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Social media refers to using web and mobile technologies to facilitate interactive dialogue and sharing of user-created content. It includes various forms like forums, blogs, wikis, social networks, videos, and photos. The main advantages of using social media in marketing are building relationships, connectivity, creativity, sharing, and transparency. However, there are also disadvantages like information overload, difficulty finding quality content, and inconsistent delivery. Effective social media marketing still focuses on understanding customer needs and providing extra value to communities through engaging content and conversations between users.

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Assignment 2 1 Signe Kirt HAAGA-HELIA University of Applied Sciences MAR8LC067-2 18.09.2011 Social media in marketing What is social media? According to Wikipedia, social media refers to the use of web- based and mobile technologies to turn communication into an interactive dialogue. Social media are media for social inter- action. In one word social media is all about sharing user-cre- ated content. It is quite hard to precisely define social media because it has so many different forms, such as web forums, blogs, wikis, we- blogs, video- and picture sharing sites, etc. According to Ka- plan and Haenlein there are six different types of social media: 1) collaborative projects (e.g. Wikipedia); 2) blogs and microblogs (e.g. Twitter); 3) content communities (e.g. Youtube); 4) social networking sites (e.g. Facebook); 5) virtual game worlds (e.g. World of Warcraft); 6) virtual social worlds (e.g. Second Life). Social media elements According to Deragon and Bullock social media consists of 5 As: attention, attraction, affinity, audience, action. They are the five steps has to be fulfilled step-by-step. At first one has to earn attention to even get people looking at certain content. When you earn their attention long enough then you create an attraction. The earned attraction helps to form an affinity and if you repeat the process to enough people, you create an audi- ence. Once you have a large audience, a certain percent of
Assignment 2 2 them will want to engage with you, your product or service, and that is the beginning of action. Main advantages and disadvantages in using social media in marketing The main advantages of social media are relationships and con- versations, connectivity, creativity, sharing, multiculturality, democratisation of media through visibility and transparency. The main disadvantages are informaton and social networking overload, hard to find the best content, through anonymity is is possile to generate hate, and often delivering the content is not consistent. What are the main principles in social media use in marketing? Basic marketing principles still apply to social media; it is still important to satisfy your client’s need that means you still have to understand what your clients need. Your product has to also deliver some kind of value for the client – it is getting more and more popular providing an extra value for the client com- munity through social media, for example shoe store (or brand) Facebook page shares besides new news about its products also valuable information about how to maintain your shoes and keep them nice for the longer period to its community. Social media can be used in several ways: reaching out for new audience, engaging old audience, and of course many compa- nies see the both sides in their social marketing plan – engaging and winning. Social media helps companies to build a very strong community marketing strategies, where the brand is not the most important thing, but the communication between the users of that brand, sharing experience and ideas.
Bibliography Deragon, J. and Bullock, D. The five elements of Social Media URL: http://www.relationship-economy.com/Five%20Elements%20of%20Social %20Media.pdf Visited: 17.9.2011 Wikipedia about social media URL: http://en.wikipedia.org/wiki/Social_media Visited: 17.9.2011 Blog: Compassion in politics URL: http://compassioninpolitics.wordpress.com/2008/02/01/advantages-and-disad- vantages-of-social-media/ Visited: 18.9.2011 Worsham, S. blog URL: http://sazbean.com/2011/07/19/basic-marketing-principles-still-apply-to-so- cial-media Visited: 18.9.2011 1

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So me assign2_signekirt

  • 1. Assignment 2 1 Signe Kirt HAAGA-HELIA University of Applied Sciences MAR8LC067-2 18.09.2011 Social media in marketing What is social media? According to Wikipedia, social media refers to the use of web- based and mobile technologies to turn communication into an interactive dialogue. Social media are media for social inter- action. In one word social media is all about sharing user-cre- ated content. It is quite hard to precisely define social media because it has so many different forms, such as web forums, blogs, wikis, we- blogs, video- and picture sharing sites, etc. According to Ka- plan and Haenlein there are six different types of social media: 1) collaborative projects (e.g. Wikipedia); 2) blogs and microblogs (e.g. Twitter); 3) content communities (e.g. Youtube); 4) social networking sites (e.g. Facebook); 5) virtual game worlds (e.g. World of Warcraft); 6) virtual social worlds (e.g. Second Life). Social media elements According to Deragon and Bullock social media consists of 5 As: attention, attraction, affinity, audience, action. They are the five steps has to be fulfilled step-by-step. At first one has to earn attention to even get people looking at certain content. When you earn their attention long enough then you create an attraction. The earned attraction helps to form an affinity and if you repeat the process to enough people, you create an audi- ence. Once you have a large audience, a certain percent of
  • 2. Assignment 2 2 them will want to engage with you, your product or service, and that is the beginning of action. Main advantages and disadvantages in using social media in marketing The main advantages of social media are relationships and con- versations, connectivity, creativity, sharing, multiculturality, democratisation of media through visibility and transparency. The main disadvantages are informaton and social networking overload, hard to find the best content, through anonymity is is possile to generate hate, and often delivering the content is not consistent. What are the main principles in social media use in marketing? Basic marketing principles still apply to social media; it is still important to satisfy your client’s need that means you still have to understand what your clients need. Your product has to also deliver some kind of value for the client – it is getting more and more popular providing an extra value for the client com- munity through social media, for example shoe store (or brand) Facebook page shares besides new news about its products also valuable information about how to maintain your shoes and keep them nice for the longer period to its community. Social media can be used in several ways: reaching out for new audience, engaging old audience, and of course many compa- nies see the both sides in their social marketing plan – engaging and winning. Social media helps companies to build a very strong community marketing strategies, where the brand is not the most important thing, but the communication between the users of that brand, sharing experience and ideas.
  • 3. Bibliography Deragon, J. and Bullock, D. The five elements of Social Media URL: http://www.relationship-economy.com/Five%20Elements%20of%20Social %20Media.pdf Visited: 17.9.2011 Wikipedia about social media URL: http://en.wikipedia.org/wiki/Social_media Visited: 17.9.2011 Blog: Compassion in politics URL: http://compassioninpolitics.wordpress.com/2008/02/01/advantages-and-disad- vantages-of-social-media/ Visited: 18.9.2011 Worsham, S. blog URL: http://sazbean.com/2011/07/19/basic-marketing-principles-still-apply-to-so- cial-media Visited: 18.9.2011 1