Is there more to it than posting a status update?

More documents

Recommendations

Info

Men past 3 months Women past 3 months Everyone past 3 months Written content online (chat forums, blogs, social networking sites or elsewhere) 41 44 42 Written to chat forums 24 17 21 Uploaded self produced content to a site (doesn’t include chat forums, dating services, or online sales forums) 16 15 15 Commented on someone else’s blog 13 11 12 Signed an online petition 7 11 9 Discussed on open chat forums 10 5 7 Commented on a news on online newspaper or TV site 8 3 6 Hosted a blog 3 4 3 Table 6: Writing content online in Finland in 2010, percentage of 16-74-year olds. (Modified from Official Statistics of Finland (OSF) 2., 2010) Following different mediums and blogs, not to mention active participation in content creation, is rather age dependent, as Table 7 shows. The youngest audience (16–24-year olds) are most active ones in all of the different online actions. The social networking services are especially appealing to teenagers and young adults, as 85 percent of 16–24-year olds, and 76 percent of 25–34-year olds are registered as users in these services. Younger audiences feel that social media and its services are a natural part of their daily lives, almost fifth of them follow a service multiple times per day. In the older age groups the interest towards social networking services is limited. In all age groups women tend to utilize the social networking services more than men. (Official Statistics of Finland (OSF) 2., 2010). 69
Registered as a user in a social networking service Follows a social networking service at least weekly Follows a social networking service daily Follows a social networking service in realtime or multiple times per day Uses a social networking service to contact a family member or friend abroad 16-24v 83 76 67 23 49 25-34v 76 67 60 16 46 35-44v 44 35 25 7 23 45-54v 29 19 11 2 14 55-64v 15 9 5 1 6 65-74v 5 4 2 0 2 Student 81 78 67 21 49 Working 43 35 27 7 23 Retired 9 6 3 1 4 Helsinki area 58 48 38 11 38 Big cities Other city 45 40 30 10 26 like towns 40 35 28 8 21 Towns 30 25 19 5 14 Total 42 34 28 8 23 Men 40 34 26 6 22 Women 43 37 30 10 24 Table 7: Utilization of social networking services in Finland in 2010, percentage of population according to age. (Modified from Official Statistics of Finland (OSF) 2., 2010). 5.2 Social media utilization in Finnish art museums In this section the findings of the present research are presented. The findings are viewed through the dimensions of relationship marketing in social media, enumerated in chapter 3: Guidelines and Strategy for social media, Communication in social media, Social media applications, Concerns about social media, Benefits of social media, Measuring the social media success, and Willingness for social media utilization. The findings on the willingness 70
Page 1 and 2:
Is there more to it than posting a
Page 3 and 4:
Tiivistelmä Tämä tutkimus osalli
Page 5 and 6:
5 FINDINGS OF THE RESEARCH ........
Page 7 and 8:
1 INTRODUCTION “Winning and keepi
Page 9 and 10:
museums, are expected to outperform
Page 11 and 12:
1.1 Research questions and structur
Page 13 and 14:
& Levy (1969) defined it, it is jus
Page 15 and 16:
profit, and governmental. Each of t
Page 17 and 18:
and the consumer of a service are t
Page 19 and 20: 3 THEORY: RELATIONSHIP WITH THE CUS
Page 21 and 22: 3.2.1 A mindset for customer relati
Page 23 and 24: depends on the customer and industr
Page 25 and 26: to understand in service organizati
Page 27 and 28: fact that a service is created at t
Page 29 and 30: RM, however, is not a new phenomeno
Page 31 and 32: step to creating a relationship. Wi
Page 33 and 34: 25). When the clientele of an organ
Page 35 and 36: all problems, for example, also in
Page 37 and 38: Traditionally customers have seen t
Page 39 and 40: entire process of co-creation of va
Page 41 and 42: messages received by the customers
Page 43 and 44: confused with the technology behind
Page 45 and 46: engage with the organization in soc
Page 47 and 48: media in an organization, and thus
Page 49 and 50: 3.5.1 Social media applications Soc
Page 51 and 52: & Leighton 2011). Kozinets et al. (
Page 53 and 54: approximately 30 percent of the use
Page 55 and 56: developed for the function of filte
Page 57 and 58: important, what will it give to the
Page 59 and 60: 4 METHODOLOGY In order to find out
Page 61 and 62: interviews, instead of unstructured
Page 63 and 64: The methods used for data collectio
Page 65 and 66: with regard to the number of organi
Page 67 and 68: collections, the museums spent 2,8
Page 69: using the internet, but also they a
Page 73 and 74: does what, at least almost on case
Page 75 and 76: wise to consider the style of writi
Page 77 and 78: there is or how to behave, or what
Page 79 and 80: Even though a few museums seemed to
Page 81 and 82: …There, in the online world a mus
Page 83 and 84: sized museum had, not only customer
Page 85 and 86: We don’t know whether people from
Page 87 and 88: Yes, you could day the experience i
Page 89 and 90: inquired on whether different conte
Page 91 and 92: 6 DISCUSSION In this chapter the fi
Page 93 and 94: Another concern the museums pointed
Page 95 and 96: utilization, would be clear to them
Page 97 and 98: 7 CONCLUSIONS In this chapter a dis
Page 99 and 100: that even when people do arrive int
Page 101 and 102: large-scale interactions with exter
Page 103 and 104: 8 REFERENCES Alasuutari, P. Laadull
Page 105 and 106: Conway Tony & Debra Leighton. ”Co
Page 107 and 108: Grönroos Christian. ”Service Qua
Page 109 and 110: McDaniel Clay. ”3 Key Metrics To
Page 111 and 112: Passebois Juliette & Philippe Aurie
Page 113 and 114: Sorav Jain. ”40 Most Popular Soci
Page 115 and 116: APPENDIX 1: List of Finnish art mus
show all

Is there more to it than posting a status update?

Create successful ePaper yourself

Delete template?

Save as template?