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Research Methods - Essay Example

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It also has some details about how Ford uses Facebook marketing campaigns in America to increase its sales. Aside from this, the FIAT Facebook page will be used to see…
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Research Methods The Automotive News website contains some information about FIAT’s Facebook marketing campaigns in America. It also has some detailsabout how Ford uses Facebook marketing campaigns in America to increase its sales. Aside from this, the FIAT Facebook page will be used to see how successful its Facebook page is among car enthusiasts. This will be done by comparing to other Facebook pages of rival brands.
Specific Knowledge Goals
The specific objectives of this study are to:
Determine FIAT’s current Facebook presence in America
Compare to rival competitors’ Facebook pages
Looking about marketing techniques between FIAT and its competitors
Selection of Participants
Because FIAT is trying to break into the American automobile market, we must compare its Facebook marketing campaigns with popular American automobile manufacturers such as:
Ford1
Chrysler2
Preparation for the Study
In order to compare Facebook pages, the pages of Ford and Chrysler were found to compare with the American Facebook page of FIAT.3 Because Ford and Chrysler are already American companies, they do not have specific American Facebook pages. Rather, they just have a general Facebook page of the company, with other regions of the world given their own Ford or Chrysler Facebook pages. Also, an article was found on the Automotive News website (“Cliques through clicks: How brands use Facebook”).4 This article details the Facebook marketing campaigns of Ford and FIAT respectively.
Description of the Study
First of all, the number of likes on a Facebook page can show how popular a certain brand is. For the FIAT USA Facebook page, the total number of likes is over half a million. But, compared to Ford, this is a small number. The Ford Motor Company Facebook page has more than 1.5 million likes. This is to be expected, however, because Ford is a long-established American company. For Chrysler though, the total number of likes was only 300,000. This tends to suggest that Chrysler was late to enter into Facebook marketing and that is why the number of likes is so low. All of these Facebook pages contain posts of new and upcoming models that are to be released into the American market. FIAT should focus on increasing its exposure on Facebook by getting more than one million likes. Facebook will continue to be a successful marketing tool for automobile companies, especially among young, male Facebook users.
The Automotive news article states that Ford spends 25% of its marketing budget on social media such as Facebook. This is because Ford recognizes the true value that Facebook has in promoting new automobiles. One positive for FIAT is that it is giving away 10 new Fiat 500s for any of its Facebook users that have liked the Facebook page. Only those Facebook users that had a correct six digit code could have a chance to win one, but this marketing initiative did encourage Facebook users to like the Facebook page and then check to see if they had won. Read More
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