Marketing Chapter 4

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Chapter4:SocialMedia:LivingintheConnectedWorldChapterContents
BookTitle:ContemporaryMarketing
PrintedBy:AlexYung(ayung2@binghamton.edu)
2016CengageLearning,CengageLearning
Chapter 4
ocialMedia:LivingintheConnectedWorld
ChapterIntroduction
4-1 WhatIsSocialMedia?
4-1a SocialMediaPlatforms
4-1b SocialMediaTools
4-1c WhyShouldMarketersTurntoSocialMedia?
4-2 HowConsumersandBusinessesUseSocialMedia
4-2a ConsumerBehavior
4-2b BusinessBehavior
4-2c Not-For-ProfitOrganizations
4-3 CreatingaSocialMediaMarketingPlan
4-4 GoalsandStrategiesofaSocialMediaMarketingPlan
4-4a SettingGoals
4-4b TargetingtheAudience
4-4c DevelopingStrategiesandChoosingTactics
4-5 ProducingContentandImplementingthePlan
4-5a CreatingContent
4-5b ImplementingthePlan
4-5c RulesofEngagementforSocialMedia
4-6 Monitoring,Measuring,andManagingtheSMMCampaign
4-6a MonitoringandMeasuring
4-6b Managing
4-7 EthicalandLegalIssues
4-7a WorkplaceEthics
4-7b BeHonest
4-7c RespectPrivacy
4-7d BeAccountable
4-8 CareersinSocialMediaMarketing
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4-8a TypesofJobs
4-8b TipsforLandingaJobinSocialMediaMarketing
4-9 ChapterReview
4-9a ReviewofChapterObjectives
4-9b AssessmentCheck:Answers
4-9c MarketingTermsYouNeedtoKnow
4-9d AssuranceofLearningReview
4-9e ProjectsandTeamworkExercises
4-9f Critical-ThinkingExercises
4-9g EthicsExercise
4-9h InternetExercises
Chapter4:SocialMedia:LivingintheConnectedWorldChapterIntroduction
ChapterIntroduction
JuliuKielaiti/huttertock.com
1.Explainsocialmediaandthedifferencesbetweensocialmediaplatformsand
socialmediatools.
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2.Describethewaysinwhichconsumersandbusinessesusesocialmediafor
theirbuyingdecisions.
3.Outlinethefourkeyelementsofawrittensocialmediamarketingplan.
4.Discusstheimportanceofsettinggoalsanddevelopingstrategies,including
targetinganaudience,forasocialmediamarketinginitiative.
5.Identifythesevenqualitiesofeffectivesocialmediacontentandtherulesof
engagementwithsocialmedia.
6.Describethedifferentmeansofmonitoring,measuring,andmanagingthe
socialmediamarketingcampaign.
7.Discussethicalandlegalissuesencounteredbymarketersinsocialmedia
marketing.
8.Explainthedifferenttypesofpositionsinsocialmediamarketingandhowto
landanentry-leveljob.
LinkedinLiftO
Whenitlaunchedmorethantenyearsago,LinkedInwasnotmuchmorethananonline
rsum-hostingsitethatstruggledtoamassitsfirstmillionusers.Todayitspopularityasa
professionalnetworkingandinformation-sharingresourceissoaring,bothonlineandvia
mobiledevice.
TheMountainView,Calif.,companynowboastsmorethan300millionmembersonits
user-friendlyplatform,roughly$500millionayearinrevenuefromadvertisingand
recruitmentapplications,andahistoryofsteadyandsuccessfulinnovationsinbuilding
socialmediatoolsforprofessionals.Pageviewsmorethandoubledinonerecentyear,and
top-ratedpostscangeneratemorethan100,000viewseach.LinkedIns4,800employees
aroundtheworldoperateLinkedInportalsin23differentlanguages,includingCzech,
Dutch,French,Italian,Malay,Russian,Spanish,Swedish,andofcourseEnglish.
Asemployersfaceaglutofapplicants,theyfindthemselvesabletobeincreasinglychoosy
aboutwhomtheyhire.LinkedInsfeaturesallowthemtorelymoreandmoreon
personalizedsearchesamongthesitesindividualmembers.Theycanalsousethesites
vastnetworksofpersonalconnectionsandrecommendationstofiltertheircandidatepools,
andtheycanadvertise,promotethemselves,andsponsorcontent.
Individualusersbenefittoo.Theycangetinsideraccesstojobpostings,readinsightful
postsbyhundredsofindustryleadersortopinfluencers,andporeovercompanycareer
pagesandrecruitmentads.Theycansharecontentwithothers,commentaboutand
endorseothers,andhostvideoandgraphicsalongsidetheircustomizedprofiles.Ofcourse
theycanstillbuildtheirprofessionalnetworksbyforgingnewconnectionsandpersonal
introductionswithotherusersonthesite.
LinkedInstopmanagersarentsittingback,however.Theywouldliketheirsitetobecome
thedefinitiveprofessionalpublishingplatform,whichiswhytheyrepushingtooffer
usersmoreandmorecontentfromrecruitingcompanies,itsownstableofinvitedtop
influencers,andotherusers.Inaddition,newsfeedstailoredtousersinterestsoffer
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currentitemsfromthousandsofbusinessandnewssources;theymaysooninclude
sponsoredcontentandvideosfromadvertiserssuchasXeroxandAmericanExpress.
LinkedInhopesthatwithinamatterofmonths,everyoneinthebusinessworldwilllogin
eachmorningtoseewhatstrendingonLinkedIn.
volutionofarand
Inlittlemorethanadecade,LinkedInhastransformeditself.Whatstartedoutasa
handyonlineresourceforjobseekershasbecomeamajorplayerinthesocial
mediaworldnotonlyforindividualslookingtonetworkandfindajobbutalsoas
acommunitybuilderenablingorganizationsandtheirmarketerstopromotetheir
brand,keeptabsontheircompetitors,andidentifybestindustrypractices.
Usingsocialmediacanhaveadvantagesanddisadvantages,asmanyusers
havediscovered.ArecentlawsuitaccusedLinkedInofhackingintosome
usersaccountsandusinginformationfromtheircontactsformarketing
purposes.Thecompanyresponded,sayingitdoesnotaccessemailaccounts
withoutuserspermissionandsuggestedthatusersmaynothaveunchecked
certaindefaultsettings.DoLinkedInsexplanationandthebuyerbeware
natureofthecompanysresponsemeetyourethicalstandards?Insocial
media,doesprivacymatter?
Chapter1describedmarketingmyopiaandhoworganizationscanavoiditby
gainingatrueunderstandingofthescopeoftheirbusiness.Inyouropinion,
doesLinkedInleadershipunderstandthetruescopeandlong-termpotential
oftheirbusiness?WhatstepsmightLinkedInmanagementtaketoexpand
theirplatformevenfurther?
ChapterOverview
Facebook.Twitter.Foursquare.Tumblr.Youknowwhatallofthesenamesrepresent:social
media.Youmayhaveaccountsonmostofthemorone,attheveryleast.Youmightfollow
NBAplayerslikeLeBronJamesorKevinDurant.Maybeyouprefertrackingcountrymusic
starMirandaLambertorwanttokeepupwiththelatestonthestarsoftheHungerGames
trilogy.Youcanfindalloftheseonvarioussocialmedia.Theyknowit,andsodotheir
sponsorsandpromoters.
Thischapterexploresthewaysthatorganizationsusesocialmediatomarkettheirgoods
andservices.Oncethedomainofafewadventurousstart-ups,noweventhelargestand
mostvenerablefirmssuchasChryslerandGeneralMillshaveestablishedamarketing
presenceinsocialmedia.YoucanlikeyourChryslervehicleonFacebookortweetwith
GeneralMillschiefmarketingofficer.Not-for-profitorganizations,suchasCrayonsto
ClassroomsandtheNationalWildlifeFederation,areonFacebookaswell.
Thischapterbeginswithanoverviewofthedifferenttypesofsocialmedia,rangingfrom
blogstosocial-networkingsites,andexamineshowtheywork.Welookathowconsumers
usesocialmediaandwhy.Thenweturntothemarketerspointofview:socialmedia
marketing.Weoutlinetheelementsofaformalsocialmediamarketingplanaswellasthe
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goalsandstrategiesforusingsocialmediasuccessfullyinmarketinginordertoconnect
withcustomersincludingidentifyingtargetaudiencesandtherulesofengagement.We
discusstheimplementationoftheplan,alongwithsocialmediamonitoring,measuring,
andmanaging.Next,thechapteraddressesthelegalandethicalissuessurroundingtheuse
ofsocialmedia,whichseemstobegrowingasrapidlyasthetechnologyitself.Finally,we
takealookatmarketingcareersinsocialmedia.Weconcludethatsocialmediarepresents
notjustamarketingphenomenonbutamarketingeraallitsown.
Chapter4:SocialMedia:LivingintheConnectedWorld:4-1WhatIsSocialMedia?
4-1WhatIocialMedia?
YoupostavideoonYouTube.Youtaga
friendonFacebook.Youcreatea
1
pinboardofyourfavoritefoodson
Pinterest.Youstartablogaboutyour
Explainsocialmediaandthedifferences
motorcycleadventures.Thesearejusta
betweensocialmediaplatformsandsocial
fewofthewaysyoumightusesocial
mediatools.
mediainyourdailylife.Socialmedia
(Differentformsofelectronic
communicationthroughwhichusers
cancreateonlinecommunitiestoexchangeinformation,ideas,messages,andother
content,suchasvideosormusic.)isdefinedcollectivelyasthedifferentformsofelectronic
communication(suchasnetworkingwebsitesorblogs)throughwhichuserscancreate
onlinecommunitiestoexchangeinformation,ideas,messages,andothercontent,suchas
videosormusic.
Althoughinnovatorsconstantlyfindnewwaystobranchoutthetreeofsocialmedia,to
datethereareseveralbasicforms.Thesemaybedividedintotwomaincategories:social
mediaplatformsandsocialmediatools.Asocialmediaplatform(Atypeofsoftwareor
technologythatallowsuserstobuild,integrate,orfacilitateacommunity,interaction
amongusers,anduser-generatedcontent.)isatypeofsoftwareortechnologythatallows
userstobuild,integrate,orfacilitateacommunity,interactionamongusers,andusergeneratedcontent.ThepopularbloggingsiteWordpressisasocialmediaplatform,asare
social-networkingsitesFacebookandFoursquare.Asocialmediatool(Software(suchas
anapporblog)thatenablesuserstocommunicatewitheachotheronline.)enablesusersto
communicatewitheachotheronline.Examplesincludeapps,blogpostingsandcomments,
andvideoshares.
Thedifferenttypesofsocialmediaoftenoverlapwitheachother.Forexample,youcan
createaforumonLinkedIntodiscussjobtraining,orpostavideotoyourFacebookpage.
Inaddition,themediasitesthemselvescrossboundaries;forexample,StumbleUpon,aWeb
searchenginethatdirectsuserstoWebpagesbasedontheirinterests,hasitsown
Facebookpage,Twitteraccount,andblog.
Chapter4:SocialMedia:LivingintheConnectedWorld:4-1aSocialMediaPlatforms
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4-1aocialMediaPlatform
Socialmediaplatformsactasahomebaseforanonlinecommunity.Toaccessthe
conversationsheldthere,usersmustbecomemembers.Usuallythisisamatteroftypingin
avalidemailaddressandcreatingapassword,followedbyprovidingsomekindofprofile.
Somesocialmediaplatformsrequireaninvitationorsponsorwhoisalreadyamember.
Whenyoujoin,besuretolearnthesitesrules.Forexample,Facebookstrictlyregulates
whereyoucanrunacontestpromotiononyourtimelineaswellashowyoumaychoose
andcontactthewinner.Ifyouviolatetheserules,yourfirmcouldbebannedfromthesite.
ocial-Networkingite
Social-networkingsites(Awebsitethatprovidesvirtualcommunitiesthroughwhich
peoplecanshareinformation,postopinions,andincreasetheircircleofonlinefriends.)are
websites(suchasFacebook,Twitter,andLinkedIn)thatprovidevirtualcommunitiesfor
peopletosharedailyactivities,postopinionsonvarioustopics(rangingfrompoliticsto
recipes),increasetheircircleofonlinefriends,andmore.FacebookandLinkedInaretwo
ofthemostpopularsocial-networkingsites.CompaniessuchasWalmartandTargetuse
theirFacebookpagestobuildrelationshipswithconsumers.TheAmericanCancerSociety,
anot-for-profitorganization,usesFacebooktopromoteitsannualRelayforLife.
Every
socialnetworkhasitsownsearchengine,whichallowsuserstosearchfortopicsthat
interestthem.Beforelaunchingasocialmediacampaign,marketersmaymakealistof
keywordsthatrelatetothepromotion,thenusethosekeywordsthroughoutthecampaign
sonetworkuserslandintherightplaceontheplatform.
Whentheyjoin,membersofsocial-networkingsitestypicallycreateanonlineprofileof
biographicaldataincludingphotosandinformationsuchasemployment,education,and
evenrelationshipstatus.Theyinvitefriendsorcolleaguestojointheirsocialnetwork,and
thencommunicateinavarietyofwayspostingontheirhomepage,sendingemailor
instantmessages,orevencallingorvideoconferencingwithchosenmembers.Theycan
sharetheirlikesanddislikesaboutgoodsandservicesaswellaslinkstofavoriteecommercesites.
Pinterestisoneofmanypopularsocial-networkingsitesthatprovidevirtual
communitiesforpeopletoshareactivitiesandposttheiropinionsandinterests.
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itockphoto.com/KIVILCIMPINAR
Itseasytoseehowquicklyinformationcanbedisseminatedthroughsocialmediaand
thepotentialformarketers.WebstatisticsportalStatistaestimatesthatGooglealone
handles115billiononlinesearcheseachmonth.
ForresterResearchreportsthat
Americanconsumersonlineretailspendingriseseachyear.Recently,onlineretailsales
totaledmorethan$230billion(about7percentofoverallretailsales).Onlineretail
spendingisestimatedtohit$370billioninacoupleofyearsanumberthatwillaccount
for10percentofallretailsalesintheUnitedStates.
MediaspecialistsBIA/Kelsey
estimatethatspendingondigitalmarketingamongsmallandmidsizecompanieswill
exceed$16billionby2016.
SixDegrees.comwasthefirstsocial-networkingsitetobelaunched.Namedfortheideaof
sixdegreesofseparationamongallpeople,itlastedfrom1997to2001.Anothersocialnetworkingsite,Friendster,followedin2002.WhileFriendsterstillexists,itwas
redesignedasasocialgamingsite.Friendstermemberstypicallyareteenagersoryoung
adultswholiveinSoutheastAsia.
rieflpeaking
Wethinkamoreopenandconnectedworldwillhelpcreateastronger
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economywithmoreauthenticbusinessesthatbuildbetterproductsand
services.
MarkZuckerergFounderandCO,Faceook
TomAndersonandChrisDeWolfefoundedthesiteMySpacein2003.MySpacequickly
balloonedtoblockbusterstatus,andtwoyearslater,NewsCorporationacquiredthesitefor
morethan$500million.AlthoughMySpacewasthemost-visitedsocial-networkingsiteat
thetime,Facebook,launchedbyMarkZuckerbergin2004,hadalreadyappeared.Facebook
outpacedMySpacewithinafewyearsand,by2011,MySpacelost80percentofitsusers.
NewsCorporationsubsequentlysoldMySpacetoSpecificMediaforafractionofitsoriginal
purchaseprice.
Facebook,whichboastsmorethan1.2billionmonthlyusers(roughlyone-seventhof
Earthspopulation),isnowtheworldslargestonlinesocialnetwork.
Ahostofother
socialnetworkingplatformsTwitter,YouTube,Foursquare,Instagram,LinkedIn,and
Pinterest,tonameafewhavelaunchedaswell.Alloftheserepresentopportunitiesfor
marketers.
ookmarkingite
Bookmarking(Aplatformthatgivesusersaplacetosave,organize,andmanagelinksto
websitesandotherInternetresources.)platformsgiveyouaplacetosave,organize,and
managelinkstowebsitesandotherresourcesontheInternet.StumbleUponisanexample;
Pinterestcombinesbookmarkingwithsocialnetworking.SportsteamssuchastheNHLs
PittsburghPenguinsandfootballsNewYorkGiantshavehoppedaboardthePinterest
bandwagon.Whatintriguedusinitiallywasthattheplatformseemedtobedominatedby
women,saysthedirectorofinteractivemediafortheNewYorkGiants.Wecertainly
thoughtitwasagreatwaytoengagewiththatdemographicandofferadifferenttypeof
contentthancanbefoundonFacebook,Twitter,andGoogle+.
ocialNewite
Peoplepostnewsitemsorlinkstooutsidearticlesonasocialnewssite(Aplatformwhere
userscanpostnewsitemstolinkstooutsidearticles,thenvoteonwhichpostingsgetthe
mostprominentdisplay.),andthenvoteonwhichpostingsgetthemostprominentdisplay
andareviewedbythemostreaders.Becauseviewersvoteusingwhatevercriteriathey
want,itwouldbetrickyforamarketertopredictwhetheramessagewillgetanyattention.
DiggandRedditaretwotopsocialnewssites.
loggingiteandForum
Membersholdconversationsbypostingmessagesononlineforums(Aplatformwhere
userspostmessagesandholdconversationsonspecifiedtopics.).Somepeopleformspecial
groupsonsocial-networkingsiteslikeLinkedInorFacebookinordertocreateforumson
everythingfrompoliticalcausestorecipeexchanges.Blogpostingsandcommentsare
attachedtobloggingsites(Aplatformwhereahostorwriterpostsinformationoropinions
onvarioustopicsandfollowersmayrespond.)andtypicallyfocusonspecifictopicssuchas
favoritetraveldestinations,supportformilitaryveterans,orparentingexperiences.
WordpressandTumblrarepopularbloggingsites.
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Tumblrsfunctionalityanddedicatedfanbasemakeitanidealmediumfororganizationsto
markettheirbrands.FashionbrandsCalvinKlein,J.Crew,andAnnTayloruseTumblrto
postengagingimagesandcontentanddrawuserstotheirwebsites.
Microlog
Throughmicroblogs(Ablogpostingthatcontainsonlyafewwords(suchasonTwitter).),
subscribersreceiveasteadystreamofbriefupdatesfromanyonerangingfromahighschoolfriendtoacelebrity(likeNFLquarterbackCamNewton).Twitterleadsthe
microbloggingrace.Atalimitof140characters,tweetsbytheirnatureareshortbutvery
effective.CorporatesponsorsofMTVsVideoMusicAwardsusedTwittertopromotetheir
goodsandservicesbefore,during,andaftertheprogram.
Chapter4:SocialMedia:LivingintheConnectedWorld:4-1bSocialMediaTools
4-1ocialMediaTool
Socialmediatoolsmaketheconversationhappen.Blogcomments,tags,photoandvideo
shares,apps,andothertechnologyitemsmakeupthesocialmediatoolkit.
Mediaharing
ServicessuchasYouTubeandFlickrallowyoutouploadandsharemedia,includingphotos
andvideo.Mostalsoletyoucreateaprofileorcommentonaposting.Somevideoshave
goneviralandmadetheirmakersfamous.
Marketersrealizethataviralvideocantranslatetoajumpindemandandsalesfor
theirproducts.NearlyadecadeafterlaunchingaproductcalledOrabrush,itsinventorDr.
RobertWagstaffwasstillsellingonlyabout10ofthetonguecleanerspermonthat$3
each.SoWagstaffhiredafreelancemarketingconsultanttocreateafunnytwo-minute
videocalledHowtoTellWhenYourBreathStinks.AfterpostingthevideoonYouTube,
theteamboughtYouTubesPromotedVideoAdsserviceandalsoputthevideoon
OrabrushsFacebookpage.Withinsixweeks,about900,000peoplehadseenthevideo,and
20percentoftheviewersclickedonthelinktotheOrabrushwebsite.Duringthosesix
weeks,Orabrushsoldabout10,000tonguecleaners.Wagstaffnowstaysincontactwithhis
followersasDr.BobonTwitter,andOrabrushproductsaresoldbyWalgreens,CVS,
Target,andothernationalretailers.
logandMicrologPoting
Bloggingallowspeopletocommunicateingreaterdetailthanmicrobloggingdoes.
Individualsblogabouteverythingfromtheirfavoritefoodstotheirpetpeevestothebest
vacationspotswithindrivingdistance.Marketersuseblogpostingstoeducateconsumers
andbusinesscustomersaboutnewproducts,toaskforfeedbackaboutparticulargoods
andservices,tonotifythepublicaboutsocialresponsibilityinitiatives,andtomanage
publicrelationscrises.Manycompaniesdesignatecertainstaffmembersasbloggers,while
othershireprofessionalbloggerseitherin-houseoronaconsultingbasis,becausethey
believeinthepowerofskilledbloggingtoinfluencereadersopinionsabouttheirgoods
andservices.OnhisBlogGoneEurope,travelwriterandTVtravel-showhostRickSteves
blogsabouthispersonaltravelexperiencesandotherobservationsdesignedtoentice
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readerstobookatour.ThesiteincludesalivelyGraffitiWall,wheretravelaficionados
postquestionsandcomments.
rieflpeaking
Itsempoweringtobeaskedtolookatwhatspossible,nottoldhowtodoit.
JackDoreCo-founderandxecutiveChairman,Twitter
Microblogging,ontheotherhand,offersshortburstsofnews.PepsiCounveileda
partnershipwithTwitterthroughwhichitoffersfreedownloadablesongstoconsumers
whoincludeaPepsihashtagintheirtweetsandstreamingvideoofliveconcerts.PepsiCos
Twitterfollowersmaytweetthenamesofsongstheywantplayedthusinfluencing
concertplaylists.
App
Shortforapplication,anapp(Shortforapplication,afreeorpurchasedsoftwaredownload
thatlinksuserstoawiderangeofgoodsandservices,mediaandtextcontent,socialmedia
platforms,searchengines,andthelike.)isapurchasedorfreesoftwaredownloadthat
linksuserstoawiderangeofgoodsandservices,mediaandtextcontent,socialmedia
platforms,searchengines,individualbusinesses,ororganizationsjustaboutanythingyou
canthinkof.Itsdifficulttodetermineexactlyhowmanyappsexistbecausenewonesare
beingcreatedatsucharapidrate.Butitsestimatedthattherearecurrentlynearly1.3
millionappsavailableforAndroid-poweredmobilephones,withthousandsintroduced
eachmonth.
ApplesonlineAppStoreoffersmorethan1.4millionapps,withthat
numberalsogrowingeveryday.
Andthereareappsforcomputertabletsaswellasfor
theiPad.
Appsallowyoutodownloadmusic,playgames,ormakedinnerreservations;theyalertyou
tonewseventsandweatherchanges;theymakeitconvenienttobuyapairofshoesonline
whileyourestandingonastreetcorner;theydeliversupermarketcouponsrighttoyour
phone;theyallowyoutoidentifystarsintheskyandplanyourdailyschedule.Theyeven
allowyoutoidentifyyourphoneslocation.Marketersknowthatpotentialandexisting
customersuseallkindsofapps,andtheywanttotapintotheopportunitiescreatedbythis
phenomenon.Becausetherearesomanyappsforsomanyplatformsanddevices,
marketersmustfindwaystoidentifytheappsthatwillsupportthegoalsoftheirsocial
mediamarketingefforts.Theyneedtochoosetheonesthatreachandattracttheirtarget
audienceandinfluenceconsumerstomakedecisionsinfavoroftheirgoodsandservices.
Forexample,anappcalledBooshakahighlightsfanswhoparticipatethemostonan
organizationsFacebookpage,awardingthemalittlebitofonlinefame.TheTopFanPro
versionoftheapprewardsthetopfanswithperks.Needtolocateawi-fiareainahurry?
AnappcalledWiFiFinderfeaturesmorethan550,000freeandpaidwi-fisitesin144
countriesaroundtheworld.Ifyoureshoppinginabrick-and-mortarstoreandwantto
accessproductinformation,visittheSnaptellapp.Justsnapaphotoofthecoverofany
book,DVD,orvideogame,andwithinsecondsyoullreceivearatinganddescriptionofthe
productalongwithlinkstoGoogle,YouTube,Wikipedia,IMDb(AmazonsInternetmovie
database),Barnes&Noble,andothersites.
Table4.1providesseveralexamplesof
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database),Barnes&Noble,andothersites.
Table4.1providesseveralexamplesof
popularappsforsocialmediamarketersandwhattheydo.
Tale4.1
PopularMoileAppforocialMediaMarketer
AppName
WhatItDoe
HowItHelpMarketer
vernote
Avirtualnotepadtocapture
ourideaandnotewhenever
andwhereverinpirationtrike.
Keepouuptodate;caneued
oncomputer,noteook,and
othermoiledevice.
Hootuite
Aocialmediadahoardfor
poting,monitoring,and
meauringocialmediatool.
chedulepotandmanage
multipleTwitter,Faceook,
Fourquare,andGoogle+
account.
peciallgoodwhenoure
GoToMeeting Letoucallintomeetingor
preentationremotel,receiving outidetheoceanddonthave
othaudioandvideoonamoile wi-acce.
phone.
ventrite
ventplannercanmonitor
regitration,trackwhere
attendeearecomingfrom,
createackendreport,and
reconnectwithattendeepotevent;aloallowregitrantto
acceonlineeventtheve
igneduptoattend.
One-tophopformarketerwho
planandcoordinateconference,
tradehow,andotherevent.
Feedl
Aggregateauerlog
ucriptionforreadingand
haring.
Goodforcatchinguponlog
readingwhilecommutingorout
oftheoce.
Dropox
Toolforcollaorationandle
haring.
Remoteaccetoleatall
time,includingletoolargeto
tranmitviaemail.
ource:Radhikaauthakur,ocialMediaMarketingontheGo:10MoileAppReviewed,Alorama,
acceedFeruar6,2014,www.alorama.com;IanClear,5TooltoMarketYouruineUingMoile
ocialMediaApp,Razorocial,acceedFeruar6,2014,http://222.razorocial.com;Rachelprung,11
AppverMarketerhouldDownload,Hupot,acceedFeruar6,2014,http://log.hupot.com.
QRCode
Shortforquickresponse,QRcodes(Shortforquickresponse,atwo-dimensional
barcodethatcanbereadbysomemobilephoneswithcameras.)aretwo-dimensional
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barcodesthatcanbereadbysomemobilephoneswithcameras(often,adedicatedQRcode
readerisnecessaryaswell).Thecodeslooklikesmallblack-and-whitesquareswith
patternsandappearinvariousads.Onceamobilephonesnapsapictureandreadsthe
code,theinformationcontainedinthecodeissharedwiththeuseritmightleadtoa
video,givedetailsaboutaproduct,orofferacoupon.
Theever-increasingnumberofmobileappscanhelpcompaniesconnectwiththeir
customers.TheBooshakaappallowsmarketerstorecognizetheconsumers(orfans)who
activelyparticipateontheirorganizationsFacebookpage.
Manydifferentappshelpcompaniesconnectwiththeircustomers.Booshakaisan
appthathelpsmarketerstrackcustomerengagementandactivityonsocialmedia
sites.
ource:www.oohaka.com
Chapter4:SocialMedia:LivingintheConnectedWorld:4-1cWhyShouldMarketersTurntoSocialMedia?
4-1cWhhouldMarketerTurntoocialMedia?
Despiteitsrelativelybriefexistence,socialmediahasquicklygrowntobeanimportant
toolformarketerstobuildrelationshipswithcustomers,strengthenbrands,launchnew
products,enternewmarkets,andboostsales.Onceconsideredthedomainofteensand
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youngadults,sitessuchasYouTubeandFacebookreportthattheiruserbaseisnowmuch
broader.Morethan70percentofadultsusesocialmediasites,andthe4554agegroupis
thefastest-growingdemographiconFacebook,with46percentofFacebookusersage45or
older.
Studiesshowthatconsumersareconnectingwithretailers,restaurants,traveland
entertainmentfirms,financialcompanies,andotherbusinessesviasocialmedia.
The
messagesconveyedviasocialmedia,whetherfromfriendsandfamilyorfrom
organizationsthatinterestus,wieldsubstantialpower.Hereareafewmorereasons
companiestoturntosocialmediaforpartoftheiroverallmarketingstrategy:
Inarecentsurveyofmarketers,74percentsaidtheyregardedFacebookasimportant
totheirlead-generationstrategy.
Anestimated4billionpeopleuseamobiledevicetoaccesssocialmediasites.
Socialmediageneratesnearlytwicethemarketingleadsthattradeshows,
telemarketing,anddirectmaildo.
Twitterboastsalmost300millionactiveuserspermonth.
Morethantwo-thirdsofGoogle+usersaremale.
ThreeinfiveGoogle+userslogineveryday.
Morethan5millionphotosareuploadedonInstagramperday.
L.L.BeanisthemostpopularbrandonPinterestwithmorethan5.5million
followers.
YouTubeclaimsmorethan1billionuniquevisitorseachmonth.
Thisdoesntmeaneverysocialmediaeffortissuccessful.WhenFordpreparedtolaunch
theFordFiesta,thecarmakerrecruited100influentialbloggersandgavethemeacha
Fiestatodriveforaspecifiedperiodoftime.Forthemostpart,thebloggerslikedthecar
andgeneratedbuzzabouttheFiestaMovementcampaign.WhilethecampaignputFord
onthesocialmediamap,neitherthebloggersnorFordtookintoaccountthatthe
companysmorepopularsubcompacttheFocuswasundergoingamajordesign
overhaulandwasntyetavailable.Thus,whileFordsoldmorethan69,000Fiestasthatyear,
salesdroppedoffdramaticallythefollowingyear,becausecarbuyerspreferredthe
revampedFocus.Still,Fordremainsoptimisticaboutitsstrategy:targetingyoung,techsavvybuyers,thecompanyisre-runningtheFiestacampaignandputoutacallforanother
100blogginginfluentialstofield-testtheFiesta.
Effectivesocialmediamarketing(SMM)(Theuseofsocialmediaportalstocreatea
positiveinfluenceonconsumersorbusinesscustomerstowardanorganizationsbrand,
products,publicimage,orwebsite.)usessocialmediaportalstocreateapositiveinfluence
onconsumersorbusinesscustomerstowardanorganizationsbrand,goodsandservices,
publicimage,orwebsite.Ofcourse,thiscanalsoapplytoanindividuallikeasports
celebrityorentertainmentstar.Marketersgenerallyviewthegoalofsocialmedia
marketingasdevelopingaconversationwithpotentialcustomersresultinginapurchase,
subscriptiontoanemailnewsletter,registrationinanonlinecommunity,participationin
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anevent,andsoforth.Iftheonlineconversationissuccessful,itwillgoviralsparking
otherstojoinin.
OutdoorsportinggoodsretailerCabelasusesitsFacebookpagetohelprolloutitsFishfor
Millionspromotion.Fishandgamecommissionsin19stateshelpedbytaggingfishin
publicwaterswithspeciallycreatedtagsprovidedbyCabelas.Anglerswhocaughttagged
fishstoodtowinupto$2millioninprizesrangingfromCabelasgiftcardsand
merchandisetoaChevySilveradopickupandtwoRanger520Zbassboats.Cabelasgoalfor
thecampaignwastospreadthewordaboutitsbrand.
Tospreadthewordaboutitsbrand,CabelasuseditsFacebookpagetorolloutits
FishforMillionspromotion.Source:www.cabelas.com
ource:www.caela.com
rieflpeaking
Thehardestthingformarketersistoturnoverthebrandexperiencetothe
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communityandletthemdefineit.
ricrwinxecutiveVicePreidentandCMO,WiltonProduct
Not-for-profitorganizationsalsocreatesocialmediamarketingcampaignstoexpandtheir
reach.Althoughtheorganizationis100yearsold,BigBrothersBigSistersofAmerica
recentlylauncheditsStartSomethingWebSeriestohighlightindividualsuccessstories.
VideoswerepostedonitsYouTubechannel,whichthenspreadviawebsitesharesand
Facebookpostings.
Socialmediamarketingcontainsthreeessentialfeatures:
1.Itcreatesabuzz.Buzzistheenginethatdrivessocialmediamarketing.Buzzcarries
themarketingmessagefromoneusertothenextuntilitbecomesviral,spreadingas
farandasrapidlyaspossible.Themessagedoesnthavetoberelateddirectlytoa
firmsgoodsorservices,butitmustbecompellingandmemorable.
2.Itcreateswaysforcustomersorfanstoengageinconversationswitheachotherand
theorganization.Social-networkingsites,blogs,andforumspromotethese
conversations.
3.Itallowscustomerstopromotethefirmsmessagesthemselves.Social-networkingsites
suchasFacebookandTwitterenablecustomerstoeasilybecomeafirmspromoter.
AementCheck
1.1 Whataresocial-networkingsites?
1.2 Definesocialmediamarketing.
Chapter4:SocialMedia:LivingintheConnectedWorld:4-2HowConsumersandBusinessesUseSocialMedia
4-2HowConumeranduineeUeocialMedia
Forbusinessestobesuccessfulatusing
socialmediatoreachtheircustomers,
theyneedtounderstandhow
consumersandotherbusinessesuse
socialmediatodecidewhethertobuy
certaingoodsandservices.Figure4.1
showsthetop10social-networkingsites
andforumsbyU.S.marketshareof
visits,withFacebook,YouTube,and
2
Describethewaysinwhichconsumersand
businessesusesocialmediafortheirbuying
decisions.
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Twitterleadingthepack.
Figure4.1
TopTenocial-NetworkingWeiteandForumU..Markethare(Viit)
ource:Top10ocial-NetworkingWeite&Forum,MarketingChart,acceedJanuar19,2014,
http://www.marketingchart.com.DataprovidedxperianMarketingervice.
Chapter4:SocialMedia:LivingintheConnectedWorld:4-2aConsumerBehavior
4-2aConumerehavior
Studiesshowanoveralllinkbetweensocialmediaandtrendsinconsumerbehavior.For
example,91percentofconsumershavevisitedabrick-and-mortarstorebecauseofan
onlineexperience.Nearly90percentresearchaproductusingonlinesearchengines.And
morethan60percentofconsumersmakeanin-storepurchaseafterresearchingonline.
AccordingtoonerecentreportconductedbycomScoreandGroupMSearch,roughlyhalf
ofonlineconsumersuseacombinationofsearchenginesandsocialmediainmaking
purchasedecisions.Fifty-eightpercentofconsumersstartwithsearchenginessuchas
GoogleorBing,while24percentgostraighttosocialmedia.Heresthetwist:46percentof
consumerswhostartwithsocialmediathenturntosearchengines.
Shopperswhostartwithsearchenginesdosobecausetheseprovidethemostinformation
aboutproductsandcompanies.Searchenginesalsohelpwithcomparisonshopping,
particularlywhenitcomestoprice.Morethan86percentsurveyedsaythatsearchengines
areextremelyimportanttotheirbuyingdecisions.
Figure4.2showsthetopfivesearch
enginesbyestimateduniquemonthlyvisitorsGoogleheadsthelist.Marketerscanuse
thiskindofinsighttodevelopsocialmediamarketingcampaignsthatincorporateorstart
consumersatsearchengines.
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Figure4.2
TopFiveearchngineUniqueMonthlViitor(etimated)
ource:Top15MotPopularearchngine,izMA,acceedAugut15,2014,www.eizma.com.
Consumersrelyonthecommunitiescreatedbysocialmediafortheirbuyingdecisionsin
thefollowingways:
Tolearnaboutnewgoodsandservices.Inthestudydiscussedabove,28percentof
respondentssaidthatsiteslikeYouTube,Facebook,andTwitterhelpedsteerthem
towardnewbrandsandproducts.
Toconductresearchandshareinformation.Consumersvisitblogsandsocialnetworkingsitestodelvefurtherintoatopicwhetheritsanindustry,acompany,a
brand,oraspecificproduct.Reviewsorrankingsbyfellowconsumers,alongwith
othersharedinformation,cancarryalotofweightincertainpurchasedecisions.For
example,accordingtoonesurvey,morethan40percentofAmericanconsumersturn
tosocialmediaincludingYouTube,Facebook,andTwitterforinformationabout
healthcare.Theyshareopinionsabouteverythingfromdoctorstodrugstoinsurance
companies.Thepowerofsocialmediaforhealthorganizationsisinlisteningand
engagingwithconsumersontheirterms,saysonehealthindustriesleader.Social
mediahascreatedanewcustomer-serviceaccesspointwhereconsumersexpectan
immediateresponse.
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Tomakefinalpurchasedecisions.Anotherstudyfoundthat72percentofconsumers
regardonlinereviewsasaprimarydriveroftheirdecisiontobuy.
Iftheyve
learnedabouttheproductandconductedmoreresearchaboutitonline,engaging
withthecompanyaswellasotherconsumersviasocialmedia,theybecomepartof
thecommunitythattheproductsmarketerswanttocreate.Consumersmay
purchasetheproductandthensharetheirresponsetoitthroughsocialmedia,
wideningthecircleevenmore.
Someexpertscontendthatsocialmediacanshiftthewayconsumersbehavewithinentire
industries.AstudyconductedbymarketingresearchfirmTheHartmanGroupconcluded
thatcommunicationviasocialmediahasalteredthewayAmericanconsumerseathow
theyplantheirmeals,whattheybuyandwhere,andhowtheycook.Nearlyhalfof
Americanconsumersgettheirinformationaboutfoodmenusandrecipes,diettrends,
nutritionaldata,andsoforthfromsocialmediasites.Consumersusedtorelyonmom
andfamilytraditionsformealplanning,butnowsearchonlineforwhattocook,without
evertastingorsmelling,observesHartmanGroupCEOLaurieDemeritt.
Thisdoesnt
meanfoodcompaniesshouldabandonotherformsofmarketinginfavorofsocialmedia
marketing;itdoessuggestthat,eventhoughconsumerscantsmellortastefoodonline,
theydorelyonsocialmediaforawiderangeofchoices.
rieflpeaking
Ifyoureabrandmarketerlookingatthisasacreativewayofjustgetting
thatone-timetransactiondone,yourenotrecognizingthepowerofsocial
mediaandhowconsumersareplayinginthemarketingspace.
ChriPerrPreidentofDigitalCommunication,Weerhandwick
Chapter4:SocialMedia:LivingintheConnectedWorld:4-2bBusinessBehavior
4-2uineehavior
Likeconsumers,businessesalsousesocialmediatobuildrelationships,including
partnershipswithothercompanies.Morethan93percentofbusiness-to-business(B2B)
firmssurveyedinarecentstudyusesocialmediatomarkettheirbusinesses.
However,
onlyabout56percentsaythattheyhavebeenabletodevelopaloyalfanbaseamong
businesscustomersviasocialmedia.Perhapsthisisbecausethenatureofrelationships
betweenB2Bmarketersandtheircustomersisdifferentfromthatoffirmsthatmarket
productstoconsumers.Businessesbuyawiderangeofgoodsandservicesfromeachother,
rangingfromcommunicationsnetworkstoelectricitytodeliverytrucks,andeachpurchase
mustbenefitafirmsoverallstrategyratherthansimplysatisfyinganeedorwant.In
addition,oncearelationshipbetweenfirmsisestablished,itcanbemoredifficulttoalter
thanarelationshipbetweenaconsumerandthemanufacturerof,say,abreakfastcereal.
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Still,B2Bmarketersreportthattheyareachievingsignificantresultswithsocialmedia
efforts,usinganaverageofsixsocialmediaplatforms:
Almost70percentsaytheyareabletogatherrelevantmarketplaceinsights.
Nearly60percenthaverecentlyseenimprovedsearchrankings.
Morethan56percenthaveformednewbusinesspartnerships.
SomeB2Bfirmshaveturnedthefieldofsocialmediamarketingintoabusinessenterprise
ofitsown,helpingcompaniesleveragesocialmediatotheircompetitiveadvantage.Social
MediaExplorerisacompanythatteachesfirmshowtoparticipateinsocialmedia
marketingandoffersinformationproductsaswell.Thefirmshowscompanieshowto
makeiteasierforvisitorstofollowthemonTwitterorFacebookandshowcasesguest
writersonitsblogtohelpbuildtrustamongpotentialbusinesscustomers.
Chapter4:SocialMedia:LivingintheConnectedWorld:4-2cNot-For-ProfitOrganizations
4-2cNot-For-ProtOrganization
Not-for-profitorganizationsusesocialmediatomarketthemselvestoindividualsaswellas
tootherorganizations.TheymightpromoteafundraisingauctionorroadraceonTwitter;
askfordonationsonFacebook;orblogaboutacauseinanappealtopotentialbusiness
partners.Theyusesocialmediatoconnectwiththegeneralpublic,thebusiness
community,andeachother.
BestFriendsAnimalSocietyhelpsfindpermanenthomes(calledforeverhomes)fordogs
andcats,someofwhichhavebeendesignatedunadoptablebyothers.ItsInvisibleDogs
Campaignisagrassrootsmovementthatemploysuser-generatedcontentcreatedthrough
theiPhoneorAndroidappnamedMyDogID.Theappletspeopletakephotosofthemselves
andthenappliesfacialrecognitiontofindtheirperfectdogmatch.Inadditiontobeing
entertaining,theapppromptspeopletosharetheirphotomatcheswithfriendsonTwitter,
Facebook,andBestFriendsDogWall.Thisgetsdogloversinvolvedwiththecauseand
allowsthemtospreadthewordaboutdogsinneed.
BestFriendsAnimalSocietypicturespetsthatneedahomeonitsFacebookpage,
offeringtocovertravelexpensesifthefeaturedpetsareadoptedtheweektheyare
shownonthewebsite.
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etFriendAnimalociet
Othernot-for-profitsturntosocialmediaforthefollowingpurposes:
Togeneratedonationsorothertypesoffunding
Tospuraction,suchassigninganonlinepetitionoremailinggovernmentofficialsor
legislators
Topromoteaneventforfundraisingoreducationalpurposes
Toeducatethepublicaboutasituationorcause
Toencourageandshowcasepartnershipswithotherorganizations
VisitorstotheSpecialOlympicshomepagecanclickabuttontodonate,oriftheyprefer,go
totheorganizationsblog.Theycanreadaboutpartnershipswithcompanies,suchas
Procter&Gamble,TheCoca-ColaCompany,andMattel.Visitorsmayfollowthe
organizationonFacebook,YouTube,andTwitteraswellassubscribetothenewsletter.At
theFacebookpage,fansmaypostcommentsandmeettheathletes.Theyllalsofindways
tovolunteer.
Theentiresocialmediaeffortisdesignedtoeducateandengagefollowers
whetheritsthroughaone-timedonation,along-termvolunteercommitment,orincreased
awarenessoftheorganizationanditsactivities.
AementCheck
2.1 Whydoonlineshoppersoftenbeginwithsearchengines?
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2.2 WhymightB2Bfirmshaveadifficulttimedevelopingaloyalfanbase
viasocialmediamarketing?
Chapter4:SocialMedia:LivingintheConnectedWorld:4-3CreatingaSocialMediaMarketingPlan
4-3CreatingaocialMediaMarketingPlan
Likeeveryothertypeofmarketing,
effectivesocialmediamarketing
3
requiressettinggoalsanddeveloping
strategiestoreachatargetaudience.
Outlinethefourkeyelementsofawritten
Thesocialmediamarketingplan(A
socialmediamarketingplan.
formaldocumentthatidentifiesand
describesgoalsandstrategies,targeted
audience,budget,andimplementation
methods,aswellastacticsformonitoring,measuring,andmanagingtheSMMeffort.)
identifiesanddescribesallthreeofthesevariables,thetacticsrequiredtoimplementthe
plan,thebudgetandexpectedreturns,andthemethodsformonitoringandmeasuringthe
campaignseffectiveness.
Asocialmediamarketingplancontainsmanyofthesameelementsfoundinatraditional
marketingplanorbusinessplan.Theformalplanisimportantbecauseitdocumentsin
writingthefirmsgoalsandstrategiesfortheSMMinitiative,itsbudgetandexpected
returns,aswellasthecompanyschosenmethodsformonitoring,measuring,and
managingtheeffort.Awell-writtenplancontainsclear,conciseprosethatcoversthe
salientpointsandanswersanticipatedquestions.AlthoughtheformatandlengthofSMM
plansmayvaryfromfirmtofirm(orevenfromprojecttoproject),mostcontainthe
followinginformation:
Anexecutivesummary.Thisisaparagraphortwoexplainingthewho,what,when,
where,how,andwhyoftheplan.Aneffectivesummarygivescompellingreasonswhy
theplanshouldbeadoptedforexample,toremaincompetitiveinaparticular
market.Mostmarketerswritetheexecutivesummarylast,eventhoughitappears
firstintheplan.
Abriefoverview.Theoverviewbrieflydescribestheoverallmarketconditions,the
firmscurrentpositioninsocialmedia,andanyotherfactorsthatthesocialmedia
marketingeffortwilladdress.
Analysisofthecompetition.Theplanexaminescompetitorspresenceinsocialmedia,
includingwhichplatformsandtoolstheyselectandanevaluationoftheiroverall
effectiveness.
Thebodyoftheplan.TheremainingsectionsoftheSMMplancoverthefollowing:
statementofgoalsandstrategies,targetaudience,budget(includinghumanresource
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needs)andexpectedreturns,aswellasmethodsforimplementing,monitoring,
measuring,andmanagingtheSMMcampaign.
Thefollowingsectionsdescribeindetailthestepsincreatingtheplanforasocialmedia
marketingcampaign.Asmarketersdevelopgoalsandstrategies,decideonmethodsof
implementation,andconsiderhowtomonitor,measure,andmanageasocialmedia
marketinginitiative,theykeepinmindtheelementsoftheformaldocumenttheywill
produce.
AementCheck
3.1 WhatfunctiondoestheSMMplanserve?
3.2 Whatarethemaincharacteristicsofaneffectiveexecutivesummary?
Chapter4:SocialMedia:LivingintheConnectedWorld:4-4GoalsandStrategiesofaSocialMediaMarketingPlan
4-4GoalandtrategieofaocialMediaMarketingPlan
Beforeembarkingonasocialmedia
marketingcampaign,socialmedia
4
marketersneedtounderstandtwo
majordistinctionsbetweentraditional
Discusstheimportanceofsettinggoalsand
marketingandSMM.First,traditional
developingstrategies,includingtargetingan
marketingseekstocontrolthecontent
audience,forasocialmediamarketing
andmessagereceivedbyanaudience.
initiative.
ButSMMactivelysolicitstheaudiences
participationinthemessage,andmore
oftenthannot,theaudiencecreatesits
ownmessagethatsthenatureofinteractivity.Second,successfulsocialmediamarketing
effortsrequiretheaudiencestrust.Itmaytakeawhiletobuildthistrustand,infact,
somepartsoftheSMMeffortmaybedirectedtowardtrustbuildingbutwithout
credibility,thetwo-wayconversationbetweencompanyandconsumercantoccur.The
audiencewillceasetoparticipate,andtheeffortwillfail.
Wecanbreaktheprocessofdevelopingasocialmediamarketingcampaignintosixbasic
phases,keepinginmindthattheyactuallyrepresentacycle:setgoals,targettheaudience,
developstrategies,producecontent,implementtheplan,monitor,andmeasure.
Figure
4.3illustratesthecycleofsocialmediamarketing.
Figure4.3
CcleofocialMediaMarketing
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ource:aedonRonJone,6tepinDevelopingaocialMediatrateg,Clickz.com,acceedFeruar6,
2014,www.clickz.com.
Marketersmustalsokeepinmindtheimportanceoflisteningthroughoutallphasesofthe
campaign.Becausethebasisforsocialmediaisconversation,smartmarketersusesocial
mediatolistentowhatisbeingsaidabouttheirowncompanyanditsproducts,
competitors,consumerlikesanddislikes,consumerwishlistsorproblemstheywouldlike
solved,eventheoverallhopesandfearsofthegeneralpublicarepeopleworriedabout
theeconomyorfeelingoptimistic?Marketersmayusesocialmediatotapconversations
withorabouttheirintendedaudienceblogposts,tweets,socialnews,andthelike.Social
mediaalsoishelpfulforconnectingwithinfluencers(Individualswiththecapabilityof
affectingtheopinionsoractionsofothers.)individualswiththecapabilityofaffectingthe
opinionsandactionsofothers.Ifyouwanttostaycurrentonupcomingfashiontrends,
followstylistRachelZoesFacebookpage.OprahWinfrey,LadyGaga,andStevenSpielberg
madeForbesrecentlistofthetop10mostinfluentialcelebrities.
Youcanfindallof
themonvariousformsofsocialmedia.
Chapter4:SocialMedia:LivingintheConnectedWorld:4-4aSettingGoals
4-4aettingGoal
Asuccessfulsocialmediamarketingcampaignstartswithcleargoals.Marketersshouldask
themselves:Whatdowewanttoaccomplishthroughthiscampaign?Examplesofsocial
mediamarketinggoalsinclude:
rieflpeaking
Ultimately,brandsneedtohavearoleinsociety.Thebestwaytohavearole
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insocietyistounderstandhowpeoplearetalkingaboutthingsinrealtime.
Jean-PhilippeMaheuCO,PuliciModem
Creatingorbuildingbrandawareness
Reachingnewcustomers
Strengtheningrelationshipswithexistingcustomers
Increasingcustomersatisfaction
Launchingnewproducts
Stimulatingdemand
Generatingsalesleads
Integratingsocialmediawithothermarketingeffortssuchaspublicrelationsor
promotion
Acquiringanexistingbusinessoraccount
Managingacrisis
Oncegoalsareestablished,marketersarebetterabletodevelopstrategiesandchoosethe
rightplatformsoroutletsfortheirmessages.Cleargoalsalsohelpeveryoneinvolvedinthe
campaigntoaimtheireffortsintherightdirection.IntheaftermathoftheBPoilspilloff
theGulfCoast,theLouisianaTourismCoastalCoalitionhadonemajorgoal:toreducelosses
resultingfromthespillandrebuildtourismalongtheLouisianacoast.Collaboratingwith
theInternetconsultingfirmWSI,thecoalitionlaunchedasocialmediacampaignthat
includedpostingsonFacebook,Twitter,YouTube,andFlickr.Takingitssocialmedia
strategyonestepfurtheraftertheoilspill,thecoalitionhoststheVisitLouisianaCoast
websitethathighlightsthevarioustravelopportunitiesalongtheGulfCoastviaFacebook,
Twitter,Flickr,YouTube,andatravelblog.
VisitLouisianaCoastisjustoneoftheseveralsocialmediastrategiesusedbythe
LouisianaTourismCoastalCoalitiontomarkettourismtotheGulfCoast.
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LouiianaTourimCoatalCoalition
Goalsshouldalsobeflexible.Conditionsinthemarketingenvironmentmaychange,and
marketersshouldbeabletoadapttheirgoalswithoutscrappinganentireplan.Upon
measuringtheresultsofacampaign,marketersmaydeterminethatachangeisnecessary.
Asocialmediaeffortmightbesosuccessfulthatafirmwantstoexpanditsgoals.
Unexpectedcustomersmayappear,inwhichcasemarketerscouldtweakthemessageor
addanothertypeofsocialmediatothemixinordertoservethem.Anewsocialnetworkingsitecouldpopupandattractvisitorsatahighrateleadingmarketersto
reevaluatenotonlytheirchoiceofplatformsbutalsotheirimmediategoals.Acompany
mightdecidetoreturntoitsrootstoreconnectwithcustomers.
TakingapagefromfounderSamWaltonsplaybook,whichemphasizedtheimportanceof
retailasalocalbusiness,Walmartrefocusedsomeofitsmarketinggoalstotargetlocal
communities.Thecompanychoselocalsocialmediaasitsstrategytoconnectwith
consumersonagrassrootslevel.Wearejustbarelystartingtoseethepotentialthat[local
socialmarketing]offersus,WalmartCMOStephenQuinnexplains.Weregoingtohaveto
absolutelybecomeapartofthosecommunitiesandknowwhatsgoingoninthat
community.
Chapter4:SocialMedia:LivingintheConnectedWorld:4-4bTargetingtheAudience
4-4TargetingtheAudience
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Whoarewetryingtoreach?Thisisthefirstquestionmarketersaskwhentheybeginto
developstrategiesforanymarketingeffortincludingoneinvolvingsocialmedia.Social
mediaeffortscustomizemarketersapproachtotargetedaudiencesmorethanmanytypes
oftraditionalmarketingbecausetheyareinteractive.Atelevisioncommercialforthelatest
VolkswagenBeetlecouldreachschool-agechildren,parentsoflargefamilies,teenagers
withlimitedmoneyforanewcar,youngprofessionalswhopreferasportmodel,andmany
othersnotinthemarketforaBeetle.ButvisitorswhofollowthemodelonPinterestcan
vieworpinpicturesofroadtripsanddecoratedcars,orreminisceaboutVWBeetle
advertisementsthroughtheyears.
Thesocialmediaefforttargetsinterestedconsumers
muchmorespecificallythanatelevisioncommercial.
Howdosocialmediamarketersarriveatatargetaudience?Itdependsonthegoalofthe
marketingeffort.Ifitstocreatebrandawareness,theaudiencewillbebroaderthanfor
strengtheningrelationshipswithexistingcustomers.Marketersnarrowthistargetfurther
bydeterminingwhichsocialmediawillbebestsuitedtocertaintypesofconsumers.People
whowanttolearnmoreaboutaproductanditsfeaturesaremoreapttosearchoutthis
informationonFacebookorGoogle+,whilethoseinterestedinapromotionaleventmore
likelywillfollowTwitter.AlthoughChapter9discussestheconceptofmarketsegmentation
andtargetingindetail,hereweexaminewaysformarketerstotargettheiraudiencefor
socialmediacampaigns.
Inordertopinpointtheaudienceforsocialmediamarketing,firmsgatherinformationon
thefollowing:
Demographics.Thisreferstofeaturesofthegroup(orgroups)withinthelarger
populationthatthefirmwantstoreach.Characteristicsincludeage,gender,
geographiclocation,income,ethnicity,maritalstatus,andsoforth.
Whatthegroup(ororganization)needsorwants.Marketersidentifywhattheir
potentialcustomersneedorwantsay,gluten-freefoodsorsportsappareland
determineifandhowthefirmsproductscouldsatisfythis.Ifthecompanydecides
thataparticulargroupofpeoplerepresentsagoodmatchforitsproducts,marketers
thenbegintodevelopstrategiesforengagingthegroupthroughsocialmedia.
Whichofthefirmsproductsandsocialmediawillmeettheneedsandwantsof
particulargroupsofpeople.Marketersnotonlyidentifyatargetgroup,theyalso
pinpointwhichoftheirgoodsandserviceswillbestservethatgroup,andbeginto
determinewhichsocialmediashoulddeliverthemessagesthatwillsparkinterest
andinteraction.
Developingthebeststrategiesforsocialmediamarketingrequiresathorough
understandingofthetargetaudienceinordertoinfluencetheirbehaviorwhetheritsto
makeanimmediatepurchase,spreadtheword,signanonlinepetition,participateina
survey,orvisitabrick-and-mortarstore.
VintagePlantations,makerofhandcraftedchocolates,inviteswebsitevisitorstoparticipate
initsCocoaCulturesblogandforum,whichthecompanyaimsataficionadosofpure
chocolate.Thechocolatemakeridentifiesitscustomersasconsumerswhonotonlyprefer
toeatthehighest-gradechocolatebutalsocareaboutitsorigins:Wemakechocolatein
cooperationonlywithentitieswillingtofollowtheRainforestAllianceGuidelines,andwe
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trainthemtoachieveveryhighstandardsofquality.Consumersareencouragedtojoin
CocoaCulturestolearnmoreaboutthechocolate,spreadtheword,andpurchase
RainforestAlliancecertifiedgoodsproducedbyVintagePlantationsandothers.
Chapter4:SocialMedia:LivingintheConnectedWorld:4-4cDevelopingStrategiesandChoosingTactics
4-4cDevelopingtrategieandChooingTactic
Everystrategyinaneffectivesocialmediamarketingcampaigntracesbacktothe
campaignsgoalsandultimatelylinkstoafirmsoverallstrategicgoals.Oncemarketers
answerthequestionofwhotheyaretryingtoreachbytargetingtheiraudience,theyaska
secondvitalquestioninsocialmediamarketing:Howdoweengagetheaudienceina
conversation?Thentheydevelopstrategiesfordevelopinganddeliveringthecontentthat
willdrivetheinteraction.Theydecide:
Whichsocialmediaplatformstouse,andhowtocombinethemtoreachandengage
withtheaudience.Recently,cableproviderComcastintroducedapilotprogramin
HoustontheWebequivalentofapublicaccesschannelcalledHoustonsVoice.
Viewerscanwatchvideoondemand,postcomments,andevensubmittheirown
videofootage.ItsamixbetweenYouTube,Facebook,andYelp,saysaComcast
spokesperson.PeoplecanloginatthesiteorthroughFacebook,Twitter,and
YouTube.
Whichsocialmediatoolsshoulddeliverthecampaignscontent,andhowbesttolink
themwiththeselectedsocialmediaplatforms.Theresanappforjustabout
everything,andtoolslikeQRcodesaregainingpopularityaswell.Consumerswho
scanQRcodesgenerallyexpectacouponoradealonproducts.
Whowillparticipateintheconversationonbehalfofthecompany(staffmembers,
professionalbloggers,celebrities,andotherinfluencers).Marketerslookingforalistof
topinfluencersinaparticularindustrycanbrowsethosecompiledonlineby
SocMetricsforfieldsrangingfromadvertisinganddesigntopoliticsandpublic
relations.
Howtomakeiteasyforpotentialcustomerstolocateandparticipateinthe
conversation.Onewaytodothisistocreateaspecificlandingpageforamarketing
campaigninsteadofdirectingconsumerstothecompanyshomepagefirst.This
worksespeciallywellforlargercompaniesthataremarketingmanyproducts.Forits
BeginwithBencampaign,UncleBensricelauncheditsBensBeginnersCooking
Contestforchildrenandtheirparentsasawaytogetkidsinterestedincooking
healthfulmeals.Contestantsuploadedtheirentriesintheformofcookingvideoclips
andconsumersvotedfortheirfavoritesontheBensBeginnerswebsite.
rieflpeaking
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Quitcountingfans,followers,andblogsubscriberslikebottlecaps.Think,
instead,aboutwhatyourehopingtoachievewithandthroughthe
communitythatactuallycaresaboutwhatyouredoing.
AmerNalundocialmediatrategit
Oncestrategicdecisionsaremade,marketerszoominonspecifictacticslikerecruiting
specificinfluencers,settingupaphotoornamingcontest,offeringcouponsordiscounts,
highlightingloyalcustomersorfans,sendingoutregularupdates,andthelike.The
MarketingSuccessfeaturedescribeshowWeightWatchersusedsocialnetworkingand
celebritiestoconnectwithconsumersandincreaserevenues.
Marketingucce
WeightWatcherGetocial
ackgroundWeightWatchersapproachhasalwaysincludedastrongsocial
element,withmembersmeetingregularlywithweightcounselorsandother
memberstodiscussprogressinlosingweightanddevelopinghealthierlifestyles.
TheChallenge.Overthepastseveralyears,revenueswereflatandthecompany
lookedforwaystoincreasesales.Becauseofitscommunity-centricapproach,
WeightWatchersfocuseditsstrategiesonsocialnetworkingtoattractnew
membersandretainexistingones.
Thetrateg.ThecompanyconnectswithfollowersthroughWeightwatchers.com,
Facebook,Twitter,onlinecommunitygroups,blogs,andmobileapps.Itprovides
recipes,weeklyworkoutchallenges,inspirationalquotes,diningouttips,andthe
like.Thecompanyhasmorethan1.6millionFacebookfans,anditsTwitter
followersnumbermorethan250,000.
TheOutcome.AccordingtoWeightWatchers,Oscar-winningactressandcompany
spokespersonJenniferHudsonwholost80poundsontheplanbroughtinrecord
traffic.FormerNBAstarCharlesBarkley,whoshedmorethan50pounds,leads
WeightWatchersLoselikeamaninitiative,sometimesevenappearinginads
wearingadress.Aftergivingbirthtohersecondchild,entertainerJessicaSimpson
headsupthecompanysnewMomsInitiative,targetingthelegionsofmothers
seekingtoreturntotheirpre-pregnancyweight.AndarecentstudybyBaylor
CollegeofMedicinefundedinpartbyWeightWatchersfoundthatdieterswho
usedtheWeightWatcherstoolslostsignificantlymoreweightthandidthosewho
dietontheirown.
ource:Companweite,www.weightwatcher.com,acceedAugut15,2014;JenniferHudonhowo
HerlenderFigureinkin-TightLeggingandTankTopahePromotelackNativit, MailOnline,acceed
Januar17,2014,http://www.dailmail.uk;MeliaHeal,TringtoLoeWeight?DontGoItAlone,tud
a,LoAngeleTime,acceedJanuar17,2014,http://article.latime.com;AndrewM.eaman,Weight
WatcheretterThanelf-HelpforWeightLo,Reuter,acceedJanuar17,2014,http://www.reuter.com;
PatrickCoee,WeightWatcherRerandpokeperonJeicaimpon,Mediaitro,acceedJanuar17,
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2014,http://www.mediaitro.com;WeightWatcherFamouFace,CNNMone,acceedJanuar17,2014,
http://mone.cnn.com.
Savored,acompanythatoffersonlinereservationsanddiscountstorestaurantsinNew
YorkCity,hadasimplegoalforitsmostrecentsocialmediamarketingeffort:tosignup
newmembersandcollectemailaddressesforfurthermarketing.Thecompanydecidedto
launchaFacebookcampaignwithWildfire,aWebappthatletsbusinessescreatetheirown
interactivepromotions,publishthemonsocialnetworks,andviewthereal-timeresults
alongwithanalyticstointerpretthedata.WithWildfire,oneofSavoredsdesignerscreated
anadforasweepstakesinwhichconsumershadachancetowin$100eachweekforayear
atanySavoredrestaurant.Toenter,allparticipantshadtodowaslikeSavoreds
Facebookpageandregisterwiththeiremailaddresses.Withinacoupleofmonths,more
than12,000peoplehadenteredthesweepstakes;4,000werenon-members,andmorethan
500ofthosedinerssignedupforSavoredsservice.Thus,Savoredachieveditsgoalwithits
targetedaudience.Justasimportant,theFacebookexposurebroadenedSavoredspotential
customerbase.ThereareabillionpeopleonFacebook,notedthefirmsvicepresident,
sotherearealwaysneweyeballstoreach.
ForitsBeginwithBencampaign,UncleBensricelauncheditsBensBeginners
CookingContestforchildrenandtheirparentsasawaytogetkidsinterestedin
cookinghealthfulmeals.
eneginner.com
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AementCheck
4.1 Identifythetwomaindistinctionsbetweentraditionalmarketinganda
SMMcampaign.
4.2 Inordertotargetanaudience,whatthreetypesofinformationdo
marketersgather?
4.3 Whatvitalquestiondomarketersaskwhendevelopingstrategiesfora
SMMplan?
Chapter4:SocialMedia:LivingintheConnectedWorld:4-5ProducingContentandImplementingthePlan
4-5ProducingContentandImplementingthePlan
Marketerscreatecontentand
implementtheSMMplanwiththe
firmsgoalsandstrategiesinmind.The
ideaistoreachthetargetedaudience
andengagethemwiththecompanys
brand.Forcompaniesthatmanageto
buildfollowersonsocialmedia,thisisa
hugebrandingopportunity.
5
Identifythesevenqualitiesofeffective
socialmediacontentandtherulesof
Chapter4:SocialMedia:LivingintheConnectedWorld:4-5aCreatingContent
4-5aCreatingContent
SMMcontentdiffersfromtraditionalmarketinginthatitis,bydefinition,atwo-waystreet.
InorderforSMMtosucceed,thecontentofitsmessagesmustengagethetargetaudiencein
theconversation.AccordingtotheContentMarketingInstitute(CMI),morethannineoutof
tenorganizationsalreadyusesometypeofcontentmarketing(usuallyinacombinationof
traditionalandsocialmediamarketing),and65percentreportthattheyhadincreased
theircontentmarketingfromthepreviousyear.
Contentmarketing(Creatingand
distributingrelevantandtargetedmaterialtoattractandengageanaudience,withthegoal
ofdrivingthemtoadesiredaction.)involvescreatinganddistributingrelevantand
targetedmaterialtoattractandengageanaudience,withthegoalofdrivingthemtoa
desiredaction.
ContentforaneffectiveSMMcampaignhasthefollowingqualities:
Astrongbrandfocus.Everycommunicationincludescurrentmessagesrelevantto
thebrand.TheMake-A-WishFoundationsharesvideowishesonitsYouTubechannel,
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publisheseverygrantedwishonitswebsite,andsharessimilarcontentonFacebook
andTwitter.
Afocusontheaudienceratherthantheorganization.Whileitsimportanttomaintain
astrongbrandidentityandmeetmarketinggoals,SMMcontentfocusesonits
audienceratherthanpromotingthecompanyoutright.Someofthemostsuccessful
SMMcampaignshavetranspiredviastoriesaboutconsumersanduser-generated
content.
Targetedkeywords.Goodkeywordsarethosethetargetedaudiencewillmostlikely
searchwithwhenlookingforinformationaboutgoodsandservices.Marketersmay
obtainoutsideresearchonthisorresearchitthemselves.
Relevantinformation.Thisismorethanalistofproductfeaturesorspecifications.
Contentmayincludeproblem-solvingtips,answerstofrequentlyaskedquestions,
communitypolls,guestwriters,interviews,statistics,casestudies,andsoforth.
Shareworthytextandimages.Marketerscanturncustomersintostorytellersby
encouragingthemtopostimagesrelatedtothebrand.Infact,DunkinDonuts
recentlyusedsuchshareworthycontentfromfanstocreatearecentTVadvertising
campaign.MarketersporedovertensofthousandsofFacebookandTwitterposts
fromfanswhowouldappearinTVcommercialsbasedonthefansactualsocial
content.
Invitationstogeneratecontentviaposts,shares,discussions,reviews,orotherformsof
dialoguewiththeorganizationaswellaswithfellowcustomers.AtitsKraftRecipes
website,KraftFoodsGroupinvitesconsumerstojointhecommunitypagewherethey
canexchangeandreviewrecipesandmenus,askquestionsaboutingredients,and
postphotosandtipsforsubstitutionsorshortcutsusingKraftFoodsproducts.Cooks
maylogonorsharethroughFacebook,YouTube,andPinterest.
Promotionsthatofferdiscounts,gifts,orotherspecialdealsinexchangefor
participation.TolaunchagardeningappcalledSproutIt,Webdevelopersinvited
theirfanstosnapapictureoftheirbackyardandpostittoInstagramorTwitter.The
grandprize:aprofessionalgardenmakeover.
Chapter4:SocialMedia:LivingintheConnectedWorld:4-5bImplementingthePlan
4-5ImplementingthePlan
Liketraditionalmarketingplans,thesocialmediamarketingplanrequiresatimelinefor
implementation.Marketersmaydecidetocreateseparateschedulesfortherolloutonto
eachsocialmediaplatform.Inaddition,theSMMplanbuildsinaspecifiedtimeperiodfor
engagingwiththepublic,offeringspecialpromotions,andthelike.Finally,thetimeline
includesmanaging,monitoring,andmeasuringthesuccessoftheeffort.
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Asthemarketingeffortislaunched,someonerepresentingthefirmmuststandwatchto
respondtocustomerswhocommentonblogposts,reviewproducts,askquestions,post
videosandphotos,orentercontests.Thegoodthingaboutsocialmediaisthatitoperates
aroundtheclock;thebadthingisthatmarketersneverhavedowntime.However,theycan
usesoftwareproductssuchasHootSuite,asocialmediamanagementsystem(or
dashboard)tomanagemultiplesocialprofiles,schedulemessagesandtweets,trackbrand
mentions,andanalyzesocialtraffic.
KraftFoodsGroupinvitesconsumerstojoinitscommunitypagewheretheycan
exchangeandreviewmenusandpostphotosandtipsaboutusingKraftfood
products.
ource:www.kraftrecipe.com
AnotherappcalledPostPlannerenablesmarketerstopostwithpicturesorvideoandhasa
versionthatallowscompaniestocustomizetheappnameandsendvisitorswhoclickonit
tothecompanyswebsiteinsteadoftoanapplication.Variousappsallowfirmstoadd
newslettersignupstotheirpages.ConstantContactisoneoftheseapps.Itdoesntallowfor
maximumcustomization,butmarketersmayaddtexttodiscusstheirnewsletteraswellas
animage.HorsefeathersRestaurantinNorthConway,NewHampshire,whichfeaturespub
fare,usesConstantContactforitsnewsletter.Therestaurantalsorunsablogandmaintains
FacebookandTwitteraccounts.
Expertsrecommendthatmarketersrefrainfromschedulingcontentmorethanaweek
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awaybecauseinformationcanchange,consumerresponsesmayshift,andeventsmight
occurthatwouldchangethecontent.Aslongasmarketershaveenoughtimetomakelastminutechanges,schedulingtherolloutofcontentshouldbearelativelysmoothprocess.
Chapter4:SocialMedia:LivingintheConnectedWorld:4-5cRulesofEngagementforSocialMedia
4-5cRuleofngagementforocialMedia
Marketerswhousesocialmediatoreachtheirtargetedaudienceareenteringinto
conversationswithcustomers,andtheymustrespecttheconventionsofpersonal
interactioniftheywanttobuildsuccessfulrelationships.Therulesofengagementforsocial
mediaaremeanttomaketheexchangeapositiveoneforallparties.
FollowRuleandGuideline
Social-networkingsitesoftenhavestrictrulesaboutadvertising,andsomehaverules
governingmembership.Marketersshouldnttrytosidesteptheseinanefforttoget
marketingmessagestousersitwillbackfireandmayresultinabanfromanypresence
onthesite.
UeocialMediaChannelaTheWereIntended
Eachsocialmediachannelhasanintendedusebyitscommunity.Marketersshouldbe
awareofthesefunctionsandstaywithinthoseparameters.Forexample,LinkedIn
memberscanjoindiscussiongroupsorsendeachotherdirectmessages.Thesamething
goesforFacebook,Twitter,andothersites.Smartmarketersunderstandthedistinctionand
tailortheirpostingsaccordingly.Businessesalsoshouldavoidcreatingsocialmedial
profilesforthesolepurposeofmarketing.Mostpeopledonotcaretoseeunwanted
productmessagesonthepersonalblogstheyreadortheforumsinwhichtheyparticipate.
Failuretofollowtheseconventionsmayresultinpostsbeinghiddenorunfollowedor
outrightpubliccriticism.
StarbucksstumbledintheUKwhenitattemptedtoincreasebrandrecognitionand
capitalizeontheholidayseasonwiththehashtag#SpreadTheCheer.Thecampaignlaunch
unfortunatelycoincidedwithnewsthatthecoffeegianthadpaidonly$13.8milliontaxesin
GreatBritaindespiteastaggering$4.9billioninrevenues.Thereafter,consumersusedthe
hashtagtocriticizeStarbucks.Makingmattersworse,thetweetsweredisplayedliveona
giantscreenatLondonsNaturalHistoryMuseum,whereStarbuckssponsorstheicerink.
ThinkeforePotingorDeleting
Beforehittingthatpublishbutton,marketersmustbecertainthatthecontenttheyare
makingpublicisexactlywhattheywanttosayandthatitwillbereceivedintheintended
manner.Itsalwaysagoodideatoask,Whatcouldgowrongwiththismessage?Thisis
particularlytrueiftheorganizationismultinationalandmessagesarebeingreceivedby
potentialcustomersaroundtheworld.Inaddition,marketersshouldavoidsendingspam.
Apersonwhofollowsapageorgroupdoesntnecessarilywantregularpromotional
messagesandmayultimatelydecidetostopfollowingthepageorgroupifthecompany
sendstoomanymessages.
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Socialmediastrategistsadviseorganizationsnottodeletecomments,nomatterhow
painfulorunflatteringtheymaybe(unlesstheyareprofane,obscene,orillegal).Instead,
theyrecommendthatmarketersweatherlegitimatecriticismanddealdirectlywithan
onlinecrisisinsteadoftryingtoavoidit.WhenVolkswagendeletednegativeFacebook
commentsrelatedtoGreenpeacesaccusationsthatthecarmakeruseditshugepolitical
muscletolobbyagainstenvironmentallaws,afirestormensued.Tensofthousandsof
GreenpeacesupporterstookVolkswagentotaskfornotaddressingtheissuepublicly.
Greenpeaceevencreated,VW:TheDarkSide,aparodyoftheautomakerspopularStar
WarsTVcommercial,andtheparodywentviral.Ultimately,Volkswagenagreedtosupport
Europeanenvironmentallaws.However,socialmediaexpertsobservedthatthecrisis
couldhavedieddownmuchsoonerifVolkswagenhadrespondedimmediatelyandoffered
tocontinueanydiscussionsatitsownwebsite.
AementCheck
5.1 Whatiscontentmarketing?
5.2 Whatistheonemajordrawbacktosocialmediaasitpertainsto
scheduling?
5.3 Whatisthefunctionofrulesofengagementinsocialmediamarketing?
Chapter4:SocialMedia:LivingintheConnectedWorld:4-6Monitoring,Measuring,andManagingtheSMMCampaign
4-6Monitoring,Meauring,andManagingtheMMCampaign
Itsonethingtolaunchasocialmedia
marketingcampaign,butwithout
6
trackingitscourse,thecampaignmay
sinkorrunaground.Theroleofsocial
Describethedifferentmeansofmonitoring,
mediamonitoring(Theprocessof
measuring,andmanagingthesocialmedia
tracking,measuring,andevaluatinga
marketingcampaign.
firmssocialmediamarketing
initiatives.)istotrack,measure,and
evaluateafirmssocialmedia
marketinginitiatives.MarketersmustalsomanagetheircompanysSMMeffortsbymaking
changeswhennecessary.
Chapter4:SocialMedia:LivingintheConnectedWorld:4-6aMonitoringandMeasuring
4-6aMonitoringandMeauring
Oneofthegreatestchallengesfacedbysocialmediamarketersismonitoringtheprogress
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ofanSMMeffort,partlybecauseitsreachcanstretchfarbeyondthecapabilitiesofthe
company.Butvarioussocialmediaanalytics(Toolsthathelpmarketerstrace,measure,
andinterpretdatarelatedtosocialmediamarketinginitiatives.)toolshelpmarketerstrack
(findandfollowsocialcontent),measure,andinterpretdatarelatedtoSMMinitiatives.For
example,thecompanyKloutprovidessocialmediaanalyticsthatmeasureusersinfluence
across10differentsocialnetworks,givingthemascorefrom1to100(seetheMarketing
SuccessfeatureinChapter6formoreinformationaboutKlout).
Table4.2givessome
examplesofdifferenttypesofsocialmediaanalyticstools.
Tale4.2
ocialMediaMonitoringandAnalticTool
Product
Name
WhatItDoe
Cfe
Createdahoardandtrackocialaccount.
Google
Inpectuertrac,includingwhatpercentage
comefromocialmedialink.
Analtic
impl
Meaured
ocial
Mention
Providecompetitiveanaliforocialimpact,
analticforFaceookandTwitter,anda
completeuiteofmonitoringandreporting
tool.
uppliereal-timeocialmediaearchand
analiandalert.
ocialReport
Monitoramanaveprojectatonce,
analzingaudiencegrowth,engagement,reach,
andactivit.Deliverdirectltoourinox.
umAll
Connectourocialmediaanalticwithother
areaoftheuine,enalingmarketerto
calculateROI.
Tweriod
Analzewhenfollowerareonlineand
identietheettimetoendTweetfor
maximumexpoure.
Viralheat
Aggregateocialmediatracintoaingle
tream;hadahoardcapailitandupport
uptoevenocialmediaaccount.
ource:KritiHine,4ToolThatImproveYourocialMediaAnaltic,ocialMediaxaminer,acceed
Januar17,2014,www.ocialmediaexaminer.com;reannaJaco,25AweomeocialMediaToolYourrand
houldeUing,ocialMediatrategicummit,acceedJanuar17,2014,
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http://ocialmediatrategicummit.com;Ianarker,etocialMediaAnalticTool:8oftheettoUe,
TechRadar,acceedJanuar17,2014,www.techradar.com.
Monitoringandmeasuringhelpmarketersunderstandwhattheircustomersneedand
want,ultimatelymakingadjustmentstoSMMorproductofferingstosatisfythose
customers.Marketersselectmonitoringtoolsbasedontheneedsoftheirownfirms.Social
mediaanalyticssoftware,suchasTrendrrandBrandwatch,arealldesignedtohelp
companiesmonitorthecyberconversationsabouttheirbrandsandabouttheir
competitors.Trendrrtracksthepopularityandawarenessoftrends,especiallyin
television.Brandwatchofferssolutionsthatmonitoritsbusinesscustomersreputationsas
wellastheircompetitors;answerscustomercomplaintsandquestionsontheWeb;
supportsitscustomersonlinecommunities;promotesgoodsandservices;preventsand
handlesnegativenewscoverageorotherpublicrelationscrises;andprovidesmarket
research.
Firmsalsocalculatethereturnoninvestment(ROI)(Therateofrevenuesreceivedfor
everydollarspentonanexpense.)oftheirsocialmediamarketinginitiatives,usingreach
(thepercentageofpeopleinatargetmarketwhoareexposedtothemarketingeffortat
leastonce)andfrequency(thenumberoftimesanindividualisexposedtothemarketing
materialduringthecampaign)asvariables.Expenses(suchasemployeetimespent
answeringcustomertweetsorFacebookquestions)areweighedagainstsavings(employees
nothavingtomakein-personcallstocustomers).Althoughnotallmarketersagreeonthe
validityofmeasuringSMMcampaignsthisway,companiesdoconcedethattheylookfor
quantitativewayslikethistoevaluatetheefficiencyofthemarketingeffort.
Effectivemonitoringgivesmarketersaclearerpictureofanorganizationsinfluencevia
socialmedia.Recentanalyticsshowthat98percentofnot-for-profitorganizationsmaintain
apresenceonFacebook,and74percentareonTwitter.UNICEF,whichgenerateshundreds
ofmillionsofdollarsinrevenueseachyeartobenefittheworldschildren,isonenonprofit
organizationthathasfiguredouthowtoleveragethepowerofsocialmedia.Itunderstands
thatFacebookistheplacetodevelopdeeperandlongerconversationswithitsnearly4
millionfollowers,whileTwittergivesaccesstolivecoverageofeventsaroundtheworld.
UNICEFalsomaintainsaccountsonYouTube,Scribd,andMySpace.InadditiontoEnglish,
itsFacebook,Twitter,andYouTubepagesareavailableinArabic,Chinese,andFrench.
UNICEFmaintainsapresenceonseveralsocialmediaplatformsaroundtheworld.
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ource:www.faceook.com
Measuringthesuccessofasocialmediamarketingplanincludessuchfactorsasshareof
voice(numberofconversationsaboutthecompanyversuscompetitorsandoverall
market),awarenessofthecompanyorbrand,levelofengagementbythetargeted
audience,influencecreated,andpopularityamongtargetaudiencemembers.Ofcourse,
everymarketeraimsforsuccessbutnoteverycampaignmeetsitsgoals.Thisiswhere
competentmanagementofsocialmediaeffortsbecomesimportanttobusinesses.
rieflpeaking
Forus[socialmedia]doesnthavetobeanexactscience.Ifpeopleare
talkingaboutOurbrandinafavorableway,thatsgoodenough.
AdamroitmanVPofGloalDigitalMarketing,MaterCard
Chapter4:SocialMedia:LivingintheConnectedWorld:4-6bManaging
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4-6Managing
Managingasocialmediamarketingcampaignoracompanysoverallsocialmediaefforts
requiresskill,expertise,andunderstandingofthecompanysbrand,itscompetitors,and
thesocialmediaenvironment.Thismeansmaintainingagrasponthesuccessorfailureof
previousstrategies,knowledgeofthebenefitsanddrawbacksofthedifferentsocialmedia
platformsandtools,andanabilitytointerpretdatawithoutlosingsightoftheoverallgoal.
Italsomeansbeingflexibleenoughtochangetacticswhennecessarytoavertorminimize
acrisis.
SouthwestAirlinesreliesonsocialmediaformuchofitscommunicationwithconsumers.
TheairlinesTwitterfeedhasmorethan1.6millionfollowers,andnearlythreetimesthat
manypeoplelikeitsFacebookpage.ThecompanysNutsAboutSouthwestblogsetsthe
standardfordialoguewiththepublic.ThesocialmediateamatSouthwestusessocial
mediamanagementtools,suchasCoTweetforTwitterandFacebook,whichenablethemto
monitorkeywordsandotheraspectsofSMMcampaigns.
Southwestsorganizationalcultureseemstobeanaturalfitforsocialmedia.Theairline
believesinembracingallformsofmedia,maintainingtransparencyinitscommunications,
andbeingrealinsocialmediaconversationswithcustomers.
Theeffectsofsocialmediaexposurecanalsoturnagainstacompanyquickly,asanother
airlinerecentlydiscovered.Airtravelersrecognizethatsometimesairlinesmisplace
peoplesluggage.However,whenBritishAirwayswasslowtorespondafterluggagewent
missingonabusinesstrip,adisgruntledflyertookaction.Tocomplainabouttheairlines
customerservice,aChicagobusinessownerpaid$1,000forapromotedtweet,targetingthe
airlines50,000NewYorkandUnitedKingdomfollowerswithacomplaintabouthislost
luggage.Thematterescalatedwhentheairlinetookeighthourstorespondtothetweet,
sayingonlythatitcheckstweetsfrom9to5MondaythroughFriday.Ultimately,the
missingluggagewaslocatedbutnotbeforetheincidentengagedthousandsofBritish
Airwaysfollowersaswellasthemedia.Astheairlinelikelylearned,timelinessand
transparencyarevitalapproachesforafirminvolvedinmanagingapotentialsocialmedia
crisis.
AementCheck
6.1 Whatisthefunctionofsocialmediamonitoring?
6.2 Identifythetwovitalapproachesforafirmasitmanagesapotential
socialmediacrisis.
Chapter4:SocialMedia:LivingintheConnectedWorld:4-7EthicalandLegalIssues
4-7thicalandLegalIue
Socialmediamarketersfaceethicalandlegalissuessuchasprivacyandaccountabilityas
partoftheirjob.Asrapidlyasthevarioussocialmediaevolveandexpand,sotoowillnew
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ethicalsituationsarise.Firmswillhave
tostayapprisedofnewthreatsaswell
asthesolutionstoproblems.Marketers
whomaintainaneducatedandcautious
approachtotheseissueslacedwith
commonsensewillbebestprepared
tomeetchallengesheadon.
7
Discussethicalandlegalissuesencountered
bymarketersinsocialmediamarketing.
Chapter4:SocialMedia:LivingintheConnectedWorld:4-7aWorkplaceEthics
4-7aWorkplacethic
Recentstudieshavebeguntoexaminecorrelationsbetweensocialmediause(particularly
duringtheworkday)andethicalbehavior.Thishasledcompaniestobegininstituting
formalpoliciesaboutsocialnetworkingintheworkplace.
Manycompaniesarenowdraftingwrittenpoliciesfortheuseofsocialmedia,by
individualsintheworkplaceaswellasbygroupssuchasthemarketingdepartmentfor
companypurposes.Well-writtensocialmediapolicieshavethefollowingqualities:
Consistentwithafirmsorganizationalcultureandvalues
Explainwhyemployeesshouldtakecertainstepsoractions(oravoidthem)
Broadenoughtocoverthemajorpoints,butbriefenoughtofitontotwopages
Linkedtootherrelevantcompanypoliciesandguidelines
Chapter4:SocialMedia:LivingintheConnectedWorld:4-7bBeHonest
4-7eHonet
Socialmediamessagestravelatlightningspeedaroundtheworld;potentiallymillionsof
peoplemayviewamessageinamatterofsecondsorminutes.Thismeansthatpostings,
ads,comments,andevenimagescomeunderintensescrutinyandmustbecheckedfor
accuracy,fairandrealisticclaimsorpromises,balanceandobjectivity,andpotentialfor
misinterpretation.Honestyisthebestpolicywhenmarketingviasocialmedia;transparent
communicationshelpdeveloptrustamongfollowersandmayultimatelycontributeto
strengtheningafirmsbrand.
Chapter4:SocialMedia:LivingintheConnectedWorld:4-7cRespectPrivacy
4-7cRepectPrivac
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Althoughmarketerstrytogatherasmuchinformationaspossibleaboutatargeted
audience,theymustnotdistributeanypersonalinformationwithoutconsent.Because
socialmediaisinteractivebyitsnature,marketersmustbevigilantaboutconfidentiality
andnotlettingpersonalinformationorotherdataaccidentallyslipintounauthorized
hands.Violationofthesepracticesandotherprivacylawsandguidelinescoulddestroya
companysreputationandcostmillionsofdollars.
AlmostimmediatelyafterSonyrevealedabreachofitsPlayStationNetworkcustomers
personaldata,thefirstlawsuitwasfiled,allegingthatthefirmtooktoolongtonotify
people,failingtoallowcustomerstomakeaninformeddecisionastowhethertochange
credit-cardnumbers,closetheexposedaccounts,checktheircreditreports,ortakeother
actions.AlthoughSonytemporarilyturnedoffitsPlayStationNetworkandMusicUnlimited
serviceandhiredanoutsidesecurityfirmtoinvestigatetheunauthorizedintrusion,the
companysreputationwasdamaged,andclaimsarelikelytobeverycostly.TheUK
InformationCommissionersOfficefinedSony250,000Britishpounds(morethan$415,000)
afteraninvestigationrevealedthebreachcouldhavebeenavoidedhadSonyssoftware
beenuptodate.
Inthequicklychangingsocialmediaworld,organizationsneedtobenimblewhendealing
withsecuritymeasuresthataffectthemandtheircustomers.TheSolvinganEthical
ControversyfeaturediscussesasecuritybreachthatposedchallengesforBarnes&Nobles
anditscustomers.
olvinganthicalControver
arne&Noleecuritreach:Whotolame?
Barnes&Noblerecentlyannouncedmorethan60storessufferedasecuritybreach
whenhackersbrokeintokeypadswherecustomersswipetheircreditanddebit
cards,andenterpersonalIDnumbers,orPINs.Asaresultofthebreach,hackers
stolefinancialinformationandPINsforthousandsofcustomerswhoshopatthe
retailchain.
houldarne&Noleereponileforkeepingconumerdataecure?
PRO
1.Thecompanyshouldtakeeveryprecautiontoensureitssecurity
measuresprovidethebestdefenseagainstthetheftofpersonaldata.
2.Withhackersbecomingmoresophisticatedintheireffortstosteal
information,amulti-prongsecurityapproachshouldbeused,evenifit
meanshiringoutsidefirmstoensurethesystemissafe.
CON
1.Letthebuyerbeware.Identitythievescontinuetobeaggressivewhen
tryingtofindoutpersonaldata,includingPINsandpasswords.
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2.Becausetheyhavenoinputonbusinesssecuritymeasures,shoppers
shouldavoidusingkeypadsatthecheckoutandaskthecashiertoswipe
theircredit/debitcarddirectlyintotheregister.
ummar
Oncethebreachwasdiscovered,Barnes&Nobleofficialsacknowledgedtheattack
andsuggestedconsumerschangetheirPINsandcheckbankand/orcreditcard
statementsforunauthorizedtransactions.Tobesafe,consumersshouldselectPINs
thatcannotbeguessedeasilybyothersandsignupformobilealertsfrombanks
andcreditcardcompaniesaboutunusualtransactionsintheiraccounts.
ource:GlennG.Lammi,WillCaliforniaNewDatareachNoticationDuttimulateClaAction
Litigation?Fore,acceedJanuar17,2014,www.fore.com;thanP.chulman,JerePoton,Jennifer.
Romano,andRoin.Campell,DatareachClaActionagaintarne&NoleDimiedforLackof
tanding,-DicoverLawInight,acceedJanuar17,2014,www.edicoverlawinight.com;ureauof
NationalAair,arne&NoleCutomerLacktandingtoringDatareachLitigation,CourtRule,
acceedJanuar17,2014,www.na.com;Jereenzing,DatareachComplaintagaintarne&Nole
Dimied,MainJutice,acceedJanuar17,2014,www.mainjutice.com.
Chapter4:SocialMedia:LivingintheConnectedWorld:4-7dBeAccountable
4-7deAccountale
Mistakeshappen.Whentheydo,smartsocialmediamarketerstakeactiontosolvethe
problemorresolvetheissue.First,theyacknowledgetheproblemandtakeresponsibility
forit.Second,theycommunicatewiththerightpeople,viathemostrelevantchannel(s),
andpromisetotakestepsnecessarytocorrectthesituation.Third,theyimplementthe
agreed-uponchangesormakeotherconcessionsandevaluatewaystoavoidsimilar
problemsinthefuture.Whileitsimportantforbusinessestobeaccountablefortheir
actions,theymustdosoinarealisticmanner,makingchangesthatarerelevanttothe
situation.
AementCheck
7.1 Howdoestheinteractivityofsocialmediacausepotentialprivacy
issues?
7.2 Identifythethreepositivestepsthatfirmstakewhentheymakea
mistakerelatedtosocialmediamarketing.
Chapter4:SocialMedia:LivingintheConnectedWorld:4-8CareersinSocialMediaMarketing
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4-8CareerinocialMediaMarketing
Asmoreandmorebusinessesengagein
socialmediamarketing,manypeople
8
arenowseekingcareersinthefield
eitherwithcompanieslookingtoboost
Explainthedifferenttypesofpositionsin
theirsocialmediapresenceorwith
socialmediamarketingandhowtolandan
firmsthatspecializeinassistingthese
entry-leveljob.
companieswiththeirmarketingefforts.
Peoplearealsodevelopingsuccessful
careersinsocialmediaitself,withfirms
likeFacebook,Twitter,Pinterest,andothers.Figure4.4showsabreakdownofoverallsocial
mediajobtitlesintheUnitedStates.
Figure4.4
JoTitleinocialMediaMarketing
ource:ocialMediaJoalarGuide,Onwardearch,acceedFeruar6,2014,www.onwardearch.com;
LaurentFrancoi,WhatCouldetheNextJoTitleinocialMedia?ocialMediaToda,acceedFeruar6,
2014,http://ocialmediatoda.com;CarrieKerpen,IocialMediaaCareer?Fore,acceedFeruar6,
2014,www.fore.com.
Evenifyouarentlookingforapositionspecificallyinsocialmediamarketing,itslikely
thatyouwillundertakeatleastsomeportionofyourjobhuntthroughsocialmedia.Seethe
CareerReadinessfeatureforsomesuggestionsonusingsocialmediatofindajob.
CareerReadine
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JoHuntingviaocialMedia
Ninetypercentofcompaniesnowusesocialmediaforrecruitment.Howcanyou
usesocialmediatosucceedinthejobmarket?Herearesometips.
1.Knowwhateachsocialmediasitedoesbest.
2.WhileFacebookismostlysocial,recruitersroutinelycheckapplicantswalls.
Postresponsibly,segregateyourfriendgroupsappropriately,andmonitor
friendspostsandtagsaboutyou.Deleteanythingthatcouldbeperceivedas
unprofessional.
3.UseLinkedIntoactivelybuildyourprofessionalnetwork.Bestrategicin
buildingyourprofile:toelicitthemostvisits,includeasmanyofyour
industryskeywordsaspossible.
4.BeproactiveonLinkedIn.Findpeoplewhoworkforcompaniesofinterest
andidentifylinksinyournetworkwhocanintroduceyoutothem.
5.UseLinkedIn,Facebook,andTwittertoletyournetworkknowyourelooking
forajob.
6.Postaprofessional-lookingheadshotonyourLinkedInandFacebookpages.
7.IfyouconnectyourLinkedInaccounttoyourblogorTwitterfeed,remember
thatyouvejustgivenpotentialemployersaccesstoallthoseadditionalposts.
8.UseTwittertofollowthecompaniesandindustriesyouretargetinginyour
search.
9.Proofreadeverypost.Eveninthecyberworld,prospectiveemployersgive
candidatesbadmarksforpoorcommunicationskills.
10.Alwaysbeprofessionalwhenyoupost.InarecentCareerBuildersurveyof
hiringmanagers,morethanone-thirdsaidtheybrowsecandidatessocial
mediaprofilestoevaluatetheircharacter.Theruleaboutsocialmedia
remains:Dontpostanythingyouwouldntwanttoreadintomorrowsnews.
ource:AlexiGrant,10martWatoUeocialMediainYourJoearch,U..New&WorldReport,
acceedFeruar7,2014,http://mone.unew.com;Trudteinfeld,ocialMedia:Mut-Havetrategiein
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YourJoearch,Fore,acceedFeruar7,2014,www.fore.com;ChritinaJedra,5WatoUethe
InternettocoreYourDreamJo,UAToda,acceedFeruar7,2014,www.uatoda.com;HowtoImprove
YourJoearchUingocialMedia,ocialMediaToda,acceedFeruar7,2014,
http://ocialmediatoda.com;Jacquelnmith,HowocialMediaCanHelp(orHurt)YouinYourJoearch,
Fore,acceedFeruar7,2014,www.fore.com.
Chapter4:SocialMedia:LivingintheConnectedWorld:4-8aTypesofJobs
4-8aTpeofJo
Jobtitlesvaryfromcompanytocompany,buthereisasamplingofthedifferenttypesof
positionsinsocialmediamarketingandtheindividualsresponsibilities:
Socialmediamarketingmanager(ordigitalmarketingmanager).Overseesallofthe
companyssocialmediafunctions,rangingfrombloggingcopywritertosocialmedia
strategist.
Socialmediastrategist.Primarydecisionmakerwhorunsthefirmssocialmedia
program.
Brandmanager.Managesabrandanditspublicrelationsoversocialmediasites.
Onlinecommunitymanager.Managesexternalengagementwithcustomersinsocial
mediachannels(suchasFacebook,Twitter,blogs,orcommunityforums).
Influencerrelations.Servesasliaisonbetweenacompanyandthoseconsideredtobe
influencerswithinthesocialmediacommunity.
Socialmediaspecialist.Descriptionsvarybycompanysizeandneeds,buttypically
handlesavarietyoftasks,fromoverseeingblogcopytoimplementingacompanys
entiresocialmediaprogram.
Socialmediaanalytics.ArmedwithabackgroundinmarketingresearchorWeb
analytics,measurestheresultsofasocialmediamarketingeffort.
Socialmediadesign.Overseesthelookandfeelofanonlinecommunity,Facebook
page,orotherbrandedcontent.Typicallyhasagraphic-designbackground.
Socialmediadeveloper.Providestheprogrammingtobuildandassemblethefeatures
forsocialtools,suchasblogsandcommunities.
Contentprogrammer.Createscontentandgeneratesdiscussionsabouttopicsrelated
tothecompanyssocialmediapresencesuchasproductreleasesandlifestyle
conversations.
Bloggerorcopywriter.Writesblogsandothersocialmediacopy.
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rieflpeaking
Yes,weknowyoureaninjaonTwitter,Facebook,andFoursquare,and
Mashableisyourhomepagebuttellussomethingwedontknow.Impress
us.
DaverownDirectorofDigitaltrategatMKG,anxperientialMarketingAgenc
Socialmediamarketingjobsofferawiderangeinsalaries(dependingonlevel,company
size,geographiclocation,andsoforth).Asurveyofchiefmarketingofficersinmajor
corporationsrevealedthattheirorganizationsallocate,onaverage,morethan10percent
oftheirmarketingbudgettosocialmedia,andthatnumberisexpectedtorisesteadilyin
thenextseveralyearspotentiallycreatingmorejobs.
Chapter4:SocialMedia:LivingintheConnectedWorld:4-8bTipsforLandingaJobinSocialMediaMarketing
4-8TipforLandingaJoinocialMediaMarketing
Ifyouarejuststartingoutfromcollege,chancesareyoumaybelookingforanentry-level
jobinsocialmediamarketing.Herearesomesuggestionsforbeginningyourcareerinthis
field:
Landaninternship.Internshipspaidornotareagoodwaytogainexperiencein
yourchosenfield.Youmighthaveachancetocontributetoablogorlearnsomeof
theskillsnecessarytobeginprogrammingfeaturesforsocialtools.
Takeonlinecoursesthatteachsocialmediamarketingskills.Takingonlinecourses
demonstratesyourwillingnessandabilitytolearnpriortolandingyourfirstjob.
Examplesinclude4HourSocialMediaStrategyCoursefromBrazenCareeristand
InboundMarketingUniversityfromHubspot.Youmayincludethisasprofessional
trainingonyourrsum.
Highlightyourownonlinesocialprofile.UpdateyourFacebook,LinkedIn,YouTube,
andTwitteraccounts(alongwithanyothers)tobesuretheyareprofessionaland
polished.Potentialemployersdolookattheseinfact,youmayinvitethemtodoso.
Pointoutyourpersonality.Tellemployersaboutthecharacteristicsthatmakeyouan
individual.Whenbuildingateam,employersoftenlookfortraitssuchasasenseof
humor,creativity,passionforthebusiness,andcommunicationskills.
trategicImplicationofMarketinginthe21tCentur
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Whenanewmediumofcommunicationemerges,marketersmustpayattention.In
ashortspanoftime,socialmediahasrooteditselfinourglobalculture.Thus,
companiesarefiguringouthowtousethisnewmodeofcommunicationwhich
createsatwo-wayconversationwithpotentialandexistingcustomers.
Despitefalsestartsandvariouspitfalls,marketersarequicklylearningthebenefits
ofusingsocialmediatoreachtheirtargetedaudiences.Accordingtoonesurvey,89
percentofmarketerssaythatthenumber-onebenefitofsocialmediamarketingis
generatingmoreexposurefortheirbusiness;75percentreportthatthegreatest
benefitisincreasingtraffic;and69percentsayitsprovidinginsightintothe
marketplace.
Onthedownside,sometimessocialmediamarketingcampaignsdontworktheway
marketersintended,andtheymustadaptaccordinglybymakingchangesor
droppingtheinitiativealltogether.Socialmediastilltakesupalotoftimeduring
theworkday62percentofsurveyedmarketerssaytheyspendsixormorehours
eachweekonit.Nearly17percentreportedspending20ormorehoursaweekon
socialmediaactivities.
Despitethesenumbers,thevarioussocialmediaplatforms,tools,andservices
continuetoexpandatarapidrate.Thisopensupopportunitiesforfirmstoadopt
socialmediafortheircompetitiveadvantageandallowspeopletobuildcareersin
socialmediamarketing.Industryexpertsanticipatesignificantgrowthforsocial
mediasites.Thus,marketerswillbeonconstantwatchfornewdevelopmentsand
waystheycanharnessthepowerofsocialmediatoreachandengagetheir
customers.
AementCheck
8.1 Whyisitlikelythatmorejobsinsocialmediamarketingwillbecreated
inthenearfuture?
8.2 Whydoexpertsrecommendtakingonlinecoursesthatteachsocial
mediamarketingskills?
Chapter4:SocialMedia:LivingintheConnectedWorld:4-9ChapterReview
4-9ChapterReview
4-9aReviewofChapterOjective
1 Explainsocialmediaandthedifferencesbetweensocialmediaplatformsand
socialmediatools.
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Socialmediaisdefinedcollectivelyasthedifferentformsofelectronic
communicationthroughwhichuserscancreateonlinecommunitiesto
exchangeinformation,ideas,messages,andothercontentsuchasvideosand
music.Asocialmediaplatformisatypeofsoftwareortechnologythatallows
userstobuild,integrate,orfacilitateacommunity,provideinteractionamong
users,andgenerateuser-authoredcontent.Social-networkingsitesand
bookmarkingsitesaresocialmediaplatforms.Socialmediatoolsenableusers
tocommunicatewitheachotheronline.ExamplesincludeappsandQR
codes.
2 Describethewaysinwhichconsumersandbusinessesusesocialmediafor
theirbuyingdecisions.
Consumersusesocialmediatolearnaboutnewgoodsandservices,conduct
researchandshareinformation,andmakefinalpurchasedecisions.
Businessesusesocialmediatogatherrelevantmarketinsights,improve
searchrankings,andformnewbusinesspartnerships.
3 Outlinethefourkeyelementsofawrittensocialmediamarketingplan.
Theformalsocialmediamarketingplancontains
1.anexecutivesummaryexplainingthewho,what,when,where,how,
andwhyoftheplan;
2.abriefoverviewofmarketconditionsandotherfactors;
3.acompetitiveanalysis;and
4.abodyincludinggoalsandstrategies,targetaudience,budgetwith
expectedreturns,andmethodsforimplementingandmanagingthe
effort.
4 Discusstheimportanceofsettinggoalsanddevelopingstrategies,including
targetinganaudience,forasocialmediamarketinginitiative.
CleargoalshelpmarketerssettheSMMcampaignintherightdirection.
Flexiblegoalsenablefirmstoadapttochangingcircumstances.Socialmedia
marketingeffortscustomizetheirapproachtotargetedaudiencesmorethan
anyothertypeofmarketingbecausetheyareinteractive,soitisimportant
formarketerstolinkthetargetedaudiencewiththegoalsoftheinitiative.
Oncethesedecisionsaremade,marketersmustdevelopstrategies,suchas
whichmediaplatformsandtoolstouse,whowillparticipate,andhowto
makeiteasyforcustomerstoparticipateintheconversationallwithinthe
parametersoftheplansgoals.
5 Identifythesevenqualitiesofeffectivesocialmediacontentandtherulesof
Effectivecontenthasthefollowingqualities:astrongbrandfocus;emphasis
ontheaudienceinsteadoftheorganization;targetedkeywords;relevant
information;shareworthytextandimages;invitationstotheaudienceto
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generateitsowncontent;andoffersfordiscountsordeals.Therulesof
engagementinclude:followsite-specificrulesandguidelines;usesocial
mediachannelsastheywereintended;andthinkbeforepostingordeleting.
6 Describethedifferentmeansofmonitoring,measuring,andmanagingthe
socialmediamarketingcampaign.
Marketersoftenusesocialmediaanalyticstoolstohelpthemtrack,measure,
andinterpretdatarelatedtotheSMMeffort.Theycalculatethereturnon
investment(ROI)ofthemarketingcampaign,typicallymeasuringsuccessin
termsofshareofvoice,awarenessofcompanyorbrand,levelofaudience
engagement,influencecreated,andpopularity.Marketersfollowkeywords
andusetools,suchasTrendrrandBrandwatch,tomeasureandmanage
specificactivities.Flexibilityandquickresponsearealsovitaltothe
managementofSMM.
7 Discussethicalandlegalissuesencounteredbymarketersinsocialmedia
marketing.
Socialmediamarketersfaceethicalandlegalissuesintheirmarketing
efforts,aswellasworkplaceethicsbyemployees.Socialmediamarketing
effortsshouldbehonest,respectprivacy(forexample,whencollectingdata
fromusers),andaccountable.Whenmistakeshappen,marketersmust
acknowledgetheproblemsandtakeresponsibilityforfixingthem.
8 Explainthedifferenttypesofpositionsinsocialmediamarketingandhowto
landanentry-leveljob.
SMMjobsinclude:socialmediamarketingmanager,socialmediastrategist,
brandmanager,onlinecommunitymanager,influencerrelations,social
mediaanalytics,socialmediadesign,contentprogrammer,andbloggeror
copywriter.Candidatesforentry-levelpositionsinSMMmay:landan
internship;takeonlinecourses;highlighttheirsocialprofiles;andpointout
theirpersonalitytoprospectiveemployers.
Chapter4:SocialMedia:LivingintheConnectedWorld:4-9bAssessmentCheck:Answers
ChapterReview
4-9AementCheck:Anwer
1.1. Whataresocial-networkingsites?
1.2. Definesocialmediamarketing.
2.1. Whydoonlineshoppersoftenbeginwithsearchengines?
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2.2. WhymightB2Bfirmshaveadifficulttimedevelopingaloyalfanbasevia
socialmediamarketing?
3.1. WhatfunctiondoestheSMMplanserve?
3.2. Whatarethemaincharacteristicsofaneffectiveexecutivesummary?
4.1. Identifythetwomaindistinctionsbetweentraditionalmarketinganda
SMMcampaign.
4.2. Inordertotargetanaudience,whatthreetypesofinformationdo
marketersgather?
4.3. Whatvitalquestiondomarketersaskwhendevelopingstrategiesforan
SMMplan?
5.1. Whatiscontentmarketing?
5.2. Whatistheonemajordrawbacktosocialmediaasitpertainsto
scheduling?
5.3. Whatisthefunctionofrulesofengagementinsocialmediamarketing?
6.1. Whatisthefunctionofsocialmediamonitoring?
6.2. Identifythetwovitalapproachesforafirmasitmanagesapotentialsocial
mediacrisis.
7.1. Howdoestheinteractivityofsocialmediacausepotentialprivacyissues?
7.2. Identifythethreepositivestepsthatfirmstakewhentheymakeamistake
relatedtosocialmediamarketing.
8.1. Whyisitlikelythatmorejobsinsocialmediamarketingwillbecreatedin
thenearfuture?
8.2. Whydoexpertsrecommendtakingonlinecoursesthatteachsocialmedia
marketingskills?
Chapter4:SocialMedia:LivingintheConnectedWorld:4-9cMarketingTermsYouNeedtoKnow
ChapterReview
4-9cMarketingTermYouNeedtoKnow
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socialmedia(Differentformsofelectroniccommunicationthroughwhichuserscan
createonlinecommunitiestoexchangeinformation,ideas,messages,andother
content,suchasvideosormusic.)
socialmediaplatform(Atypeofsoftwareortechnologythatallowsuserstobuild,
integrate,orfacilitateacommunity,interactionamongusers,anduser-generated
content.)
socialmediatool(Software(suchasanapporblog)thatenablesusersto
communicatewitheachotheronline.)
social-networkingsite(Awebsitethatprovidesvirtualcommunitiesthroughwhich
peoplecanshareinformation,postopinions,andincreasetheircircleofonline
friends.)
bookmarkingsite(Aplatformthatgivesusersaplacetosave,organize,andmanage
linkstowebsitesandotherInternetresources.)
socialnewssite(Aplatformwhereuserscanpostnewsitemstolinkstooutside
articles,thenvoteonwhichpostingsgetthemostprominentdisplay.)
onlineforum(Aplatformwhereuserspostmessagesandholdconversationson
specifiedtopics.)
bloggingsite(Aplatformwhereahostorwriterpostsinformationoropinionson
varioustopicsandfollowersmayrespond.)
microblog(Ablogpostingthatcontainsonlyafewwords(suchasonTwitter).)
app(Shortforapplication,afreeorpurchasedsoftwaredownloadthatlinksusersto
awiderangeofgoodsandservices,mediaandtextcontent,socialmediaplatforms,
searchengines,andthelike.)
QRcode(Shortforquickresponse,atwo-dimensionalbarcodethatcanbereadby
somemobilephoneswithcameras.)
socialmediamarketing(SMM)(Theuseofsocialmediaportalstocreateapositive
influenceonconsumersorbusinesscustomerstowardanorganizationsbrand,
products,publicimage,orwebsite.)
socialmediamarketingplan(Aformaldocumentthatidentifiesanddescribesgoals
andstrategies,targetedaudience,budget,andimplementationmethods,aswellas
tacticsformonitoring,measuring,andmanagingtheSMMeffort.)
influencers(Individualswiththecapabilityofaffectingtheopinionsoractionsof
others.)
contentmarketing(Creatinganddistributingrelevantandtargetedmaterialto
attractandengageanaudience,withthegoalofdrivingthemtoadesiredaction.)
socialmediamonitoring(Theprocessoftracking,measuring,andevaluatinga
firmssocialmediamarketinginitiatives.)
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socialmediaanalytics(Toolsthathelpmarketerstrace,measure,andinterpretdata
relatedtosocialmediamarketinginitiatives.)
returnoninvestment(ROI)(Therateofrevenuesreceivedforeverydollarspenton
anexpense.)
Chapter4:SocialMedia:LivingintheConnectedWorld:4-9dAssuranceofLearningReview
ChapterReview
4-9dAuranceofLearningReview
1. Brieflydescribethemarketingusesforeachofthesocialmediaplatforms
andsocialmediatools.
2. Whatarethethreeessentialfeaturesofsocialmediamarketing?
3. Forwhatpurposesdonot-for-profitorganizationsturntosocialmedia
marketing?
4. Whyisitimportantforthegoalsofasocialmediamarketingcampaigntobe
bothclearandflexible?
5. Howdosocialmediamarketersselectatargetaudience?
6. Whomightparticipateinthesocialmediainteractiononbehalfofa
company?Whatstrengthscouldeachofthesepeoplecontributetothe
conversation?
7. WhymustSMMcontentfocusontheaudienceratherthantheorganization?
8. WhatisthepurposeofmonitoringandmeasuringtheSMMcampaign?
9. Whatarethefourmainfeaturesofawell-writtencorporatesocialmedia
policy?Whyshouldcompanieswritesuchpolicies?
10. Asyouscanthelistoftypesofpositionsinsocialmediamarketing,choose
twoforwhichyouthinkyouwouldbebestsuited.Explainthereasonsfor
yourchoice.
Chapter4:SocialMedia:LivingintheConnectedWorld:4-9eProjectsandTeamworkExercises
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ChapterReview
4-9eProjectandTeamworkxercie
1. Foraweek,keepalogonyoursocialmediauseasaconsumer.Whichsites
andtoolsdoyoufrequent?Why?Howmuchtimedoyouspendoneachone
daily?Weekly?Doyouinteractwithsocialmediamarketingefforts?Createa
profileofyourselfasaconsumer,describingpreferences,influencers,and
anyotherfactorsthatarerelevanttoyouronlineinteractionwithSMM.
2. Withaclassmate,selectatelevisioncommercialorprintadforaproduct,
suchasanupcomingconcertortheaterproduction,ahybridvehicle,a
clothingretailer,petfood,oralineoflow-fatsnacks.Createaposterorbrief
PowerPointpresentationshowinghowyouwouldtransformthisfroma
traditionalmarketingeffortintosocialmediamarketing.Customizeyourplan
forthetargetedaudience.
3. Withaclassmate,chooseoneofthefollowingbrands(orselectyourown):
a.CinnamonToastCrunchcereal
b.REIclothing
c.Boseheadphones
d.SportsIllustrated
e.IHOPrestaurants
Createoneitemofcontentforasocialmediamarketingeffortforyour
brand,suchasablogorforum,adigitalslideshow,ashortvideo,oran
onlinecontest.Nomatterwhichsocialmediaplatformyouchoose,be
suretotargetyouraudienceandinvitethemtointeract.
4. Researcharecentsocialmediamarketingcrisisliketheonedescribedinthe
chapterbetweenaChicagobusinessownerandBritishAirways(useafew
keywordsonasearchenginetofindexamples).Describethesituationand
howthecompanyhandledit.Wasthecompanysresponseeffective?Whyor
whynot?Ifnot,howwouldyouhavehandledthesituation?
5. Chooseoneofthesocialmediamarketingpositionsdescribedinthischapter
andresearchonlineseveralactualjobdescriptionsforthisposition(orone
likeit).YoumayvisitajobsitesuchasCareerBuilder,Indeed,orLinkedInor
logontothewebsiteofacompanythatinterestsyouandclickonitscareers
sectiontolookforSMMpostings.Whenyouhavethoroughlyfamiliarized
yourselfwiththejobdescription,listyourcurrentstrengthsandweaknesses
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astheyrelatetothejobdescriptionandyourstrategiesforlandingajoblike
this.
Chapter4:SocialMedia:LivingintheConnectedWorld:4-9fCritical-ThinkingExercises
ChapterReview
4-9fCritical-Thinkingxercie
1.Chooseoneofthefollowinganddescribehowyouthinksocialmedia
marketingcouldhelpstrengthenitsbrand:
a.J.Crew
b.Canoncopiers
c.GreatWolfLodgeresorts
d.NiveaforMenskincare
e.RockbandThirtySecondstoMars
2. LogontotheFacebook,Tumblr,orPinterestpageofacompanythatyoulike
orfollow.Whatarepeoplesayingaboutthecompany,itsgoodsandservices,
problemstheywouldlikesolved,ornewproductstheywouldliketosee?
Howdotheydescribetheirexperiencesandtheirgeneralviewsas
consumers?
3. Whendesigningasocialmediamarketingplan,marketersmustbesureto
selectandusechannelsastheywereintendedorriskdifficulties.Foreach
ofthefollowing,stateyourchoiceofchanneltype(social-networkingsite,
microblog,bookmarkingsite,andsoforth)andexplainwhy.
a.Discussionofproductattributes
b.Opinionsurvey
c.Exchangeofideasforsavingenergy
d.Personalstories
e.Videocontestfeaturingpets
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4. Doyouagreethatcompaniesshouldhaveformal,writtenpoliciesregarding
theuseofsocialmediabyemployeesintheworkplace?Whyorwhynot?
5. Howdoyouviewthefutureofsocialmediaandsocialmediamarketing?
Writeadescriptioncitingthreeorfourtrendsordevelopmentsyouthink
mayevolveoverthenextdecade.
Chapter4:SocialMedia:LivingintheConnectedWorld:4-9gEthicsExercise
ChapterReview
4-9gthicxercie
TheEthicsResourceCenterrecentlyconductedastudytoexploretherelationshipbetween
workplaceethicsandsocialmedia.Thereportnotedthatactivesocialnetworkersfind
themselvesathigherriskforobservingmisconductonthejob.Accordingtothefindings:
72percentofsocialnetworkersobservedmisconductbyothersintheworkplace
duringtheprevious12months(comparedwith54percentofotherworkers)
56percentofsocialnetworkersexperiencedretaliationafterreportinganincident
(comparedwith18percentofotherworkers)
42percentofsocialnetworkersfeltpressuretocompromisetheirownstandards
(comparedwith11percentofotherworkers)
Considerthesefindingsinlightofyourownexperiencesintheworkplaceorcollegesetting.
1.Dothesefindingssurpriseyou?Whyorwhynot?Howmightyouapplywhatyou
havelearnedaboutsocialmediaandsocialmediamarketingfromthischapterto
yourownworkplaceethics?
2.Usingconceptsfromthischapter,outlinethemajorpointsofasocialmediapolicyfor
yourcollegeoremployer.
Chapter4:SocialMedia:LivingintheConnectedWorld:4-9hInternetExercises
ChapterReview
4-9hInternetxercie
1.Visittheappstore.Usingyourcomputerorsmartphone,visitanappstore(Apple,
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Google,Amazon,Samsung,orthelike)andbrowsethroughthevariousapps
available.Whichappealtoyouandwhichdonot?Why?Writeathumbnailreview
forfourapps(twopositiveandtwonegative)explainingyourviewpointasa
consumer.
2.Emphasizethelocal.Somelargecompaniesarerefocusingpartoftheirsocialmedia
marketinggoalsandstrategiestotargetlocalcommunitiesandcustomers.Logonto
thewebsiteofoneofthefollowingfirms(orchooseyourown)tolearnmoreabout
howthecompanyisusingsocialmediamarketingtoconnectwithlocalconsumers:
www.walmart.com
www.bk.com
www.starwoodhotels.com
www.cinemark.com
3.Familiarizeyourselfwithanewsocialmediaplatformortool.Youareprobably
alreadyasocialmediausernowitstimetolearnaboutasocialmediaplatformor
toolwithwhichyouarenotyetfamiliar.Chooseasocialmediaplatforminwhich
youarenotamember,orasocialmediatoolthatyouhavenotyetused.Learnas
muchasyoucanaboutyourselectionfromitshomepage,onlinereviews,andnews
articles.Createapresentationoutliningthefeatures,benefits,anddrawbacksofyour
choiceincludingyourownviewofitseffectivenessasavehicleforsocialmedia
marketing.
Cae4.1
KelloggApproachtoocialMedia
Iteatoaumeallcompaniehavejumpedwholeheartedlintoeveravenue
ofocialmediawithinnovativemarketingmeageandreapeduntoldreward.
However,evenauccefulmarketerlikeKelloggmighttakeatr-it-and-ee
approach,preferringtond,andfocuon,whatworket.Kelloggshasseveral
popularFacebookpagesfortopproductslikePop-Tarts,FrostedFlakes,andNutriGrain.Thesehostdailymarketingmessagesalongwithproductupdates,customer
questions,quotations,linkstothecompanysInstagramfeeds,andappsthatoffer
chancestowineventtickets,scholarships,andotherprizes.ThePop-Tarts
Facebookpageboastsalmost5millionfans.
ThecompanylaunchedamobileappforitsSpecialKbrandthatoffersanarrayof
waystomanageweightlossgoals,withcustomizedprograms,mealplanswith
recipes,andanelectronicjournalandshoppinglists.Virtualbadgesserveas
rewards,anduserscanchecktheirprogressonlineaswellasontheiriPhoneor
Androiddevice.Kelloggsrecentlyannouncedanewlineofproducts,SpecialK
Nourish,andisusingsocialmediainauniquewaythenewbrandissendingout
tweetstofollowerswithsuggestionsonhowtoeathealthiermealsandsnacks.The
suggestionsarebasedonapartnershipwithFoodNetworkpersonalityand
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registereddietitiannutrionistEllieKrieger.
Kelloggsisalsoexpandingitsuseofdigitaldata,collectedthroughretailers
shopperloyaltycards,totrackwhatitscompetitorsaredoingandrefineits
marketingmessages.Itsownloyaltyprogram,KelloggsFamilyRewards,lets
customersenterproductcodesonlinetoqualifyfordiscountsandprizes.The
rewardsprogramcontinuestoprovideKelloggswithusefulinsightsonconsumer
buyingbehaviorandallowsthecompanytotargetitssocialmediastrategies.
QuetionforCriticalThinking
1.InwhatadditionalwayscanKelloggscapitalizeonthepopularityofsocial
mediatomarketitsproducts?
2.WhatchangesdoyouthinkKelloggscouldprofitablymakeinitscurrent
socialmediastrategy?
ource:Companweite,www.kellogg.com,acceedFeruar6,2014;JohnGane,Kelloggnergize
pecialKrand,randInnovator,acceedFeruar6,2014,http://rand-innovator.com;Kellogg
ConumerLoaltPlanYieldDataInight,ConumerGoodTechnolog,acceedFeruar6,2014,
http://conumergood.edgl.com;PatLeniu,AnaliofRetailDigitalMediaActivitHelpKelloggetter
hapetrategie,CPGMatter,acceedFeruar6,2014,www.cpgmatter.com;LaurenJohnon,KelloggCo.
uildon2012MarketingtrategwithMoile,,acceedFeruar6,2014,www.moilemarketer.com;Kate
Kae,KelloggCracktheCodeonLoalt,AdAge,acceedFeruar6,2014,http://adage.com;DavidMoth,
HowKelloggUeFaceook,Twitter,PinteretandGoogle+,conultanc,acceedFeruar6,2014,
http://econultanc.com.
VideoCae4.2
ZappoConnectwithCutomer
Zappo,anAmazoncompan,proudldiplaitmarketingloganontheide
ofeveroxthatcontainahipmentofhoe,clothe,andhandag:Powered
ervice.utthecompancouldjutaeailadoptaloganthata,
Connectedwithcutomer.Thatecauecommunicationconnectingwith
cutomerianintegralpartofthecompancorevalueanditreputation
forcutomerervice.Recentl,ocialmediamarketinghaecomeatrong
componentofZappodrivetoconnect.ocialmediaireallacommunication
tool,oerveRoertRichman,productmanageratZappo.Wewanttoe
availaletopeoplewherevertheare.RobSiefker,directorofthecustomer
loyaltyteamatZappos,explainsthecompanysviewofsocialmediafurther.When
peoplefeelmarketedto,theyknowtheresareasonforit.Butwhentheyfeel
theresaconnection,anditssomethingmorehuman,Ithinkthatsmorepowerful
andthatsourapproach.Zapposusessocial-networkingsitesFacebookand
Twittertointeractrapidlywithcustomers,choosingtheseoutletsbecausethats
wherethepeopleare.Ifpeoplearegatheringatasite,wewanttobethereandbe
opentoconversation,saysRobertRichman.Ifsomeoneisreachingouttous,we
wanttobetheretorespond.Itsnotsomuchastrategyforreachingthemas
engagingtheminconversationaboutanything.Itsatwo-waystreet:Through
theseconversations,notonlydoesZapposlearnaboutitscustomersneedsand
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preferences,butconsumersalsolearnsomethingabouttheretailerandits
employees.
OnFacebookandTwitter,thecustomerloyaltyteamcanmonitoranyproductor
serviceissuesthatcustomersmightbehaving.Ifacustomerpostsacomplaint
aboutslowdeliveryormistakesinashipment,theteamactsquicklytocorrectthe
situation.Ifacustomerpraisesthecompanyforanyreasonfastdeliverytime,
greatselection,friendlycustomerrepresentativestheteamisabletothankthat
persondirectly.AcustomermightaskifZapposplanstocarryacertainlineof
shoesforanupcomingseasonorjustpostacommentlike,Onceagain,you
exceededmyexpectations!Eitherway,Zapposstaffmembersareonhandtoreply
immediately.Zapposalsopostsvideosandotherimagesofeventsandproductsfor
consumerstowatchandcommentupon.
Siefkerobservesthatpeoplesometimesdontexpecttointeractwithcompanieson
Twittertheyreserveitforquickmessagestofriends.Butmicrobloggingrenders
thecompanymorepersonalorhuman.Siefkerbelievesthattweetingwith
consumershelpsthemrealizethatZapposisstaffedbyfriendly,quirky,and
intelligentworkers.IthinkthatTwitterandothersocialmediahaveenabledusto
getclosertopeopleonapersonallevel,andthatsveryvaluableforus,henotes.
TwitteralsoservesanothermarketingpurposeforZappos:discovery.Zapposoffers
approximately136,000differentproductsforsale,butconsumersmightnotbe
awareofeverythingthatisavailabletothem.SoZapposmarketerscreateda
TweetWalltoinformconsumersofwhattheirfellowcustomersaretweetingabout.
VisitorscanbrowsetheTweetWallimagegallery,viewproducttweetsfromothers,
andaddtheirowncommentsaswell.Itcreatesafunwaytoseewhatmaybe
trendingorwhatmayjustbetheodditemwecarrythatsafunconversation
starter,explainsAliceHan,creatoroftheTweetWall.
Atitswebsite,consumersmaysignupforvariousblogsrangingfromMoreThan
ShoestoFashionCulturetoWeddingBlog.Infact,thereareabout20blogsto
whichfansmaysubscribe.Consumersmightfollowblogsontheirfavoritebrands,
suchasLilypond(handbagsandluggagemadefromrecycledandsustainable
materials)andWildfoxJewelry(anAmericanlineofjewelryinspiredbyfairytales,
daydreams,andvintagedesigns).Ofcourse,theyareencouragedtocommenton
anyorallofthepostings.
Unlikeotherfirms,Zapposdoesnothaveaformalpolicyforemployeetweetingor
othersocialmedia.Instead,itsrulesarebasedonthecompanyscorporateculture
andcorevalues.Thecustomerloyaltyteamreceivesnodirectiveotherthanto
interactwithpeopleandhelpthemwheneverpossibleandhavefun.Wedont
wanttoovercomplicateit,explainsSiefker.Wetrainouremployees,weempower
them,andwetrustthem.
QuetionforCriticalThinking
1.Inyourview,doesZapposusesocialmediaeffectivelytostrengthenits
brand?Whyorwhynot?
2.Zapposdoesnothaveaformalpolicyaboutsocialnetworkinginthe
workplace.Whatarethebenefitsofthisdecision?Whatmightbethe
drawbacks?
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ource:Companweite,www.zappo.com,acceedFeruar6,2014;companFaceookpage,
www.faceook.com/zappo,acceedFeruar6,2014;Azizawan,ducateandngageYourCutomer
throughocialMedia:TheZappotrateg,coop.it!,acceedFeruar6,2014,http://log.coop.it;Paul
Chane,ZappoTweetWallFocueonReal-TimeProductDicover, ocialCommerceToda,acceed
Feruar6,2014,http://ocialcommercetoda.com;ZappoticktoItValueinCommunicatingCutomer
Dataaereach,Holtz,acceedFeruar6,2014,http://holtz.com/log.
Chapter4:SocialMedia:LivingintheConnectedWorld:4-9hInternetExercises
2016CengageLearningInc.Allrightsreserved.Nopartofthisworkmaybyreproducedorusedinanyformorbyanymeansgraphic,electronic,ormechanical,orinanyothermanner-withoutthewrittenpermissionofthecopyrightholder.
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