This document defines social media as a medium for groups to communicate and establish relationships. It discusses how social media is viewed differently by individuals versus marketers. Several myths about social media are debunked, and the key difference between social media and social networks is outlined. Popular social media platforms like Twitter, Facebook, Foursquare, LinkedIn, and YouTube are briefly described. The document also examines how social media fits into an overall brand strategy and marketing model, and provides examples of how brands have successfully used social media.

1. Social Media, Naked Michael A. Gaspar Northern Illinois University UBUS 310 April 13, 2011 Dr. Tim Aurand

2. Definition: “Media” 1. The plural form of MEDIUM. 2. The main means of mass communication. Oxford American Dictionary

3. Definition: “Social” 1. Of or relating to society or its organization. 2. Zoology. (of mammals) living together in groups, typically in a hierarchal system with complex communication. Oxford American Dictionary

4. Definition: “Social” + “Media” Medium through which a group or community communicates in order to establish their relationship to one another in a society

5. In Human… Place where we talk about stuff we like.

6. In Marketer… [Marketing] medium where businesses and consumers assemble to have a [monitored] conversation about how they can add value to each other.

7. Debunking Modern Marketing Myths 4. Being present on social networks is enough 3. At the mercy of the masses, businesses have very little power in the business-consumer relationship 2. Return on Investment (ROI) is not quantifiable for social media and social marketing practices 1. Social Networks = Social media

9. Social Media is the stimulus used to engage your target in the social landscape

11. Roughly 30 million

14. Roughly 500 million active users, business to social

17. One check-in per second, business to social

20. Roughly 80 million users

22. 2 billion + views per day

24. Brand Strategy & Media Marketing Model Copyright © 2011 michaelgaspar.com

25. Social Media Is A Brand’s Wingman

26. Wheat Thins Use of: Guerrilla Marketing, Video Marketing, and Social Media strategies Wheat Thins: Crunch is Calling Campaign

27. Domino’s: Tate’s Boxed Chicken Use of: Print media, Traditional media, Video Marketing, and Social Media #dpzchicken on Twitter

29. So, What is the Value of Having a Brand & Social Marketing Strategy?

30. YouTube Link: http://www.youtube.com/watch?v=X6_OJ1iDcrI

31. Takeaways 1. The meaning and use of social media today 2. Social [Media] Marketing = Social Media + Social Networks 3. Social media is just one of many forms of media that businesses can use in an engaging brand strategy 4. The big picture involving social media’s role in building brands and growing business

32. Feedback Twitter: @MichaelGaspar Web: michaelgaspar.com