Social media and corporate brands : a study of how the top 10 corporate brands in South Africa utilise social media content to strengthen their brand
Thesis (MBA)--Stellenbosch University, 2014.
Social media has become one of the marketing tools corporate organisations cannot ignore anymore. Organisations are forced to adjust, and in certain cases replace, traditional marketing methods. The reason why this study was undertaken was to determine the type of content successful corporate brands use on social media platforms to attract new customers and retain their existing brand communities. The South African top ten most valuable brands of 2013, identified by Brand Finance, was the focus of the study and their social media activity was monitored over a pre-determined period on Facebook, Twitter and Youtube. The analysis results indicated that the majority of brands use promotional content to strengthen their brand, followed by competitions and informative and educational content. Interesting findings included that each brand, within a specific industry, followed a specific online strategy. Among other brands, four banks were analysed namely Standard Bank, Absa, Nedbank and FNB. It was clear that Standard Bank and FNB focused on promoting their products and services. The focus of Absa’s strategy was helping customers to save money effectively. Nedbank placed major emphasis on the community and corporate social responsibility.