Samsung Inc.
Customer Empowerment:
Samsung strives to nurture its customers as brand advocates, particularly on Facebook and Twitter. It uses promotions to encourage customers to market their products beyond their own profiles. In a recent promotion, Facebook fans were required to market the Galaxy phone brand by unlocking hidden pixels about a certain image product in a contest on the Samsung official page, and then recommending the contest to their followers and friends. Those who correctly revealed the highest number of pixels, and referred the greatest number of people were rewarded with various brands including the Galaxy 11, the S4, and the S3. In another instance, Samsung staff identified Apple customers who had raised concern or complaints about their iPhones on Twitter, and sent them an unlocked, free Samsung S. To replace their Apple device (Moth, 2013). This marketing strategy helped the brand earn the loyalty of customers outside its fan base. Nonetheless, the company could improve its social media campaign by being as active in YouTube as it is on Facebook and Twitter - their content will most likely appeal to YouTube users given that most of is in video form.
2. Customer Satisfaction:
Samsung clearly communicates, through its corporate mission, that it values...
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