Summary

Social Media Marketing Full Summary (8 weeks)-IBCoM (Focus Area Course)

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Course
Social Media Marketing

Institution
Erasmus Universiteit Rotterdam (EUR)

This summary includes all weeks of the Social Media Marketing focus area course of IBCoM. Summary is a mix of the course literature (book: Social Media Marketing by Tracy L. Tuten) and the lecture slides. All important concepts, diagrams and tables are included.

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Uploaded on January 28, 2024
Number of pages 40
Written in 2023/2024
Type Summary

social media
social media marketing
ibcom
marketing
second year marketing
erasmus university ibcom
marketing strategy
social media strategy
marketing plan
social media zones

Institution
Erasmus Universiteit Rotterdam (EUR)
Education
Communication and Media
Course
Social Media Marketing

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1. Summary - Social media marketing full summary (8 weeks)-ibcom (focus area course)
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Social Media Marketing Summary 2023-2024
by Elvan <3

Week 1: The Social Media Environment

Social media: the online means of communication, conveyance, collaboration, and
cultivation among interconnected and interdependent networks of people, communities, and
organizations enhanced by technological capabilities and mobility

State of social media;
- social media has scaled to new heights during the pandemic, with more than 4 billion
people using social networks each month
- the average internet users spend nearly 2.5 hours on social media per day
- on average users use 7.2 social platforms per month
- Facebook, YouTube, WhatsApp, Instagram and WeChat are top used social media

Living the social media life;
- social media enable active participation in interactive and interdependent networks
- interactive and participatory will be the core in this course
- side note: social media has been made pervasive and ubiquitous, people live in an
omnisocial world

Social media and value chain;
(Overlaps on the slide ask for a clear version)

Zones in social media;
1. social community:
- sharing
- socializing

1

, - conversing
2. social publishing:
- editorial
- commercial
- user generated
3. social entertainment:
- games
- music
- art
4. social commerce
- CRM/service
- retailing/sales
- human resources

Zone 1: Social Community
- interaction and collaboration for relationship building and maintenance
- social network sites: develop a social identity, maintain social presence, connections
communicate and share content
- forums: oldest venue of social media, bulletin boards for discussion among members
- Wikis: collaborative online workspace, creation of a useful and shared resource

Zone 2: Social Publishing
- production and issuance of content for distribution via social publishing sites
- no barriers and gatekeeping of traditional publishing and broadcast models
- blogs: regularly updated onşne content, different use groups
- micro sharing sites: similar to blogs, limit to length of the content
- media sharing sites: host content and video, audio, photos, presentation and
documents

Zone 3: Social Entertainment

2

, - events, performances, activities designed to provide the audience with pleasure and
enjoyment, experienced and shared using social media
- music
- social games: most advanced channel in the social entertainment zone

Zone 4: Social Commerce
- online shopping, buying, and selling of products and services
- enables people to participate actively in the marketing and selling of products and
services in online marketplaces and communities
- social shopping: participation and influence of others on consumer’s decision-making
process: deal sites, deal aggregators, social shopping markets, social storefronts,
community marketplaces, social networks with sales conversion

Social media zones and examples.

note: we can also position FB right in the middle since it does a little bit of everything

Marketing: the activity, set of institutions and processes for creating, communicating,
delivering and exchanging offerings that have value for customers, clients, partners and
society at large

Social Media Marketing: the utilization of social media technologies, channels, and software
to create, communicate, deliver, and exchange offerings that have value for an
organization’s stakeholders

3

, Marketing Communication

The PESO Model

4

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