate traffic to companies’

25、 content through finding communities and key words they include. Awareness, trust and reputation are the important benefits of using social media for companies to reinforce their market position (Gligorijevic and Leong,

26、2011).Social Network Marketing (SNM): Due to technological infrastructure dramatically changes in the last decade that requires the social media and marketing works closely in business life. Marketing teams use various w

27、ays of social media. That increases the searchability 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

28、prevalent SNM practices involve creating and operating a company’s fan page, managing promotions, maintaining public relations, and conducting market research. Other activities include providing customer support, encoura

29、ging customer reviews and discussions, and recruiting (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

30、 ability to engage followers.In addition to this, 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). Acc

31、ording to the SMEs organizational objectives 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

32、-blogging tools (such as Facebook, Twitter 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

33、and enhancing brand reputation than generating 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