Swarovski and the social media

Today, there are, on the one hand, the traditional media which use a transmitter that broadcasts a single message to targets audiences, and on the other hand, social media which include everyone, which is both the broadcaster, and the target. “Social Media is the democratization of information, transforming people from content readers into publishers. It is the shift from a broadcast mechanism, one-to-many, to a many to- many model, rooted in conversations between authors, people, and peers”. (Brian Solis,2020: web site. Social Media uses the web to turn communication into interactive dialogues, and to make information available to everybody. It evolves by providing platforms and networks, which contribute to the transformation of content consumers into content producers. It exists under different forms such as forums, weblogs, social blogs, micro blogging, wikis, podcasts, photographs or pictures, video, rating and social bookmarking. Thus, more and more companies refer to social media or new media as a way of strengthening their strategies, and having a wider distribution. Indeed, now Medias are fragmented into a multitude of channels and perspectives. Information flows in every dimension and is largely multidirectional. However, with this mass of information growing year after year, audiences are more knowledgeable and therefore more demanding. Moreover, many individuals and businesses have adopted Social media. Indeed, more and more companies refer to social media or new media as a way of strengthening their strategies and having a wider distribution. In this case study, we will discuss in detail, how the famous company Swarovski uses social media.

[...] Thus these tools can be a strong advantage for credibility, and also honesty (comments, etc.), and social media is a great opportunity for Swarovski to have a new way of communication and thus create a confident link between online customers and the brand. Disadvantages: Reputations are built over time, and involve a good deal of openness and trust. Unfortunately social media has the power to deconstruct long-held opinions and destroy reputations is a much shorter time frame, as bad news travels very fast Indeed, social media provides individuals with a forum in which to vent their frustration, or enables people to pass bad experiences on to huge volumes of people in a very short space of time. [...]

[...] In this case study, we will discuss in detail, how the famous company Swarovski uses social media II. Swarovski 1. Presentation Swarovski is a specialist in the production of cut crystal, gemstones, and semi-precious and synthetic stones. Swarovski, driven by a quest for perfection, has revolutionized the jewellery and fashion industries since it’s inception in 1895. This brand has a global reach with around 24,800 employees, a presence in over 120 countries and a turnover of 1.5 billion in This empire succeeded in doing what no one has ever successfully done before; selling paste at the price of a diamond. [...]

[...] In fact, Swarovski uses social media with RSS feeds (Press, Overall, Movies), Vlogs (You tube, Dailymotion), Tumblelogsand (Tumblr), Photoblogs (Flickr) and also social networks as Facebook, Twitter Goals: . (See Appendix p22) The main objectives of Swarovski are all business : increase sales and profits. But creating a community, reach a greater social media offer a multitude of possibilities number of people, initiat conversation with policy makers, influencers, customers and and inform , better knowledge of consumers, improv assistance, establish a long-term prospective customers, promot product or service, handl (consumer loyalty). [...]