AR3XO - The Impact of Social Media on Local Jamaican Companies/Brands

CHAPTER 1: INTRODUCTORY CHAPTER

1. Brief background to the study – what prompted your interest

The topic chosen for this research is The Impact of Social Media on Local Jamaican Companies/Brands.
Social media has arguably become the most effective way to market and promote awareness for most businesses today. Since the first instant message sent over ten years ago, we have all seen social media transform into what is now an integral part of our lives and has boosted the ways and levels of communicating. It is becoming paramount to the success of many of today’s businesses and is arguably just as important as having a website. Facebook can now boast a database of over 400 million users which, if it were a country, would make it the 3rd largest in the world.

Social media improves communication. A company with open and effective lines of communication will have more brand visibility and will ultimately be better able to target it's customers.
Jamaica currently leads with the most Facebook followers in the Caribbean with 663160 followers as of  XXXX.  The social media revolution is in full swing and Jamaican entrepreneurs are not oblivious to this. Jama

HISTORICAL PERSPECTIVE OF THE GROWTH OF SOCIAL MEDIA WORLDWIDE AND THEN IN JAMAICA




2. Identification and definition of the problem – state clearly what it is you want to know; a
rationale (theoretical base) for the study and its significance

TOPIC:  The companies that have focused on social media marketing have shown increased successes in their marketing portfolios and have greater connection with their consumers.

Companies to look at:

• Digicel Jamaica:  pick a campaign
• Jamaica Observer:  ......
• Diagio/Red Stripe:  BEAR campaign
• KFC:  So GOOD campaign

3. The objectives of the study:  To show the differences in approach by four (4) leading Jamaican companies/brands to social media marketing in order to determine effectiveness in connecting with their consumer base.

4. Limitations of the study:  insufficient data on social media marketing in Jamaica; emerging marketing tool with limited evaluations on effectiveness; social media marketing is a niche marketing tool and is dependent on the company as well as their consumer base.

5. Definition of terms or concepts used in the study:

• social media marketing
• social media campaign
• social media strategy
• posts
• hashtags
• google analytics
• crowdsourcing
• viral/viral campaign

6. Research design – method to be used to collect data

• qualitative analysis based on interviews and short survey instruments
• quantitative analysis of data which will look at the numbers of followers and responses received to various media campaigns
• In depth interviews with key marketing personnel in each of the four (4) companies and advertising executives
• SHAUNA TO BUILD A SURVEY WITH QUESTIONS

7.  ANALYSIS OF DATA/CONCLUSIONS DRAWN

8. CLOSING