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Social Media Marketing: Tools and Optimization

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Transcript

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