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  • 1 University of Pécs
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The primary aim of this paper is to give a comprehensive overview of social media marketing solutions which can be used by companies. Many authors and researchers dealing with specialised subjects examine certain areas of this topic — and, in particular, with the influence of the social media on marketing communication. An overview of current literature and practical solutions enabled us to create a framework usable in the corporate sphere for creating a social media marketing strategy and for measuring the efficiency of social media activity. The framework helps companies to identify which social media solutions are worth taking advantage of to support their business processes, how they are able to measure the effectiveness of social media and it also provides a basis for the identification of additional research directions.

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