Social Media, Greek Enterprises and the Financial Crisis – some new relations?

Dimitris GouscosAssistant Professor, Faculty

of Communication and Media Studies, University of

Athensemail

gouscos@media.uoa.gr

Eleni GiannariPostgraduate Student,

Faculty of Communication and Media Studies,

University of Athens email

eleni_gia11@hotmail.com

User-Centered WebUser FriendlyOpen to Everybody

SocialMedia

Social Media Marketing

EngagementConversation

Dialogue

Social Media Marketing in Greece

• Social Media Use by People

• Social Media Use by Enterprises

WHO?HOW?WHY?

Studies conducted by Institute of Communication and Advocate Burson-Marsteller

55%Rise in Social Media Use

57%

50%

36%

86%

78%

65%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Read Blogs Visit a friend's profile on a social media site

Update their profile on a social media site

Activities Greeks perform on the Internet (at least once a month) 2010

2008

72% of Greeks have a profile on Facebook

82% of them use it EVERYDAY

99% at least once a WEEK

Creators

Active

Spectators

Non-active

2010

Creators

Active

Spectators

Non-Active

73% Active Users

15% Creators

“Information on social networking sites makes me try new things”

48%

What Are Greek Enterprises Doing?

Social Media

Greek Enterprises

Have Some Kind of Online Presence on Social Media WebsitesOnly 27%

37% Do NOT Have a Specific Social Media Policy

57%

52%

48%

47%

0% 10% 20% 30% 40% 50% 60%

Online Activation of Customers

Information Exchange

Public Relations

Branding

Why Are They Using Social Media?

Greek Enterprises are NOT Engaging Consumers

They Are Not Listening to Consumers

Citizens/Consumers experience an atmosphere of growing terror

Citizens/Consumers lose faith in governmental procedures

Financial Crisis Consequences

InsecurityInstability

Developing social responsibility is vital for enterprises

43% more consumers in Greece (in

2011) are rewarding corporate social responsibility since it first started being measured it 2004

Enterprises must gain back TRUST

• clear social and environmental purposes• contribution towards workers• interest in local and wider communities

Enterprises and Social Responsibility

investment and opportunity to

redefine the relationships between enterprises and society

Social Entrepreneurship

• the dichotomy between society and the market, private and public is no longer clear

• social responsibility results from social partnership which is inherent in the core and beginning of each attempt

Society should deem development an entrepreneurial partner in its operation, and development in turn will not be able to move forward if not affiliated with society and its needs

Transparency

Dialogue

Social Responsibility

Corporal Partnership

Interaction

Digital Ecosystem

Citizens/Consumers Enterprises/Organizations

Social Media / Digital Ecosystem

Transparency

Innovation

Public Space

Ethics

Thank you for your attention!

• Eleni Giannari

• Postgraduate Student, Faculty of Communication and Media Studies, University of Athens

• email eleni_gia11@hotmail.com

• Dimitris Gouscos

• Assistant Professor, Faculty of Communication and Media Studies, University of Athens

• email gouscos@media.uoa.gr