Annotated Bibliography: Best Practices for Social Media Marketing

This annotated bibliography compiles and analyzes twelve sources related to social media best practices for businesses. The sources include scholarly articles and credible online resources, such as news articles, trade journals, and business websites. Each entry provides a concise summary of the source's content, highlighting its relevance to the topic, assessing its credibility, and evaluating the author's expertise. The bibliography covers a range of topics, including the evolving landscape of social media marketing, the impact of social media on business operations and profitability, the use of social media analytics tools, and strategies for building brand awareness and customer loyalty. The sources emphasize the importance of understanding social media platforms, adapting to changing marketing trends, and utilizing data-driven approaches to achieve marketing goals. The bibliography also addresses the challenges faced by small and emerging businesses in leveraging social media effectively and provides insights into the effective use of social media in various sectors, including tourism. Furthermore, this document provides a comprehensive overview of effective social media usage, organizational performance, and marketing technology, providing valuable insights for marketers and businesses seeking to optimize their social media strategies.

Running head: ANNOTATED BIBLIOGRAPHY
ANNOTATED BIBLIOGRAPHY

Reference 1: Sreenivasan, S. (2019). How to Use Social Media in Your Career. The New
York Times. (Online). Retrieved on 04th February 2019. Retrieved from
https://www.nytimes.com/guides/business/social-media-for-career-and-business
Discussion:
This article overviews that many of the smaller and emerging organisations do not know
how to implement social media marketing techniques. They are seldom aware what kind of
content is to be posted, at what time and at what frequency. Hence, this news article provides an
in depth overview regarding the curated marketing opportunities that lay in the hand of the
marketers of the company, given the strategic recommendations provided here. The credibility of
the source lies in the fact that for the social media strategies to be implemented properly, it is
necessary to understand which platforms works best under what circumstances. The author of
this article wonderfully explains under what circumstances the companies might need to apply
these strategies and he also explains what benefits the marketers might reap out of
implementation of these strategies.
Reference 2: Holmes, R. (2018). 2018's Biggest Social Media Trends for Business.
forbes.com, (Online). Retrieved on 04th February 2019. Retrieved from
https://www.forbes.com/sites/ryanholmes/2018/01/02/2018s-biggest-social-media-trends-
for-business/#18b935055623
Discussion:
In this article the author highlights how the nature of social media usage of the companies
are changing since 2018. On one hand the major changes related to strategic marketing via social
media have been highlighted. On the other hand the impacts that these strategies are going to

have on the operations and the profitability of the company have been discussed in detail. For
evidence the end of free reach over Facebook have been specified. Organic reach is being
gradually closed down by Facebook and in its place a new explore feed is being popularised by
the media platform. This is how the people surfing the general new feed would not be able to
access the commercial posts of the companies. On the contrary the second class streaming in
Facebook, as the article discussed would allow the content to reach the specific and targeted
audience much easily. The credibility of the article lies in the fact that unlike many other article
that discusses the importance of social media in business, this article by Holmes (2018),
highlights the impacts of the changing nature of the business marketing opportunities of the
social media and also discusses whether the companies are going to benefited out of these
changed parameters or not. However, this article also hints out for a scope of future study
regarding how the companies should adopt these new metrics to their commercial benefits.
Reference 3: Driver, S. (2018). Social Media for Business: A Marketer's Guide. Business
News Daily. (Online). Retrieved on 04th February 2019. Retrieved from
https://www.businessnewsdaily.com/7832-social-media-for-business.html
Discussion:
This article is actually a marketing for the marketing team of the small organisations and
further justifies why 70% of the SME in America are listed on the social media. The main motif
of this article is specifically highlighting how the social media posts made by the companies can
gather maximum public attention. In this connection, the usage and the benefits of the in depth
social media market analytics tools have been highlighted here. This article would not only help
the marketing agents to understand the basic benefits of adopting a social media marketing

strategy, but also analyse how they can track their growing brand fame as an impact of using
these strategies through successful application of social media marketing analytics tools (Driver,
2018). This is why, this article is a credible source in context to the provided topic of research.
Lastly, it requires mention here that the way in which the author has discussed the loopholes of
conducting marketing activities over various social media platforms justifies the credibility and
expertise of the author.
Reference 4: Bradbury, D. (2013). Effective social media analytics. The Guardian. (Online).
Retrieved on 04th February 2019. Retrieved from
https://www.theguardian.com/technology/2013/jun/10/effective-social-media-analytics
Discussion:
This article discusses the importance of social media marketing in the context that the
implementation of a market survey based on a focus group needs at least 3 to 4 months for the
data to be delivered. Hence, even after the market launch of a product, for three months the
company is not able to access the impact of the product on the public. In the meantime the
market value of the product might be dipped. Besides, Bradbury (2013) discusses in this article
that this is a cost incurring process also. On the contrary, the author discusses that the benefits of
using the social networks to bleed information is huge compared to pay marketing. The returns
are instantaneous and effective. The effectiveness of the article lies in assessing the importance
of social media marketing from this perspective. The author wonderfully contrasts the two
marketing procedures and discusses in depth how social media marketing benefits the marketers,
especially the small and emerging companies who have a low budget, a small marketing team
with less market domination.

Reference 5: Business.vic.gov.au, (2019). Use social media for business Build trust and
loyalty with customers, giving your business credibility. (Online). Retrieved on 04th February
2019. Retrieved from http://www.business.vic.gov.au/marketing-and-sales/eCommerce-
and-digital-technology/social-media-for-business/using-social-media-to-boost-business
Discussion:
This web page highlights the importance of social media over traditional paid media in
terms of marketing efficiency. Furthermore what is more unique is that in this web page, the
strategies to develop well framed relationships with the online customers, instantly, have been
idealised here. Lastly, in terms of evaluating the strategies that have been discussed here, the
opportunities to develop the brand awareness by the customers have been discussed here also.
This web page is a credible source of gaining information about live communication with the
audiences and instantly develop brand loyalty. The authors of this web article clearly showcases
that brand awareness is the most feasible advantage that can be gained through social media
marketing. There might not be direct impact on the sales, as the author identifies, but there is a
sustained impact on the brand fame that would boost sales in the future (Business.vic.gov.au,
2019).
Reference 6: Dogulindigital.com.au, (2019). How to use Social Media Networking Sites for
Businesses. Retrieved on 04th February 2019. Retrieved from
https://www.dogulindigital.com.au/social-media-networking-for-businesses/
Discussion:
This web blog is dedicated to those companies that specifically struggles in developing
new customer bases. The proficiency of this article lies in the analysing the barriers that the

small companies face in the context of finding new customers. Picking up each issue the article
highlights how the problems can be evaded (Dogulindigital.com.au, 2019). This is where the
proficiency and the credibility of the author lies.
Reference 7:Alves, Helena &Fernandes, Cristina &Raposo, Mario. (2016). Social Media
Marketing: A Literature Review and Implications: IMPLICATIONS OF SOCIAL MEDIA
MARKETING. Psychology & Marketing. 33. 1029-1038. 10.1002/mar.20936.
Discussion:
This research emphasises on carrying out content analysis and systemising articles based
on social media marketing in context to the web of the science database. Based on variations in
systemic review approach primary data survey have been conducted in this study. The studies
have been focused on the perspective of the company based on the usage of social media along
with their implementation, measurements of the results as well as optimization (Alves et al.
2016). This study based on reaching certain conclusions and the ways in which real world data
have been presented in the article shows the expertise of the author.
Reference 8: Omicsonline.org, (2019). Research Article Open Access Impact of Social
Media Applications on Small Business Entrepreneurs, Arabian Journal of Business and
Management Review. Retrieved on 04th February 2019. Retrieved from
https://www.omicsonline.org/open-access/impact-of-social-media-applications-on-small-
business-entrepreneurs-2223-5833-1000203.php?aid=71295
Discussion:

This paper investigates the impact of the social media applications the entrepreneurs of small
business companies. In fact the strategies that can be used for motivating the small businesses to
emphasize on social media marketing have also been highlighted here. Social media applications
currently have been the most efficient and effective tool for business entrepreneurs and normally
all micro and small business uses social media platform for the advertising and publicity of their
products and services, they make fan pages for the followers and they warmly welcome the
suggestions and opinions which help in improving their business. This is how the author credibly
explores entrepreneurship based on social media marketing and analytics.
Reference 9: Parveen, F., Jaafar, N. I., &Ainin, S. (2015). Social media usage and
organizational performance: Reflections of Malaysian social media managers. Telematics
and Informatics, 32(1), 67-78.
Discussion:
This Paper explores the usage of social media among organizations with the context of its
growing use. The article explores the backdrop of the usage of the social media and the ways
these platforms are exploited with respect to the industry. The article also states that the majority
of the review on usage of social media is based from an individual perspective and some from
the perspective of the organizations. This paper attempts to understand the usage of social media
and the impact of the medium in organizational performance. The article has been a qualitative
analysis and has reflected the views by interviewing six managers (Parveen, F., Jaafar, N. I.,
&Ainin, S. (2015). The paper attempts to evaluate the performance on the basis of the usage of
the medium with respect to the various features that are available in the medium including
advertising and promotion, information research and branding, analysis of customer behaviorand

on customer relationship. The results reveal that social media creates a major impact on the
performance of organizations with regards to enhancement of customer relations and customer
service activities, better accessibility of information and cost reduction in terms of marketing and
customer service. The impacts of effective social media usage in this article has been reviewed
and analysed in a qualititative manner with concrete results and therefore is an important read
while understanding the effective usage of social media

Reference 10: Jayaram, D., Manrai, A. K., &Manrai, L. A. (2015). Effective use of
marketing technology in Eastern Europe: Web analytics, social media, customer analytics,
digital campaigns and mobile applications. Journal of Economics, Finance and
Administrative Science, 20(39), 118-132.
Discussion:
The article tries to understand the effective usage of social media by reviewing several
attributes that explain the usage of social media. There are a lot of tech savvy customers in the
country who are frequent with social media. This is emphatically true for the young customers
who have majority of the purchasing parity in the country. Drawing the analogy from “Sled Dog
Team layouts”, this research work analyses the market characteristics in the context of privacy
laws, demographics, attitude towards technology, CSR and so on (Jayaram,Manrai&Manrai,
2015). The several marketing strategies that are included in this research are segmentation,
digital profiling, search engines marketing, websites appearance and campaign management,
complimented with content management, social media, mobile application, digital
collaborations, and analytics.
Reference 11: Hays, S., Page, S. J., &Buhalis, D. (2013). Social media as a destination
marketing tool: its use by national tourism organisations. Current issues in Tourism, 16(3),
211-239.
Discussion:
This article discusses how social media marketing is gaining relevance in the sector of
tourism industry also. Based on the social media marketing platforms, the destination marketing
organizational strategy have been formulated. The marketing budget of the companies are

comprehensively reduced, as Hays, Page and Buhalis, D. (2013), discusses, since the social
marketing tools are providing great access to the tourists of the 10 most visited markets and thus
enhancing the customer base largely. The credibility of this source lies in the fact that the
efficiency of the DMO as a tool for marketing and analytics have been effectively discussed
here. The author discusses how the social media usage among top DMOs is still largely
experimental and that strategies vary significantly and in this context, provides evidence to
formulate a proper marketing strategy based on this innovative tool. Hence, the expertise of the
author is established.
Reference 12: Allagui, I., &Breslow, H. (2016). Social media for public relations: Lessons
from four effective cases. Public Relations Review, 42(1), 20-30.
Discussion:
The remarkable approach in this study is in the employment of a collective case study
approach in analysis of the four PR campaigns. The social media base digital storytelling feature
have been commendably explained in the case of this research study and also analyses how the
tool can impact business generation process of the hospitality organizations. Allagui&Breslow
(2016), convey that although the marketing teams perceive social media in the terms of brand
awareness as well as reputation only, social media can also effectively employed in the PR
campaigns for generating conversation, continued brand sustenance as well as facilitating brand
positioning. The expertise of the author is justified in analyzing the impact of social media
content generation in context of any campaign event.

Reference 13: Manetti, G., &Bellucci, M. (2016). The use of social media for engaging
stakeholders in sustainability reporting. Accounting, Auditing & Accountability
Journal, 29(6), 985-1011.
Discussion:
This paper specifically highlights how interaction over Facebook, YouTube or
Twitter can be used as an effective stakeholder engagement mechanism. As Manetti and
Bellucci (2016), holds, these tools effectively upholds a mechanism for defining the contents
of social, environmental or sustainability reporting. Implementation of a detailed research
design and research methodology, this research draws up on the guidelines of the Global
reporting initiative where the content analysis is based on web pages of the social media
platforms that rely on scope of interactivity among organizations and the stakeholders. The
credibility of the author lies in describing how rather than assuming a deliberative approach
that is aimed at forging a democratic consensus on how to address specific corporate social
responsibility or SESR issues, these types of interaction focus on gathering divergent socio-
political views in an agonistic perspective.
Reference 14: Delerue, H., &Sicotte, H. (2017). Effective communication within project
teams: the role of social media. IAMDC-Wairco, February.
Discussion:
The importance of the social media for development designing and presentation of
projects are well known and their use has been growing within corporate organizations. The
article discusses about the role of social media in workplace and how they can benefit
communications within the organisation (Delerue & Sicotte, 2017). The paper evaluates the

impact of social media within the organisation and inspects the implementation of the usage of
social media for communications within the organization in a productive way. The paper reviews
1004 respondents within organisations across several sectors and finds that the uses of social
media among organizations vary differently with respect to the different organisations and
industries.
Reference 15: Järvinen, J., Tollinen, A., Karjaluoto, H., & Jayawardhena, C. (2012).
DIGITAL AND SOCIAL MEDIA MARKETING USAGE IN B2B INDUSTRIAL
SECTION. Marketing Management Journal, 22(2).
Discussion:
The paper reviews the usage of social media in business to business organisations and
evaluates the way the social media is being used to introduce new marketing and promotional
techniques overviews the measures that are required to understand the usage, their effectiveness
and their implementation in Business to Business organisations have been studied in this paper.
The paper has reviewed 145 firms from various fields of industries and has evaluated their
effective usage of the social media in organisational practices. The study finds out that the B2B
companies should evaluate more creative options to ensure more apt usage of the social media.
Apart from these, the study also finds that the firms lack proper resources, knowledge and
expertise to implement such practices and introduce the usage of the digital media.
Reference List
Allagui, I., &Breslow, H. (2016). Social media for public relations: Lessons from four effective
cases. Public Relations Review, 42(1), 20-30.

Delerue, H., &Sicotte, H. (2017). Effective communication within project teams: the role of
social media. IAMDC-Wairco, February.
Hays, S., Page, S. J., &Buhalis, D. (2013). Social media as a destination marketing tool: its use
by national tourism organisations. Current issues in Tourism, 16(3), 211-239.
Järvinen, J., Tollinen, A., Karjaluoto, H., &Jayawardhena, C. (2012). DIGITAL AND SOCIAL
MEDIA MARKETING USAGE IN B2B INDUSTRIAL SECTION. Marketing
Management Journal, 22(2).
Jayaram, D., Manrai, A. K., &Manrai, L. A. (2015). Effective use of marketing technology in
Eastern Europe: Web analytics, social media, customer analytics, digital campaigns and
mobile applications. Journal of Economics, Finance and Administrative Science, 20(39),
118-132.
Manetti, G., &Bellucci, M. (2016). The use of social media for engaging stakeholders in
sustainability reporting. Accounting, Auditing & Accountability Journal, 29(6), 985-1011.
Parveen, F., Jaafar, N. I., &Ainin, S. (2015). Social media usage and organizational performance:
Reflections of Malaysian social media managers. Telematics and Informatics, 32(1), 67-
78.
Reference 1: Sreenivasan, S. (2019). How to Use Social Media in Your Career. The New York
Times. (Online). Retrieved on 04th February 2019. Retrieved from
https://www.nytimes.com/guides/business/social-media-for-career-and-business
Reference 2: Holmes, R. (2018). 2018's Biggest Social Media Trends for Business. forbes.com,
(Online). Retrieved on 04th February 2019. Retrieved from

https://www.forbes.com/sites/ryanholmes/2018/01/02/2018s-biggest-social-media-trends-
for-business/#18b935055623
Reference 3: Driver, S. (2018). Social Media for Business: A Marketer's Guide. Business News
Daily. (Online). Retrieved on 04th February 2019. Retrieved from
https://www.businessnewsdaily.com/7832-social-media-for-business.html
Reference 4: Bradbury, D. (2013). Effective social media analytics. The Guardian. (Online).
Retrieved on 04th February 2019. Retrieved from
https://www.theguardian.com/technology/2013/jun/10/effective-social-media-analytics
Reference 5: Business.vic.gov.au, (2019). Use social media for business Build trust and loyalty
with customers, giving your business credibility. (Online). Retrieved on 04th February
2019. Retrieved from http://www.business.vic.gov.au/marketing-and-sales/eCommerce-
and-digital-technology/social-media-for-business/using-social-media-to-boost-business
Reference 6: Dogulindigital.com.au, (2019). How to use Social Media Networking Sites for
Businesses. Retrieved on 04th February 2019. Retrieved from
https://www.dogulindigital.com.au/social-media-networking-for-businesses/
Reference 7: Alves, Helena &Fernandes, Cristina &Raposo, Mario. (2016). Social Media
Marketing: A Literature Review and Implications: IMPLICATIONS OF SOCIAL
MEDIA MARKETING. Psychology & Marketing. 33. 1029-1038. 10.1002/mar.20936.
Reference 8: Omicsonline.org, (2019). Research Article Open Access Impact of Social Media
Applications on Small Business Entrepreneurs, Arabian Journal of Business and
Management Review. Retrieved on 04th February 2019. Retrieved from

https://www.omicsonline.org/open-access/impact-of-social-media-applications-on-small-
business-entrepreneurs-2223-5833-1000203.php?aid=71295