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Summary Online and Social Media Strategies
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Summary of Online and Social Media Strategies for BA3 Business Economics at the VUB.
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ONLINE AND SOCIAL MEDIA STRATEGIESOnline and Social Media Strategies
Please bear in mind that this summary does not include the extra relevant reading and other sources,
which you can find on canvas.
Overview of the course
Chapter 1: Introduction: online and social media strategies
Chapter 2: Social Media strategies
2.1.: Foundations of Social Media Marketing
2.2.: Social Media Marketing Strategy and Planning
2.3.: The four zones of Social Media
2.4.: Social Media Data Management and Measurement
2.5.: Social Media Marketing in practice
Chapter 3: Online advertising in a digital era
3.1.: Digital advertising formats
3.2.: Digital advertising process
Main focus on Social Media strategies -> broader than social media networks
-> including: content marketing and blog marketing
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,ONLINE AND SOCIAL MEDIA STRATEGIES
Chapter 0: Introduction: Online and Social Media Strategies
0.1. “What’s in a name?”
What do you associate with online strategies?
0.2. SEO, SEA, SEM, SMM…?
SEM: Search Engine Marketing
- SEO: Search Engine Optimization: improving your website and its structure to make your site
more ‘findable’ and increase your ranking in an organic search
- SEA: Search Engine Advertising: paid advertisements in Google, linked to certain keywords
- PPC: pay per click: you pay when the surfer clicks on the advertisement
SMM: Social Media Marketing
- SMO: Social Media Optimization: content building strategy for user engagement
- SMA: Social Media Advertising: paid advertising, for example on Facebook
0.3. Why focus on Social Media Marketing?
- Online marketing is about reaching and engaging people
-> this is the core of social media
- The infrastructure of social media enables user empowerment
-> users can engage however they want
- Innovative strategies in a young domain (15 years ago, social media didn’t even exist yet)
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,ONLINE AND SOCIAL MEDIA STRATEGIES
0.4. Social Media Impact our Lives
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, ONLINE AND SOCIAL MEDIA STRATEGIES
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