This document outlines key concepts about social media including: definitions of social media and how it compares to traditional media, the major zones of social media like social communities and social commerce, characteristics of Web 2.0 like user participation, the social media value chain and core activities, how social media marketing utilizes participation, and marketing objectives for social media like branding and promotion. It also includes learning objectives, key terms, examples, figures, tables and a conclusion with cited sources.

1. Benson Calixte
Jaclyn LasPata

2. Learning objectives
1. What are social media? How are social media similar
to tradition media? (pg. 2-4)
2. What are major zones associated with social media?
(pg. 4-7)
3. What is Web 2.0 and what are its defining
characteristics? How does Web 2.0 add value to web
1.0? (pg. 7-10)

3. Learning objectives (cont.)
4. Social media value chain? How does it explain
relationships? What activities do individuals
participate in using social media? (p. 10-14)
5. What is social media marketing? What role does
participation play in social media marketing? (p. 14-15)
6. What marketing objectives can organization meet
when they incorporate social media in their marketing
mix?

4. Key terms (68 total)
1-17 18-34
 Advertising
 Apps
 Blogs
 Business model
 Cloud computing
 Connections
 Crowdsourcing
 Deal aggregators
 Deal sites
 Device native
 Display ad
 Earned media
 Entertainment communications
 Facebook Connect
 Forums
 Horizontal revolution
 Interruption-disruption
 LARA framework
 Marketing
 Media
 Media sharing sites
 Medium
 Message boards
 Microblogging sites
 Micromarkets
 Microshare
 Microsharing sites
 Network effect
 Niche products
 Owned media
 Paid media
 Perpetual beta
 Psychic media
 Public relations

5. Key Terms (cont.)
35-51 52-68
 Radical trust
 Reputation economy
 Revenue stream
 Reviews and ratings
 Sampling
 Scalability
 Search advertising
 Search engine marketing
 Social commerce
 Social entertainment
 Social games
 Social identity
 Social media
 Social media marketing
 Social Media Value Chain
 Social networking sites
 Social presence
 Social services
 Social shopping markets
 Social software
 Social storefronts
 Social utility
 Tag cloud
 Tags
 Taxonomies
 Tradigital marketing
 Vehicles (media)
 Virtual worlds
 Widgets
 Wikis
 Word-of-mouth communication

6. Facebook and Youtube fun facts
 Did you know: If Facebook was a country it would be the
3rd most populated in the world
 About 76.8% of Facebook users reside outside of U.S.
 1 Billion pieces of content are shared on FB daily
 Youtube users upload more than 35 hours of video every
minute of every day. This is the equivalence of 176,000 full
length movies on a weekly basis
 In just 30 days on Youtube more videos are broadcasted
than the last 60 years on CBS, NBC, and ABC combined

7. Table 1.1 – Mind Boggling Social
Media Stats
 Years it took for each of the mediums listed below to
reach 50 million users
 It took radio 38 years.
 TV took 13 years.
 The internet took 4 years.
 It Facebook under 9 months to add on 100 million users.

8. Table 1.1 – Mind Boggling Social
Media Stats (cont.)
 Social media activity has overtaken porn as the
number 1 online activity
 80% of companies use LinkedIn as their primary
recruiting tool
 25% of search results for the world’s top 10 brands
point to user-generated content
 If you were paid $1 for every time an article was posted
on Wikipedia, you would earn $36.58/hour
 1 Out of 6 couples who married last year met on a
social media site

9. Table 1.1 – Mind Boggling Social
Media Stats (cont.)
 40% f Twitter usage is from mobile devices and 17% of
users have tweeted while on the toilet!

10. What is Web 2.0
 An interactive system that is available to us 24/7.
 An advancement from Web 1.0 (one-way
communications device)
 Horizontal revolution – information flows across
people, as opposed to information passed down to the
masses via government

11. Web 2.0 Characteristics
 Web is the platform
 User participation
 User-generated content
 Crowdsourcing
 User-defined content
 Network Effects
 Scalability
 Perpetual beta
 Reputation Economy

12. Figure 1.1 – Social Media Zones

13. Figure 1.2 Social Media Zones &
Exemplar

14. Figure 1.3 – The Social Media Value
Chain (Components of Social
Media)

15. Infrastructure of Social Media
 Social software
 Devices
 People
 Business models and monetization
 Psychic Income

16. 5 P’s of Marketing
 Product
 Price
 Promotion
 Place
 Participation

17. Marketing’s newest P, Participation
 Social media marketing – the utilization of social
media technologies, channels, and software to create,
communicate, deliver, and exchange offerings that
have value for an organization’s stakeholders
 http://www.youtube.com/watch?v=C-LmNRpAtv0

18. Figure 1.4 – The Evolution of
Marketing Communications

19. Figure 1.5 – Brand Application
Across Social Media Zones

20. 3 Core Types of Media
 Paid media – space purchased to deliver brand messages
and securing endorsements
 Ex. Tv commercials, radio ads, magazine print ads, newspaper
ads, billboards, internet display ads, and search engine
marketing
 Owned media – channels that brand controls.
 Ex. Corporate websites, e-commerce sites, corporate blogs,
advergames, and ARGs
 Earned media – messages that are distributed at no direct
cost to the company and by methods beyond the control of
the company
 Ex. Word-of-mouth

21. LARA Framework
 Listen to customer conversation
 Analyze conversations
 Relate information within enterprise systems
 Act on customer conversations

22. Table 1.2 - Types of Media

23. Table 1.3 – Jobs in Social Media
(10) (p. 21-24)
 Social Media Editor
 Social Media Marketing Manager
 Marketing and Communications Associate
 Project Social Media Manager
 Social Media Communications Manager
 Social Media Coordinator
 Online Communications and Social Media Director
 Social Media Communications Specialist
 Social Media Intern
 Social Media Strategist

24. New story
 “What’s wrong with social commerce”
 Research conducted amongst adult shoppers
 Social media not designed for, e-commerce sites are
 Influencing factors too powerful
 Vast influence on sales therefore it would cause friends of
friends to want to precise from 1 company, isolating it from
others
 Social media already driving up revenue/increasing sales
 http://www.pymnts.com/news/social-commerce/2014/whats-wrong-with-social-commerce/#.VD1aRvldUaw

25. Video: Social Media’s Impact on
Business
 http://www.youtube.com/watch?v=yDA864UskXc

26. Conclusion
1. Social media are the online means of
communication. Like traditional media, social media
includes several channels, and specific vehicles.
 Ex: Social Media = channel, Twitter = vehicle
2. Major zones associated with social media are (1)
social communities, (2) social publishing, (3) social
entertainment, (4) social commerce.
 Ex: (1) Twitter. (2) Blogger. (3) Come2Play. (4)
TripAdvisor

27. Conclusion (cont.)
3. Web 2.0 fundamentally changes the consumers role
as well as the role of the provider in delivery of
information, entertainment, and communication
tools.
 Ex: Participation (5th P of Marketing)
4. Social media value chain explains that social media is
made up of core activities and supporting
components.
 Ex: Channels/Hosts

28. Conclusion (cont.)
5. Social media marketing is the use of social media to
facilitate exchanges between consumers and
organizations.
6. Marketing objectives that can be used when
incorporating social media. These objectives consist
of, branding and promotion, research, and customer
service and relation

29. Work Cited (5)
1. “Social Media Marketing”,
Tracy L. Tuten, Michael R. Solomon
2. http://www.slideshare.net/brandacity/social-media-marketing-
the-text-chapter-1
3. http://www.youtube.com/watch?v=yDA864UskXc
4. http://www.youtube.com/watch?v=C-LmNRpAtv0
5. http://www.pymnts.com/news/social-commerce/
2014/whats-wrong-with-social-commerce/#.
VD1aRvldUaw