Vodafone Social Media Case Study

Abstract:

In the present digital age, social media channels are a commonplace and used by almost every business whether small or large. The purpose of this paper is to evaluate the effectiveness of social media channels like facebook, Twitter and Google Plus in marketing and building brands and driving sales of a business. The process of building brand image and adaptive structuration theory is studies to understand about brand building and marketing. A case study on Vodafone UK is presented, followed by an in-depth analysis of how Vodafone has successfully used social media to build its brand equity and customer base.

The results of the case study reveal the different strategies Vodafone UK uses to build and maintain relationships with

In 1988, Vodafone became a public limited company as Rascal Electronics sold its 20% stake to the public. In the early 1990s, Vodafone expanded beyond the United Kingdom. By 1990, Vodafone had over 500,000 subscribers. In October 1992, Vodafone officially launched its services. It was the 1st Portuguese business establishment to provide a dedicated Customer Care Service for 24 hours a day and 7 days a week (www.vodafone.com). In 1992 Vodafone was nominated Company of the Year at Business Enterprise Awards

In the words of Duncan and Moriarty (2007), the affiliation between the corporate system and the commercializing scheme is based upon the organisational constructions and policies. In case of a customer centric business firm like Virgin, the corporate and commercializing scheme is almost likewise because both are intended to achieve a basic destination. But then, in an employee centric business firm alike Vodafone both corporate and commercializing systems will disagree because the management to accomplish organizational excellence by agreement the employee demands. However, Ballantyne and Varey (2009) debated that corporate scheme and commercializing strategy come from the business firms and hence their proposal should also be parallel to one