Summary of Exegesis for creat8.com- effectiveness of social media engagement
Channel: m w
Date: 22/10/2011

Reporter: Mariel Wong [Transcript]

Title: Summary of Exegesis Subtitle: Research In Social Media Engagement

A web-based narrative project, this presentation summarises the findings and literature reviews used within the main exegesis. The following hypothesis was considered, "how effective is social media integrated within Australian-based Singaporean subsidiaries".

With two main case studies in mind, Optus and Tiger Airways Australia; several questions were considered. Firstly, the purpose of tweeting in terms of posting retweets and tweets. Secondly, the motivation behind the tweeting phenomenal and the creation of brand sentimentality. Thirdly, the use of electronic 'word of mouth' and its influence. At present, Australian businesses are allocating less than 5 percent of their marketing budget towards social media engagements. And lastly, the need for control and transparency when dealing with digital communication platforms.

Based on the insights provided by the literature review several findings were derived based on observations made on the postings found from the raw dataset; findings based on language usage and response time; and the number of neutral/ positive and negative keywords found throughout the various interactions between business-customer communications; as well as points brought up during the interview process.

The exegesis serves to provide several conclusions:

That there is a need to accurately capture inbound messages; quick response time of replies does not translate immediately into the efficiency of replies; and the use of formal language is restrictive but serves to maintain a professional face for the business itself.

Dependent largely on the phase in which the business is in; as seen in @Optus which has entered a matured engagement phase with its large subscriber base. In comparison, businesses that are in their infancy phase, as seen in @Tigerairwaysaus and its infrequent updating strategy might lack a continual communication link with customers that might simply tune out.