In-depth SOCIAL MEDIA MARKETING McGraw Hill notes for Connect Master Online Access for Management Information Systems. Course taken Spring '24 at San Diego State University SDSU with Jordi Conrado. Chapter notes 4 out of 14.
Overview
- Social media marketing has become one of the easiest and most cost-effective options
when businesses look for the best ways to reach customers
- Businesses use social media to help their marketing strategies- Easy to start, cheap,
allows customer feedback
What is a SMIS or a Social Media Information System?
- A social media information system (SMIS) is a specific type of information system that
supports the sharing of social media content to network users
- SMIS is a relatively new information system and has been increasing in importance in
today’s business landscape
- 3 roles that SMIS covers are
- Social media providers- companies that offer social media platforms like
Facebook, Instagram, Twitter, YouTube, and Instagram
- Social media sponsors- organizations and businesses that have a presence on
one or more social media platforms and sites
- Social media communities- users who have registered accounts on these
social media sites and actively engage in social media activities
Components of a SMIS
- Many different components come together to create a social media presence for an
organization
- Hardware and software, data and procedures, and people all interact with one
another and allow organizations to craft strategies that maximize
engagement/exposure
Hardware and Software in SMIS
- SMIS hardware includes the social media providers (ie. Instagram's company)
and their cloud based components. Aka, servers and data “warehouses”
- Also includes the hardware that user communities employ to access these sites
- Both mobile and non mobile digital devices are used to access social
media
- Software includes 1) the programs that create the actual interface that people
interact with, 2) the database management system (DBMS) used by a social
media site that collects and distributes data, and 3) any of the analytics programs
provided by the site
- When talking about the user community, software includes the Web
browsers and applications that are used to visit these sites
Data and Procedures in a SMIS
- Social media information systems are made up of the data and procedures that
are used to run and maintain the system
- The social media providers (ie. head of Snapchat) deliver TWO types of data;
content data and connection data
- Content data is the data and responses from the users on the site
, - Connection data is the data from the connections and relationships to
site content from other sources (ie. like the social media links that are in a
New York TImes article or in your squad’s group chat)
- User communities produce data related to how they use and interact with social
media content
- Each click or interaction from a user creates a data point that can be
analyzed, and so can the connected links from other sites.
- Social media providers are responsible for the execution and maintenance of
their site AND establishing procedures that govern site use, data collection, data
protection, and site security
- User communities are responsible for creating and managing content, adhering
to established site policies and procedures, AND are responsible for the
protection of their personal info and online persona
People in a SMIS
- Without people to run the site, provide content, and actually use the site, there
would be no social media!!
- Social media providers aka companies hire and train staff to run and maintain the
site. Gotta hire the right people to make sure objectives are being met
- Businesses and orgs. that have a presence on social media have to hire staff to
1) create and post content (content creator) 2) to interpret the data from their
analysis of how their content is being used and 3) to plan how best to use their
social media accounts in the future
- Users of the site create accounts, post, and interact with other content
- The people aspect in user communities can be difficult to manage,
since almost everyone is on social media now! Overflow!
Collecting Data for Marketing Research
- Social media and the analytics that are given from the providers are awesome tools
when it comes to gathering market research data
- Market research data helps organizations to make strategic business decisions
- 5 steps of Marketing Research:
1. Problem/opportunity definition
2. Developing a plan for data collection and analysis
3. Data and information collection
4. Analysis of data and information
5. Putting the research into meaningful actions
- Social media platforms have a lot of ways of collecting data and analyzing it, which was
a big advancement for company marketing decisions. Before, how did they know our
interests?
Sources of Social Media Data
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