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ii
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:
, 2014.
iii
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,
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_________________________________
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
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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
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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
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12
7
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( 1), -
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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 .
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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
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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
, ,
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social network service ( social
network sites).22
, social network service,
, , ,
,
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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 , :
, , , ,
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http://socialmedia.wikispaces.com/A-Z+of+social+mediahttp://mashable.com/category/social-networking/
17
24
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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
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(Dogster) (Catster),
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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
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()
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, .
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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
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(
2).
2:
2006., Time 32
,
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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
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, ,
.
.
Web 1.0 Web 2.0 (
1).
22
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Web 1.0 Web 2.0
1993-2003 (2003-)
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browser
web
,
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/
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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
,
.
2005. , 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
.
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(15.5.2014.)
60 http://www.allin1social.com/facebook/country_stats/ (19.5.2014.)
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37
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39
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Feed%3A+Techcrunch+%28TechCrunch%29 (02.03.2013.)
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40
2: 62
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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
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. ,63
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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
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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 .
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Rolling Stone ) 170
24 Rolling Stone
, .
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43
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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
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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
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http://mashable.com/2010/12/05/facebook-pages-redesign/ (09.09.2013.)
http://mashable.com/2010/12/05/facebook-pages-redesign/
50
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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
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.79
8: Facebook Fan Page Coca-Col80
2013. 10
3.
(Facebook Ads)
.
,
.
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
,
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81 http://www.socialbakers.com/all-social-media-stats/facebook/country/serbia/ (20.08.2013.)
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53
9: Facebook-
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.
82 http://www.marketing-odjel.com/kontekstualno_oglasavanje (11.5.2014.)
http://www.marketing-odjel.com/kontekstualno_oglasavanje
54
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83 , ,
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84 http://mashable.com/category/facebook/ (05.11.2013.)
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55
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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,
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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-
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58
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11:
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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
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.
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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
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63
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67
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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
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95 http://www.linkedin.com/company/dell?trk=top_nav_home (11.08.2013.)
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70
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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
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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
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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
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105 Morris, R. (2010) Social media and your business, Business & Finance, Ireland, pp. 58-59
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114 .
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2. (WOM )
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115 Rantanen, T. (2005) The Message is the Medium: An Interview with Manuel Castells, Global Media and
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119 Stokes, D., Lomax, W. (2002) Taking control of word of mouth: marketing case of enterpreneural hotelier,
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127 Flynn, L. R., Goldsmith, R. E., Eastman, J. K. (1996) Opinion leaders and opinion seekers: two new
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132 Hogan, J. E., Lemon, K. N., Libai, B. (2004) Quantifying the ripple: Word-of-mouth and advertising
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135 Waad, A., Gmez, .. (2011) Social Network in marketing (Social Media Marketing) Opportunities and
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141 ; , ., , ., , .,
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147 Xu, Y., Yen, D., Lin, B., Chou, D. (2002) Adopting Customer Relationship Management Technology,
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149 Waad, A., Gmez, .., . ., 2011
150 Greenberg, P. (2009) Social CRM Strategies, Tools, and Techniques for Engaging your Customer, United
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151 https://newsroom.fb.com/news/ (05.03.2013.)
152 http://www.ub.edu/jtd/inaugural/sclater.pdf (05.03.2013.)
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153 Dave, E., Social Media Marketing - An Hour a Day, Wiley Publishing Inc., Indianapolis, Indiana, 2008, pp.
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154 Evans, D. (2008) Social Media Marketing, An Hour a Day, Wiley Publishing, Inc., Indianapolis, Indiana, pp.
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155 Marsden, P. (2010) F-commerce comes of age - P&G opens Facebook store selling 29 top brands,
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156 Patel, K. (2010) Will E-Commerce Help Facebook's Ad Sales? http://adage.com/article/digital/e-commerce-
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157 Fontevecchia, A. (2011) Zynga Reveals Profit And Revenues As It Looks To Raise $500 Million,
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