social media marketing cm2074 | ibcom ba year III - term III (2021-2022) [by gycc]
SOCIAL MEDIA MARKETING
(lecture notes)
Week I | 07.02.2022 - intro to social media marketing
The state of socials
● Social media has scaled to new heights during the pandemic, with more than 4 billion
people now using social networks each month
● According to the state of social media 21 report, the average person now spends
approx. 2.5 hours on social media daily, with that number increasing for teens
● Not only are people spending more time online, but their digital habits are changing
● For some users, the morning commute has been replaced with checking social media
earlier in the day
● According to socialbakers, 5am usage of FB grew 98% from Q2 to Q3 2020
● Subsequently, networks are becoming increasingly noisy and oversaturated spaces
● Social media has become a pivotal tool for reflecting the evolving consumer
landscape and culture
The social media environment
Social media → the online means of communication, conveyance, collaboration, and
cultivating among interconnected and interdependent networks of people, communities, and
organisations enhanced by technological capabilities and mobility
● People aren’t just joining social communities (passive), they are also contributing
● The idea of community will be a recurring theme in the sphere of social media
○ Necessary to elevate a marketing strategy
○ Decide how you engage online
The usual (social) suspects
TIK TOK
(another platform)
Average user spending 50
min to craft a post
1.2 billion active users
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, social media marketing cm2074 | ibcom ba year III - term III (2021-2022) [by gycc]
Social media is all about a culture of participation; a belief in democracy; the ability to freely
interact with other people, companies and organisation; open access to venues that allow
users to share content, from simple comments to reviews, ratings, photos, stories, and more;
and the power to build on the content of others from your own unique point of view.
Social media enable active participation in the form of communicating, creating, joining,
collaborating, working, socialising, playing, buying and selling, and learning within
interactive and interdependent networks
● Every interaction on any social platforms becomes an act of creating content and
engagement
● Social media enables active partition as users communicate, create and connect
● Social media can be used for so many various reasons, whether it be educational, or
entertainment
● While social media users have embraced social media, its infrastructure has developed
in ways that have made it pervasive and ubiquitous
Social media value chain
You need people to create
a method to enter the
social media sphere, and
also platforms to support
this engagement.
Developers are needed to
actually create these
platforms and devices are
necessary to enter.
Diagram used throughout
the upcoming lectures!
Examples.
Social community →
fandoms
Social publishing →
blogger, youtuber
Social commerce →
certain apps perhaps
Social entertainment →
concerts, game
tournaments
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, social media marketing cm2074 | ibcom ba year III - term III (2021-2022) [by gycc]
ZONE I: social community
● Main emphasis on creating relationships
● These communities are very dedicated, and consider themselves part of a group
● Can feature two way or multi way communication
● Social media channels are build through these networking communities
○ Brands are also feeding on these communities, promoting products and
themselves
● The way to continuously make money for organisations, and keep the engagement
going on for people
● E.g. the beauty community → creating posts, keep the supportment, following
inspiration
ZONE II: social publishing
● The issuance and publishment of content
● To a specific audience (e.g. memes)
● Enabling active audience participation by publishing content
○ E.g. commenting, following, sharing, etc.
● Makes it possible for people to share certain content and generate many kinds of
content without any limitation
ZONE III: social entertainment
● E.g. events, performances, activations
● Any content that stimulates fun and entertainment
● Stimulating your interests and preferences
● Especially during the pandemic, the importance of social platforms was highlighted as
many concerts, gigs and other live events had to shift from a offline setting to an
online environment
ZONE IV: social commerce
● Platforms to generate income, either personally or on an organisational level
● Social marketplaces, hybrid channels, toolkits involved to be able to generate money
● Need of curating a certain marketing strategy and specify and target a certain audience
● Otherwise it could lead to media saturation and people would swipe away
Social Media Marketing
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