The use of social media by South African organisations
Journal of Advances in Management Research
ISSN: 0972-7981
Article publication date: 9 March 2018
Issue publication date: 10 May 2018
Abstract
Purpose
The purpose of this paper is to present how organisations in South Africa are using social media. The paper further explores the value of social media to South African organisations and if it is important for an organisation to have a social media presence.
Design/methodology/approach
The study used quantitative research methods to answer the main research question and sub-questions.
Findings
The data collected revealed that most organisations in South Africa are using social media for free advertising, CRM and marketing. The popular social media sites used by these organisations are Facebook and Twitter, with LinkedIn increasing in popularity. The data further revealed that social media is important in organisations for relationship building, contact keeping advertising, marketing, attracting customers, brand management and information gathering.
Research limitations/implications
The role of social media is changing, it was initially a marketing tool, but the findings revealed that majority of organisations are using social media for free advertising, CRM and marketing. Social media is an easy CRM tool that offers effective and efficient capabilities.
Practical implications
It is important to use integrate social media with the organisations processes to market and advertise new products, it is an instant and cost-saving way of communicating with customers, and helps in reaching and attracting new customers.
Social implications
Social media is important for keeping contact and building relationships with customers, advertising and marketing, way to attract customers, brand management tool and gathering information.
Originality/value
The study provides guidance to how organisation can use social media, identifying the value of using social media and highlighting the importance of social media in an organisation in the South African context.
Keywords
Citation
Dlamini, N.N. and Johnston, K. (2018), "The use of social media by South African organisations", Journal of Advances in Management Research, Vol. 15 No. 2, pp. 198-210. https://doi.org/10.1108/JAMR-05-2017-0063
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited