THE COMPARATIVE ANALYSIS OF SOCIAL NETWORK IN INTERNATIONAL AND LOCAL CORPORATE BUSINESS

Social networks are used by various corporate companies all over the world as tools for enhancing their marketing strategy through online communication. The range of application of social networks by different corpotare organizations is wide but common ones are for management to effectively comminucate with employees and customers, and to keep an eye on competition. The main objective of this research is to compare the utilisation of social network tools between international and local corporate businesses with a view to identifying how to improve in the latter. In this paper we conducted a comparative study on how selected international and local corporate companies use social networks. Specific items compared are the social network tools used and the market strategy adopted by the different companies. The study identified potential benefits of using social networks for corporate businesses. The study established more extensive use of diverse social networks compared to the local companies. This study is among the few of its kind that tries to make comparison between well established international and emerging local corporate businesses. The implication of this study is that the local companies can benefit more by adopting some of the strategies used by the international corporate companies.