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 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