Chapter 16 Notes

Two concepts that are foundations of todays social media : Web 2.0 and user generated content
Web 2.0: described a new way to utilize the World Wide Web; refers to functionalities that make
possible todays high degree of interactivity among users
Content can be modified continuously by all users in a participatory fashion such as blogs and
wikis
Blog: contraction of web blog; a web page that serves as a publicly accessible personal journal
and online forum for an individual or organization
Wiki: a website whose content is created and edited by the ongoing collaboration of end users to
generate and improve new product ideas
UCG: refers to the various forms on online media content that are publicly available and created
by end users
3 basic criteria:
1 Published either on a publicly accessible website or on a social networking site
2 Shows a significant degree of creative effort, so it is more than simply posting a newspaper
article on a personal blog without editing or comments
3 consumer- generated by an individual outside of a professional organization, without a
commercial market in mind
Social media : are online media where users submit comments, photos, and videos often
accompanied by a feedback process to identify popular topics
Facebook or YouTube are referred as a social network
Classify Social Media
1 Media richness : involved the degree of acoustic, visual, and personal contact between two
communication partners fact to face communications .the higher the media richness and
quality of presentation, the greater the social influence that communication partners have on each
others behavior
2 Self disclosure: individuals want to make a positive impression to achieve a favorable image
with others. Greater self disclosure is likely to increase ones influence on those reached
Comparing Social and Traditional Media
1 Ability to reach both large and niche audiences: both kinds of media can be designed to reach
either a mass market or specialized segment
2 Expense and access: messages and ads in traditional media like newspapers or television
generally are expensive to produce and have restricted access by individuals; traditional is
typically owned privately or by the government

3 Training and number of people involved: traditional media requires specialized skills and
training and often involves teams of people; sending messages on social media requires only
limited skills
4 Time to delivery: traditional media can involve days or even months of continuing effort to
deliver the communication and time lags can be extensive: social media can be posted virtually
instantaneous content
5 Permanence: once traditional media is created it cannot be altered; Social media can be altered
6 Credibility and social authority
Recipients of traditional media like TV or radio ads are completely anonymous
Social media have much less privacy and anonymity
4 widely used networks: Facebook, YouTube, Twitter, LinkedIn
Facebook
* Website where users create a personal profile, add other users as friends, and exchange
comments, photos, videos, and likes with them
Advantage of Facebook ads: the content can migrate into Facebook conversations among friends
to the delight of advertisers
Facebook
40% male, 60%
female; 78% have
some college; 35%
are under 35 years old
Great for brand
exposure; jump start
it through the
Facebook ad
platform; connect
with other brand
pages
Great for engaging
people who like your
brand, want to share
their opinions, and
have customer service
questions

Twitter
40% male, 60%
female; 79% have
some college; 44%
are under 35 years old
Offers unique
opportunities for
website integration
and to engage with
customers

Use twitter
monitoring programs
such as CoTweet or
HootSuite to track
what people are
saying about your
brand

LinkedIn
47% male; 53%
female; 56% have
some college; 22%
are under 35 years old
Effective to
demonstrate an
organizations
professionalism; have
employees maintain
complete profiles to
do this
Not the primary
focus, but
engagement
opportunities exist
through industryrelated groups and
company profiles

YouTube
45% male, 55%
female; 79% have
some college; 36%
are under 35 years old
Can be powerful tool
to build your channel,
to explain a complex
product, and to brand
your videos

Whether you seek to

entertain, inform, or
both, video is a
powerful tool for
quickly engaging
your customers

Traffic is decent and

on the rise; use links
and customized tabs
to direct visitors back
to your website

Potential can be large,

but focus on sending
out info relevant to
your brand and
audience interested in
your tweets

Traffic may be small

but can be valuable
from a B2B and
business development
perspective

Traffic goes to the

videos; if the goal is
to get traffic back to
your site, then add a
hyperlink in the video
description

Twitter: a website that enable users to send and receive tweets messages up to 140 characters
long
Brand Managers Strategy: cannot expect extensive comments on their brands; they respond to
negative tweets and retweet positive ones; can generate brand buss by developing an official
twitter profile, recruiting followers, and showing photos of their products
LinkedIn: a business oriented website that lets users post their professional profiles to connect to
a network of businesspeople
Brand Managers Strategy: can use LinkedIn to promote their brand in subtle ways; done mainly
for business to business image building and networking with industry- related groups; company
can used LinkedIn for business development to find sales leads and vendors and to organize
focus groups
YouTube: video sharing website in which users can upload, view, and comment on videos
Brand Managers Strategy: offers great opportunity for a brand manager to produce and show a
video that explains the benefits of a complex product
Traditional media: use one way communication from sender to receiver who the marketer hopes
will buy the product advertised; a little word of mouth chatting may occur among the passive
receivers but communications generally end with the receiver
Social media: seek to ensure that the message does not end with an individual receiver; goal is to
reach active receivers - those who will become influential and be delighted with the brand
advertised; these will then become evangelists who will send messages to their online friends and
then back to the advertiser about the joys of using the brand
Factors that lead to selecting the social network
1 number of daily visitors to the website
2 characteristics of these visitors