Usage of Social Media in Advertising

Usage of Social Media in Advertising





Usage of Social Media in Advertising

The three companies being analyzed in connection to their usage of social media as an advertising tool are Samsung, Nokia and Vodafone. Samsung makes use of a personalized approach of having genuine, bona fide conversations with the members of the social following especially in Facebook and Twitter. Samsung has also developed a strong customer review system that promoted transparency and accountability. The engagement between Samsung Company and their subscribers creates a strong consumer relationship that is symbiotic in nature. On one hand, it provides the company with feedback on the products and services while on the other, it furnishes customers with solutions and information about Samsung (Choi, 2011).

Nokia’s approach towards advertising in the social media is quite intensive. The company has created a Social Media Communications that engages all their employees and improves inter-company relations. Using BlogHub, Infopedia and VideoHub as the main tools to share knowledge among the employees, the ultimate purpose of the initiative was to improve the usage of social media campaigns among Nokia’s existing and potential customers. The company has also invested in analysts that evaluate and make recommendations to Nokia concerning the effectiveness of the social advertising campaigns.

Social media has played a major role in recruiting volunteers, promoting Vodafone initiatives and boosting the sales of Vodafone products. The social media initiative created by Vodafone on Facebook is mobile-friendly and this helps in facilitating contact with its subscribers and other potential customers. Currently, Vodafone has about six million customers that are interconnected through Salesforce, as well as other platforms (Jussila & Leino, 2012). The company recently established the World of Difference social media campaign to encourage volunteers in charity work by paying wages.


Choi, S. M. (2011). Guest editorial: Advertising and social media. International Journal of Advertising. (30), 1.

Jussila, J. J., Kärkkäinen, H., & Leino, M. (2012). Learning from and with customers with social media: A model for social customer learning. International Journal of Management, Knowledge and Learning, 1, 5-25.

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