Title

Building a Personalized Brand: Is Social Media Marketing an Effective Tool for High Touch Industries?

Date of Award

5-14-2011

Document Type

Capstone Project

Disciplines

Organiz. & Prof. Communication

Degree Name

Master of Professional Studies

Department

Organiz & Prof Communication

Advisor

Lora Louise Broady

Keywords

Blog; Branding; Facebook; High Touch Industries; Marketing; Real Estate; Social Media

Abstract

Social media is here to stay. With the introduction of new technologies and the use of social media platforms in the day-to-day activities of consumers and businesses, it is clear that this medium is not just a passing fad. Service providers have been slow to adopt this new way of communicating, yet their traditional marketing efforts are focused on the social aspect of gaining business. This capstone explores the necessity of adopting social media by high-touch service businesses. The businesses represented and assessed include a hair stylist, dance instructor, an orthodontist, and a negotiator. Results demonstrate that integrating social media into a service business marketing mix will help to inform, communicate, and build a stronger brand within their client communities.

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