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Vignettes: Social Media Practices Of Selected Social Enterprises In The Philippines, Raymund B. Habaradas, Ian Benedict R. Mia

Center for Business Research and Development

Social media enable firms to engage their consumers at a lower cost and at a higher level of efficiency than traditional communication tools. Using the typology for social media marketing of Coursaris et al (2013), we illustrate how two Philippine social enterprises, namely Human Nature and HOPE, utilize social media, specifically their Facebook brand pages, to promote their social and economic objectives.

Our exploratory study shows that social enterprises adopt different approaches in crafting the messages they release on social media. Their choice of highlighting either their products or their advocacies are influenced by the nature of their products and …