Why Social Media?Week #2 Social Media Marketing

Social Media Marketing

• What 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 Aspects

• Creating 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/dialogue

7 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 isn’t 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 Marketing

• “original social media” – US Post Office • Communicating across geographic distances

• Development of the Internet in the late 1960’s• DOD and academia used it – ARPANET (the Advanced

Research Projects Agency Network)• First SPAM in 1978

• Earliest ancestor of today’s social media • USENET – post articles, organize by topic, took subscribers

• Dial up at 56K/second evolved to DSL and cable internet

What Makes Social Media Different?

• Does not rely on traditional marketing approach• 4P’s• Control vs. Contribution• Exclusivity agreements – fast food and soda• Social media encourages open discussion of brands and

emphasizes AUDIENCE contributions

• Trust Building• Cannot control content, so must develop trusting

relationships with customers; two way interaction

Success in Social Media

• Technical Skills • Graphics, search engine navigation, keyboarding

• Personal Attributes• More important than technical• Personable, conversational, listen to concerns, overcome

and handle negative comments

Careers in Social Media

• Traditional advertising and PR jobs hit hard in last recession

• Social media opportunities grew substantially between 2009-2014 from 3.5% of marketing budget to 17.7% and growing

• Many jobs are freelance with hourly rates $200• Power-users with influence sought to increase visibility

and WOM

Homework/In-Class

• Social Media buzz can impact social programs, businesses and any other topic of interest.• Pick a partner and select one of two topics

• 1) Deflategate controversy; OR• 2) Michelle Obama’s school lunch program

• Assignment• 1) identify whether the buzz is positive or negative to the parties• 2) do the major parties involved appear to have a social media strategy? Describe the Patriots

and Tom Brady’s 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