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2022 | OriginalPaper | Chapter

9. Cases and Analyses of Companies Leveraging Social Media

Authors : Francisco J. Martínez-López, Yangchun Li, Susan M. Young

Published in: Social Media Monetization

Publisher: Springer International Publishing

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Abstract

This chapter aims to present the newest practices in social media marketing. We provide details of these practices and explain why the analyzed companies are considered winners in the era of social media. Nine cases of companies leveraging social media are introduced. This chapter focuses on how these companies use social media; therefore, their corporate strategy and business policy (matters of secondary interest for our purposes) are only concisely mentioned. We have included traditional retail brands such as Nike and Estée Lauder as well as online retailers such as Amazon and Pinduoduo. These companies have been chosen due to the success of their social media strategies.

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previous chapter Optimizing the Use of Four Major Social Media Platforms

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Title: Cases and Analyses of Companies Leveraging Social Media
Authors: Francisco J. Martínez-López
Yangchun Li
Susan M. Young
Publisher: Springer International Publishing
Book: Social Media Monetization
Print ISBN: 978-3-031-14574-2

Electronic ISBN: 978-3-031-14575-9

Copyright Year: 2022
DOI: https://doi.org/10.1007/978-3-031-14575-9_9