This document discusses key concepts around target audiences, passive versus active engagement, and uses and gratifications theory as it relates to social media. It defines primary and secondary target audiences. Passive audiences do not interact with media, while active audiences have control and interact. Uses and gratifications theory suggests people use social media for self-confidence through sharing credible information, pleasure through video and pictures, and empowerment through interactive conversations. The document provides a task to study a social media prosumer by analyzing their platforms, access, interactivity, examples of work, and passive versus active qualities.
Social media compared to other known forms of media primarily differs on the interactivity and engagement process. This paper presents the process of building a successful social brand.A detailed understanding about what are the steps to be followed from the vision statement to the review has been provided.A list of recommendations has also been enlisted.
Gaining and Maintaining a Competitive Advantage with SOCIAL MEDIA (WSI - Cyprus)WSI (Cyprus)
You keep hearing about social media and how it's spreading like wildfire. But as a business
person with a crazy schedule - saddled with the added stress of rocky economic times and a
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Social media compared to other known forms of media primarily differs on the interactivity and engagement process. This paper presents the process of building a successful social brand.A detailed understanding about what are the steps to be followed from the vision statement to the review has been provided.A list of recommendations has also been enlisted.
Gaining and Maintaining a Competitive Advantage with SOCIAL MEDIA (WSI - Cyprus)WSI (Cyprus)
You keep hearing about social media and how it's spreading like wildfire. But as a business
person with a crazy schedule - saddled with the added stress of rocky economic times and a
shrinking marketing budget - you need to know: Is there any real business value to social media,
or is it mostly buzz? And if there's value, how on earth will I have time to learn it and use it
effectively?
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1. Unit 1Bnotes:
Primary: The targetaudience,whothe projectisfor.
Secondary: additional audiencesnotinthe targetgroup,for e.g. – olderviewersforTV targetedat
youngpeople.
Individual:Engageswiththe product(privacy,convenience,control, individuality)
Group:Engages withothers(gaming,cinema,TV.Etc.) Social interaction,competition,belonging,
sharing
Passive vsactive:
Passive:
- Audience doesn’tinteractwithproduct.
- Hyperdermicneedle theory
Active:
- Audience interactswithproductaudience hascontrol overwhy theyuse media.
- Uses andgratification
Uses andgratificationssocial mediamodel:
Self-confidence:
- Credible information
- Shareable
Pleasure:
- Recognition,
- Personalities,
- Video,
- Pictures
Empowerment:
- Personality driven
- Interactive conversations
Task:
Case ofDIY and social media
Choose someone/website/organisationtostudy – thiscan be a case studyof a social mediaplatform
(e.g.Facebook,Instagram,etc.) YouTube vloggers,blogwriters,popularpersononsnap
chat/Instagram,etc.
2. What to include:
- Who are they?
- What do theydoand whydo you considerthemasa ‘prosumer’?
- What mediaplatformsdotheyuse?Access?Isthere interactivity?
- Provide examples(clips,images,blogposts,etc.) of theirwork –linkto ‘usesand
gratifications’
- Identifyanypassive (e.g. adsonFacebook – onthe side andactive qualities(like video
optiononFacebook)
