KORIŠTENJE DRUŠTVENIH MREŽA ZA PROMOCIJU I INTERAKCIJU SA POTROŠAČIMA
USE OF SOCIAL NETWORKS FOR PROMOTION AND CLIENT INTERACTION

Summary/Abstract: Social networks are the phenomenon which transferred from everyday life onto business, and which became a powerful tool for the promotion and client interaction. Constant increase in usage makes them an interesting field of research, and the results can be very useful for the promotion improvement. This specially refers to those companies with a limited budget for the promotion. This paperwork aims to show the efficiency and the efficacy of social networks usage for small businesses, specially pointing out Facebook. The efficacy refers to the costs and efficiency refers to attracting potential future clients and communication with the existing ones. Besides all the advantages of social networks usage, there are some disadvantages, too. Interaction visibility to the general public, including all the comments that clients and followers post, can lead into an unpleasant communication. This paper is to analyse both advantages and disadvantages of social networks as a marketing tool for E-business. Theoretical assumptions will be tested on a specific example of a small business from a service industry.

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