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To app or not to app — And how

Author

Listed:
  • Ramaswamy, Suresh
  • Liew, Katherine

Abstract

Social apps have emerged as a key tool for brands designing a social media strategy. However, with most social platforms offering no templates or fixed metrics for success, marketers have been short on guidance on whether they should be creating a social app and how to go about it. This paper draws inspiration from the design philosophy of Finnish architect Eliel Saarinen to offer a deeper exploration of the role of social apps in marketing. It also provides practical advice on optimising and measuring the execution of a branded social app on Facebook, supported by the experience of the authors and real-world examples from GoPro, musician Adam Tensta and gaming giant King’s Candy Crush Saga. It concludes with a guide for kick-starting the experience design process and pointers for applying the learnings from this paper to social apps for platforms other than Facebook.

Suggested Citation

  • Ramaswamy, Suresh & Liew, Katherine, 2014. "To app or not to app — And how," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 1(4), pages 382-390, February.
    • Handle: RePEc:aza:jdsmm0:y:2014:v:1:i:4:p:382-390
    as

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    More about this item

    Keywords

    social media; apps; digital marketing; mobile; user experience; experience design;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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