SOCIAL MEDIA
MARKETING
- SUMMARY
Rosa Craane
CM2274 | 2024
,Week 1 – Social Media Environment
Marketing audit
Analyze the potential strengths and weaknesses of the company’s social media.
Analyze the potential opportunities and threats of the company.
Convert this into a SWOT (strengths, weaknesses, opportunities, threats) matrix.
Marketing stagey
Identify the objective to accomplish.
Identify segments, select a target, and position accordingly.
Marketing tactics
Bring your strategy to life.
Which channels to use
Which content will you deliver
How will you engage with the target?
Digital native (Marc Prensky) - people born in an era in which digital technology has always existed.
Social media – social media are the online means of communication, conveyance, collaboration, and
cultivation among interconnected and independent networks of people. Communities and
organizations are enhanced by technological capabilities and mobility.
State of social media
Social media has scaled to new heights during the pandemic, with more than four
billion people using social networks each month.
The average internet user spends nearly 2.6 hours on social media per day.
On average users use 7.2 social platforms per month
Facebook, YouTube, WhatsApp, Instagram, and WeChat are top-used social media.
Living the social media life – “It's all about a culture of participation; a belief in democracy;
the ability to freely interact with other people, companies, and organizations; open access to
venues that allow users to share content, form simple comments to reviews, rating, photos,
stories and more; and the power to build on the content of others from your unique point of
view.”
Social media enable active participation in interactive and interdependent networks.
Interactive and participatory will be the core in the course.
Sidenote: social media has been made pervasive and ubiquitous. People live in an
omnisocial world.
Synchronous interactions: interactions that occur in real-time (such as when you
text back and forth with a friend).
asynchronous interactions: interactions that don’t require all participants to respond
immediately (such as when you email a friend and get an answer the next day).
Social media value chain
Infrastructure
Web 1.0: people as consumers of mostly static content
Web 2.0: (sematic)connecting networks of people with networks of information.
Access to rich data
More interactive capabilities and access to the collective wisdom of others
Multiple platforms with easy, accessible, and interactive user interfaces
Web 3.0: enables collaboration between humans and machines.
Internet as a universal medium for data, information, and knowledge
exchanges
Social media will support collective intelligence.
Network effect: Each additional user adds value for all users.
Crowdsourcing = a process that harnesses the collective knowledge of a large
group of people to solve problems and complete tasks.
SOCIAL MEDIA MARKETING SUMMARY I BY ROSA CRAANE
, Channels/hosts
Computer programs that enable users to interact, create, and share data e.g. apps,
social services, chatbots, and use algorithms to personalize content.
Supporting software and services
Social software: computer programs that enable users to interact, create, and share
data online -> exists to facilitate all social media channels.
Apps/ widgets are types of social software -> enable mobile connectivity to our social
spaces and activities.
Chatbot: an artificial intelligence computer software program that simulates
intelligent conversations via written or spoken text using a chat interface -> can
provide several conversational services ranging from functional to fun.
Algorithms: complex mathematical formulas used to personalize the content you see
in your news feed, recommended friend connections, and more.
Devices
Tablet PCs, smartphones, game consoles, laptops, and desktops
Wearables
Internet of Things: a paradigm in which all the objects around us can be
connected anytime and anywhere.
Zones of social media
Social communities: channels of social media that focus upon relationships and the common
activities people participate in with others who share the same interests or identification.
Social publishing: the production and issuance of content for distribution via social
publishing sites.
Blogs: websites that host regularly updated online content; they may include text,
graphics, audio, and video.
Microsharing sites/ microblogging sites work much like blogs except that there is a
limit to the length of the content you can post. E.g., Twitter (X)
Social entertainment encompasses events, performances, and activities designed to provide
the audience with pleasure and enjoyment, experienced and shared using social media.
Social games are by a substantial margin the most advanced channel in the social
entertainment zone.
Statuscast: post updates to one’s status.
Social commerce: the use of social media in the online shopping, buying, and selling of
products and services -> enables people, both networks of buyers and sellers, to participate
actively in the marketing and selling of products and services in online marketplaces and
communities.
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.
Business models and monetization
Monetization – how a business earns revenue.
SOCIAL MEDIA MARKETING SUMMARY I BY ROSA CRAANE
