Customizing Social Media Marketing

Are your company’s products primarily useful — or fun? Recent research suggests that the answer to that question should guide your approach to social media marketing campaigns.

Christian Schulze, Lisa Schöler and Bernd Skiera

WINTER 2015

As the number of social media users continues to climb, many companies are looking beyond simply establishing a social presence — and are seeking to “get social media marketing right.” The prospect of free, yet effective viral marketing recommendations from consumer to consumer is very appealing — but often elusive.

Through an analysis of the success of 751 social media marketing campaigns involving Facebook apps, we investigated the social sharing mechanisms that encourage ...