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Social Media Marketing: Tools and Optimization
Social Media Marketing: Tools and Optimization
Social Media Marketing: Tools and Optimization
Social Media Marketing: Tools and Optimization
Social Media Marketing: Tools and Optimization
Social Media Marketing: Tools and Optimization
Social Media Marketing: Tools and Optimization
Social Media Marketing: Tools and Optimization
Social Media Marketing: Tools and Optimization
Social Media Marketing: Tools and Optimization
Social Media Marketing: Tools and Optimization
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Social Media Marketing: Tools and Optimization

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  • 1. Social Media: Technology Enabling Business Success<br />Angela Hausman, PhD<br />Howard University and MarketingThatWorks.TV<br />202-806-1676<br />
  • 2. What is Social Networking ?<br />COMMUNITY<br />Real community is dying (Putnam)<br />Increased isolation<br />More time in electronic worlds<br />Busier<br />Uses a variety of social platforms<br />Traditionally text based<br />Pictures<br />Video<br />Allows fluidity in self-presentation<br />
  • 3. What is Social Media?<br />Relies on customer sharing in social platforms to spread commercial message to social graph<br />Individuals share messages because it builds celebrity and status<br />A social graph changes its attitudes, behaviors or shares messages based on social capital<br />Influence assessed by Klout and <br />PeerIndex<br />Social capital -- respect,<br />authority, trust, and reciprocity<br />Social capital = personal brand<br />Similarity between individuals <br />in the social graph<br />
  • 4. Social Platforms - Facebook<br />Benefits<br />Large number of users<br />Easy sharing from 1 consumer to another<br />Commercial operations<br />Shopping - 1800 Flowers<br />Relationship building – Dell; Oreos<br />Fan generated fanpages -Coke<br />Contests – Levis<br />Causes - The Body Shop<br />Drawbacks<br />Difficult to build connections<br />May not appear on newsfeed<br />
  • 5. Social Platforms – Twitter -coke<br />Benefits<br />Growing faster of all platforms<br />Corporate presence<br />Easy to build connections<br />Searchable via #<br />Drawbacks<br />140 character limit<br />Lack of temporal permanence<br />Vast number of Tweets<br />
  • 6. Social Platforms - LinkedIn<br />Professional focus<br />New! Company profiles<br />Groups<br />Creating Connections<br />Sharing messages<br />Attempts to increase engagement<br />
  • 7. Social Platforms – Foursquare and other location-based apps - Panera<br />Benefits<br />Fun and challenging for consumers<br />Gives consumers a voice<br />Helps consumers relate to friends<br />Helps companies build relationships<br />Helps local companies spread the word<br />Drawbacks<br />Counterfeit check-ins<br />Spreads negative sentiments<br />
  • 8. How to Put it All Together<br />Linking social networks<br />Coordinating online and offline activities<br />Sharing across multiple platforms<br />Unique requirements, limitations, and opportunities of each<br />Timing<br />Consistency<br />Planning<br />Hootsuite<br />Increased difficulty in monitoring and listening<br />
  • 9.
  • 10. iGoogle<br />igoogle<br />
  • 11. Resources Page<br />Facebook<br />Hootsuite<br />Twitter<br />LinkedIN<br />

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