Chapter 19 Part I

Using Social Media

to
Connect with Consumers
Fundamentals of Marketing
Instructor - Clyde Rupert

Social Media
Social Media: A unique blending of technology
and social interaction to create personal value
for users

Classification of Social Media

Media Richness
Self-disclosure

Social Media is NOT

FREE!
Requires consistent and sustained intellectual energy

Unchecked growth requires maintenance and control

Corporate - level management must be involved

Social Media

I. Understanding Social
Media
II. Four Important Social
Networks
III. Integrating Social Media into
Mktg. Strategies
IV. The Future: Social
Media +

Understanding Social Media

How Social Media Came About
Web 2.0
- First appeared in 2004 to describe a new way to
use the WWW
Doesnt refer to any technical update of the World
- Blog
-Wide
Is a Web
contraction of web log.
- A web page that serves as a publicly accessible
journal and online forum

Wiki

A website whose content is created and edited by th

ongoing
collaboration of end users.

enerated Content (UGC)

Refers to the various forms of online media content

that are publicly
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Understanding Social Media

How Social Media Came About
Media Richness
- Involves the degree of acoustic, visual, and
personal contact between
two communication partners.
Example:
Face-to-face communications is higher in media
richness than
telephone or e-mail communications

Self Disclosure

In any type of social interaction:

Individuals want to make a positive impression to
Achieve a favorable image with others.
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Understanding Social Media

Social Media
Involves the degree of acoustic, visual, and personal
contact between two communication partners.
Example:
Face-to-face communications is higher in media
richness than
telephone or e-mail communications.
In any type of social interaction:
Individuals want to make a positive impression to
Achieve a favorable image with others.
This favorable image is affected by the degree of
self-disclosure about a persons thoughts, feelings,
likes, and dislikes.
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Understanding Social Media

Comparing Social Media vs

Traditional
Capabil
Reachingity
all size

Media
Tradition Social
al

Ye
s

Ye
s

Hi
Easy

Low
Easy

Training/ People involved

A Lot
Teams

Time to Delivery

Day
s

A bit
1
Person
Minut
es

Permanence

Fix
ed

Can
Edit

Credibility

Expe
rt

Just
Sayin

audiences
Expense & Access

Social Media

I. Understanding Social
Media
II. Four Important Social
Networks

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Four Social Networks -

Facebook
Facebooks impact:
Surpassed 1 million active
advertisers.
Good

Has more than 800 million

people who tap into it using
mobile phones.

Good

Introduced 15-second video

uploads
to its Instagram site.

OK

The average 18- to 24-yearold user

has 510 friends
on the site.
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Four Social Networks - Twitter

Twitter impact:
- Has over 500 million
registered users.
OK

Good

- Has over 200 million active

users.

- Posts 400 million tweets a

day.

Good
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Four Social Networks - Linkedin

Linkedin impact:
Has about 240 million
registered users
Bad

Has conducted about 6 billion

professionally-oriented
searches.

Good

Has over 3 million companies

with Pages to post news and
job openings.

OK

Has over 30 million students

and recent college graduates
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Four Social Networks - YouTube

YouTube impact:
In 2013, it had over 1 billion
users who:
Good

OK

- Watched 6 billion hrs of vide

a month.

- Uploaded 100 hrs of video ea

minute.

- Had over 1 trillion page view

Bad
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