engleski

People’s habits in the digital environment as a prerequisite for successful business performance on Facebook

With more than 2.3 billion monthly active users, Facebook is the leader in social network-ing today. It is a platform with a lot of business potential, and it plays an important role in building a public image of a brand. Faculties have also recognized this opportunity to attract or retain students, alumni, employees, and partners. However, in order to test the profitability of using Facebook for business operations, a prior investigation about the target audience’s habits is needed. This paper suggests a method to test prerequisites for successful business performance for faculties on Facebook. The research was con- ducted on three different faculties in 3 different countries: Croatia, Slovenia, and Japan. Through the online survey, 150 participants, who were representing the target audience of these faculties, were asked to present their opinions and habits related to digital technology and Facebook. Do they use Facebook? How much time do they spend on Facebook daily? Are they willing to give out their private data and location information? What do they expect from faculties on social networks? It is important to answer these questions in order to create an optimal communication strategy. According to the com- parative analysis of the research results, different audiences have different habits and preference. However, faculties’ presence on Facebook is still highly recommended, with the main focus on organic reach and long-term relationship with the target audience.

Facebook ; Facebook in business ; social networks ; faculties on social networks ; digital marketing

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