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Corporate strategies: the use of social media to achieve competitive advantages.

Student: Anastasiya Tarasova

Supervisor: Alexander Porshnev

Faculty: Faculty of Management

Educational Programme: Bachelor

Year of Graduation: 2014

<p style="margin-left:14.2pt;">Social networks become widespread practice in the modern world. But companies often implement it without realizing strategic pattern. Nevertheless social networks represent a tool that provides achievement of competitive advantages. This study analyzes how companies employ social networks strategies. Content analysis was carried out the literature in the field of marketing and customer relationship management.</p><p style="margin-left:14.2pt;">The purpose of the study is to draw up recommendations for the managers involved in the development of strategies in social networks.To achieve the set goal it is required the following tasks: identifying possible adoption strategies; identify trends in the use of social networks; define the criteria for building a successful corporate strategy in social networks. Hypotheses of the study are: 1. Efficiency of promotion in social networks depends on a properly constructed strategy. 2. Promotion social networks strategies is carried out on a similar plan for most companies. Object of the relevant study are the social networks tools forming strategy in the company. Subject of the investigation conducted in Nizhny Novgorod are companies adopting a strategy of the use of social networks tools.Research methods are interviews with experts in promotion and method of cases.&nbsp;</p><p style="margin-left:14.2pt;">This paper discusses the characteristics of social networks and the purpose of their use in the company. The basic scope of social networking companies: promoting a new product or service, reputation management company, monitoring of customers&#39; opinions, gathering information about consumer preferences, the dissemination of information about the work done CSR practices. Recommendations of this study allow managers involved in the development strategy of presence on the Internet, make certain sequence of actions in this direction. &nbsp;</p><p style="margin-left:14.2pt;">&nbsp;</p>

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