JUSK ICQ 2024, (str. 17-27)
АУТОР(И) / AUTHOR(S): Iva Bubanja
DOI: 10.46793/JUSK-ICQXX.017B
САЖЕТАК / ABSTRACT:
U savremenim uslovima poslovanja kada se neophodnost prisutnosti kompanija na mreži više ne dovodi u pitanje, kompanije koriste brojne tehnike i metode kako bi formulisale kvalitetne, onlajn strategije koje će im obezbediti razvoj i konkurentno poslovanje. U jednu od tih metoda spada i socijalno ili društveno osluškivanje – aktivan proces praćenja, posmatranja, tumačenja i reagovanja korisnika na različite stimulanse na mreži. Primenjujući se, trenutno, uglavnom na društvenim mrežama, ono omogućava da se prepoznaju preferencije publike i korisnika, kao i da se sa njima olakšano komunicira, ali i da se prati konkurentnost i učinak kompanije na tržištu, aktivnosti konkurenata i da se identifikuju novi potrošački trendovi. Socijalno osluškivanje značajno je i za same korisnike, jer povećava osećaj zajedništva, omogućava pravično predstavljanje, podiže nivo poverenja u kompaniju i povećava učešće u politikama poslovanja. Iako je primena socijalnog osluškivanja i dalje umerena, o potencijalu ove metode govori i činjenica da tržište socijalnog osluškivanja ubrzano raste i da se njegova vrednost procenjuje na 8,44 milijarde USD u 2024. godini, uz petogodišnji rast do 16,19 milijardi USD.
КЉУЧНЕ РЕЧИ / KEYWORDS:
socijalno osluškivanje, društvene mreže, konkurentnost, savremeno poslovanje
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