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Unformatted text preview: he cost of advertising. Nonproﬁts and charities likewise use social media sites to publicize their missions
and to seek donations and volunteers as part of integrated fundraising campaigns.
Social networks have changed the way businesses interact online, transforming
“customers” and the general public into “fans.” Facebook, a giant among social networking sites, offers businesses the beneﬁts of “word-of-mouth” marketing through
four basic steps based on the same “liking,” “commenting,” and “friending” principles
that apply to its personal proﬁles and online socializing: building a page, connecting
with people, engaging the audience, and inﬂuencing friends of fans. Of similar relevance to business, LinkedIn is a popular social network for professionals; its Canadian
user-base grew to more than 3 million in 2011.13 This site’s primary purpose is to link
professionals to each other and to organizations.
Businesses that use Facebook effectively adopt a series of best practices. Consider
the following wh...
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This document was uploaded on 01/21/2014.
- Fall '14