Social media
Different forms of electronic comminication through which users can create online communities to exchange:
-information
-ideas
-messages
-other content such as videos or music
Social media platform
Type of software or technology that allows users to build, integrate, or facilitate a community, interaction among users, and user-generated content
-act as a home base for an online community
-examples: Facebook, Foursquare, and Wordpress
Social media tool
Enables users to communicate with each other online
-examples: apps, blog postings and comments, and video shares
Social networking sites
Websites that provides virtual communities for people to:
-share daily activities
-post opinions on various topics
-increase their circle of online friends and more
Bookmarking sites
These give people a place to save, organize, and manage links to:
-websites
-other resources on the Internet
Social news sites
People post news items or links to outside articles on such sites, then vote on which postings get the most prominent display-- and viewed by the most readers
Online forums
Members hold conversations by posting messages
Blogging sites
Blog postings and comments are attached to such sites and typically focus on specific topics
Microblogs
Subscribers get a steady stream of brief updates from anyone ranging from a high-school friend to a celebrity
-example: Twitter
Social media marketing
The use of social media portals to create a positive influence on consumers or business customers toward an organization's brand, products, public image, or website
Social media marketing
Contains three essential features:
1. It creates a buzz
2. It creates ways for customers or fans to engage in conversations with each other and the organization
3. It allows customers to promote the firm's messages themselves
Consumers
_________ rely on the communities created by social media for their buying decisions in order to:
-learn about new goods and services
-conduct research and share information
-make final purchase decisions
Businesses
____________ use social media to build relationships, including partnerships with other companies
Social media marketing plan
A formal document that identifies and describes goals and strategies, targeted audience, budget, and implementation methods, as well as tactics for monitoring, measuring, and managing the SMM effort
*most contain the following information:
-an executive s
Cycle of social media marketing
Set goals--> Target audience--> Develop strategies--> Produce content--> Implement plan--> Monitor and measure--> Back to set goals
Setting goals
SMM Campaign
Marketers should ask themselves: "What do we want to accomplish through this campaign?"
-conditions in the marketing environment may change, and marketers should be able to adapt their goals without scrapping an entire plan
-examples:
> Creat
Targeting the audience
SMM Campaign
"Who are we trying to reach?"
Social media marketers arrive at a target audience based on the goal of the marketing effort
*firms gather information on:
-demographics
-what the group (or organization) needs or wants
-which of the firm's produ
Developing strategies and choosing tactics
SMM Campaign
"How do we engage the audience in a conversation?"
Every strategy in an effective SMM campaign traces back to the campaign's goals-- and ultimately links to a firm's overall strategic goals
*marketers then decide:
-which social media platform
Creating content
SMM Campaign
SMM content is a two-way street and in order for it to succeed, the content of its message must engage the target audience in conversation
Content marketing
Creating and distributing relevant and targeted material to attract and engage an audience, with the goal of driving them to a desired action
*content for an effective SMM campaign has:
-a strong brand focus
-a focus on the audience rather than the organi
Implementing the plan
SMM Campaign
Requires a timeline for implementation
-marketers may decide to create separate schedules for the rollout onto each social media platform
-SMM plan builds in a specified time period for engaging with the public, and offering special promotion
Social media monitoring
Process of tracking, measuring, and evaluating a firm's social media marketing initiatives
-marketers must also manage their company's SMM efforts by making changes when necessary
Monitoring
One of the greatest challenges faced by social media marketers is ____________ the progress of an SMM effort, partly because its reach can stretch far beyond the capabilities of the company
Social media analytics
Tools that help marketers trace, measure, and interpret data related to social media marketing initiatives
Monitoring and measuring
SMM Campaign
Firms also calculate the return on investment (ROI) of their social media marketing initiatives, using reach and frequency
Reach
The percentage of people in a target market who are exposed to the marketing effort at least once
Frequency
The number of times an individual is exposed to the marketing material during the campaign
Ethical legal issues
Social media marketers face ________ and _________ _________, such as privacy and accountability
*postings, ads, comments, and even images come under intense scrutiny and must be checked for:
-accuracy
-fair and realistic claims or promises
-balance and o
Social media policies
Well-written ___________ __________ _________ are:
-consistent with a firm's organizational culture and values
-explain why employees should take certain steps or actions or avoid them
-broad enough to cover the major points, but brief enough to fit onto