Ανάλυση κοινωνικών μέσων: η χρήση του Facebook και του Instagram στον επιχειρηματικό κλάδο των τροφίμων

Abstract

Nowadays social media have invaded the business world in every level. Almost every company uses them to reach new customers, to promote its brand and products and to accomplish various marketing objectives. In order to measure the effectiveness of the social media use, a company should identify specific metrics and analytics, as well as the marketing performance tools for the outcoming results. This paper aims to study and present which metrics (KPIs) a company can and should take into consideration in order to achieve its goals. In addition, social media platforms, in particular Facebook and Instagram have been thoroughly analyzed; furthermore their features, advantages, metrics, similarities and differences are presented. Based on the theoretical background regarding the literature review, a research has been conducted focusing on the use of Facebook and Instagram in the food industry. Specifically, 17 websites which offer online food delivery services in Greece and Cyprus were gathered and their Facebook and Instagram accounts have been monitored. Several KPIs and factors available to public usage have been noted and presented in three tables. Some important conclusions are presented, such as that that most of these brands can improve their presence on these platforms in many ways, for example by posting more videos, more creative and diverse content. The data gathered could be also used as a framework for future research as well as a guiding tool for marketing purposes.