TAILIEUCHUNG - Facebook Usage: Factors and Analysis

Social media marketing is a recent addition to organizations’ integrated marketing communications plans. Integrated marketing communications is a principle organizations follow to connect with their targeted markets. Integrated marketing communications coordinates the elements of the promotional mix;advertising, personal selling, public relations, publicity, direct marketing, and sales promotion. [1] In the traditional marketing communications model, the content, frequency, timing, and medium of communications by the organization is in collaboration with an external agent, . advertising agencies, marketing research firms, and public relations firms. [2] However, the growth of social media has impacted the way organizations communicate. With the emergence of Web. | A s Arab Social M R Media Report 4__ - II Sjl J_1J 1 1 DUBAI SCHOOL OF GOVERNMENT Vol. 1 No. 1 The Arab Social Media Report ASMR produced by the Dubai School of Government s Governance and Innovation Program is the first in a quarterly series that will highlight and analyze usage trends of online social networking across the Arab region. In its inaugural edition the report analyzes data on Facebook users in all 22 Arab countries in addition to Iran and Israel. This is part of a larger research initiative focusing on social engagement through ICT for better policy in Arab states which explores the use of social networking services in governance entrepreneurship promotion and social inclusion. The initiative also studies the potential of Web applications for increasing collaboration knowledge sharing and innovation both between and among government entities citizens and the private sector. Toward this end the Arab Social Media Report will aim to inform a better understanding of the impact of social media on development and growth in the Arab region by exploring the following What are the penetration trends of social networking services in the Arab region What is the growth rate and what is the demographic and gender breakdown What factors affect the adoption of these platforms in different Arab countries . income youth population digital access Internet freedom etc. What is the impact of these phenomena on citizen engagement and social inclusion What is the impact of the new social networking dynamics on innovation and entrepreneurship This report along with updated information charts and links to social networking ASMR group pages are available at . For questions or media enquiries please direct emails to the authors at socialmedia@ January 2011 Facebook Usage Factors and Analysis 1. Introduction The rapid rise of social media driven by the past decade s Internet boom1 has brought with it promises of more participatory .

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