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Summary Social Media Marketing - Terms Chapters 1-9
- Instelling
- Erasmus Universiteit Rotterdam (EUR)
All the terms highlighted in chapter 1 - 9 of the book Social Media Marketing written by Tuten, T. 3rd edition.
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Social Media Marketing – TermsChapter 1 – The Social Media Environment
Term Definition
Digital native A new type of student, brought up in the digital time, not
remembering what life is without technology.
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.
Social utility The usage which strengthens our contact with others in our society.
Those benefits of a product or service that satisfy interpersonal needs.
The Social Media An organized structure of the complex environment into its core
Value Chain components that make those activities possible (Infrastructure,
Channels/Hosts, Supporting Software and Services, Devices).
Web 2.0 Developments in online technology that enable interactive
capabilities in an environment characterized by user control, freedom
and dialogue.
Network effect An era of communication in which networks of networked
communities have members who participate as consumers, creators,
and co-creators, users adding value for all users.
Crowdsourcing A process that harnesses the collective knowledge of a large group of
people to solve problems and complete tasks (‘benefiting from the
collective wisdom’).
Web 3.0 (the The expected next stage after the current Web 2.0, where it is
Semantic Web) possible for people and machines to collaborate. Web as a universal
medium for data, information, and knowledge exchange.
supporting collective intelligence.
Social software Computer programs that enable users to interact, create, and share
(applications) data online.
Apps (/widgets) Types of social software, usually downloadable or embeddable.
Chatbot An artificial intelligence computer software program that stimulates
intelligent conversation via written or spoken text using a chat
interface, such as Facebook Messenger.
Algorithms Complex mathematical formulas used to personalize the content you
see in your news feed, recommend friend connections, and more.
Devices Pieces of equipment we use to access the Internet and the range of
activities in which we participate online.
Wearables Smart devices that can be carried or worn on one’s body. They
measure and capture data, which then can be stored, shared and
further processed. E.g., Fitbit.
The Internet of A paradigm in which all the objects around us could be connected
Things (IoT) anytime and anywhere.
Gateways Devices that can facilitate connection for objects without network
capabilities.
Media Means of communication.
,Mass media Means of communication that can reach a large number of
individuals, such as broadcast, print.
Personal media Channels capable of two-way communication on a small scale, such
as email, surface mail, telephone, face-to-face conversations.
Social media Crossing the boundaries of mass and personal media, enabling
individuals to communicate with one or a few people as well as to
thousands or even millions of others.
Medium Through which communication travels, such as magazines,
television.
Vehicles Used within a medium to transfer communication, such as
Cosmopolitan as magazine, Stranger Things as television.
The Zones of The channels in and through which social media participation takes
Social Media place.
Zone 1: Social Community (Sharing, Socializing, Conversing)
Primary orientation: networking.
Social communities Channels of social media that focus upon relationships and the
common activities people participate in with others who share the
same interest or identification feature two-way and multi-way
communication.
Social network Online hosts that enable site members to construct and maintain
sites (SNS) profiles, identify other members with whom they are connected, and
participate by consuming, producing, and/or interacting with content
provided by their connections.
Social presence Online presence that may indicate one’s availability, mood, friend
list, and status.
Connections Those who communicate and share content in a variety of ways,
(friends, followers, including direct messages, wall posts, and chat or instant messaging
fans) options.
Forums Interactive, online versions of community bulletin boards, focusing
on discussions among members.
Wikis Collaborative online workspaces that enable community members to
contribute to the creation of a useful and shared resource.
Zone 2: Social Publishing (Editorial, Commercial, User-Generated)
Primary orientation: knowledge-sharing.
Social publishing The production and issuance of content for distribution via social
publishing sites.
Social publishing Sites that aid in the dissemination of content to an audience by
sites hosting content while also enabling audience participation and
sharing (without the barriers and gatekeeping of traditional
publishing and broadcast models).
Social publishers Those who develop content for and publish on social publishing sites.
Four groups:
1. Individual users.
2. Independent professionals.
3. Professional contributors associated with organizations such
as news media.
4. Brands.
Social publishing E.g., blogs, micro-sharing sites, media-sharing sites, and social
channels bookmarking and news sites.
Blogs Websites that host regularly updated online content. May be
, maintained by individuals, journalists, traditional media providers, or
organizations, so they feature a wide range of topics.
Microsharing sites Sites like blogs but with a limit to the length of the content you can
(/microblogging post (a sentence, sentence fragment, embedded video, link, etc.).
sites)
Media-sharing sites Host content but also typically feature video, audio, photos, and
(e.g., blogs) presentations and documents rather than text or a mix of media.
Zone 3: Social Entertainment (Games, Music, Art)
Primary orientation: entertainment-sharing.
Social Encompasses events, performances, and activities designed to
entertainment provide the audience with pleasure and enjoyment, experienced and
shared using social media
Social games Hosted online and include opportunities for interaction with members
of a player’s network as well as the ability to statuscast activities and
gaming accomplishments to online profiles.
Statuscast Post updates to one’s status
Zone 4: Social Commerce (CRM/Services, Retailing/Sales, Human Resources)
Primary orientation: product buy/sell promotions.
Social commerce The use of social media in the online shopping, buying, and selling of
products and services.
Social shopping The active participation and influence of others on a consumer’s
decision-making process, typically in the form of opinions,
recommendations, and experiences shared via social media.
Deal aggregators Collect deals into personalized deals feeds.
Social shopping Online malls featuring user-recommended products, reviews, and the
markets ability to communicate with friends while shopping.
Social storefronts Online retail stores that sometimes operate within a social site like
Facebook with social capabilities.
Facebook Connect A Facebook tool that allows users to log in to other partnering sites
using their Facebook identities.
Share applications Tools that let users share what they are buying.
Monetization
Monetization How a business earns revenue.
Business model The strategy and format it follows to earn money and provide value
to its stakeholders.
Interruption- A business model of which its goal is to create programming that is
disruption model interesting enough to attract people to watch it or listen to it. When
they have your attention, they interrupt the programming to bring you
a commercial message.
the source of a communication delivers messages to audiences
whether or not they want to receive them, and regardless of whether
these messages are directly relevant to their unique needs.
Revenue stream Source of income.
Psychic income/ Perceived value that is not expressed in monetary form.
Social currency
Social Media Marketing
, 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.
Marketing mix The way to achieve the marketing goals, includes the Four P’s:
- Product.
- Price.
- Promotion.
- Place (or distribution).
- (later another P: Participation).
Social media The utilization of social media technologies, channels, and software
marketing to create, communicate, deliver, and exchange offerings that have
value for an organization’s stakeholders.
Push-messaging One-way communication delivered to the target audience.
Boundary spanners Employees who interact directly with customers.
E-commerce Online product selling and buying.
E-commerce sites Websites that allow customers to examine (onscreen) different brands
and to conduct transactions via credit card.
Micromarket A group of consumers once considered too small and inaccessible for
marketers to pursue.
Niche products Products that appeal to small, specialized groups of people.
Tradigital The familiar marketing model of the Four P’s applied to the digital
marketing domain.
Search advertising Makes it possible for online advertising to target both mass and niche
audiences.
1. Paid media Media through which monetary fees are paid, including purchasing
space to deliver brand messages and securing endorsements. The
purview of advertising.
Advertising The paid placement of promotional messages in channels capable of
reaching a mass audience.
Public relations The promotional mix component tasked with generating positive
publicity and goodwill.
2. Owned media Channels the brand controls.
3. Earned media Those messages that are distributed at no direct cost to the company
and by methods beyond the control of the company.
- Word-of-mouth (WOM) communication / influences
impressions.
4. Shared media Communication channels in which marketers, people, journalists, and
other participants share content (their own and others).
Marketing in stages 1. Increase awareness by maintaining an active presence on
of the purchase the social spaces where target consumers ‘live’ and by
process integrating social media into the marketing mix.
2. Influence desire social media promotions used much like
advertising, catalogue marketing, and feature events to
persuade consumers to recognize a sense of desire.
3. Encourage trial social media promotions used to support
sampling (to offer a free trial of a product) and loyalty
programs.
4. Facilitate purchaser social media served as a distribution
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