Social Media Marketing Strategies and Organisational Efficiency

Abstract

The study examined the effect of social media marketing strategies on organisational efficiency. The study reviewed relevant literature and empirically analyzed the data collected for the study by using statistical tools. Data were collected from a random sample of Nigeria industrial marketing companies in Port Harcourt drawn from a Nigeria contact information database. A total of 495 completed copies of questionnaire were received, all representing different companies. The study revealed that two most important objectives of social media marketing are: creating awareness and enhancing brand image. The study revealed that industrial marketing organisations strategically deploy Twitter, Blog and Facebook to implement their social media marketing strategies. Marketers are increasingly held accountable for their actions, yet most marketers struggle in their attempts to optimize marketing performance. The study found that all the three independent variables (Facebook, Twitter and blog) were significant predictors of organisational efficiency. The study therefore, recommends that industrial marketing companies should invest in acquiring human resources with the capability to utilize social media marketing tools.

Keywords: Social Media Marketing Strategies, Business-to-Business Marketing(B2B), Social Media Marketing, Digitization, Organisational Efficiency, Marketing Performance