The Impact of Social Media on the Presence of ICNet International, Inc. in the Global Healthcare Industry
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Authors
Chungu, Idah
Issue Date
2013
Type
Thesis
Language
en_US
Keywords
Alternative Title
Abstract
Today, everyone is affected by social media openly or subtly. Businesses and consumers
are surrounded with all forms of social media platforms. Yet, many question the value of social
media for business marketing strategies ·especially for small companies such as ICNet
International, Inc. Trends and research have shown that social media can be beneficial for any
kind of business entity, provided it is utilized in the most befitting way. In answering the
question, "What is the impact of social media on the presence of ICNet International in the
global healthcare industry?" the literature review examines the broad context of social media by
considering findings of various studies. This is achieved by first exploring expert definitions of
what social media entails followed by types of social media and their basic purposes. Next,
benefits and drawbacks of social media usage are discussed from a point of view of companies
and consumers. A case study· on Newspapers' social media adoption will highlight the practical
impact of social media due to Newspapers' similarity to ICNet of products that enhance human
capital: current affairs and patient safety and infection control knowledge, respectively.
In the analytical section, marketing and economic policies such as the SWOTT analysis,
the marketing mix, and measurement methods outline the expected outcomes of social media
usage for ICNet. The case study findings and six months implementation period of Twitter will
facilitate a conclusion in either proving or rejecting the hypothesis that the active use of social
media increases awareness of ICNet and as a result has led to an increase in traffic to the ICNet
website and other online sites. I believe this increase will transform into more communication
between ICNet and its customers on a global scale. In the long-run and coupled with other
advertising campaigns, this will directly or indirectly positively impact sales and the global
market share ofiCNet International, Inc.
Description
v, 74 p.
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