SlideShare uma empresa Scribd logo
1 de 3
Baixar para ler offline
Pia Stenström,                                                             Assignment 2             1(3)
HAAGA-HELIA University of Applied Sciences
MAR8LC067-2                                                                9.9.2011




What is social media?

                        Social media can be defined as Internet media where people and companies have the
                        ability to interact in a way so that the appearance of the media changes constantly. In
                        social media we all can be producers, even though most people just take part of
                        discussions. Anyone can voluntarily share content like video, text, music or images.
                        Social media can be looked upon as a playground where people with the same interests
                        meet in the section they find appealing: swing, sandbox or jungle gym.

                        IRC and discussion sites were probably the first kinds of social media, but the term was
                        not in use in that time.

What kind of elements do the social media include?

                        According to Lietsala and Sirkkunen the social media has several services that can be
                        categorized in different genres:

                        1.   Creating and publishing content, for example blogs or podcasts.
                        2.   Content sharing, for example YouTube and Flickr.
                        3.   Social network sights such as LinkedIn and Facebook.
                        4.   Collaborative productions like Wikipedia and StarWreck.
                        5.   Virtual world such as Habbo Hotel or Second Life.
                        6.   Add-ons like RockYou and Friends for Sale.

                        (Lietsala & Sirkkula 2008, 26-29.)

What are the main advantages and disadvantages in using social media in marketing?

                        Social media enables the most powerful marketing there is – word of mouth.

                        When at best, the social media can build a participatory economy where those taking
                        part can gain use-value as the result of community action. People do kind of a team
                        work and their actions may well result in surprising, new and unexpected results. Ideas
                        emerging can be profitable for business in some firms.

                        A great example of advantages when marketing in social media is the Finnish dairy
                        company Valio, that has an extremely popular sight. In an article from January 2011 in
                        Helsingin Sanomat one can read about how the whole company is encouraged to use
                        for example Facebook and how Valio has a very good strategy on their own FB page.
                        There is no sense of selling or marketing on the page and it feels like you´re chatting
                        with a friend. Valio activates people in many ways, a good example is a poll where Valio
                        wanted to know what kind of flavour the audience would like next in a popular dairy
                        product. The winning flavour in the poll was the one that got launched. Also people
                        could send photos of them using Valio products and have a chance to be in one of
                        Valios’ ads. This is an excellent tool for keeping people active and excited about what
                        comes next. (Helsingin Sanomat verkkoliite 2011.)
Pia Stenström,                                                           Assignment 2             2(3)
HAAGA-HELIA University of Applied Sciences
MAR8LC067-2                                                              9.9.2011




                      When a company and its brand succeed being top of mind for the customer, the
                      customer automatically does the marketing for the company by for example “Like” on
                      Facebook. The happy customer also defends the company and its brand if necessary.
                      Because of the possibilities Internet provides, people want to seek information
                      themselves and are easily influenced by other people’s comments or the web sites of a
                      certain brand. The brand that has developed good, familiar and trustworthy
                      relationships with its customers gets the best return on their engagement in the social
                      media: people influenced online are most probably going to buy the brand next time
                      they go to the store.

                      Disadvantages with using social media in marketing are that it cannot be controlled or
                      measured. Even well thought through plans and estimated outcomes can in reality turn
                      into something completely different depending on how the audience react. There might
                      also be people interested in deliberately damaging a brand or a campaign and
                      considering the power of word of mouth, it can be quite easy. They can practically
                      share negative information anywhere.

                      A company has no way of measuring how much money they make with their social
                      media activities (return on engagement). Another disadvantage is the possibility of
                      distractions while on the web and the fact that people cannot filter too much
                      information at once.

What are the main principles in social media use in marketing?

                      Jason Peck works as a consultant at eWayDirect that offers companies a wide range of
                      online marketing services. On www.jasonpeck.com there are six principles of social
                      media marketing:

                      1) Listen. Before getting a company in conversations online you must research what
                      kind of audience you have: where can they be found and what are their opinions about
                      you. Who do they think are your competitors and how would they categorize you?
                      How much of what is said about your company is negative and how much is positive?
                      Find out the guidelines of the communities you’re interested in and when you do
                      decide to join, listen to the audience and make your actions so that it’s about the
                      audience, not about your company.

                      2) Engage. You want people to visit your company’s website for creating relationships
                      with them and therefore you should know how they want to be reached. You also need
                      to have a content that engages the audience and make them feel excited about what
                      might come up next. You have to be able to look at your actions from the audience’s
                      point of view: is your stuff good enough to share?

                      3) Enable. When having analysed the sites your company is/wants to be involved in,
                      there are probably already people standing out who are talking about your company or
                      brand. These people should be given tools so that they can speak out on your behalf.
                      They should be able to share your content on different websites and use your content
Pia Stenström,                                                           Assignment 2                 3(3)
HAAGA-HELIA University of Applied Sciences
MAR8LC067-2                                                              9.9.2011




                     for videos, remixes or mashups. This makes them feel as a part of your company or
                     brand.




                     4) Share. Share to build trust and relationships by giving and sharing your time,
                     knowledge, attention and insight. Share pictures, videos and links about your industry.
                     Give to get and give some more. Give and share your time, attention, expertise,
                     questions and insight with your audience. An appreciating audience is good for
                     business.

                     5) Reward people taking time in interacting with you. Promotions, discounts and
                     exclusive access are excellent rewarding for the most loyal fans. Involving sponsors also
                     give the fans added value.

                     6) Participate, the whole point of social media marketing is to participate in
                     conversations with your audience, because social media is not a one way
                     communication. Start slow; develop your tactics while learning on the way.
                     Participation is the key.



                     Sources:

                     Lietsala, K. & Sirkkunen, E.2008. University of Tampere. Esaprint. Tampere.

                     Jason Peck’s personal website at URL:

                     http://www.jasonfpeck.com/2009/04/02/6-principles-of-social-media-marketing/.
                     Read 8.9.2011.

                     Helsingin Sanomat verkkolehti at URL:
                     http://www.hs.fi/verkkolehti/talous/20110109. Read 6.9.2011

Mais conteúdo relacionado

Mais procurados

Social Media For Small Business_By Jenni Lloyd, NixonMcInnes
Social Media For Small Business_By Jenni Lloyd, NixonMcInnesSocial Media For Small Business_By Jenni Lloyd, NixonMcInnes
Social Media For Small Business_By Jenni Lloyd, NixonMcInnesRuthBaker
 
Social Media for Small Business
Social Media for Small BusinessSocial Media for Small Business
Social Media for Small BusinessKelly Rice
 
Wisconsin Association of Health Underwriters.ppt
Wisconsin Association of Health Underwriters.pptWisconsin Association of Health Underwriters.ppt
Wisconsin Association of Health Underwriters.pptRed Shoes PR
 
Social Media Marketing 101
Social Media Marketing 101Social Media Marketing 101
Social Media Marketing 101Jevan Woolley
 
Social media for business ppt
Social media for business pptSocial media for business ppt
Social media for business pptTom Walter
 
Communicating with Social Media
Communicating with Social MediaCommunicating with Social Media
Communicating with Social MediaJeff Risley
 
Social Media Basics For Executives
Social Media Basics For ExecutivesSocial Media Basics For Executives
Social Media Basics For ExecutivesTim Ho
 
The World's Biggest Social Media Team
The World's Biggest Social Media TeamThe World's Biggest Social Media Team
The World's Biggest Social Media TeamTourismAustralia
 
Mktg Profs Branded Communities
Mktg Profs Branded CommunitiesMktg Profs Branded Communities
Mktg Profs Branded CommunitiesRalph Paglia
 
MO Association of CVB's
MO Association of CVB'sMO Association of CVB's
MO Association of CVB'sJeff Risley
 
Social U: Social Media in Higher Ed
Social U: Social Media in Higher EdSocial U: Social Media in Higher Ed
Social U: Social Media in Higher EdDouglas Strahler
 
Practical steps towards being a social business
Practical steps towards being a social business Practical steps towards being a social business
Practical steps towards being a social business Zipipop Freud
 
Media Cloverleaf Presentation to the Asian Marketing Effectiveness Festival, ...
Media Cloverleaf Presentation to the Asian Marketing Effectiveness Festival, ...Media Cloverleaf Presentation to the Asian Marketing Effectiveness Festival, ...
Media Cloverleaf Presentation to the Asian Marketing Effectiveness Festival, ...David Brain
 
Social medias and business : How to make your social media strategy happen ?
Social medias and business : How to make your social media strategy happen ?Social medias and business : How to make your social media strategy happen ?
Social medias and business : How to make your social media strategy happen ?Jean-Francois Messier
 
The Basics: Marketing on the Social Web
The Basics: Marketing on the Social WebThe Basics: Marketing on the Social Web
The Basics: Marketing on the Social Webjackiepeters
 
Social Media 101
Social Media 101Social Media 101
Social Media 101Debbie Weil
 
#Manship4002 The Power of User-Generated Social Media Content - Lecture 19
#Manship4002 The Power of User-Generated Social Media Content - Lecture 19#Manship4002 The Power of User-Generated Social Media Content - Lecture 19
#Manship4002 The Power of User-Generated Social Media Content - Lecture 19Paige Jarreau
 
How to Use Social Media to Brand Yourself a Leader
How to Use Social Media to Brand Yourself a LeaderHow to Use Social Media to Brand Yourself a Leader
How to Use Social Media to Brand Yourself a LeaderSpotlight Communications
 

Mais procurados (20)

Social Media For Small Business_By Jenni Lloyd, NixonMcInnes
Social Media For Small Business_By Jenni Lloyd, NixonMcInnesSocial Media For Small Business_By Jenni Lloyd, NixonMcInnes
Social Media For Small Business_By Jenni Lloyd, NixonMcInnes
 
Social Media for Small Business
Social Media for Small BusinessSocial Media for Small Business
Social Media for Small Business
 
Wisconsin Association of Health Underwriters.ppt
Wisconsin Association of Health Underwriters.pptWisconsin Association of Health Underwriters.ppt
Wisconsin Association of Health Underwriters.ppt
 
Social Media Marketing 101
Social Media Marketing 101Social Media Marketing 101
Social Media Marketing 101
 
Social media for business ppt
Social media for business pptSocial media for business ppt
Social media for business ppt
 
Communicating with Social Media
Communicating with Social MediaCommunicating with Social Media
Communicating with Social Media
 
Social Media Basics For Executives
Social Media Basics For ExecutivesSocial Media Basics For Executives
Social Media Basics For Executives
 
The World's Biggest Social Media Team
The World's Biggest Social Media TeamThe World's Biggest Social Media Team
The World's Biggest Social Media Team
 
Social Media Marketing: Have It Your Way
Social Media Marketing: Have It Your WaySocial Media Marketing: Have It Your Way
Social Media Marketing: Have It Your Way
 
Mktg Profs Branded Communities
Mktg Profs Branded CommunitiesMktg Profs Branded Communities
Mktg Profs Branded Communities
 
MO Association of CVB's
MO Association of CVB'sMO Association of CVB's
MO Association of CVB's
 
Social U: Social Media in Higher Ed
Social U: Social Media in Higher EdSocial U: Social Media in Higher Ed
Social U: Social Media in Higher Ed
 
Practical steps towards being a social business
Practical steps towards being a social business Practical steps towards being a social business
Practical steps towards being a social business
 
Media Cloverleaf Presentation to the Asian Marketing Effectiveness Festival, ...
Media Cloverleaf Presentation to the Asian Marketing Effectiveness Festival, ...Media Cloverleaf Presentation to the Asian Marketing Effectiveness Festival, ...
Media Cloverleaf Presentation to the Asian Marketing Effectiveness Festival, ...
 
Social medias and business : How to make your social media strategy happen ?
Social medias and business : How to make your social media strategy happen ?Social medias and business : How to make your social media strategy happen ?
Social medias and business : How to make your social media strategy happen ?
 
The Basics: Marketing on the Social Web
The Basics: Marketing on the Social WebThe Basics: Marketing on the Social Web
The Basics: Marketing on the Social Web
 
Social Media 101
Social Media 101Social Media 101
Social Media 101
 
#Manship4002 The Power of User-Generated Social Media Content - Lecture 19
#Manship4002 The Power of User-Generated Social Media Content - Lecture 19#Manship4002 The Power of User-Generated Social Media Content - Lecture 19
#Manship4002 The Power of User-Generated Social Media Content - Lecture 19
 
Social Media 101 For Business 2.0 in Singapore
Social Media 101 For Business 2.0 in SingaporeSocial Media 101 For Business 2.0 in Singapore
Social Media 101 For Business 2.0 in Singapore
 
How to Use Social Media to Brand Yourself a Leader
How to Use Social Media to Brand Yourself a LeaderHow to Use Social Media to Brand Yourself a Leader
How to Use Social Media to Brand Yourself a Leader
 

Semelhante a Social Media in Marketing Assignment 2

Social media marketing; Assignment 2
Social media marketing; Assignment 2Social media marketing; Assignment 2
Social media marketing; Assignment 2Noora Moilanen
 
So me assign2_signekirt
So me assign2_signekirtSo me assign2_signekirt
So me assign2_signekirtsignette
 
Social Media Introduction Oct 2010
Social Media Introduction Oct 2010Social Media Introduction Oct 2010
Social Media Introduction Oct 2010Robin Low
 
Social media in marketing assign 2
Social media in marketing assign 2Social media in marketing assign 2
Social media in marketing assign 2maudmuselaers
 
So me assign2_signekirt
So me assign2_signekirtSo me assign2_signekirt
So me assign2_signekirtsignette
 
Social Media on Business - Marketing
Social Media on Business - MarketingSocial Media on Business - Marketing
Social Media on Business - MarketingAnastasia Bishop
 
The Social Media Leap (ESOMAR, Berlin 2010).
The Social Media Leap (ESOMAR, Berlin 2010).The Social Media Leap (ESOMAR, Berlin 2010).
The Social Media Leap (ESOMAR, Berlin 2010).Gavin Klose
 
Social Media in Marketing
Social Media in MarketingSocial Media in Marketing
Social Media in MarketingMilla Kortesoja
 
Leveraging Social Media as Business Tool
Leveraging Social Media as Business ToolLeveraging Social Media as Business Tool
Leveraging Social Media as Business ToolRobin Low
 
The Social Media Revolution
The Social Media Revolution The Social Media Revolution
The Social Media Revolution i4box Anon
 
El valor de una marca y los medios sociales
El valor de una marca y los medios socialesEl valor de una marca y los medios sociales
El valor de una marca y los medios socialesPilygapa
 
Social Media 101 for Associations with notes
Social Media 101 for Associations with notesSocial Media 101 for Associations with notes
Social Media 101 for Associations with notesDeirdre Reid
 
Assignments 2 social media in marketing
Assignments 2 social media in marketingAssignments 2 social media in marketing
Assignments 2 social media in marketingmonapetersen
 
Social Media for Education Advancement.
Social Media for Education Advancement.Social Media for Education Advancement.
Social Media for Education Advancement.Robin Low
 
01.Key trends in social media
01.Key trends in social media01.Key trends in social media
01.Key trends in social mediaJulian Matthews
 
SoMazi - Finance industry educational package - Part 3
SoMazi - Finance industry educational package - Part 3 SoMazi - Finance industry educational package - Part 3
SoMazi - Finance industry educational package - Part 3 SoMazi
 
6 ways-to-use-social-media-or-business-spredfast-pocketguide-final
6 ways-to-use-social-media-or-business-spredfast-pocketguide-final6 ways-to-use-social-media-or-business-spredfast-pocketguide-final
6 ways-to-use-social-media-or-business-spredfast-pocketguide-finalSay Digital Media
 
Amplify your social media with great visuals
Amplify your social media with great visualsAmplify your social media with great visuals
Amplify your social media with great visualsElon iMedia
 

Semelhante a Social Media in Marketing Assignment 2 (20)

Social media marketing; Assignment 2
Social media marketing; Assignment 2Social media marketing; Assignment 2
Social media marketing; Assignment 2
 
So me assign2_signekirt
So me assign2_signekirtSo me assign2_signekirt
So me assign2_signekirt
 
Social Media Introduction Oct 2010
Social Media Introduction Oct 2010Social Media Introduction Oct 2010
Social Media Introduction Oct 2010
 
Social media in marketing assign 2
Social media in marketing assign 2Social media in marketing assign 2
Social media in marketing assign 2
 
So me assign2_signekirt
So me assign2_signekirtSo me assign2_signekirt
So me assign2_signekirt
 
Social Media on Business - Marketing
Social Media on Business - MarketingSocial Media on Business - Marketing
Social Media on Business - Marketing
 
The Social Media Leap (ESOMAR, Berlin 2010).
The Social Media Leap (ESOMAR, Berlin 2010).The Social Media Leap (ESOMAR, Berlin 2010).
The Social Media Leap (ESOMAR, Berlin 2010).
 
Social Media in Marketing
Social Media in MarketingSocial Media in Marketing
Social Media in Marketing
 
Leveraging Social Media as Business Tool
Leveraging Social Media as Business ToolLeveraging Social Media as Business Tool
Leveraging Social Media as Business Tool
 
The Social Media Revolution
The Social Media Revolution The Social Media Revolution
The Social Media Revolution
 
El valor de una marca y los medios sociales
El valor de una marca y los medios socialesEl valor de una marca y los medios sociales
El valor de una marca y los medios sociales
 
Social Media 101 for Associations with notes
Social Media 101 for Associations with notesSocial Media 101 for Associations with notes
Social Media 101 for Associations with notes
 
Socia
SociaSocia
Socia
 
Assignments 2 social media in marketing
Assignments 2 social media in marketingAssignments 2 social media in marketing
Assignments 2 social media in marketing
 
Social Media for Education Advancement.
Social Media for Education Advancement.Social Media for Education Advancement.
Social Media for Education Advancement.
 
01.Key trends in social media
01.Key trends in social media01.Key trends in social media
01.Key trends in social media
 
SoMazi - Finance industry educational package - Part 3
SoMazi - Finance industry educational package - Part 3 SoMazi - Finance industry educational package - Part 3
SoMazi - Finance industry educational package - Part 3
 
6 ways-to-use-social-media-or-business-spredfast-pocketguide-final
6 ways-to-use-social-media-or-business-spredfast-pocketguide-final6 ways-to-use-social-media-or-business-spredfast-pocketguide-final
6 ways-to-use-social-media-or-business-spredfast-pocketguide-final
 
The Social Media Puzzle
The Social Media PuzzleThe Social Media Puzzle
The Social Media Puzzle
 
Amplify your social media with great visuals
Amplify your social media with great visualsAmplify your social media with great visuals
Amplify your social media with great visuals
 

Último

Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsWristbands Ireland
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakEditores1
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...Brian Solis
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.ukaroemirsr
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfSourav Sikder
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Onlinelng ths
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024Stephan Koning
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...AustraliaChapterIIBA
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGlokeshwarmaha
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinAnton Skornyakov
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003believeminhh
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxJemalSeid25
 

Último (20)

Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
WAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdfWAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdf
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and Festivals
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerak
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.uk
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Online
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup Berlin
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptx
 

Social Media in Marketing Assignment 2

  • 1. Pia Stenström, Assignment 2 1(3) HAAGA-HELIA University of Applied Sciences MAR8LC067-2 9.9.2011 What is social media? Social media can be defined as Internet media where people and companies have the ability to interact in a way so that the appearance of the media changes constantly. In social media we all can be producers, even though most people just take part of discussions. Anyone can voluntarily share content like video, text, music or images. Social media can be looked upon as a playground where people with the same interests meet in the section they find appealing: swing, sandbox or jungle gym. IRC and discussion sites were probably the first kinds of social media, but the term was not in use in that time. What kind of elements do the social media include? According to Lietsala and Sirkkunen the social media has several services that can be categorized in different genres: 1. Creating and publishing content, for example blogs or podcasts. 2. Content sharing, for example YouTube and Flickr. 3. Social network sights such as LinkedIn and Facebook. 4. Collaborative productions like Wikipedia and StarWreck. 5. Virtual world such as Habbo Hotel or Second Life. 6. Add-ons like RockYou and Friends for Sale. (Lietsala & Sirkkula 2008, 26-29.) What are the main advantages and disadvantages in using social media in marketing? Social media enables the most powerful marketing there is – word of mouth. When at best, the social media can build a participatory economy where those taking part can gain use-value as the result of community action. People do kind of a team work and their actions may well result in surprising, new and unexpected results. Ideas emerging can be profitable for business in some firms. A great example of advantages when marketing in social media is the Finnish dairy company Valio, that has an extremely popular sight. In an article from January 2011 in Helsingin Sanomat one can read about how the whole company is encouraged to use for example Facebook and how Valio has a very good strategy on their own FB page. There is no sense of selling or marketing on the page and it feels like you´re chatting with a friend. Valio activates people in many ways, a good example is a poll where Valio wanted to know what kind of flavour the audience would like next in a popular dairy product. The winning flavour in the poll was the one that got launched. Also people could send photos of them using Valio products and have a chance to be in one of Valios’ ads. This is an excellent tool for keeping people active and excited about what comes next. (Helsingin Sanomat verkkoliite 2011.)
  • 2. Pia Stenström, Assignment 2 2(3) HAAGA-HELIA University of Applied Sciences MAR8LC067-2 9.9.2011 When a company and its brand succeed being top of mind for the customer, the customer automatically does the marketing for the company by for example “Like” on Facebook. The happy customer also defends the company and its brand if necessary. Because of the possibilities Internet provides, people want to seek information themselves and are easily influenced by other people’s comments or the web sites of a certain brand. The brand that has developed good, familiar and trustworthy relationships with its customers gets the best return on their engagement in the social media: people influenced online are most probably going to buy the brand next time they go to the store. Disadvantages with using social media in marketing are that it cannot be controlled or measured. Even well thought through plans and estimated outcomes can in reality turn into something completely different depending on how the audience react. There might also be people interested in deliberately damaging a brand or a campaign and considering the power of word of mouth, it can be quite easy. They can practically share negative information anywhere. A company has no way of measuring how much money they make with their social media activities (return on engagement). Another disadvantage is the possibility of distractions while on the web and the fact that people cannot filter too much information at once. What are the main principles in social media use in marketing? Jason Peck works as a consultant at eWayDirect that offers companies a wide range of online marketing services. On www.jasonpeck.com there are six principles of social media marketing: 1) Listen. Before getting a company in conversations online you must research what kind of audience you have: where can they be found and what are their opinions about you. Who do they think are your competitors and how would they categorize you? How much of what is said about your company is negative and how much is positive? Find out the guidelines of the communities you’re interested in and when you do decide to join, listen to the audience and make your actions so that it’s about the audience, not about your company. 2) Engage. You want people to visit your company’s website for creating relationships with them and therefore you should know how they want to be reached. You also need to have a content that engages the audience and make them feel excited about what might come up next. You have to be able to look at your actions from the audience’s point of view: is your stuff good enough to share? 3) Enable. When having analysed the sites your company is/wants to be involved in, there are probably already people standing out who are talking about your company or brand. These people should be given tools so that they can speak out on your behalf. They should be able to share your content on different websites and use your content
  • 3. Pia Stenström, Assignment 2 3(3) HAAGA-HELIA University of Applied Sciences MAR8LC067-2 9.9.2011 for videos, remixes or mashups. This makes them feel as a part of your company or brand. 4) Share. Share to build trust and relationships by giving and sharing your time, knowledge, attention and insight. Share pictures, videos and links about your industry. Give to get and give some more. Give and share your time, attention, expertise, questions and insight with your audience. An appreciating audience is good for business. 5) Reward people taking time in interacting with you. Promotions, discounts and exclusive access are excellent rewarding for the most loyal fans. Involving sponsors also give the fans added value. 6) Participate, the whole point of social media marketing is to participate in conversations with your audience, because social media is not a one way communication. Start slow; develop your tactics while learning on the way. Participation is the key. Sources: Lietsala, K. & Sirkkunen, E.2008. University of Tampere. Esaprint. Tampere. Jason Peck’s personal website at URL: http://www.jasonfpeck.com/2009/04/02/6-principles-of-social-media-marketing/. Read 8.9.2011. Helsingin Sanomat verkkolehti at URL: http://www.hs.fi/verkkolehti/talous/20110109. Read 6.9.2011