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Benefits of using
Social Media for
  Marketing &
Communications

      Gordon Fletcher
  Salford Business School



                            thefuturebuzz.com/pics/power%20users/part2/social%20media%20starfish.jpg
Some Lessons
•   Wetpaint
•   Facebook ads
•   Facebook fan pages
•   Ning
•   Wikipedia
•   Flickr
•   YouTube
•   Twitter
•   Creativity and competitions   www.julienbagein.com/wp-content/uploads/images/social-media.jpg
Some Principles
• Support
  who is really on board?

• Participation
  web2.0 is read/write web – who is writing?

• Audience
  who is reading?

• Content
  is all important– visual culture? authoritative?

• Know the Meme
• No Boundaries
  should this really be separate?

• Lead, Imitate, Adapt or Learn?
• Context
  is this really appropriate?
                                                     creativefusionmedia.files.wordpress.com/2008/12/social-media-agency-consultant2.jpg
Moving Forward
• Eccl.es
  (authenticated url and text shortener)

• Irl.am
  (QR based locational service)

• UCAS mash-up
• School Developed Sim
  (teaching, exec, fb, mobile)

• Closer Integration
  (e.g. Acoustics public engagement)

• Create Tangibility
  (MIT/Open Source Sentiment)

• Becoming Viral
  (becoming the ‘cool’ secret everyone knows)
Benefits?
• Internal Improvement
  (leading by example)

• Knowledge Management
  (we are our own audience)

• Knowledge Management
  (we know who, when and where)

• Offers a design sentiment
• Speak to our potential students
  (in their own language/medium)

• Interact with potential students



                                     http://www.isteconnects.org/otherpics/socialmedia1.jpg
Barriers?
• Internal Resistance
  (low levels of personal knowledge, time, motivation)

• Information Overload
  (too many competing choices to make a decision)

• Content Disarray
  (information systems delivery, response mechanisms)

• Marketing Focus
  (treating social media as a special case)

• Engaging Creativity

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Benefits of Social Media for Marketing & Communications

  • 1. Benefits of using Social Media for Marketing & Communications Gordon Fletcher Salford Business School thefuturebuzz.com/pics/power%20users/part2/social%20media%20starfish.jpg
  • 2. Some Lessons • Wetpaint • Facebook ads • Facebook fan pages • Ning • Wikipedia • Flickr • YouTube • Twitter • Creativity and competitions www.julienbagein.com/wp-content/uploads/images/social-media.jpg
  • 3. Some Principles • Support who is really on board? • Participation web2.0 is read/write web – who is writing? • Audience who is reading? • Content is all important– visual culture? authoritative? • Know the Meme • No Boundaries should this really be separate? • Lead, Imitate, Adapt or Learn? • Context is this really appropriate? creativefusionmedia.files.wordpress.com/2008/12/social-media-agency-consultant2.jpg
  • 4. Moving Forward • Eccl.es (authenticated url and text shortener) • Irl.am (QR based locational service) • UCAS mash-up • School Developed Sim (teaching, exec, fb, mobile) • Closer Integration (e.g. Acoustics public engagement) • Create Tangibility (MIT/Open Source Sentiment) • Becoming Viral (becoming the ‘cool’ secret everyone knows)
  • 5. Benefits? • Internal Improvement (leading by example) • Knowledge Management (we are our own audience) • Knowledge Management (we know who, when and where) • Offers a design sentiment • Speak to our potential students (in their own language/medium) • Interact with potential students http://www.isteconnects.org/otherpics/socialmedia1.jpg
  • 6. Barriers? • Internal Resistance (low levels of personal knowledge, time, motivation) • Information Overload (too many competing choices to make a decision) • Content Disarray (information systems delivery, response mechanisms) • Marketing Focus (treating social media as a special case) • Engaging Creativity