Today, there are, on the one hand, the traditional media which use a transmitter that broadcasts a single message to targets audiences, and on the other hand, social media which include everyone, which is both the broadcaster, and the target.
"Social Media is the democratization of information, transforming people from content readers into publishers. It is the shift from a broadcast mechanism, one-to-many, to a many to- many model, rooted in conversations between authors, people, and peers". (Brian Solis,2020: web site.
Social Media uses the web to turn communication into interactive dialogues, and to make information available to everybody. It evolves by providing platforms and networks, which contribute to the transformation of content consumers into content producers. It exists under different forms such as forums, weblogs, social blogs, micro blogging, wikis, podcasts, photographs or pictures, video, rating and social bookmarking. Thus, more and more companies refer to social media or new media as a way of strengthening their strategies, and having a wider distribution.
Indeed, now Medias are fragmented into a multitude of channels and perspectives. Information flows in every dimension and is largely multidirectional. However, with this mass of information growing year after year, audiences are more knowledgeable and
therefore more demanding. Moreover, many individuals and businesses have adopted Social media. Indeed, more and more companies refer to social media or new media as a way of strengthening their strategies and
having a wider distribution.
In this case study, we will discuss in detail, how the famous company Swarovski uses social media.
[...] Thus these tools can be a strong advantage for credibility, and also honesty (comments, etc.), and social media is a great opportunity for Swarovski to have a new way of communication and thus create a confident link between online customers and the brand. Disadvantages: Reputations are built over time, and involve a good deal of openness and trust. Unfortunately social media has the power to deconstruct long-held opinions and destroy reputations is a much shorter time frame, as bad news travels very fast Indeed, social media provides individuals with a forum in which to vent their frustration, or enables people to pass bad experiences on to huge volumes of people in a very short space of time. [...]
[...] In this case study, we will discuss in detail, how the famous company Swarovski uses social media II. Swarovski 1. Presentation Swarovski is a specialist in the production of cut crystal, gemstones, and semi-precious and synthetic stones. Swarovski, driven by a quest for perfection, has revolutionized the jewellery and fashion industries since it's inception in 1895. This brand has a global reach with around 24,800 employees, a presence in over 120 countries and a turnover of 1.5 billion in This empire succeeded in doing what no one has ever successfully done before; selling paste at the price of a diamond. [...]
[...] It would enhance their skills, services and products, would allow the curious to know the brand, and its values, and may also initiate conversations - Social Networks: Swarovski could improve its Facebook page by drawing on the pages of the brand Burberry and Gucci Guilty. On its page, Burberry offers live events and updates new information, and videos regularly. (See Appendix p 28) Gucci has a simple page with a nice navigation (menu and submenu clear fluids), high definition images, and ability to send "gifts" to his friends and comment on the film. [...]
[...] horizon group)” (C. Bushey, 2010). Swarovski understood the importance of social media and the opportunities they offer. Although this strategy of using social media does not really correspond with its policy of skimming, the brand follows the trends of society and it is present on key social media III. Analysis of the use of social media by Swarovski Swarovski and social media The recent explosion in new social media platforms represents an important tool in the PR armoury of Swarovski. [...]
[...] Swarovski should use more social media, and expand its scope with Foursquare (geolocation). We must not forget that social media marketing is primarily a marketing through a strategy of listening IV. Conclusion “With the growth of technology and the Internet, organizations are now faced with growing demand to provide services, information, and products on-line. In many ways the on-line arena has become the face of the organization in the 21st century.” (C. BOTAN & V. HAZLETON, 2006) Nowadays, social media is everywhere. [...]
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