Capstone Presentation — Dr. MaryAnn Pearson

1. Social Media
Marketing vs.
Print Media
Marketing
By Grace Belton
2014

2. Thesis
 In an age of ever-expanding presences on
the Internet and social media networking
websites, the public relations industry is
failing to put a proper emphasis on the
positive effects of print pieces in today’s
markets while also lacking in
professionalism in its efforts on social media
networks and new age media such as
Facebook and blogs.

3. The History and Rise of
Social Media and Marketing
 Internet: Launched by the military in 1969 in case of attacks that
took down other forms of communication
 Facebook: Created in 2004
 Late 2007, Facebook had over 100,000 businesses as users
 Instagram: Created in 2010
 Purchased by Facebook in 2012
 Twitter: Created in 2006
 Became a breaking news tool in 2009
 By 2013, 51% of users follow business accounts

4. The Shift
 Early forms of marketing existed as out-bound
communication: “interrupt the consumer.”
 Talked at the consumer instead of with them
 Television ads, radio ads, newspaper ads
 A shift took place after the dotcom bubble burst in 2000.
Marketing moved toward a type of in-bound
communication — “emphasis on information sharing, user-
centered design and collaboration.”
 Consumers began expecting immediate and highly
personal levels of communication and interaction with
marketers, businesses and individuals.

5. Forms of Internet and
Social Media Marketing
 Social media news releases: Targets writers such as
bloggers
 Does not follow the inverted pyramid style
 Contains multimedia elements such as images and links
to videos
 Blogs: Short editorial/essays for online posting
 Characterized as being shorter and more informal in
nature
 Status updates: Utilized through social media networking
websites such as Facebook and Twitter
 Meant for frequent updates in around 140 characters or
less

6. Social Media Managers & the Need for
Professionalism
 New position created after the rise of social media.
 Manages the postings, communication and integration of
business practices across any social media accounts that an
individual, organization or business might have such as
Facebook, Twitter and Instagram.
 There is a large lack of professionalism in social media
postings
 “The posts I make on behalf of the companies I represent,
however, is a different story,” said Frank Bocchino in an Yahoo
Business article. “Decorum can be learned, but the dumbest
choice companies make is enlisting the wrong people (i.e. non
PR professionals) for making social media posts. In short, the
best way to avoid dumb posts is to avoid dumb posters. That’s
the smartest choice a company can make (Bocchino).”

7. Lack of Professionalism on Social Media —
Case Studies
 Sen. Anthony Weiner (D-NY) — Mistakenly posted nude photos
of himself via Twitter instead of sending them as a private
message.
 Eventually resigned after investigations by a Congressional
ethics board.
 #Aurora — A boutique employee saw that #aurora was trending
during the time following the fatal shooting in a theater. Instead of
researching the topic, the person tweeted that it must be trending
about the boutique’s Kim Kardashian “Aurora” dress.
 American Apparel — The clothing line posted advertisements for
a sale in light of the boredom that “must” be going around due to
Hurricane Sandy that had devastated the East Coast.

8. Marketing and the Role of Print Media
 Print marketing still has a place in an online world
 Direct mailings make up 43% of local advertising
 56% of people surveyed reported that they trusted print
marketing pieces over social media advertising
 81% of social media users surveyed reported that they
enjoyed receiving special offers in the mail

9. The Catch
 Biggest challenge of print marketing in a social media world:
creating print campaigns designed well enough to draw in
and keep the attention of consumers/audiences.
 People have come to expect the in-bound communication
ushered in through the dotcom bubble rather than the out-
bound communication of years past.
 Consumers/audiences expect high levels of visual
stimulation due to the sheer number of images and graphics
they are assaulted with every day through online and social
media channels.
 Marketers are left with the challenge of creating a sense of
open communication in the print pieces they create and
publish.

10. Engaging the Audience through Print Media
 Business cards — start a two-way conversation through sending
the viewer to social media accounts online
 Important to make social media accounts professional and highly
up-to-date before sending people there
 Direct mailings: pieces such as flyers, postcards, brochures,
catalogs and newsletters that are sent directly to a consumer or
targeted audience member’s home through mailing services
 Are valuable because of the high level of control marketers
have in who receives and does not receive the content; can
target entire age groups or specific neighborhoods
 Creative Packaging: highly innovative product packaging that
plays off the visual nature of today’s individual.
 Can be accomplished through materials used to make
packaging (green or biodegradable) or shape/design of
packaging.

11. Conclusion
 Shift in type of marketing occurring in today’s economy
(in-bound vs. out-bound) has caused exponential changes
for the public relations and marketing industries.
 Individuals have changed in their expectations. They are
now information seekers and gathers through turning to
the Internet when looking for a particular product or
service.
 One downside of this shift is the lack of professionalism
seen across the social media world. This is due, in part, to
the constant accessibility of social media and informal
nature of websites.
 Print media still has value — whether this means coupling
print pieces with social media or playing off the visual
interests social media has ignited in consumers.