RESPONSIBLE ENTREPRENEURSHIP VISION DEVELOPMENT AND ETHICS

44 RESPONSIBLE ENTREPRENEURSHIP
is for this is Facebook Insights. It monitors how many people view particular social media
posts, the number of clicks each the posts receive, and how many times people are sharing
the posts with others. The insights also give a breakdown of the different demographics of
the page’s Facebook network. (Rowles, 2015) Other popular tools include LinkedIn Insights,
YouTube Analytics, Hootsuite etc. Proper campaign tracking will give the company reports
about its most valuable networks, how much social media contributes to the overall visits of
the website, information about landing pages which will allow the company to invest more
in valuable networks, improve the weaker ones and make sure that their business costs in
terms of both time and money is reduced (Linnell, 2011).
User acceptance level of DSMM practices
Regardless of whether DSMM practices are widely being incorporated by corporations,
it is of core importance to identify the exact situation in relation to entrepreneurs. To this end,
research shows that there is no difference between the adoption of digital social media marketing
by startups compared to large corporations. Social media is omnipresent in the business
world today. Entrepreneurs that want to start a business must take into consideration social
media marketing strategies in order to reach customers. Moreover, digital social media marketing
can be adopted within an organization with low cost. Social media networks are present
everywhere and available for customers to access it from any countries (Qualman, 2010).
All the sectors of an organization can be involved in social media. As a result, either startups
or large corporations can take advantage of this tool. Large corporations are already settled
in the market place, but in order to extend and boost the company’ values, social media marketing
is crucial. Applications from the social media networks can be very useful in order to
achieve new goals and boost the organizations’ performance (Tuten & Solomon, 2014). Technology
is advancing and even though large corporations have already adopted marketing strategies
in order to grow their business environment, managers still need to adopt the new trends
in order to keep the existent customers and reach new target group in order to make more
profits. On the other hand, startups will benefit from digital social media marketing because
it is the best strategy to enter a new marketplace and be successful in the business world.
Social media networks can be used in order to boost the brand image of a company and reach
as many people as possible globally. Small firms comparing to big corporations do not have
the budget to make traditional marketing campaign internationally. However, social media
marketing is a perfect strategy for those firms that want to obtain a brand growth (Siakas et
al., 2014).
Still, there is a strong reluctance especially among start-ups from lower income regions
in terms of utilizing DSMM practices and this reluctance resides in the absence of proper
DSMM skills and know-how. Especially in the EU, there is a general DSMM skill paucity
which hinders startups and existing enterprises to properly utilize DSMM as a core approach
to boost their business’ competitive advantage. To this end, in order to combat such skills
and to equip current enterprises and future startups with enhanced DSMM abilities, the EU
Funded JEMSS project (Joint European Masters in Digital Social Media Marketing) which
provides the basis for this paper – developed (considering this context) a MOOC and a Book
on DSMM related strategies based on true co-creation with existing industries (JEMSS, 2016).
In this context, the purpose of this paper is, as it has been stated, is to focus on the require-