The document introduces social media management, defining social media as platforms for communication and relationship building. It addresses common myths about social media, such as the belief that it can fix bad products and guarantees instant success. The document outlines key traits of effective social media, emphasizing the importance of listening, transparency, responsiveness, authenticity, storytelling, and engaging content.

1. Introduction to
Social Media Management
COMM 399 Social Media Management
Department of Communications
The University of Tennessee at Martin
Fall 2013 | Dr. Tracy Rutledge

2. Introduction to Social Media Management
Social Media Defined
• Social media are platforms and
applications that allow people to
connect, exchange information,
and engage in communication.

3. Introduction to Social Media Management
Social Media Networking Defined
• Social media networking is
the process of connecting,
communicating, and building
relationships using social media.

4. Introduction to Social Media Management
Traditional Communication Model
Model from Launch! Advertising and Promotion in Real
Time by Michael Solomon, Lisa Duke Cornell, Amit
Nizan

5. Introduction to Social Media Management
New Interactive
Model
Model from Launch! Advertising and Promotion in
Real Time by Michael Solomon, Lisa Duke Cornell,
Amit Nizan

6. “A squirrel dying in front of your
house may be more relevant to
your interests right now than
people dying in Africa.”
–Mark Zuckerberg, Facebook

7. Introduction to Social Media Management
Social Media Myth #1
Adapted from from Likeable Social Media
• Social media can “fix” a bad
product, company, or
organization.

8. Introduction to Social Media Management
Social Media Myth #2
• Using social media results in
instant success and ROI.

9. Introduction to Social Media Management
Social Media Myth #3
• Social media are free.

10. Introduction to Social Media Management
Social Media Myth #4
• Social media use the same
message strategies as traditional
IMC media.

11. Introduction to Social Media Management
Traits of “Likeable” Social Media
Adapted from from Likeable Social Media
• Careful listening
• Transparent communication
• Responsive communication
• Authentic communication
• Interesting storytelling
• Engaging content