This document discusses rules of engagement for social media marketing. It discusses different types of marketing like interruption marketing used in TV ads and permission marketing used in email newsletters. It also discusses strategies like being participatory, authentic, resourceful and credible on social media. The document outlines several rules for social media engagement including using social media as intended, being transparent, talking about topics rather than self-promotion, and being respectful and ethical. It cautions that over 1,500 ads are seen per day and discusses both successful and unsuccessful social marketing examples from companies.

1. CHAPTER 4:
RULES OF ENGAGEMENT
FOR SOCIAL MEDIA
BY: GINA LAMPASONA

2. SOCIAL MEDIA MARKETING
Interruption Marketing
 Interrupt people and demand
their attention
 TV Advertising
 Magazine Ads
 Billboards
 Pop-ups
 Radio Ads
Permission Marketing
 Costumers consent to being
marketed
 Opting into email newsletter
 Following an account on
Twitter
 Sign Up for Text Message
Alerts

3. You are Running for Office!
The mailings, handouts, TV ads, and radio promos. A ton of interruption
marketing that seems to be synonymous with election time. Is it worth it?
Over 6 billion dollars have been spent nationwide in the past elections.
If you were running for office, how would you promote yourself? Ideally, you

4. PASSIVE VS. ACTIVE
Passive: Search, Listen, Respond
New Members of Social Media
 Active : Create and Engage
Engage in Conversation

5. How many Ad’s are we Exposed to a Day?
1,518 exposures per day for a family of four
76 noticed exposures
560 whether noticed or not
285 for men, 305 for women
117 to 285 for men, 161 to 484 for women
600-625 potential exposures (whether
noticed or not); 272 are from TV, radio,
magazines and newspapers
American Association of Advertising Agencies

6. PARC
Participatory Authentic
Resourceful Credible

7. SOCIAL MEDIA STRUGGLES
Walmart
 Paid
Bloggers
American Airlines

8. Rule 2:
Don’t Be a
Dirty
Spammer
Rule 3: Assume
People Don’t Care
about the Product
Rule 4:
Have a
Personality
Rule 1:
Use Social
Media as
Intended
Rule 5: Provide
Context when
Seeking
Connections
Rules of Engagement

9. Rule 6:Be
Transparent
Rule 7: Talk
about the
Topic
Rule 8:
Social Media
profiles are
not
Billboards
Rule Be
Nice
Share a Coke Thank You
Share a Coke

10. ETHICAL SOCIAL MEDIA
MARKETING
Honesty
Fake Likes on FB
 Privacy
Respect
Home Depot
 Responsibility
 Acknowledge
 Apologize
 Act
Boston Bombing

11. Global Social Media
 Avoid Making Native
Jokes
 Do NOT Dumb Down
Material
 Use Translation Engines

12. Thank You!