Samenvatting
Summary Tuten, T.L., & Solomon, M.R. (2015). Social media marketing (2nd edition). Los Angeles: Sage.
- Instelling
- Tilburg University (UVT)
Summary Chapters for Social Media Marketing (2017)
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Voorbeeld 2 van de 13 pagina's
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Voorbeeld van de inhoud
Hoofdstuk 1Web 2.0 = the current version that allows users to interact with senders.
Web 1.0 = simple one-way communications device
We’ve moved from a fairly simple one-way communications device (that’s Web 1.0) to an interactive social
system that’s available to most of us 24/7.
Horizontal revolution: Today each of us communicates with huge numbers of people by a click on a keypad, so
information flows across people as well.
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.
Facebook offers synchronous interactions (which occur in real time, such as when you text back and forth with
a friend) and asynchronous interactions (which don’t require all participants to respond immediately, such as
when you email a friend and get an answer the next day).
The word media has multiple meanings, but for our purposes we’ll simply use it to refer to means of
communication. The media we use range from mass media (means of communication that can reach a large
number of individuals) such as broadcast, print, and digital channels, to personal media (channels capable of
two-way communication on a small scale) such as email, surface mail, telephone, and face-to-face
conversations.
Communication travels using a medium (or channel) such as word-of-mouth, television, radio, newspaper,
magazine, signage, Internet, direct mail, or telephone. Within each medium, marketers can choose specific
vehicles to place a message.
Part of the complexity of social media is due to the sheer quantity of channels and vehicles, with new ones
coming online all the time.
Zones of social media: group similar channels together. We can conveniently organize the social media space
into a compact space that consists of what we call the four zones of social media.
Zone 1: Social Community
Zone 2: Social Publishing
Zone 3: Social Entertainment
Zone 4: Social Commerce
Zone 1: Social Community
Sharing
Socializing
Conversing
Social communities describe channels of social media that focus upon relationships and the common
activities people participate in with other who share the same interest or identification.
Social communities feature two-way and multi-way communication, conversation, collaboration, and
the sharing experiences and resources.
All social media channels are built around networked relationships, but for social communities the
interaction and collaboration for relationships building and maintenance are the primary reason
people engage in these activities.
The channels in the social community zone include: social networking sites, message boards, and
forums, and wikis. All emphasize individual contributions in the context of a community,
communication and conversation and collaboration.
Social networking sites (SNS): online hosts that enable site members to construct and maintain profiles,
identify other members with whom they are connected, and participate using various services the site offers.
The focus is on the individual communication and collaboration within the context of connections in the
community.
Social identity: Profiles enhance the ability of members to develop a social identity when they add a profile
picture or avatar, basic information about themselves, and other customizable options.
, Social Presence: Members maintain a social presence in the community that may indicate their availability,
mood, friend list, and status.
Connections: whom we might call friends, followers, or fans, communicate and share content in a variety of
ways including direct messages, wall posts, and chat or instant messaging (IM) options.
Thus SNS offer both synchronous and asynchronous forms of communication, and the resulting content
may be either permanent or temporary.
Facebook defines itself not as a social network but as social utility.
Forums: are perhaps the oldest venue of social media. Essentially, they are interactive, online versions of
community bulletin boards. They focus entirely on discussion among members.
Wikis: are collaborative online workspaces that enable community members to contribute to the creation of a
useful and shared resource. Wikis can be about anything and everything.
Zone 2: Social Publishing
Social publishing sites aid in the dissemination of content to be an audience. The channels of social publishing
include blogs, micro sharing sites, media sharing sites, and social bookmarking and news sites.
Blogs: websites that host regularly updated online content; they may include text, graphics, audio and video.
Blogs may be maintained by individuals, journalists, traditional media providers, or organizations so they
feature a wide range of topics.
Microsharing sites: also called, microblogging sites, work much like blogs except that there is a limit to the
length of the content you can post. A microshare could include a sentence, sentence fragment, embedded
video, or link to content residing on another site. (Twitter)
Media sharing sites: like blogs, host content but also typically feature video, audio (music and postcasts),
photos, and presentations and documents rather than text or a mix of media.
So, media sharing sites are also networked. Here are some prominent vehicles within different types of media:
Video sharing: YouTube, Vimeo, Vine, and Vsnap
Photo sharing: Flickr, Snapfish, and Instagram
Music and audio sharing: Audiofarm and Soundcloud
Presentations and documents: Scribd, SlideShare, SplashCast, BrightTalk, SlideBoom
Social bookmarking services (i.e., sharing links to other sites: Diigo and Digg
Zone 3: Social Entertainment
The zone of social entertainment encompasses channels and vehicles that offer opportunities for play
and enjoyment.
Social games are by a substantial margin the most advanced channel in the social entertainment zone.
These are hosted online and include opportunities for interaction with memberes of a player’s network
as well as the ability to statuscast (post updates to one’s status activities and gaming accomplishments
to online profiles.
Yet another aspect of social entertainment is entertainment communities.
Zone 4: Social Commerce
Social commerce refers to the use of social media to assist in the online buying and selling of products and
services. Social commerce influences stages of the consumer decision-making process.
Channels include reviews and ratings (on review sites or branded e-commerce sites), deal sites and deal
aggregators (aggregate deals into personalized deal feeds), social shopping markets (online mall featuring user-
recommended products, reviews, and the ability to communicate with friends while shopping), and 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 Facebook
identities.
Share applications: tools that let users share what they are reading or doing on their status feeds.
Web 2.0 The defining characteristics of Social Media
Web 2.0 refers to developments in online technology that enable interactive capabilities in an environment
characterized by user control, freedom and dialogue.
Most important distinguishing features of Web 2.0:
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