Social Media, Greek Enterprises and the Financial Crisis – some new relations? Dimitris Gouscos Assistant Professor, Faculty of Communication and Media Studies, University of Athens email [email protected] Eleni Giannari Postgraduate Student, Faculty of Communication and Media Studies, University of Athens email [email protected]
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Social Media, Greek Enterprises and the Financial Crisis – some new relations?
Dimitris GouscosAssistant Professor, Faculty
of Communication and Media Studies, University of
Athensemail
Eleni GiannariPostgraduate Student,
Faculty of Communication and Media Studies,
University of Athens email
User-Centered WebUser FriendlyOpen to Everybody
SocialMedia
Social Media Marketing
EngagementConversation
Dialogue
Social Media Marketing in Greece
• Social Media Use by People
• Social Media Use by Enterprises
WHO?HOW?WHY?
Studies conducted by Institute of Communication and Advocate Burson-Marsteller
55%Rise in Social Media Use
57%
50%
36%
86%
78%
65%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Read Blogs Visit a friend's profile on a social media site
Update their profile on a social media site
Activities Greeks perform on the Internet (at least once a month) 2010
2008
72% of Greeks have a profile on Facebook
82% of them use it EVERYDAY
99% at least once a WEEK
Creators
Active
Spectators
Non-active
2010
Creators
Active
Spectators
Non-Active
73% Active Users
15% Creators
“Information on social networking sites makes me try new things”
48%
What Are Greek Enterprises Doing?
Social Media
Greek Enterprises
Have Some Kind of Online Presence on Social Media WebsitesOnly 27%
37% Do NOT Have a Specific Social Media Policy
57%
52%
48%
47%
0% 10% 20% 30% 40% 50% 60%
Online Activation of Customers
Information Exchange
Public Relations
Branding
Why Are They Using Social Media?
Greek Enterprises are NOT Engaging Consumers
They Are Not Listening to Consumers
Citizens/Consumers experience an atmosphere of growing terror
Citizens/Consumers lose faith in governmental procedures
Financial Crisis Consequences
InsecurityInstability
Developing social responsibility is vital for enterprises
43% more consumers in Greece (in
2011) are rewarding corporate social responsibility since it first started being measured it 2004
Enterprises must gain back TRUST
• clear social and environmental purposes• contribution towards workers• interest in local and wider communities
Enterprises and Social Responsibility
investment and opportunity to
redefine the relationships between enterprises and society
Social Entrepreneurship
• the dichotomy between society and the market, private and public is no longer clear
• social responsibility results from social partnership which is inherent in the core and beginning of each attempt
Society should deem development an entrepreneurial partner in its operation, and development in turn will not be able to move forward if not affiliated with society and its needs
Transparency
Dialogue
Social Responsibility
Corporal Partnership
Interaction
Digital Ecosystem
Citizens/Consumers Enterprises/Organizations
Social Media / Digital Ecosystem
Transparency
Innovation
Public Space
Ethics
Thank you for your attention!
• Eleni Giannari
• Postgraduate Student, Faculty of Communication and Media Studies, University of Athens
• email [email protected]
• Dimitris Gouscos
• Assistant Professor, Faculty of Communication and Media Studies, University of Athens
• email [email protected]
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