УТИЦАЈ ДРУШТВЕНИХ МРЕЖА НА ПОСЛОВАЊЕ … Ivana... · iii Мегатренд универзитет, Београд Заједничке докторске

,

- -

, 2014.

ii

,

- -

: .

:

, 2014.

iii

,

:

. ,

, ,

:

. ,

, ,

.

,

:

_________________________________

iv

....................................................................................................................................1

- .............................3

1. ..........................................................................................3

2. ................................................................................4

3. ..............................................................................4

4. ...............................................................7

5. ............................................................................................8

6. ............................................................9

I ..... 11

1. ......................................................................... 11

2. ..................................................................... 13

2. ..................................................................... 16

3. Web 2.0 .................................................................................................. 18

4. .............................................................................. 23

4.1. Friendster- ................................................................................ 27

4.2. MySpace- ........................................................................................ 29

4.3. Facebook- ....................................................................................... 31

4.4. LinkedIn- Twitter-................................................................. 33

4.5. .................................... 35

5. .................................................................................... 36

II -

.............................................................................................................................. 39

1. Facebook............................................................................................................... 41

1.1. Facebook-a ...................................................... 43

1.2. Facebook- ......................... 45

2. Twitter .................................................................................................................. 54

2.1. Twitter- .......................................................... 57

2.2. Twitter ............................................ 59

v

2.3. Twitter- ............................. 60

3. LinkedIn ............................................................................................................... 66

3.1. LinkedIn- ....................................................... 68

3.2. LinkedIn- .......................... 70

4. ................................................................. 75

III - ............................. 78

1. .................................... 79

2. (WOM ) ......... 82

3.

/ ..................................................................................................... 86

4.

................................................................................................................... 89

5. ............................. 92

6. ............. 94

6.1. .................. 99

6.2. Facebook- ..................................... 104

6.3. ............... 106

7. ............... 109

7.1. ()..................................................... 110

7.2. ........................................ 112

8. .............. 117

IV - ................................ 121

1. ....................................................... 121

2. ............................................................. 124

3. ................................. 131

3.1. Facebook Insights .......................................................................... 131

3.2. Facebook- .................... 134

3.3. News feed ........................................................................... 135

4. ................................................. 135

5. ..... 141

5.1. McDonald's................................................................................................. 141

5.2. Nike ............................................................................................................ 143

5.3. H&M .......................................................................................................... 144

5.4. Coca-Cola .................................................................................................. 146

5.5. Ikea ............................................................................................................. 149

vi

6.

2013. .......................................................................................................... 151

V -

.................. 156

1. Data Mining ......................... 156

2.

..................................................... 159

VI -

................................................................... 178

1. .............................................................................. 178

1.1. ................................................................................ 178

1.2. ................................................................................................... 179

1.3. ............................................................ 180

2. ........................................................................... 181

2.1. ........................... 181

2.2. .................................................................... 205

...................................................................................... 213

................................................................................................................ 218

, ................................................................... 233

1 - ................................................................................................ 238

vii

.

.

.

. .

,

, .

, ,

, .

.

. ,

,

90 2013.

.

, ,

.

: , , , ,

viii

ABSTRACT

Social networks are one of the forms of social media. They have become the basis of

modern electronic communication and have slowly been relegating the former information

exchange mechanisms to a position of secondary importance.

The time of one-way means that in recent years have been used to sell a product

or develop a brand has passed. No longer is it enough for some company to be present

on the Internet. The consumer wants and expects more than that. Attention has

increasingly been focused on interactive contents, in whose creation not only a company

but a broader social community takes part. In that way, a company reaches information

about the market it operates on, creates virally spreading campaigns, blogs and

provides useful pieces of advice faster and more easily. Communication has become the

essence of digital technologies and the media.

The mentioned circumstances have served a purpose of focusing on exactly the

influence of social networks on companies business doing as the basic field of interest in this

doctoral dissertation. The theme has been elaborated through an analysis of primary and

secondary sources of data, i.e. an overview of the current national and foreign literature, as

well as through a research conducted on a sample of 90 companies located on the territory of

the Republic of Serbia at the beginning of 2013.

The results of the research conducted show that a companys more active role on

social networks leads towards a greater recurring positive influence on companies business

doing; on the other hand, however, the majority of companies are still relying on traditional

forms of advertising.

KEY WORDS: social networks, business doing, marketing, companies, Republic of

Serbia

1

,

.

, . ,

,

.

, o

,

.

.

- (. social)

.

.

, ,

, , . , ,

.

, , , , ,

, , ,

.

(consumer-generated

media)

, ,

.

,

. ,

,

2

, , .

.

.

1,5 (SocialBakers1),

2,5 43.

(ATE2).

, .

,

.

.

,

. ,

.

1 McKinsle Globe Institute (2012) The Social Economy: unlocking value and productivity throught social

technologies,

http://www.mckinsey.com/~/media/McKinsey/dotcom/Insights%20and%20pubs/MGI/Research/Technology%2

0and%20Innovation/The%20 (10.05.2014.)

2http://www.ratel.rs/upload/documents/Pregled_trzista/Pregled%20trzista%20telekomunikacija%20u%20Republ

ici%20Srbiji%20u%202011_godini.pdf (15.5.2014.)

http://www.mckinsey.com/~/media/McKinsey/dotcom/Insights%20and%20pubs/MGI/Research/Technology%20and%20Innovation/Thehttp://www.mckinsey.com/~/media/McKinsey/dotcom/Insights%20and%20pubs/MGI/Research/Technology%20and%20Innovation/Thehttp://www.ratel.rs/upload/documents/Pregled_trzista/Pregled%20trzista%20telekomunikacija%20u%20Republici%20Srbiji%20u%202011_godini.pdfhttp://www.ratel.rs/upload/documents/Pregled_trzista/Pregled%20trzista%20telekomunikacija%20u%20Republici%20Srbiji%20u%202011_godini.pdf

3

-

1.

. , ,

, .

.

, .

, , .

.

(word of

mouth marketing-WOM), ,

, .

, ,

. ,

, ,

, .

.

.

-

4

.

.

, ,

, .

,

.

2.

,

.

:

1. .

2.

.

3.

.

3.

:

1:

.

. ,

.

-

5

, ,

, ,

, ,

, .

2:

.

,

.

. :

, ,

, . , ,

.

( . community manager).

3:

.

(3) 2,5

. 2011.

. ,

,

(68.6%).

LinkedIn .

,

.

4:

.

3 .

-

6

,

.

.

,

. ,

,

, .

5: , Data Mining

.

.

,

. Data Mining.

. ,

, ,

, . ,

,

.

:

:

.

,

.

-

7

.

: ,

, ,

, , , ,

. ,

.

4.

.

,

: Friendester-a, MySpace-a, Facebook-a, LinkedIn-a Twitter-a.

.

. , ,

- Facebook,

. ,

,

LinkedIn Twitter.

.

.

, ,

,

/,

,

.

. ,

-

8

, ,

. ,

,

2013. .

Data Mining.

.

(, );

, . ,

. ,

, , ,

.

5.

je

.

.

. ,

.

:

1.

2. , .

, ,

SPSS.

,

, .

,

.

-

9

,

,

.

6.

,

,

.

,

,

, ,

, , , ,

. ,

.

.

,

.

.

11

I

1.

, , ,

, ,4

(). ,

.5

, , ,

.6 -

4 Nail J. (2005) What's the buzz on worth-of-mouth marketing? Social computing and consumer control put

momentum into viral marketing, Forrester Research,

http://www.forrester.com/Research/Document/Excerpt/0,7211,36916,00.html (16.5.2014)

5 DeBruyn A., Lilien G. A. (2009) Multi-stage model of word of mouth through electronic referrals, eBusiness

Research Center Working Paper, http://www.smeal.psu.edu/cdt/ebrcpubs/res_papers/2004_02.pdf (10.10.2013)

6 Boyd, D. M., Ellison, N. B. (2007) Social network sites: Definition, history, and scholarship. Journal of

Computer-Mediated Communication, vol. 13, no. 1, article 11,

http://onlinelibrary.wiley.com/doi/10.1111/j.1083-6101.2007.00393.x/abstract (14.01.2013.); Ellison, N.B.,

Steinfield, C., Lampe, C. (2007) The benefits of Facebook friends: social capital and college students use of

online social network sites, Journal of Computer-Mediated Communication, vol. 12, no. 4,

http://jcmc.indiana.edu/vol12/issue4/ellison.html (16.5.2014); Thelwall, M. (2008) Social networks, gender, and

friending: an analysis of MySpace member profiles, Journal of the American Society for Information Science

and Technology, vol. 59, no. 8, pp. 13211330; Thelwall, M. (2009) Homophily in MySpace, Journal of the

American Society for Information Science & Technology, vol. 60, no. 2, pp. 219231; Valenzuela, S., Park, N. &

http://www.forrester.com/Research/Document/Excerpt/0,7211,36916,00.htmlhttp://www.smeal.psu.edu/cdt/ebrcpubs/res_papers/2004_02.pdfhttp://onlinelibrary.wiley.com/doi/10.1111/j.1083-6101.2007.00393.x/abstracthttp://jcmc.indiana.edu/vol12/issue4/ellison.html

12

7

,

. ,

,

.

, -

.

, ,

, .

. ,

,

.

.8

( 1), -

.

Kee, K.F. (2009) Is there social capital in a social network site? Facebook use and college students life

satisfaction, trust, and participation, Journal of Computer-Mediated Communication, vol. 14, no. 4, pp. 875901

7 Kaplan, A.M., Haenlein, M. (2010) Users of the world, unite! The challenges and opportunities of social media.

Business Horizons, vol. 53, no. 1, pp. 5968

8 Li, C., Bernoff, J. (2008) Groundswell: Winning in a world transformed by social technologies, Boston:

Harvard Business Press

13

1: 9

2.

.10

(consumer-generated

media)11

, ,

9 .

10 Mangold, W.G., Faulds, D.J. (2009) Social media: the new hybrid element of the promotion mix, Business

Horizons, vol. 52, no. 4, pp. 357365

11 .

:

-

-

-

:

:

-

-

-

-

-

&

:

-

(

)

-

-

.

14

.12

. ,

.

( 1). .

1: 13

, , , W,

, . 21.

.

14

W 2.0,

12 Blackshaw, P., Nazzaro, M. (2004) Consumer-Generated Media (CGM) 101: Word-of-mouth in the age of the

Webfortified consumer, http://www.nielsenbuzzmetrics.com/whitepapers (25.07.2008.)

13 http://webdeliciousness.blogspot.com/2010/11/social-media-timeline.html (16.5.2014.)

14 Kaplan, A.M., Haenlein, M., . ., 2010

http://www.nielsenbuzzmetrics.com/whitepapershttp://webdeliciousness.blogspot.com/2010/11/social-media-timeline.html

15

.

, ,

, , , .15

, ,

.16

, ,

:17

;

;

;

;

.

, ,

,

.

18

, ,

, . ,

y ,

.19

15 Mangold, W.G., Faulds, D.J., . ., 2009

16 , ., -, . (2012) , , ,

, . 133

17 Solis, B. (2010) Engage! The Complete Guide for Brands and Businesses to Bulid, Cultivate, and Measure

Success in the New Web, John Wiley & Sons, Inc., Hoboken, New Jersey, United States of America, pp. 36

18 Mark, J. L. (2003) Examination of internet marketing relative to traditional promotion in the development of

web site traffic, doctoral dissertation, Capella University

19 Bayne, K. M. (2002) Marketing without Wires: Targeting Promotions and Advertising to Mobile Device

Users, John Wiley & Sons, Inc. New York, USA

16

, ,

, ,

.

,

.

2.

,

.20

(. social network) ,

, .

social network21

social network service ( social

network sites).22

, social network service,

, , ,

,

, / .

Facebook social network service,

,

.

2010. ,

Facebook.23

20 Boyd, D. M., Ellison, N. B., . ., 2007

21 http://socialmedia.wikispaces.com/A-Z+of+social+media (28.02.2011.)

22 http://mashable.com/category/social-networking/ (28.02.2011.)

23 , :

, , , ,

.

http://socialmedia.wikispaces.com/A-Z+of+social+mediahttp://mashable.com/category/social-networking/

17

24

.25

,

.

, ,

() (latent ties),26

(, . connection). ,

;

,

.

, ,

(),

(friends)

. /

.27

,

.

, .

,

.

,

, .

24 Kwon, O., Wen, Y. (2010) An empirical study of the factors affecting social network service use, Computers

in Human Behavior, vol. 26, no. 2, March 2010, pp. 254-263

25 , . (2010) , :

, ,

, , 26. 2010. ., . 20-26

26 Haythornthwaite, C. (2005) Social networks and Internet connectivity effects, Information, Communication &

Society, vol. 8, no. 2, pp. 125-147

27 Sundn, J. (2003) Material Virtualities, New York, Peter Lang, pp. 3

18

,

,

.28

()

,

. Orkut , ,

,

.29

, , ,

(identity driven).

(Dogster) (Catster),

.

, ,

, ,

,

, ,

, .

3. Web 2.0

(W)

.

. Web 2.0

(Facebook, Twitter, You Tube, .)

.30

Web 2.0

28 Boyd, D. (2006) Friends, Friendsters, and MySpace Top 8: Writing community into being on social network

sites. First Monday, vol. 11, no. 12, http://www.firstmonday.org/issues/issue11_12/boyd/ (21.07.2013.)

29 Kopytoff, V. (2004) Google's orkut puzzles experts, San Francisco Chronicle, http://www.sfgate.com/cgi-

bin/article.cgi?f=/c/a/2004/11/29/BUGU9A0BH441.DTL (30.07.2013.)

30 Assaad, W., Gmez, J. M., Social Network in Marketing (Social Media Marketing) Opportunities and Risks,

International Journal of Managing Public Sector Information and Communication Technologies (IJMPICT),

Vol. 2, No. 1, September 2011

http://www.firstmonday.org/issues/issue11_12/boyd/http://www.sfgate.com/cgi-bin/article.cgi?f=/c/a/2004/11/29/BUGU9A0BH441.DTLhttp://www.sfgate.com/cgi-bin/article.cgi?f=/c/a/2004/11/29/BUGU9A0BH441.DTL

19

, , .

, ,

, , , , ,

. ,

.

, .

Web 2.0

Web 2.0 .

Web 2.0 :31

:

,

.

, ,

.

:

.

:

.

.

: Web 2.0 ,

()

.

(podcasting):

, .

Mashups:

.

31 Dasgupta, D. (2009) Social Networks using Web 2.0.,

http://www.ibm.com/developerworks/webservices/library/ws-socialcollab/index.html (14.12.2011.)

http://www.ibm.com/developerworks/webservices/library/ws-socialcollab/index.html

20

Google

,

.

,

.

; ,

(

2).

2:

2006., Time 32

,

, .

,

.

, .

, , ,

, YouTub.

32 Grossman, L. (2006) Time's Person of the Year: You, Time Magazine,

http://www.time.com/time/magazine/article/0,9171,1569514,00.html (12.10.2011.)

Podcasting Mushups

http://www.time.com/time/magazine/article/0,9171,1569514,00.html

21

, , ,

MySpace Facebook.

, ,

.

.

Web 1.0 Web 2.0 (

1).

22

1: Web 1.0 Web 2.033

Web 1.0 Web 2.0

1993-2003 (2003-)

HTML

browser

web

,

web

/

browser browser, ,,

/ web

web

,

Web 3.0. ,34

World Wide Web-a, W

W-

. , Web 2.0

, Web

, .

, .

33 http://www.eniax.net/?s=web+1.0 (11.02.2013.)

34 Shannon, V. (2006) A 'more revolutionary' Web., New York Times,

http://www.nytimes.com/2006/05/23/technology/23iht-web.html?_r=3 (11.1.2013.)

http://www.eniax.net/?s=web+1.0http://www.nytimes.com/2006/05/23/technology/23iht-web.html?_r=3

23

. Twitter-, - 2.0

WebFlow.

W 4.0 ( 3).

, (cloud computing).

WebOS (Web Operating System).

, ,

.

3: Web-35

,

W 2.0 .

.

4.

35 From semantic Web (3.0) to the WebOS (4.0), http://www.zdnet.com/blog/btl/from-semantic-web-3-0-to-the-

webos-4-0/4499 (15.5.2014.)

http://www.zdnet.com/blog/btl/from-semantic-web-3-0-to-the-webos-4-0/4499http://www.zdnet.com/blog/btl/from-semantic-web-3-0-to-the-webos-4-0/4499

24

,3637

a

1997. . SixDegrees.com

, , 1998. ,

.

SixDegrees-, .

(dating sites) . AIM ICQ

(buddy lists) , on-line

.

Classmates.com

,

. . SixDegrees

.

SixDegrees

. SixDegrees ,

, , 2000.,

. ,

.

,

.

1997. 2001. ,

(community tools)

. AsianAvenue, BlackPlanet, MiGente

,

,

().38

, 1999.

, LiveJournal ()

36 Radulovic B., Kazi Z., Beres K. (2011) Content management system as a web auctions software, TTEM -

Technics Technologies Education Management, vol. 6, no. 2, pp. 455 463

37 Mihic S., Okanovic I. (2011) A new approach to mass customization to modern customer, TTEM - Technics

Technologies Education Management, vol. 6, no 3, pp. 636 643

38 Wasow, ., , 16. 2007.

25

. LiveJournal-

/ (instant messaging buddy lists)39

-

LiveJournal- (

).

Cyworld 1999.

2001. ,

. , LunarStorm

2000. , ,

.40

2001.

Ryze.com .

Ryze-, Tribe.net-a, LinkedIn-a, i Friendster-

. , Ryze

, Tribe.net

- (niche user base), LinkedIn

, Friendster ,

.41

, .

,

Friendster, MySpace, Facebook, Twitter i LinkedIn ,

;

, .

39 Fitzpatrick, B., , 15. 2007.

40 Skog, D., , 24. 2007.

41 Chafkin, M. (2007) How to kill a great idea!, Inc. Magazine, June 2007, pp. 1,

http://www.inc.com/magazine/20070601/features-how-to-kill-a-great-idea.html (27.12.2012.)

http://www.inc.com/magazine/20070601/features-how-to-kill-a-great-idea.html

26

4:

,

42

42 Boyd, D. M., Ellison, N. B., . ., 2007

27

4.1. Friendster-

2002., Friendster Ryze-.

Match.com-,

.43

Friendster

/ , : ,

Burning Man .44

300.000

2003.

.45

Friendster- ,

() .46

Friendster-

,

, Friendster-

. ,

.

:

. , Friendster

.

Friendster-

.

,

.

,

43 Cohen, R. (2003) Livewire: Web sites try to make internet dating less creepy, Reuters:

http://www.zephoria.org/thoughts/archives/2003/07/05/livewire_web_sites_try_to_make_internet_dating_less_c

reepy.html (05.07.2013.)

44 Boyd, D. (2004) Friendster and publicly articulated social networks, Proceedings of ACM Conference on

Human Factors in Computing Systems, New York: ACM Press, pp. 1279-1282

45 O'Shea, W. (2003). Six Degrees of sexual frustration: Connecting the dates with Friendster.com, Village

Voice, July 4-10, http://www.villagevoice.com/news/0323,oshea,44576,1.html (21.07.2013.)

46 Boyd, D. (2006) Friendster lost steam. Is MySpace just a fad?, Apophenia Blog,

http://www.danah.org/papers/FriendsterMySpaceEssay.html (14.03.2013.)

http://www.villagevoice.com/news/0323,oshea,44576,1.htmlhttp://www.danah.org/papers/FriendsterMySpaceEssay.html

28

(most popular feature).

(iconic) (characters):

, , .

, .

, , ,

( , )

.

( /

)

. /

, ,

.47

,

,

, , .48

2003. , ,

(social software analyst)

(Clay Shirkey)

YASNS Yet Another Social Networking Service. (

) ,

Friendster-

.

, ,

, LinkedIn-

, Visible Path- Xing- ( openBC) .

(passion-centric)

Dogster-

.

Care2 , Couchsurfing

(couches), MyChurch .

47 Boyd, D., . ., 2006

48 Goldberg, S. (2007) Analysis: Friendster is doing just fine, Digital Media Wire,

http://www.dmwmedia.com/news/2007/05/14/analysis-friendster-is-doing-just-fine (08.04.2013.)

http://www.dmwmedia.com/news/2007/05/14/analysis-friendster-is-doing-just-fine

29

,

, (media sharing)

,

. Flickr - , Last.FM - ,

YouTube - .

4.2. MySpace-

Friendster

, Friendster

, Tribe.net MySpace.

MySpace 2003. .

Friendster .

Friendster , MySpace-

Friendster-, .

MySpace

Friendster-

. MySpace

- , Friendster-

.

MySpace

.

. MySpace

HTML ,

copy/paste ,

, .

MySpace 2004. .

Friendster.

,

.

,

MySpace- 2004. . ,

MySpace ,

30

. ,

:

o /,

o ,

o , .

,

.

2004. ,

MySpace- ( 5).

5: MySpace Friendster 2004. 49

2005. , Ruperta Murdoch-, News

Corporation, MySpace 580 ,

. , MySpace

,

, .50

, , MySpace

,

. Friendster

, Orkut

49 Google trends http://www.byte.org/blog/_archives/2006/6/13/2029513.html (15.5.2014.)

50 Bahney, A. (2006) Don't talk to invisible strangers. New York Times,

http://www.nytimes.com/2006/03/09/fashion/thursdaystyles/09parents.html (11.03.2013.)

http://www.byte.org/blog/_archives/2006/6/13/2029513.htmlhttp://www.nytimes.com/2006/03/09/fashion/thursdaystyles/09parents.html

31

,51

Mixi ,

LunarStorm , Hyves,

Grono , Hi5 /

, , , Bebo

, , . ,

. QQ /

,52

Cyworld

(homepages) .53

. ,

, Xanga, LiveJournal, Vox,

.

Skyrock , Windows Live Spaces

, , .

QQ, Orkut-, Live Spaces ,

, MySpace-,

, .

4.3. Facebook-

Facebook 2004.

.54

,

harvard.edu . Facebook

,

.

51 Madhavan, N. (2007) India gets more Net Cool, Hindustan Times,

http://www.hindustantimes.com/StoryPage/StoryPage.aspx?id=f2565bb8-663e-48c1-94ee-d99567577bdd

(15.03.2013.)

52 McLeod, D. (2006) QQ Attracting eyeballs, Financial Mail (South Africa), pp. 36, LexisNexis

53 Ewers, J. (2006) Cyworld: Bigger than YouTube? U.S. News & World Report, LexisNexis

54 Cassidy, J. (2006) Me media: How hanging out on the Internet became big business, The New Yorker, vol. 82,

no. 13, pp. 50

http://www.hindustantimes.com/StoryPage/StoryPage.aspx?id=f2565bb8-663e-48c1-94ee-d99567577bdd

32

,

Facebook

.

2005. , Facebook

, ,

.

Facebook-.

. Facebook ,

.

, Facebook

, .

Facebook

, ,

.

2007., Facebook

6, .

6: Facebook- 2007. 55

55 http://andreas.com/blog-2007.html (16.5.2014.)

http://andreas.com/blog-2007.html

33

4.4. LinkedIn- Twitter-

LinkedIn, , 2002.

, 2003. 56

. 2010. , LinkedIn 80

57

200 . LinkedIn

,

Facebook .

, ,

, ,

.

.

. (

) .

:

o ,

( ),

( ).

.

o ,

.

o

.

o

.

o

.

56 Linked-In - Profile (2004) The Alarm Clock,

http://www.thealarmclock.com/mt/archives/2004/08/linkedin_hq_mou.html (23.12.2012.)

57 About Us (2010) LinkedIn, http://press.linkedin.com/about (25.12.2012.)

http://www.thealarmclock.com/mt/archives/2004/08/linkedin_hq_mou.htmlhttp://press.linkedin.com/about

34

o

.

o (bookmark)

.

LinkedIn-,

Facebook,

Twitter.

Twitter

140 ( ).

.

.

.

2006. . .

Twitter 2009. .

, .

,

. , aSmallWorld BeautifulPeople

. , Couchsurfing-,

BlackPlanet- MyChurch- ,

.

,

Ning,

.

. ,

. ,

.

, ,

MySpace, Facebook,

LinkedIn Twitter.

.

35

4.5.

2006. ,

: , ChromaTweet.

( ).

,

, ,

.

Facebook ,

.

Facebook

, .

, ,

.

, , .

15 27 2

,

.

, ,

, , ...

ChromaTweet 2009.

140 (

Twitter-), , .

.

.

.58

58 http://www.chromapost.com/chromapost-about.html (10.05.2013.)

http://www.chromapost.com/chromapost-about.html

36

2011. Art Bridge 100

.

5.

1,5

,59

50. .60

, .

,

.

.

,

. ,

.

,

.

.

.

.

,

Facebook, Google+.

, ,

. , Facebook- ,

, . , ,

.

. Twitter,

59 http://www.emarketer.com/Article/Social-Networking-Reaches-Nearly-One-Four-Around-World/1009976

(15.5.2014.)

60 http://www.allin1social.com/facebook/country_stats/ (19.5.2014.)

http://www.emarketer.com/Article/Social-Networking-Reaches-Nearly-One-Four-Around-World/1009976http://www.allin1social.com/facebook/country_stats/

37

, ,

, ,

, .

, .

, .

,

:

o (Facebook, Twitter, Myspace, Google+, Tagged),

o (YouTube, Flickr, Picasa, Instagram),

o (SuperGreenMe, EduClipper, Twiducate),

o (LinkedIn, Xing),

o (SportShouting, Pinterest).

39

II -

2011. .

2: 2011.

61

( 000)

Facebook 792,999 55.1 %

Twitter 167,903 11.7 %

LinkedIn 94,823 6.6 %

Google+ 66,756 4.6 %

MySpace 61,037 4.2 %

, ,

Facebook, 2,7 .

: "

",

2012. 170 . 2.

.

61http://techcrunch.com/2011/12/22/googlesplus/?utm_source=feedburner&utm_medium=feed&utm_campaign=

Feed%3A+Techcrunch+%28TechCrunch%29 (02.03.2013.)

http://techcrunch.com/2011/12/22/googlesplus/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+Techcrunch+%28TechCrunch%29http://techcrunch.com/2011/12/22/googlesplus/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+Techcrunch+%28TechCrunch%29

40

2: 62

.

62 , . (2012) ,

http://igortomic.net/kako-kompanije-u-srbiji-koriste-drustvene-mreze-u-poslovne-svrhe/ (14.12.2013.)

http://igortomic.net/kako-kompanije-u-srbiji-koriste-drustvene-mreze-u-poslovne-svrhe/

41

1. Facebook

, Facebook

. ,63

Google. 2004. , 2006.

25 , 2008. 100

, 2010. - 500 , 2012.

.64

2013. Facebook 1.11

665 , 26%

2012. . :

o 1.13 ,

o 140.3 ,

o 219 (

),

o 17 ,

,

o 62.6 22 .

, 18 Facebook-,

. 33,333

.65

.66

63 The top 500 sites on the Web, http://www.alexa.com/topsites (19.12.2013.)

64 http://www.insidefacebook.com/2012/10/04/facebook-reaches-billion-user-milestone/ (10.5.2013.)

65 http://www.insidefacebook.com/2013/07/26/18-million-obvious-secrets-about-facebook-business-pages-you-

need-to-know-today/?utm_source=Post_1&utm_medium=text&utm_content=email&utm_campaign=IF_NL

(05.08.2013.)

66 Debatin, B., Lovejoy, J. P., Horn, A. K. (2009) Facebook and Online Privacy: Attitudes, Behaviors, and

Unintended Consequences, Journal of Computer-Mediated Communication, vol. 15, no. 1, October 2009, pp 83-

108

http://www.alexa.com/topsiteshttp://www.insidefacebook.com/2012/10/04/facebook-reaches-billion-user-milestone/http://www.insidefacebook.com/2013/07/26/18-million-obvious-secrets-about-facebook-business-pages-you-need-to-know-today/?utm_source=Post_1&utm_medium=text&utm_content=email&utm_campaign=IF_NLhttp://www.insidefacebook.com/2013/07/26/18-million-obvious-secrets-about-facebook-business-pages-you-need-to-know-today/?utm_source=Post_1&utm_medium=text&utm_content=email&utm_campaign=IF_NL

42

22 ,

, 2,2

, 2012.

Facebook.

, Facebook 115 132

( 7).67

7: 2012.

68

67 Wauters, R. (2010) World Map Of Social Networks Shows Facebooks Ever-Increasing Dominance,

TechCrunch: http://techcrunch.com/2010/12/10/world-map-of-social-networks-shows-facebooks-ever-

increasing-dominance/ (19.5.2014.)

68 .

Boycott Rolling Stone Magazine for their latest cover (

Rolling Stone ) 170

24 Rolling Stone

. Facebook

, .

http://techcrunch.com/2010/12/10/world-map-of-social-networks-shows-facebooks-ever-increasing-dominance/http://techcrunch.com/2010/12/10/world-map-of-social-networks-shows-facebooks-ever-increasing-dominance/https://www.facebook.com/BoycottRollingStoneMagazineForTheirLatestCoverhttps://www.facebook.com/BoycottRollingStoneMagazineForTheirLatestCover

43

232 . ,

222 , 219

.

Facebook ,

: Vkontakte Odoklassniki ; Zing

, Cloob.69

1.1. Facebook-a

,

, ,

Facebook-.

. :

( ), , ,

, .

.

Facebook , 5.000

. .

.

.

.

(, , ,

) , .

Facebook

.

69 .

44

, Facebook

.

.

Facebook- 420 .

, .

, Twitter-, . ,

, news feed-

, , .

.

- Facebook

.

. Facebook , ,

@facebook.com.

Chat

(. instant message) MSN, Skype .

-

.

,

.

Facebook-, ,

, Facebook .

, .

Facebook-,

, .

Facebook-

. ,

Facebook-.

45

1.2. Facebook-

, Facebook ,

,

,

Facebook- .

Facebook .

2010. Google,

-,70

,

, Google.

, Facebook

.

Facebook .

/// .

,

Facebook-.

, ,

,

. , ,

.

,

,

.

. Facebook

,

/ .

70 Gustin, S. (2010) Facebook Overtakes Google as Most Popular U.S. Website,

http://www.dailyfinance.com/2010/03/15/facebook-overtakes-google-as-most-popular-u-s-website/ (21.5.2014.)

http://www.dailyfinance.com/2010/03/15/facebook-overtakes-google-as-most-popular-u-s-website/

46

, ,

.

news feed- .

Ikea Forsman and

Bodenfors buzz.71

2009.

, .

, Facebook-, 12

(showroom) ,

,

/ . ,

.

, , Twitter ,

. :

,

.72

Event

.

. .

, , . ,

, , .

,

.

.

71 Buzz ,

/

, e.

72 Diaz, A.C. (2009) IKEA: Facebook Showroom, http://creativity-online.com/news/forsman-and-bodenfors-

turns-facebook-tagging-into-a-promotional-tool-for-the-opening-of-ikeas-new-store-in-malmo-sweden/140646

(14.03.2013.)

http://creativity-online.com/news/forsman-and-bodenfors-turns-facebook-tagging-into-a-promotional-tool-for-the-opening-of-ikeas-new-store-in-malmo-sweden/140646http://creativity-online.com/news/forsman-and-bodenfors-turns-facebook-tagging-into-a-promotional-tool-for-the-opening-of-ikeas-new-store-in-malmo-sweden/140646

47

.

, , , .

, .

. Facebook

(Facebook Fan Page), .

, .

.

, .

,

.

. .

Facebook-.

(Facebook Fan Page)

Facebook- ,

, , . ,

.

(

, , , ),

73

news feed-. ,

,

.

,

.

hide news feed-,

73 Like

Facebook-.

48

.

unsubscribed fans insight74

,

. unlike,

hide news feed-.

, Facebook

like, news feed-.

,

.

. ,

.

1.000, 3.000 5.000 . .

,

. ,

, .

,

,

.

. ,

. ,

,

, , ,

.

,

, .

,

. ,

74 Insights

49

. ,

.

,

,

.

. , ,

,

.

,

,

.

. ,

, . ,

.

Facebook-

.

Facebook .

,

.

2010. Facebook ,75

.

questions () Facebook- .

?

.

.

.

, .

75 Lavrusik, V. (2010) Facebook Pages Getting New Design and Checkins, Mashable,

http://mashable.com/2010/12/05/facebook-pages-redesign/ (09.09.2013.)

http://mashable.com/2010/12/05/facebook-pages-redesign/

50

2010. ,

.

?

Facebook-,

, ,

.

.

,

.

.

,

. ,

:76

o - ,

. , .

o -

Facebook-, , ,

, , .

.

o - ,

Facebook- ,

.

. , /

.

o -

,

. ,

.

76 Kawasaki, G. (2010) Ask the Wise Guy: Facebook Fan Page or Website?, Open Forum,

https://www.americanexpress.com/us/small-business/openforum/articles/ask-the-wiseguy-facebook-fan-page-or-

website-1/ (17.5.2014.)

https://www.americanexpress.com/us/small-business/openforum/articles/ask-the-wiseguy-facebook-fan-page-or-website-1/https://www.americanexpress.com/us/small-business/openforum/articles/ask-the-wiseguy-facebook-fan-page-or-website-1/

51

2013. Coca-Col 78

( 8), Red Bull 42 ,77

Starbucks - 36 ,78

a McDonald`s - 30

.79

8: Facebook Fan Page Coca-Col80

2013. 10

3.

(Facebook Ads)

.

Facebook

,

.

77 https://www.facebook.com/redbull (15.12.2013.)

78 https://www.facebook.com/Starbucks (15.12.2013.)

79 https://www.facebook.com/McDonalds (15.12.2013.)

80 https://www.facebook.com/cocacola (15.12.2013.)

https://www.facebook.com/redbullhttps://www.facebook.com/Starbuckshttps://www.facebook.com/McDonaldshttps://www.facebook.com/cocacola

52

3: 10 2013. 81

1. Enci Menci - Sve za bebe 444.730 606.808

2. Coca-Cola 427.623 71.603.545

3. Disney 357.805 45.002.815

4. Eurokrem 341.729 512.910

5. Smoki 335.722 610.328

6. Milka 328.124 6.715.071

7. Milka 325.914 337.140

8. Nike 303.088 15.201.670

9. Telenor Srbija 300.302 331.105

10. Vip mobile 297.139 342.833

,

: ,

(Uniform Resource Locator URL).

Facebook-,

, ,

.

( 9).

81 http://www.socialbakers.com/all-social-media-stats/facebook/country/serbia/ (20.08.2013.)

http://www.socialbakers.com/facebook-pages/311070252285907-enci-menci-sve-za-bebehttp://www.socialbakers.com/facebook-pages/40796308305-coca-colahttp://www.socialbakers.com/facebook-pages/11784025953-disneyhttp://www.socialbakers.com/facebook-pages/44339306544-eurokremhttp://www.socialbakers.com/facebook-pages/19925817993-smokihttp://www.socialbakers.com/facebook-pages/254614357973274-milkahttp://www.socialbakers.com/facebook-pages/236889036363149-milkahttp://www.socialbakers.com/facebook-pages/15087023444-nikehttp://www.socialbakers.com/facebook-pages/133174387208-telenor-srbijahttp://www.socialbakers.com/facebook-pages/121145601249278-vip-mobilehttp://www.socialbakers.com/all-social-media-stats/facebook/country/serbia/

53

9: Facebook-

, ,

.

.

.82

.

(. behavioural targeting)

,

,

,

, .

.

82 http://www.marketing-odjel.com/kontekstualno_oglasavanje (11.5.2014.)

http://www.marketing-odjel.com/kontekstualno_oglasavanje

54

.

(sponsored stories).

news feed- .

83

,

news feed-, ,

.

, ,

,

.

,

.84

( 10).

10: Facebook-

2. Twitter

Twitter , ,

Facebook-. Twitter , ,

Facebook .

140 , Twitter

.

83 , ,

, .

84 http://mashable.com/category/facebook/ (05.11.2013.)

http://mashable.com/category/facebook/

55

, ,

.

, 2006. . Twitter

twitt, . Twitter-

.

Facebook-, , Twitter

2010. . ,

. Twitter

, , ,

, .

Twitter ,

Facebook-, , Twitter-

. Facebook-,

Twitter-

( ,

). ,

,

(. networking).

Twitter-, Etarget .

Twitter-

, yt-.

Twitter-85

. ,

500

yt .

.

, Twitter

, .

Twitter- .

, Twitter

.

85 Indvik, L. (2010) How Much Is a Tweet Worth? $500, Says Toyota, http://mashable.com/2010/12/13/toyota-

shareathon/ (23.04.2013.)

http://mashable.com/2010/12/13/toyota-shareathon/http://mashable.com/2010/12/13/toyota-shareathon/

56

554.750.000,

135.000. 190 ,

58 . Twitter- 2,1

.

( ) 115 ,

43% , 40%

, .

9.100,

.86

Twitter

, .

.

: ?

94% , 88%, 87%,

79%

79% .87

Twitter- : Samsung Mobile US (4.278.607

), NASA (3.950.175 ), iTunes Music (3.924.268), Starbucks Coffe

(3.723.303 ), Claro Rolando (3.583.694), Whole Foods Market (3.358.030), Samsung

Mobile (3.015.617), Zappos.com CEO Tony (2.742.373), Disney Pixar (2.656.777)

BlackBerry (2.465.565 ).

: Telenor (19.304), Mt:s

(14.125), Nordeus (6.989), Vip mobile (6.604), (5.855), Banca Intesa (4.196),

(3.447), AIESEC Serbia (3.000), mojipopusti.rs (2.510), donesi.com

(2.498) 4.88

86 http://www.statisticbrain.com/twitter-statistics/ (01.05.2013.)

87 http://www.intrinsicpdx.com/i/services/social-media-packages/twitter-packages (19.5.2014.)

88 http://www.socialbakers.com/twitter/group/brands/country/serbia/ (02.05.2013.)

http://www.statisticbrain.com/twitter-statistics/http://www.intrinsicpdx.com/i/services/social-media-packages/twitter-packageshttp://www.socialbakers.com/twitter/group/brands/country/serbia/

57

4: Twitter 89

#

1. Telenor (@TelenorSrbija) 3.990 19.304

2. Mt:s (@mts) 2.218 14.125

3. Nordeus (@Nordeus) 80 6.989

4. Vip mobile (@Vip_mobile) 4.530 6.604

5. (@Limundo) 2.948 5.855

6. Banca Intesa (@banca_intesa) 2.623 4.196

7. (@kolektivars) 1.405 3.447

8. AIESEC Serbia (@AIESECserbia) 1.065 3.000

9. mojipopusti.rs (@MojiPopusti) 1.890 2.510

10. donesi.com (@donesi) 2.724 2.498

2.1. Twitter-

Facebook-, Twitter ,

. Twitter- :

, (), (replies), hashtag (#), (followers), news feed,

.

140 .

, , ,

140 .

, , , , hashtag.

( 11). ,

89 http://www.socialbakers.com/all-social-media-stats/twitter/country/serbia/ (20.08.2013.)

http://www.socialbakers.com/twitter/telenorsrbijahttp://www.socialbakers.com/twitter/mtshttp://www.socialbakers.com/twitter/nordeushttp://www.socialbakers.com/twitter/nordeushttp://www.socialbakers.com/twitter/vip_mobilehttp://www.socialbakers.com/twitter/limundohttp://www.socialbakers.com/twitter/limundohttp://www.socialbakers.com/twitter/banca_intesahttp://www.socialbakers.com/twitter/kolektivarshttp://www.socialbakers.com/twitter/aiesecserbiahttp://www.socialbakers.com/all-social-media-stats/twitter/country/serbia/

58

Facebook

. ,

,

.

,

Twitter- ( )

.90

11:

News Feed , Facebook-, Twitter-

, ,

. Facebook

, . .

, .

Twitter-

, .

.

90 Cha, M., Haddadi, H., Benevenuto, F., & Gummadi, K. P. (n.d.). Measuring User Influence in Twitter: The

Million Follower Fallacy. London: Max Planck Institute for Software Systems (MPISWS), University of

London, Federal University of Minas Gerais

59

Twitter

. Twitter-

Facebook ,

.

Twitter :

o ,

o ( ,

...),

o (

),

o (

),

o ( Dell, Toyota, CNN

Twitter

),

o (Twitter

).

2.2. Twitter

Twitter ,

. ,

.

, Mashable,

Twitter-a91

Twitter

:

1. Twitter

.

.

91 Parr, B. (2009) HOW TO: Use Twitter for Customer Service, http://mashable.com/2009/05/09/twitter-

customer-service/ (02.05.2013.)

http://mashable.com/2009/05/09/twitter-customer-service/http://mashable.com/2009/05/09/twitter-customer-service/

60

2. Twitter-

, Monitter Tweetbeep.

3.

.

-

.

4.

. @

, .

5. ,

.

6. Twitter- .

2.3. Twitter-

Twitter .

, Twitter:

o Facebook: -

Facebook-. , Twitter , -

feed- ( ) ,

Facebook EdgeRang .

o Pinterest: Twitter -

. , Twitter-,

Pinterest-.

o LinkedIn: -

LinkedIn-. LinkedIn (

), Twitter ,

.

.

o Google+: -

Google+. Twitter

Google+ .

61

o YouTube: . ,

Twitter

.

Twitter- :

- Twitter-

.

. Twitter-

. ()

.

.

Twitter .

.

,

.

-

Twitter-. (feature)

.

. ,

Twitter- ( 12).

o - .

,

,

.

o -

Twitter- .

o - 140

,

.

62

12:

-

, .

/

(follow).

Twitter

,

. ,

:

o ,

o , , ,

o ,

o

o .

Twitter

(scanning e-mail address book) 13.

https://support.twitter.com/articles/101002-how-to-find-people-using-an-email-address-book

63

13: Twitter-

(Find Friends) Discover

, Twitter .

- Twitter-

.

. , :

o - .

Twitter-.

o @Reply-

. @Reply-

. -

, @connect .

o Mention- ,

Twitter-. Mention-

, - .

o (direct message)

. Twitter-

.

o Retweet

.

-

, .

,

.

64

.

Twitter-. ,

.

- Twitter

( )

. , -

,

.

-,

. Twitter-

.

-, Twitter ,

.

(Twitter URL shortener) 20 ,

.

Twitter- -

.

Twitter-. ,

YouTube, -. , Twitter

Vine, Vine (Vine app)

6 .

(Conversation Lists) - -

Twitter- .

:

o ,

o ,

o ,

o ,

o .

-

Twitter-. -

.

. , .

https://support.twitter.com/articles/78124-how-to-post-links-urls-in-tweets

65

, ,

( ) , ,

.

(Hashtags #)-

Twitter- .

, .

Twitter- .

- () .

( ) .

:

o #NCAA ,

o #VZW Verizon Wireless,

o #FF Follow Friday, Twitter-.

- .

- .

. - Twitter

.

- Twitter-

.

. Twitter

.

(Advanced Search)

. , (Places)

. Twitter .

Twitter

. :

o -

Twitter .

o Twitter- -

66

. ,

Twitter-.

o

.

o Twitter- -

.

o Twitter-

.

Twitter-.

3. LinkedIn

, LinkedIn ,

. LinkedIn- ,

, .

LinkedIn 92

. ,

. ,

,

. LinkedIn

.

.

:

o 5. 2003. .

o LinkedIn 225 (

14).

o LinkedIn-

2 .

92 Zarrella, D. (2009) The Social Media Marketing Book, O'Reilly Media

67

o 64% LinkedIn- -.

o LinkedIn- 30

. .

14: LinkedIn- 93

o LinkedIn 50.000 .

o LinkedIn 2012 Fortune 500

.

o 2,9 LinkedIn-.

o 1,5

LinkedIn share

LinkedIn .

o LinkedIn- 3 LinkedIn .94

93 http://booleanblackbelt.com/2013/05/the-top-100-most-connected-people-on-linkedin/ (20.5.2014.)

68

o 2013. , 30%

,

19%.

o LinkedIn 2013. 22. .

comScore-, ( -)

29% 132

2013. .

( ) 18%

11 . SlideShare, LinkedIn

2012. , LinkedIn 170

2013. .

3.1. LinkedIn-

- LinkedIn .

,

. ,

.

(answers) - LinkedIn ()

10 , .

.

"" "", .

, .

-

, ,

. LinkedIn

.

, .

, ,

. 50 .

94 King, C. (2013) LinkedIn Adds New Features: This Week in Social Media,

http://www.socialmediaexaminer.com/linkedin-adds-new-features-this-week-in-social-media/ (25.07.2013.)

http://www.socialmediaexaminer.com/linkedin-adds-new-features-this-week-in-social-media/

69

-

( Facebook-),

LinkedIn-, ( 15).

, LinkedIn-

.

15: Dell LinkedIn-95

, LinkedIn

.

.

:

-

.

(headline) -

LinkedIn .

95 http://www.linkedin.com/company/dell?trk=top_nav_home (11.08.2013.)

http://www.linkedin.com/company/dell?trk=top_nav_home

70

(current position) (past

positions) - , .

(education) - ,

. .

(recommendations) - ,

.

(website) - LinkedIn .

,

.

Twitter - , Twitter ,

Twitter- LinkedIn-.

#in LinkedIn .

-

.

.

(summary) -

.

(specialties) -

LinkedIn-.

3.2. LinkedIn-

LinkedIn ,

:96

o :

LinkedIn- ,

.

2 .

o :

LinkedIn-,

, , ,

96 Camusio, Z. (n.d.) LinkedIn Marketing - 6 Reasons to Use LinkedIn to Market Your Business:

http://www.startupnation.com/series/132/9338/linkedin-marketing-6-reasons.html (11.07.2013.)

http://www.startupnation.com/series/132/9338/linkedin-marketing-6-reasons.html

71

, , .

, .

o : LinkedIn

. ,

LinkedIn

.

o : ,

LinkedIn-, ,

, .

o : LinkedIn

.

.

o : LinkedIn

.

.

. LinkedIn-

,

.

,97

50%

LinkedIn . LinkedIn-

.

LinkedIn-.

LinkedIn

. LinkedIn-,

.

?

( ) ?

.

97 Khavinson, L. (2013) Set Your Company Up for Success with LinkedIn Company Pages Part 1: Easy Ways to

Refresh Your Page, http://marketing.linkedin.com/blog/set-your-company-success-linkedin-company-pages-

part-1/ (13.07.2013.)

http://marketing.linkedin.com/blog/set-your-company-success-linkedin-company-pages-part-1/http://marketing.linkedin.com/blog/set-your-company-success-linkedin-company-pages-part-1/

72

.

LinkedIn .

,

search tab. (box)

( 16).

16: LinkedIn-

(group

search) .

,

.

.

(more) (group

statistics) ( 17).

17: LinkedIn-

73

Group statistics ,

() . , (activity)

,

.

( 18).

18: LinkedIn-

, -

(updates)

(stream) .

, ,

, .

stream- ,

.

( ) (clicks).

, . click-through

.

Twitter-,

LinkedIn ( )

LinkedIn . ,

74

() LinkedIn ,

.

LinkedIn

(LinkedIn recommendation ads)

.

.

, (

).

.

Social Media Examiners Social Media Marketing Networking Club

Social Media Examiners Social Media Marketing Networking Club

LinkedIn-.

LinkedIn

, .

( 19).98

98 http://www.linkedin.com/groups/Social-Media-Marketing-Networking-Club-5088154 (12.12.2013.)

http://www.linkedin.com/groups/Social-Media-Marketing-Networking-Club-5088154

75

19: Social Media Examiners Social Media Marketing Networking Club

LinkedIn-

4.

( 5).

76

5: : Facebook, Twitter LinkedIn

Facebook Twitter LinkedIn

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

- Facebook

-

-

-

- Twitter

-

-

-

78

III -

. , ,

,

.99

,

. O

" " - . word-of-mouth-marketing-WOM,

, ,

, , ,

.100

. 101

, ,

().

99 Xiang, Z., Gretzel, U. (2010) Role of social media in online travel information search, Tourism Management,

vol. 31, pp. 179188

100 , ., , ., , . (2012) Some considerations about the impact of social networks on

marketing strategies, Metalurgia International, vol. 7, no. 10, pp. 160-165

101 Faletski, I., Sherrett, J., (2012) 14 Essential Tactics for Mobile: Email, Search and Social Media Marketing,

Mobify Research and Development, http://www.mobify.com/static/img/2012/04/14-mobile-marketing-

tactics.pdf?utm_source=page&utm_medium=go&utm_campaign=14essentials-ebook (23.09.2013.)

http://www.mobify.com/static/img/2012/04/14-mobile-marketing-tactics.pdf?utm_source=page&utm_medium=go&utm_campaign=14essentials-ebookhttp://www.mobify.com/static/img/2012/04/14-mobile-marketing-tactics.pdf?utm_source=page&utm_medium=go&utm_campaign=14essentials-ebook

K

79

,

, 20.

20:

102

1.

, ,

.

.

,

.

.103

.104

,

102 EPiServer, Easy Social Media Marketing Campaigning How to plan, execute and measure in a fragmented

world, http://www.episerver.com/PageFiles/17085/EasySocialMedia.pdf (24.09.2013.)

103 Milman, O. (2010) Will social media marketing ever attract the big bucks?, B&T Magazine, vol. 60, no. 2708,

pp. 10

104 Shih, C. (2009) Facebook Era: Tapping Online Social Networks to Build Better Products, Reach New

Audiences, and Sell More Stuff, Pearson Education, Indianapolis, USA

()

01

02

03

04

05

http://www.episerver.com/PageFiles/17085/EasySocialMedia.pdf

K

80

.105

, .

.

.

,

.

.106

. 107

,

.

,

.108

,

,

.

,

. ,

.

:

,

.109

,

.

.

105 Morris, R. (2010) Social media and your business, Business & Finance, Ireland, pp. 58-59

106 Medcalf, P. (2004) Marketing Communication. An Irish Perspective, Patricia, Gill & McMillan, Dublin,

Ireland, pp. 30

107 Shih, C., . ., 2009

108 Barnes, N., Barnes, F. (2009) Equipping your Organization for the Social Networking Game, Information

Management, pp. 28 33

109 Wendy, T. (2010) An exploratory case study on the effectivenessof social network sites: the case of Facebook

and Twitter in an educational organisation, research dissertation, Griffith College Dublin:

http://www.academia.edu/360154/An_exploratory_case_study_on_the_effectiveness_of_social_network_sites_T

he_case_of_Facebook_and_Twitter_in_an_educational_organisation (02.06.2013.)

http://www.academia.edu/360154/An_exploratory_case_study_on_the_effectiveness_of_social_network_sites_The_case_of_Facebook_and_Twitter_in_an_educational_organisationhttp://www.academia.edu/360154/An_exploratory_case_study_on_the_effectiveness_of_social_network_sites_The_case_of_Facebook_and_Twitter_in_an_educational_organisation

K

81

,110

. Facebook, , ,

,

.

, , ,

.

, . 111

.

.112

,

.

,113

.

,

,

.

, .114

, ,

,

,

.

,

.

110 Ross, L. (2007) Beyond enthusiasm: making the business case for your organisations use of web 2.0.

Enterprise 2.0: The benefits and challenges of adoption, KPMG International, vol. 4, no. 26, pp. 5

111 Porter, M. (1998) The Michael E. Porter trilogy, New York, London, Free Press

112 Ross, L., . ., 2007

113 Stassen, W. (2010) Your news in 140 characters: exploring the role of social media in journalism, Global

Media Journal: African Edition, vo. 4, no. 1, pp. 2

114 .

K

82

.115

2. (WOM )

,

.

,

" " (word of mouth marketing - W)

.

W

.116

117

, :

o ,

o

o .

W

,118

.

115 Rantanen, T. (2005) The Message is the Medium: An Interview with Manuel Castells, Global Media and

Communication, vol. 1, no. 2, pp. 142

116 Katz, E., Lazarsfeld, P. E., (1995) Personal Influence: The Part Played by People in the Flow of Mass

Communications, Glencoe, IL: The Free Press

117 Nyilasy, G. (2006) Word of Mouth: What We Really Know - And What We Don't, Connected Marketing:

The Viral, Buzz and Word of Mouth Revolution, Oxford: Butterworth

118 Feick, L.F., Price, L.L. (1987) The market maven: a diffuser of marketplace information, Journal of

Marketing, vol. 51, no. 1, pp. 8397

K

83

.119

. ,

.120

W- .,

(W).121

- 122

W

,

, .

, :

o : , ,

o : , . ,

,

o : , / ,

o : ,

o : , .

W :

; , ,

; (, )

.

,

:123

119 Stokes, D., Lomax, W. (2002) Taking control of word of mouth: marketing case of enterpreneural hotelier,

Journal of Small Business and Enterprise Development, vol. 9, pp. 349-357

120 Kim, Y. A., Srivastava, J. (2007) Impact of Social Influence in E-Commerce Decision Making, Proceedings of

the Ninth International Conference on Electronic Commerce, New York, USA

121 , . (2013)

, , , . 3, .

552-558

122 Hennig-Thurau, T., Gwinner, K. P., Walsh, G., Gremler, D. D. (2004) Electronic word-of-mouth via

consumer-opinion platforms: what motivates consumers to articulate themselves on the internet?, Journal of

Interactive Marketing, vol. 18, no. 1, pp. 3852

123 , ., , http://www.marketingodustadousta.com (19.08.2013.)

http://www.marketingodustadousta.com/

K

84

-

, -

.

-

.

-

.

,

. , -

,

.124

- .

, W ,

,

.

, .

W,

, .125

,

.126

. ,

,

W .

124 Cheung, C. M. K., Thadani, D. R. (2010) The Effectiveness of Electronic Word-of-Mouth Communication: A

Literature Analysis, 23rd Bled eConference eTrust: Implications for the Individual, Enterprises and Society,

Bled, Slovenia, June 20 23, 2010, pp. 329-345

125 Vollmer, C., Precourt, G. (2008) Always On: Advertising, Marketing, and Media in An Era of Consumer

Control, New York: McGraw-Hill

126 Interactive Advertising Bureau (2009), www.iab.net (18.07.2013.)

http://www.iab.net/

K

85

.127

,

, (opinion leaders),

.128

.

,

, ,

.129

,

W- .

130

W :

o

, ,

o .

W

.131

,

.

.

W- .

(customer long term

127 Flynn, L. R., Goldsmith, R. E., Eastman, J. K. (1996) Opinion leaders and opinion seekers: two new

measurement scales, Journal of the Academy of Marketing Science, vol. 24, no. 2, pp. 137147

128 Feick, L. F., Price, L. L., . ., 1987

129 Dellarocas, C. (2003) The digitization of word-of-mouth: promise and challenge of online feedback

mechanisms, Management Science, vol. 49, no. 10, pp. 14071424

130 Bughin, J., Doogan, J., Vetvik, O. J. (2012) A new way to measure word-of-mouth marketing, McKinsey

Quarterly, April 2010, http://www.mckinseyquarterly.com/A_new_way_to_measure_word-of-

mouth_marketing_2567 (03.04.2013.)

131 Dhar, R., Wertenbroch, K. (2000) Consumer choice between hedonic and utilitarian goods, Journal of

Marketing Research, vol. 37, no. 1, pp. 60-71

http://www.mckinseyquarterly.com/A_new_way_to_measure_word-of-mouth_marketing_2567http://www.mckinseyquarterly.com/A_new_way_to_measure_word-of-mouth_marketing_2567

K

86

value CLV

),132

W-.

W ,

, .

(),133

W

.

, (google analytics).

(traffic sources),

.

,

.

3.

/

.

,

. , ,

.

,

, , .

,

/.134

,

,

132 Hogan, J. E., Lemon, K. N., Libai, B. (2004) Quantifying the ripple: Word-of-mouth and advertising

effectiveness, Journal of Advertising Research, vol. 44, no. 3, pp. 271-280

133 WOMMA (2010) Online WOM drives brick n mortar ROI, http://www.womma.org/word/2010/01/21/online-

wom-drives-brick-n-mortar-roi (14.05.2013.)

134 , ., -, ., . ., 2012, . 135

http://www.womma.org/word/2010/01/21/online-wom-drives-brick-n-mortar-roihttp://www.womma.org/word/2010/01/21/online-wom-drives-brick-n-mortar-roi

K

87

.

, ,

:135

o ,

o ,

o .

136

(social

feedback cycle) .

,

.137

,

.

, Twitter-

53%

, 48%

.138

,

, , ()

. , 83%

.139

135 Waad, A., Gmez, .. (2011) Social Network in marketing (Social Media Marketing) Opportunities and

Risks, International Journal of Managing Public Sector Information and Communication Technologies

(IJMPICT), vol. 2, no. 1, September 2011, pp. 13-22, http://airccse.org/journal/mpict/papers/0911ijmpict02.pdf

(18.02.2013.)

136 Evans, D., . ., 2008

137 Social Business Plus.com (2010) The Power of Consumer Influence, Effect of Social Media on Business,

http://www.socialbusinessplus.com/effect-on-business.html (30.12.2011.)

138 Mackenzie, J. (2011) Hotel Online Reputation Research, Statistics and Quotes, Role of reviews and

reputation on buying process, http://www.reviewpro.com/reputation-research-statistics-2767 (02.12.2011.)

139 Channel Advisor (2010) Through the Eyes of the Consumer, 2010 Consumer Shopping Habits Survey,

http://go.channeladvisor.com/rs/channeladvisor/images/us-wp-consumer-survey-2010.pdf (27.11.2011.)

http://airccse.org/journal/mpict/papers/0911ijmpict02.pdfhttp://www.socialbusinessplus.com/effect-on-business.htmlhttp://www.reviewpro.com/reputation-research-statistics-2767http://go.channeladvisor.com/rs/channeladvisor/images/us-wp-consumer-survey-2010.pdf

K

88

140

- 21.

21: 141

, ,

. ,

,

, ,

.

, ,

, .

,

. ,

140 Gopalakrishnan Nair, .R., Kumarashvari, S. (2012) Transformation of Traditional Marketing

Communications in to Paradigms of Social Media Networking, Asia-Pacific Business Research Conference, 13th

-14th February 2012, Kuala Lumpur, Malaysia, http://arxiv.org/ftp/arxiv/papers/1206/1206.0425.pdf

(12.04.2013.)

141 ; , ., , ., , .,

, M SYM-OP-IS/BALCOR 2013, 7-12.

2013. ., , ,

, ,

http://arxiv.org/ftp/arxiv/papers/1206/1206.0425.pdf

K

89

.142

, 143

.

.

4.

,

. .

,

, .

,

.

.144

( )

, .

,

.

142 Hartline, J., Mirrokni, V.S., Sundararajan, M. (2008) Optimal Marketing Strategies over Social Networks,

Proceedings of the 17th International Conference on World Wide Web WWW '08, ACM New York, USA, pp.

189-198, http://www.wwwconference.org/www2008/papers/pdf/p189-hartline.pdf (27.05.2013.)

143 .

144 , ., (), ., -, . (2012)

?,

2012 -

, , 28. 29. 2012. .,

, . 274

http://www.wwwconference.org/www2008/papers/pdf/p189-hartline.pdf

K

90

, .145

,

, .

, ,

..

.

LinkedIn LinkedIn

.

. ,

. , LinkedIn

, ,

.

.

Facebook , ,

, .

,

. Facebook, ,

,

.

Twitter Twitter ?,

140 . ,

, . ,

Facebook-, Twitter

,

145 , ., , ., (), . (2012)

,

2012 -

, , 28. 29. 2012. .,

, . 138

K

91

. Twitter

.

,

, , .

.

.

,

() .

, .

. ,

,

. ,

.

.

,

. , ,

, ,

( )

( ).

LinkedIn-

LinkedIn (Search):

o (sales manager),

o (banking),

o (Serbia, Serbia & Montenegro, Yugoslavia).

174 . (sales manager).

K

92

LinkedIn-,

, 30 .

:

o ,

o ,

o ,

o ...

2.300

. , 3

, .

5.

(customer relationship management - CRM). CRM

. ,

.146

CRM ,

. , ,

, (

, , )

. CRM , (

), .147

CRM :

,

146 , ., , . (2011) , , . 66, . 6, . 1025-1032

147 Xu, Y., Yen, D., Lin, B., Chou, D. (2002) Adopting Customer Relationship Management Technology,

Industrial Management & Data Systems, vol. 102, no. 8, pp. 442-452

K

93

.

, .

,

.

, .

.148

CRM

- .149

CRM-

.

. CRM

, , ,

. ,

CRM-

CRM-

.

,

.150

148 , ., , ., , . (2009) ,

, , , . 75-81

149 Waad, A., Gmez, .., . ., 2011

150 Greenberg, P. (2009) Social CRM Strategies, Tools, and Techniques for Engaging your Customer, United

States Copyright Act of 1976, ISBN: 978-0-07-159045-7

K

94

6.

Facebook

, , ,

. 20 ,151

550.000 .152

.

.

, , " " (word of

mouth - WOM), , ,

, - .

,

.

.

.

,

. ,

.

,

.

,

,

.

, ,

.

.

.

151 https://newsroom.fb.com/news/ (05.03.2013.)

152 http://www.ub.edu/jtd/inaugural/sclater.pdf (05.03.2013.)

https://newsroom.fb.com/news/http://www.ub.edu/jtd/inaugural/sclater.pdf

K

95

2007. Friend-to-Friend

Facebook- ProductPulse

, ( 22).

22: ProductPulse Facebook-153

,

.

.

.

. ,

ProductPulse

. , . Mountain Hardware,

Northface Timbuk2 .

153 Dave, E., Social Media Marketing - An Hour a Day, Wiley Publishing Inc., Indianapolis, Indiana, 2008, pp.

76, http://www.socialdivamarketing.com/SocialMediaMarketingAnHourDay.pdf (02.06.2014.)

http://www.socialdivamarketing.com/SocialMediaMarketingAnHourDay.pdf

K

96

,

, I want it .

.154

, ,

f-commerce.155

Proctor&Gamble

Pampers,

, Amazon

( 23).

2010. , Pampers

, 9.000

.156

Pampers- ,

Proctor&Gamble .

, Zynga, Cityville,

Farmville, ZyngaPoker, Mafia Wars. 2011.

1,8 , 630 157

Facebook .

,

.

,

. ,

.

154 Evans, D. (2008) Social Media Marketing, An Hour a Day, Wiley Publishing, Inc., Indianapolis, Indiana, pp.

76

155 Marsden, P. (2010) F-commerce comes of age - P&G opens Facebook store selling 29 top brands,

http://digitalintelligencetoday.com/f-commerce-comes-of-age-pg-opens-facebook-store-selling-29-top-brands-

screenshots/ (05.03.2012.)

156 Patel, K. (2010) Will E-Commerce Help Facebook's Ad Sales? http://adage.com/article/digital/e-commerce-

facebook-s-ad-sales/142322/ (05.03.2012.)

157 Fontevecchia, A. (2011) Zynga Reveals Profit And Revenues As It Looks To Raise $500 Million,

http://www.forbes.com/sites/afontevecchia/2011/03/02/zynga-reveals-profit-and-revenues-as-it-looks-to-raise-

500-million/ (05.03.2012.)

http://digitalintelligencetoday.com/f-commerce-comes-of-age-pg-opens-facebook-store-selling-29-top-brands-screenshots/

Documents

УТИЦАЈ ДРУШТВЕНИХ МРЕЖА НА ПОСЛОВАЊЕ … Ivana... · iii Мегатренд универзитет, Београд Заједничке докторске