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An analysis on how Twitter can assist Irish graphic design consultancies in securing competitive advantage

An analysis on how Twitter can assist Irish graphic design consultancies in securing competitive advantage

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Published by chacrebleu
THIS IS AN ANALYSIS ON HOW TWITTER CAN ASSIST IRISH GRAPHIC DESIGN CONSULTANCIES (IGDC) IN SECURING COMPETITIVE ADVANTAGE. A REVIEW OF THE CURRENT USE (2011) OF TWITTER BY IGDC WAS CARRIED OUT AND SOME RECOMMENDATIONS WERE MADE.
THIS IS AN ANALYSIS ON HOW TWITTER CAN ASSIST IRISH GRAPHIC DESIGN CONSULTANCIES (IGDC) IN SECURING COMPETITIVE ADVANTAGE. A REVIEW OF THE CURRENT USE (2011) OF TWITTER BY IGDC WAS CARRIED OUT AND SOME RECOMMENDATIONS WERE MADE.

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Published by: chacrebleu on Dec 07, 2011
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12/07/2011

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T
WITTER AND
I
RISH GRAPHIC DESIGN CONSULTANCIES
 
A
N ANALYSIS ON HOW
T
WITTER CAN ASSIST
I
RISH GRAPHIC DESIGNCONSULTANCIES IN SECURING COMPETITIVE ADVANTAGE
 
By
Charlotte Marillet
THESISSubmitted in partial fulfilment of the requirementsfor the degree of Master of Arts in Professional Design PracticeSchool of Art, Design and Printing, Faculty of Applied Arts,Dublin Institute of Technology, 2011.
 
ii
 
Declaration
I hereby certify that the material submitted in this thesis towards award of the Mastersin Professional Design Practice is entirely my own work and has not been submittedfor any academic assessment other than part-fulfilment of the award named above.
Signature of candidate
: ………………………………………….
 
 Date
: ……………………….
 
 
iii
 
Abstract
This research seeks to establish how Irish graphic design consultancies (IGDCs) couldleverage Twitter to secure competitive advantage. This is achieved through compilingdata obtained from a critical review of the literature and focused primary research.The literature review starts with providing an understanding of what is meant by
graphic design
. Then, the current status of the Irish design sector is established inorder to identify opportunities IGDCs could turn into a competitive advantage. Next,the current concepts of micro-blogging as a means of social media marketing areexamined; the focus is on the most popular platform, Twitter. Finally, competitiveadvantage is defined and case study examples of companies who have followed thebest practice principles for an effective implementation of Twitter are analysed toidentify what elements of their strategy could apply to IGDCs.The literature review has identified that in general, IGDCs have not yet realised thepotential of Twitter as a marketing tool and those who use Twitter use it in anunsophisticated way. The first step of the primary research is to carry out an online
observation survey of the IGDCs‟ Twitter account
s to confirm this finding. Thesurvey finds that, in general IGDCs use Twitter in an ineffective way; so thisestablishes a consensus with the literature. Following on from this, social mediaspecialists are interviewed to get their opinions on how Twitter can be leveraged bycompanies to secure competitive advantage. Two Irish and one English social mediaexperts are interviewed. Their viewpoints are compared with the findings from theliterature, providing an Irish context to this research, and are analysed in relation toIGDCs.Finally, the data collected during the literature review and the fieldwork contributes toestablish a framework detailing the best practice principles of an effectiveimplementation and management of Twitter for IGDCs.

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