The  archetypes  of  the  weak  and  strong  in  facebook communication Cover Image

Архетипът за силните и слабите при комуникацията във фейсбук
The archetypes of the weak and strong in facebook communication

Author(s): Nikola Vangelov
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Софийски университет »Св. Климент Охридски«
Keywords: marketing communications; digital communications; social media

Summary/Abstract: The aim of the article is to study through an easy and visualized approach the weak-strong archetype in the communication of Facebook users and the opportunities of its application in the marketing communication of companies.The structure and tasks of the article are predetermined by its aim: definition and classification of various archetypes; characteristics of the weak-strong archetype; analyzing various methods of data analyses of Facebook users; opportunities that the weak-strong archetype offers companies to optimize their marketing communications in this media.The article gives examples how Facebook users communicate and what information they share amongst themselves and for themselves. Various opportunities are analyzed on how this archetype presents opportunities for innovation in communication. Through certain examples we would see how analyzing this archetype reveals users’ needs. The analysis aims at revealing the opportunities that this deeper user profiling gives companies on the one hand and users, on the other.

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