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Go Pro: Using Social Media For Marketing

638 words - 3 pages

The term ‘social media’ as defined by Kaplan and Haenlein (2009: 61) is “a group of Internet based applications that allow the creation and exchange of user generated content” through networks such as Facebook, Twitter, Instagram and YouTube. Currently, a strong social media campaign is integral to the success of a business and is a vital marketing platform to ensure customer acquisition. GoPro has successfully grasped and understood the concept of the two way interaction between customers and a business through social media sites, therefore creating a brand community. With 780,000 Twitter followers, 6,800,000 Facebook likes and 1.28 million Instagram followers, GoPro seems to have successfully mastered the concept of internet marketing. With more than half of the world's population registered with different social media platforms, the chances of acquiring customers are very high. It can be argued that social media marketing is now essential because of its ability to reach targeted audiences quickly and generate more sales in an easier and more cost effective way. According to Forbes (2012), “94% of corporates are using social media and 85% said that it has given their business more exposure”. This clearly shows the growing importance of social media marketing among businesses. “Crowdsourcing is an online, distributed problem-solving and production model” http://con.sagepub.com/content/14/1/75.short , and is effectively used by GoPro as a means of obtaining new content, ideas and examples of the work their cameras can produce. It also allows GoPro to listen to and develop customer insight.

GoPro‘s main advertising is through self documented authentic experience captured by their current customers and posted on their content communities such as their YouTube channels. On YouTube it currently has 4 channels, 1,553 videos, 377,262,968 views and 1,547,934 subscribers. Essentially the customers market GoPro’s products for them, for example Facebook is currently the...

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