Introduction to Social Media Management

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This is the introductory lecture for COMM 399 Introduction to Social Media Management taught by Dr. Tracy Rutledge in the Department of Communications at The University of Tennessee at Martin.

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  • If we understand the communications model, we appreciate how messages affect people, how people make purchase decisions, and what influences these choices. These issues can help advertisers understand why people accept some messages while they ignore others.
  • Introduction to Social Media Management

    1. 1. Introduction toSocial Media Management COMM 399 Social Media Management Department of Communications The University of Tennessee at Martin Fall 2013 | Dr. Tracy Rutledge
    2. 2. Introduction to Social Media ManagementSocial Media Defined • Social media are platforms and applications that allow people to connect, exchange information, and engage in communication.
    3. 3. Introduction to Social Media ManagementSocial Media Networking Defined • Social media networking is the process of connecting, communicating, and building relationships using social media.
    4. 4. Introduction to Social Media ManagementTraditional Communication ModelModel from Launch! Advertising and Promotion in RealTime by Michael Solomon, Lisa Duke Cornell, AmitNizan
    5. 5. Introduction to Social Media Management New Interactive ModelModel from Launch! Advertising and Promotion inReal Time by Michael Solomon, Lisa Duke Cornell,Amit Nizan
    6. 6. “A squirrel dying in front of yourhouse may be more relevant toyour interests right now thanpeople dying in Africa.” –Mark Zuckerberg, Facebook
    7. 7. Introduction to Social Media ManagementSocial Media Myth #1 Adapted from from Likeable Social Media • Social media can “fix” a bad product, company, or organization.
    8. 8. Introduction to Social Media ManagementSocial Media Myth #2 • Using social media results in instant success and ROI.
    9. 9. Introduction to Social Media ManagementSocial Media Myth #3 • Social media are free.
    10. 10. Introduction to Social Media ManagementSocial Media Myth #4 • Social media use the same message strategies as traditional IMC media.
    11. 11. Introduction to Social Media ManagementTraits of “Likeable” Social Media Adapted from from Likeable Social Media • Careful listening • Transparent communication • Responsive communication • Authentic communication • Interesting storytelling • Engaging content

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