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How has social networking transformed brand management?


To which extend social media impacted the way organization must manage brands?


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Opened by Antoine Fournier, Head of ECM, Input and Output management, Zurich Insurance
Sep 30, 2012.



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Irine Matchavariani Mar 11, 2013

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Well, I do not think it is an easy question to answer.. I have been surfing the net to find an idea for my social media related paper... so i think this question can be a topic of my research... for example, if we make it more specific, how has social media transformed brand management in Georgian banking sector? just testing the idea ...

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Antoine Fournier 67 Antoine Fournier Head of ECM, Input and Output management, Zurich Insurance

Mar 11, 2013

Is your statement that there is no global answer to this question? that's probably correct.
If you know a particular sector and the way it dealt with social media (Georgian banking sector?), how brand management was transformed in this sector? What are the changes in customer perception?
Is there anything there that can help for other sectors?


Irine Matchavariani 02 Irine Matchavariani
Mar 11, 2013

in order to track changes one has to have some baseline data. in this particular case:

- what were the customer perception BEFORE the social media was introduced? or BEFORE they started using it? i guess here i can find some old MR report (if possible)

- what criteria need to be used to study/ measure brand management in social networks? likes, shares, comments, or all of them?

- finally and very importantly, is there any similar research carried out by someone else?

can u/anyone help with these questions?


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