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Different market, different practice?
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This book was written in order to research how companies usage of Social Media differ depending on which country they operate in. Little prior research had been done on whether companies in different countries use Social Media differently. This book was a first attempt to identify nuances in the field of country-specific characteristics in companies Social Media usage. 21 interviews with seven Social Media practitioners on the US, Japanese and German market were conducted. The findings showed that there are differences between how companies communicate, interact and measure Social Media. In conclusion, on the US market, companies that are successful in Social Media put emphasis on asking questions and listening to their consumers answers. On the Japanese market, companies that perform well drive interaction through sales promotion, and successful German companies tailor their communication to ultimately generate loyalty.
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