Скачать или смотреть Part 1 DIGITAL MARKETING WEEK 11 Social Media Management (Short Recording) Google Business

INTRODUCTION TO SOCIAL MEDIA
Social media networks (SMNs) started with a
the platform called Six Degrees later closed
due to the lack of interest at the time.
Overview of main social media platform:
LINKED IN 2002
FACEBOOK 2004
YOUTUBE 2005
TWITTER 2006
WHASSAP 2009
INSTAGRAM 2010
PINTEREST 2010
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SNAPCHAT 2011
Development of the main social media
platforms:
The first of these mega social media networks
to be founded, Linked In, is a business to
business (B2B), rather than business to
consumer (B2C), social media has been
described as a CORPORATE SOCIAL
NETWORKING TOOL.
Facebook: Has over one million monthly
active users, and its value proposition to
advertisers its access to its user base.
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Youtube: Has also, claimed over 1 billion
monthly viewers.
Twitter: Stablished one year after YouTube,
has the smallest user number over 300 million.
WhatsApp: Owned by Facebook, does not yet
offer and advertising options.
Instagram: Largest social media platform,
over 600 million monthly active users.
Definition of social media:
Is the facilitation of interactive, connected,
marketing purposes at organizational peer to
peer and personal level.
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TYPES OF SOCIAL MEDIA: Social media
sites, Blogs, Widgets, and Social Media
Application.
SOCIAL PRESENCE THEORY:
Social presence theory (Short et al 1976) is
influenced by intimacy (Interpersonal or
mediated through a device) and immediacy
(asynchronous or synchronous) of the
medium.
Media Richness Theory:
From studies of media richness, we know
that the richer the medium, the more
effective it is. This explains the effectiveness
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of social media sites that contain richer
information, from text to images and from
emotions from live video.
Increasing levels of media richness
1. Face to face
2. Telephone
3. Personal documents such as letter
or memos
4. Impersonal written documents
5. Numeric Documents.
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Prominent features of the four
social media workers:
Wikis
Social networking sites
Microblogging sites
Video- sharing sites
Benefits of using social media:
Benefits for consumers in brand engagement
via social media include:
Entertainment- to have fun
Social Interaction – connect with others.
Information
Personal identity
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Communication
Community development
Remuneration
Purchase
Reviews and products rankings
Submit opinion
Customer Service
Benefits for organizations include:
To entertain, interact, provide information,
gain brand recognition, communicate,
develop online community, to provide offers,
sells, reviews, feedback, and customer
service.
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Summary of the 5C Categorization
Communicating, Collaborating, Connection,
Completing and combining.
Social Media Adoption and
Implementation Stages:
1. Experimentation and learning
2. Rapid Growth
3. Formalization
4. Consolidation and integration
5. Institutional Absorption
Key Term EWOM (ELECTRONIC WORK OF
MOUTH): Any positive or negative
statement made by potential, actual, or
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former customers about a product or
company, which is made available to a
multitude of people and institutions via
internet.
Key term Valence:
Message Valence is used during the
elections to measure positive and
negative, attractive, and repulsive
messages about candidates.
EMPLOYEE TRAINING PROGRAMME:
To inform about policy
To educate about the influence of a
message.
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To understand the language and
terminology withing the policy.
To explain the impact on future careers.
Key Term Engagement: Is broadly
explained as a customer physiological
and emotional relationship with an