Uporaba družbenih omrežij LinkedIn in Facebook za medorganizacijsko komuniciranje – študija primera Danfoss Heating

Bricelj, Mojca (author), Škerlep, Andrej (mentor), Kline, Mihael (comentor)

Razvoj novih medijev in spleta 2.0 je spremenil način komuniciranja. Podjetja so tudi na medorganizacijskih trgih začela uporabljati družbena omrežja za komunikacijo s kupci. Spremenil se je nakupni proces, saj kupci sedaj iščejo informacije sami, največ preko spleta in si zato tudi na družbenih omrežjih želijo informativnih in relevantnih vsebin, s katerimi se nato vključujejo z všečki, komentarji, deljenji in kliki. Največje družbeno omrežje je Facebook, medtem ko je največje profesionalno družbeno omrežje LinkedIn. Cilj tega dela je bil ugotoviti, ali je družbeno omrežje LinkedIn res bolj uspešno od Facebooka za vključevanje sledilcev v medorganizacijskem komuniciranju. Na študiji primera Danfoss Heating smo najprej s kvalitativno analizo vsebine, nato pa s kvantitativno komparativno (primerjalno) analizo podatkov z orodjem Power BI dokazali, da vsebine informativne narave vključujejo večje število sledilcev. Prav tako so vsebine objavljene na LinkedInu bolj vključujoče. LinkedIn je zato bolj uspešno družbeno omrežje za komunikacijo na medorganizacijskih trgih, saj generira več všečkov, deljenj in klikov na objave in s tem omogoča podjetju enostavno širjenje informacij med sledilce.

• Language: Slovenian
• Keywords: novi mediji, medorganizacijsko komuniciranje, vključenost uporabnikov, LinkedIn, Facebook.
• Work type: Master's thesis/paper
• Organization: FDV - Faculty of Social Sciences
• Year: 2018
• PID: 20.500.12556/RUL-103589
• COBISS.SI-ID: 35823197
• Publication date in RUL: 20.09.2018

Secondary language

• Language: English
• Title: Usage of social media channels LinkedIn and Facebook in business-to-business communication – case study Danfoss Heating

Abstract

Development of new media and Web 2.0 changed the way we communicate.As a result social media has even been used by business-to-business (B2B) companies as a communication channel, facilitating changes in the purchasing and decision making process. Customers now search for information online, including social media, where they are looking for informative and relevant content to engage with by liking, commenting, sharing or clicking. The biggest social media network is Facebook, but the largest professional social media platform is LinkedIn. The aim of this thesis was to find out, whether LinkedIn is really more successful in engaging the users in B2B than Facebook. With a case study of Danfoss Heating we performed a qualitative analysis of content followed by a quantitative comparison analysis with the support of Power BI which showed that informative content is more engaging. We also found that content published on LinkedIn is far more engaging to users which makes LinkedIn the better social media to be used in B2B for user engagement, as it generates more likes, shares and clicks than Facebook. With this, companies can easily share relevant information among their followers.

• Keywords: new media, business-to-business communication, user engagement, LinkedIn, Facebook.