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