Social Media
Different forms of electronic communication 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
To access the conversations held there, users must become membe
Social Media Tool
Enables users to communicate with each other online
Social Networking Sites
Websites that provide 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
Social Media Tools
These make the conversation happen
Services like YouTube and Flickr allow people to upload and share media such as photos and videos
-Some videos have gone viral and shot their makers to fame
-Marketers realize that a viral video can translate to a jump i
Blogging
allows people to communicate in greater detail than microblogging does
Marketers use blog postings to:
-Educate consumers and business customers about new products
-Ask for feedback about particular goods and services
-Notify the public about social respo
App
Short for application, it is a free or paid software download that links users to a wide range of goods and services, media and text content, social media platforms, search engines, and the like
App - Marketers
Know that potential and existing customers use all kinds of apps, and they want to tap into the opportunities created by this phenomenon
Must find ways to identify the apps that will support the goals of their social media marketing efforts
Need to choose
QR Codes
Short for quick response codes
Two-dimensional bar codes that can be read by some mobile phones with cameras
Information contained in the code is shared with the user
-Might lead to a video, give details about a product, or offer a coupon
Why should marketers turn to social media?
Social media has quickly grown to be an important tool for marketers to:
-Build relationships with customers
-Strengthen brands
-Launch new products
-Enter new markets
-Boost sales
Consumers are connecting with retailers, restaurants, travel and entertain
Social Media Marketing (SMM)
Uses social media portals to create a positive influence on consumers or business customers toward an organization's:
-Brand
-Goods and services
-Public image
-Website
Marketers generally view the goal of social media marketing as developing a conversation with potential customers, resulting in a:
-Purchase
-Subscription to an email newsletter
-Registration in an online community
-Participation in an event
Not-for-profit organizations create social media marketing campaigns to expand their reach
3 Essential Features of SMM
-It creates a buzz
-It creates ways for customers or fans to engage in conversations with each other and the organization
-It allows customers to promote the firm's messages themselves
Consumer Behavior
Shoppers who shop with search engines do so because these provide the greatest amount of information about products and companies
Search engines help with comparison shopping, particularly when it comes to price
Consumers rely on the communities created b
Business Behavior
Businesses use social media to build relationships, including partnerships with other companies
Not-for-Profit Organizations use social media to:
-Market themselves
-Generate donations or other types of funding
-Spur action
-Promote an event
-Educate the public
-Encourage and showcase partnerships with other organizations
Effective social media marketing requires:
-Setting goals
-Developing strategies to reach a target audience
Social Media Marketing (SMM) Plan
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 SMM plans contain
-An executive summary
-A brief overview
-Analysis of the competition
-The body of the plan
Goals & Strategies of a SMM plan
SMM actively solicits the audience's participation in the message
Successful SMM efforts require the audience's trust
Phases of developing an SMM campaign
-Set goals
-Target the audience
-Develop strategies
-Produce content
-Implement the plan
-Monitor
-M
Influencers
Individuals with the capability of affecting the opinions or actions of others
Setting Goals
Successful social media marketing campaign starts with clear goals
Once goals are established, marketers are better able to develop strategies and choose the right platforms or outlets for their messages
Clear goals help everyone involved in the campaign
Targeting the Audience
Social media efforts customize marketers' approach to targeted audiences
Social media marketers arrive at a target audience based on the goal of the marketing effort
-If it is to create brand awareness, the audience will be broader than for strengthening
In order to pinpoint the audience for social media marketing, firms gather information on :
-Demographics
-What the group or organization needs or wants
-Which of the firm's products and social media will meet the needs and wants of the particular groups of people
Developing Strategies & Choosing Tactics
Every strategy in an effective social media marketing campaign traces back to the campaign's goals�and ultimately links to a firm's overall strategic goals
Markets Decide:
-Which social media platforms to use, and how to combine them to reach and engage w
Creating Content
SMM content is a two-way street
In order for SMM to succeed, the content of its messages must engage the target audience in the 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 organization
-Targeted keywords
-Relevant information
-Shareworthy text and images
-Invitations to generate content via posts, shares, discussions, reviews, or other forms of dialogue with the
Implementing the Plan
-SMM plan 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 promotions
-
Experts recommend that marketers refrain from scheduling content more than a week away because:
-Information can change
-Consumer responses may shift
-Events might occur that would change the content
Rules of Engagement for Social Marketing
Follow rules and guidelines
Use social media channels as they were intended
Think before posting�or deleting
Social Media Monitoring
Process of tracking, measuring, and evaluating a firm's social media marketing initiatives
Social Media Analytics
Tools that help marketers trace, measure, and interpret data related to social media marketing initiatives
Monitoring, Measuring, and Managing the SMM Campaign
Monitoring and measuring help marketers understand what their customers need and want, ultimately making adjustments to SMM or product offerings to satisfy those customers
Marketers select monitoring tools based on the needs of their own firms
Expenses ar
Firms calculate the return on investment of their social media marketing initiatives, using:
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
Measuring the success of a social media marketing plan includes such factors as:
-Share of voice
-Awareness of the company or brand
-Level of engagement by the targeted audience
-Influence created
-Popularity among target audience members
Managing a social media marketing campaign or a company's overall social media efforts requires skill, expertise, and understanding of the company's:
-Brand
-Competitors
-Social media environment
This means:
-Maintaining a grasp on the success or failure of previous strategies, knowledge of the benefits and drawbacks of the different social media platforms and tools, and an ability to interpret data wi
Social media marketers face ethical and legal issues, such as:
-Privacy
-Accountability
Marketers must:
-Not distribute any personal information without consent
-Be vigilant about confidentiality
Well-written social media policies 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 two pages
-Linked to other relevant company policie
Postings, ads, comments, and even images come under intense scrutiny and must be checked for:
-Accuracy
-Fair and realistic claims or promises
-Balance and objectivity
-Potential for misinterpretation
When mistakes happen, smart social media marketers:
Take action to solve the problem or resolve the issue
Acknowledge the problem and take responsibility for it
Communicate with the right people, via the most relevant channels
Promise to take steps necessary to correct the situation
Implement the agreed-up
Types of Jobs
-Social media marketing manager or digital marketing manager
-Social media strategist
-Brand manager
-Online community manager
-Influencer relations
-Social media specialist
-Social media analytics
-Social media design
-Social media developer
-Content pro