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Social Media Marketing. Summary
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- Erasmus Universiteit Rotterdam (EUR)
The summary of the book by Tuten (4th edition) in Social Media Marketing. Chapters 1-9
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SOCIAL MEDIA MARKETINGTracy L. Tuten
4th edition
by Alisa Mahaletska
,Chapter 1. The Social Media Environment
Digital native, digital immigrants: a new type of student who was starting to enter educational
institutions, while born to always-on digital age
Social utility: (like FB) offers synchronous interactions, which occur in real time, and
asynchronous interactions (which do not require all participants to respond immediately),
content sharing
- Not only joining, but also contributing to social communities
Social media as the way digital natives live a social life
- They enable active participation in the form of communicating, creating, etc.
- Interactive and participatory
The infrastructure of social media
Social media value chain
- The core components that make the activities possible
- Possible by underlying infrastructure of SM techno-social system
Pieces in digital environment: the web, the social channels and vehicles and the software,
the devices and the participants
The web as a platform
1. Web.1.0 was a network of connected information
, a. A network of data producers served information to primarily passive
consumers
b. Web 2.0 connected networks of people in addition to networks of information
i. Developments in online technology that enable interactive capabilities
in an environment characterised by user control, freedom and
dialogue
2. The social web: an era of communication in which networks of networked
communities have members who participate as consumers, creators, and co-creators
a. Network effect (by economists): each additional user adds value to other
users (Amazon's ability to recommend books based on people with similar
interests)
b. Crowdsourcing: a process that harnesses the collective knowledge of a large
group of people to solve problems and complete tasks
i. Orgs use crowdsourcing to benefit from the collective wisdom of
crowds, but the network effect ensures that there is sufficient
participation for the crowdsources solution to be a good one
3. Semantic Web: expected next stage
a. Making it possible for people and machines to collaborate
Social channels (Zones of social media)
- Networks and platforms that support social media functionality and connections
- Media: means of communication, ranging from mass media to personal media
- Cosmopolitan and Fast Company are vehicles for the magazine medium
- We conveniently organize the social media space into a compact space that consists
of 4 zones of social media
Social Software
, - Allow our experiences and creations online to happen (software applications)
- Social software can facilitate interaction, content creation etc.
- Chatbot: an AI computer software program that simulates intelligent conversation via
written or spoken text using a chat interface
Devices
- Pieces of equipment we use to access the internet and the range of activities in
which we participate online
- Wearables are smart devices that can be carried on or worn on one's body
- They measure and capture data that can be stored, shared and further
processed
- Devices not smart on their own can become so by using IOT
People
- SM only work when people participate, create and share content
- Bloggers represent a unique hybrid form of netizens in that they may create and
share content professionally or personally
The Zones of social media
1. Social Community
a. Channels of SM that focus upon relationships and the common activities
people participate in with other who share the same interest or identification
b. Featuring two-way or multi-way communication
c. Social Network Sites (SNS) are online hosts that enable site members to
construct and maintain profiles, identify other members with whom they are
connected and participate by consuming, producing and/or interacting with
content provided by their connections
d. Profiles enable members to develop and social identity when they add a
profile pic, basic info and other customizable options
- They maintain a social presence in the community that may indicate
their availability, mood etc.
- Connections (friends, followers, fans) communicate and share content
in various wats, inc direct messages, wall posts and chat or instant
messaging options
e. Forums as the oldest venu of SM: interactive online versions of community
bulletin boards
f. Wikis are collaborative online workspaces that enable community members
to contribute to the creation of a useful and shared resource
2. Social Publishing
a. Production and issuance of content for distribution via social publishing sites;
dissemination of content to an audience by hosting content while also
enabling audience participation and sharing
i. Without the barriers and gatekeeping of traditional publishing and
broadcast models
ii. The key reason why we associate SM with democracy
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