1、7400 英文单词， 3.8 万英文字符 ，中文 12500 字 文献出处： Hansson L , Wrangmo A , Solberg S?Ilen K . Optimal ways for companies to use Facebook as a marketing channelJ. Journal of Information, Communication and Ethics in Society, 2013, 11(2):112-126. Optimal ways for companies to use Facebook as a marketing channel Li
2、nnea Hansson and Anton Wrangmo ； Klaus Solberg Silen Abstract Purpose Social media has increased as a marketing channel, and Facebook is the biggest social media company globally. Facebook contains both positive and negative information about companies; therefore, it is important for companies to ma
3、nage their Facebook page to best serve their own interests. Although most users are familiar with business and marketing activities on Facebook, they use it primarily for fun and personal purposes. The most effective methods for companies to use Facebook have not been clear. The personal nature of F
4、acebook presents unique challenges for companies by raising ethical and social responsibility issues that are important to users. The purpose of this paper is to discover how companies can optimize their use of Facebook as a marketing channel. Design/methodology/approach A survey was conducted. The
5、respondents were 158 users of Facebook in Sweden; complete answers were provided by all respondents. In a series of specific questions and comments, the respondents were asked to describe an optimal marketing solution on Facebook for companies. They rated different functions, which were illustrated
6、with pictures, to help in the cognitive process and to avoid misunderstandings. Findings Most users who have an opinion on the issue accept marketing on Facebook, but only in the right amount. There are basically two groups: those who think that companies have no place on Facebook and those who want companies to be active on Facebook. The latter group emphasizes the importance of meaningful posts without unsolicited sales messages, and would prefer to search for the companies themselve
