{"id":{"repo_id":"mit","oai_identifier":"oai:dspace.mit.edu:1721.1/98997"},"canonical_url":"https://search.dev.ndltd.org/etd/mit/oai:dspace.mit.edu:1721.1/98997","repository":{"repo_id":"mit","name":"MIT","base_url":"https://dspace.mit.edu/oai/request"},"display":{"title":"Social media marketing : opportunities and challenges","abstract":"Over the last few years, we have seen a rapid growth in social media space that is largely due to the fast growing number of internet users and network platforms all over the world. As more and more people start using the internet, they in time start connecting with one another via various social media platforms some of the largest being Facebook, Twitter, and LinkedIn. Social media provide potential opportunities for the marketers to connect with a large audience in real time. Here, customers and companies can communicate with each other with no time lag and without any third party intervention. Consequently, these companies can benefit from much deeper customer interactions, relationships and insights. However to benefit from social media the marketers need to overcome several challenges. In my present research, I have tried to address some of the key issues that surround businesses and marketers today while dealing with social media marketing. For example: How to build an effective social media strategy? What are some of the frameworks and tools that can be utilized in the process? How to measure ROI on social media? Keywords: social media, social media marketing, marketers, the internet, platforms, social networks, Facebook, Twitter, Linkedln, YouTube, Google.","abstract_html":"Over the last few years, we have seen a rapid growth in social media space that is largely due to the fast growing number of internet users and network platforms all over the world. As more and more people start using the internet, they in time start connecting with one another via various social media platforms some of the largest being Facebook, Twitter, and LinkedIn. Social media provide potential opportunities for the marketers to connect with a large audience in real time. Here, customers and companies can communicate with each other with no time lag and without any third party intervention. Consequently, these companies can benefit from much deeper customer interactions, relationships and insights. However to benefit from social media the marketers need to overcome several challenges. In my present research, I have tried to address some of the key issues that surround businesses and marketers today while dealing with social media marketing. For example: How to build an effective social media strategy? What are some of the frameworks and tools that can be utilized in the process? How to measure ROI on social media? Keywords: social media, social media marketing, marketers, the internet, platforms, social networks, Facebook, Twitter, Linkedln, YouTube, Google.","abstract_has_math":false,"creators":["Paliwal, Gunjan"],"institution":"Massachusetts Institute of Technology","degree_name":null,"degree_level":null,"degree_discipline":null,"degree_department":"Sloan School of Management.","school":null,"contributors":[],"advisors":["Juanjuan Zhang."],"committee_chairs":[],"committee_members":[],"year":2015,"date_issued":"2015","date_published":"2015","updated_at":"2026-07-22T22:20:59Z","subjects":["Sloan School of Management."],"languages":["eng"],"rights":["M.I.T. theses are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission. See provided URL for inquiries about permission."],"rights_urls":["http://dspace.mit.edu/handle/1721.1/7582"],"identifier_entries":[]},"links":{"outbound_url":"http://hdl.handle.net/1721.1/98997","outbound_label":"Handle","outbound_source":"dc:identifier.uri"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor.advisor","label":"Advisor","values":["Juanjuan Zhang."]},{"key":"dc:contributor.department","label":"Department","values":["Sloan School of Management."]},{"key":"dc:contributor.other","label":"Dc Contributor Other","values":["Sloan School of Management."]},{"key":"dc:creator","label":"Author","values":["Paliwal, Gunjan"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date.accessioned","label":"Dc Date Accessioned","values":["2015-09-29T18:57:28Z"]},{"key":"dc:date.available","label":"Dc Date Available","values":["2015-09-29T18:57:28Z"]},{"key":"dc:date.issued","label":"Date","values":["2015"]},{"key":"dc:publisher","label":"Institution","values":["Massachusetts Institute of Technology"]},{"key":"dc:type","label":"Dc Type","values":["Thesis"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["Sloan School of Management."]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:language.iso","label":"Language (ISO)","values":["eng"]},{"key":"dc:rights","label":"Dc Rights","values":["M.I.T. theses are protected by copyright. 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Vita.","Includes bibliographical references (pages 72-78)."]},{"key":"dc:description.abstract","label":"Abstract","values":["Over the last few years, we have seen a rapid growth in social media space that is largely due to the fast growing number of internet users and network platforms all over the world. As more and more people start using the internet, they in time start connecting with one another via various social media platforms some of the largest being Facebook, Twitter, and LinkedIn. Social media provide potential opportunities for the marketers to connect with a large audience in real time. Here, customers and companies can communicate with each other with no time lag and without any third party intervention. Consequently, these companies can benefit from much deeper customer interactions, relationships and insights. However to benefit from social media the marketers need to overcome several challenges. In my present research, I have tried to address some of the key issues that surround businesses and marketers today while dealing with social media marketing. For example: How to build an effective social media strategy? What are some of the frameworks and tools that can be utilized in the process? How to measure ROI on social media? Keywords: social media, social media marketing, marketers, the internet, platforms, social networks, Facebook, Twitter, Linkedln, YouTube, Google."]},{"key":"dc:description.degree","label":"Dc Description Degree","values":["S.M. in Management Research"]},{"key":"dc:title","label":"Title","values":["Social media marketing : opportunities and challenges"]}]}],"canonical_facts":{"dc:contributor.advisor":["Juanjuan Zhang."],"dc:contributor.department":["Sloan School of Management."],"dc:contributor.other":["Sloan School of Management."],"dc:creator":["Paliwal, Gunjan"],"dc:date.accessioned":["2015-09-29T18:57:28Z"],"dc:date.available":["2015-09-29T18:57:28Z"],"dc:date.issued":["2015"],"dc:description":["Thesis: S.M. in Management Research, Massachusetts Institute of Technology, Sloan School of Management, 2015.","Cataloged from PDF version of thesis. Vita.","Includes bibliographical references (pages 72-78)."],"dc:description.abstract":["Over the last few years, we have seen a rapid growth in social media space that is largely due to the fast growing number of internet users and network platforms all over the world. As more and more people start using the internet, they in time start connecting with one another via various social media platforms some of the largest being Facebook, Twitter, and LinkedIn. Social media provide potential opportunities for the marketers to connect with a large audience in real time. Here, customers and companies can communicate with each other with no time lag and without any third party intervention. Consequently, these companies can benefit from much deeper customer interactions, relationships and insights. However to benefit from social media the marketers need to overcome several challenges. In my present research, I have tried to address some of the key issues that surround businesses and marketers today while dealing with social media marketing. For example: How to build an effective social media strategy? What are some of the frameworks and tools that can be utilized in the process? How to measure ROI on social media? Keywords: social media, social media marketing, marketers, the internet, platforms, social networks, Facebook, Twitter, Linkedln, YouTube, Google."],"dc:description.degree":["S.M. in Management Research"],"dc:identifier.uri":["http://hdl.handle.net/1721.1/98997"],"dc:language.iso":["eng"],"dc:publisher":["Massachusetts Institute of Technology"],"dc:rights":["M.I.T. theses are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission. See provided URL for inquiries about permission."],"dc:rights.uri":["http://dspace.mit.edu/handle/1721.1/7582"],"dc:subject":["Sloan School of Management."],"dc:title":["Social media marketing : opportunities and challenges"],"dc:type":["Thesis"]},"updated_at":"2026-07-22T22:20:59Z"}