Why Social Media?
Why Social Media?Week #2 Social Media MarketingSocial Media MarketingWhat is Social Media Marketing?Use of social networks, online communities, blogs, wikis or any other online collaborative media for marketing, sales, relations and customer service.Common social media marketing tools include Twitter, blogs, LinkedIn, Facebook, Flickr and YouTube.Three AspectsCreating buzz or newsworthy events, videos, tweets, or blog entries that attract attention, and become viral in nature. Buzz replicates the message through user to user contact. Building ways that enable fans of a brand or company to promote a message themselves in multiple online social media venues (fan pages).Based around online conversations and is NOT controlled by the organization encourages participation/dialogue7 Myths of Social Media Marketing#1 Social Media is just a fad#2 Social Media is just for the young#3 There is no return in social media marketing#4 Social Media isnt right for this business#5 Social Media Marketing is new#6 Social Media is TOO time consuming#7 Social Media is FREE
History of Social Media Marketingoriginal social media US Post Office Communicating across geographic distancesDevelopment of the Internet in the late 1960sDOD and academia used it ARPANET (the Advanced Research Projects Agency Network)First SPAM in 1978Earliest ancestor of todays social media USENET post articles, organize by topic, took subscribersDial up at 56K/second evolved to DSL and cable internetWhat Makes Social Media Different?Does not rely on traditional marketing approach4PsControl vs. ContributionExclusivity agreements fast food and sodaSocial media encourages open discussion of brands and emphasizes AUDIENCE contributionsTrust BuildingCannot control content, so must develop trusting relationships with customers; two way interactionSuccess in Social MediaTechnical Skills Graphics, search engine navigation, keyboarding Personal AttributesMore important than technicalPersonable, conversational, listen to concerns, overcome and handle negative commentsCareers in Social MediaTraditional advertising and PR jobs hit hard in last recessionSocial media opportunities grew substantially between 2009-2014 from 3.5% of marketing budget to 17.7% and growingMany jobs are freelance with hourly rates $200Power-users with influence sought to increase visibility and WOMHomework/In-ClassSocial Media buzz can impact social programs, businesses and any other topic of interest.Pick a partner and select one of two topics1) Deflategate controversy; OR2) Michelle Obamas school lunch programAssignment1) identify whether the buzz is positive or negative to the parties2) do the major parties involved appear to have a social media strategy? Describe the Patriots and Tom Bradys approach on Social Media. Do the same for the Administration and school lunches.3) what do you recommend as an approach to combat the negative publicity from the posts?4) List three news stories that have been generated on this subject.Relating to FB and its new Messenger feature, describe what this feature offers to consumers.How do you access this new feature in Messenger?
Submit one assignment per pair of students after Labor Day