Facilitating Brand Promotion Through Online Social Media: A Business Case Study

Online social networks promote faster propagation of new ideas and thoughts. The percolation of social media into our daily life has influenced the way in which consumers interact and behave across the world. Social media tools are emerging as powerful alternatives to the traditional media. With more than two thirds of the internet population connected through online networking sites such as Facebook, Twitter and MySpace, the potential offered by this medium is tremendous. This chapter is an attempt to analyse the case studies of three brand promotion activities through Facebook and to model the mechanics of successful diffusion in comparison with traditional channels.