Visually rich without over-clutterMake it familiar, but with a twistDynamic/interactiveCreative/freshGreat relationship marketing tool/creates communityLet users get engaged and guide contentGreat way to collect as well as to share informationAlways up-to-date/quick responseKeep it short/simpleKeep it importantWatch frequencyDo not use it for commercials – unless you are very cleverUse it to promote the community – with your “blurb” attachedUse it to educate, but consider it is impersonalBe very careful with humorIt is good business or owner “resume”It is a good place for LOTS of contentIt doesn’t have to be updated as oftenYou can say good things here that you can’t really say elsewhereSocial responsibility/community partnersMarketing 305 Final Exam Study GuideChapter 16- Social media: o Represents a unique blending of technology and social interaction to create personalvalue for userso Online media where users submit comments, photos, and videos – often accompanied by a feedback process to identify popular topics- Blogo A webpage that serves as a publicly accessible personal journal and online forum for an individual or an organization- Classification criteria for social mediao Media richness Involves the degree of acoustic, visual, and personal contact between two communication partners – face-to-face communication is higher in media richness than telephone or email. The higher the media richness and quality of presentation, the greater the social influence that communication partners have on each other’s behavioro Self-disclosure Greater self-disclosure is likely to increase one’s influence on those reached- Compare and contrast social and traditional mediao Ability to reach large and niche audiences Both kinds of media can be designed to reach either a mass market or specialized segments Good execution is critical, and audience size is not guaranteedo Expense and access TM: Messages and ads in traditional media like newspapers or television generally are expensive to produce and have restricted access by individuals TM: Traditional media is typically privately owned or owned by the government. SM: In contrast, messages on social media networks are generally accessible everywhere to those with smartphones, computers, and tablet devices and can be produced cheaplyo Training and number of people involved TM: Traditional media usually requires specialized skills and training and often involves teams of people SM: Sending messages on social media requires only limited skills, so almost everyone can post a message that includes words and imageso Time to delivery TM: Traditional media can involve days or even months of continuing effort to deliver the communication and excess time can be expensive SM: individuals using social media can post virtually instantaneous contento Permanence TM: Traditional media, once created, cannot be altered (ex. once a magazine is printed and distributed, it cannot be changed) SM: Social media can be altered almost instantaneously by comments or editingo Credibility and social authority TM: Individuals and organizations can establish themselves as “experts” in their given fields, thereby becoming and influencer in that field (ex. the NY Times has immense credibility among newspaper media) SM: A sender often simply begins to participate in the conversation, hoping that the quality of the message will establish credibility with the receivers, thereby enhancing the sender’s influence- The characteristics of an effective FB page for a business (lecture) Visually rich without over-clutter- Make it familiar, but with a twist Dynamic/interactive Creative/fresh Great relationship marketing tool/creates community- Let users get engaged and guide content Great way to collect as well as to share information Always up-to-date/quick responseo- The characteristics of good Twitter usage for a business (lecture)o Keep it short/simpleo Keep it importanto Watch frequencyo Promote the community, business partners, and your business- The factors a business should consider when/if they use You Tube to create awareness (lecture)o Do not use it for commercials – unless you are very clevero Use it to promote the community – with your “blurb” attachedo Use it to educate, but consider it is impersonalo Be very careful with humor- The optimal use of LinkedIn for a business (lecture)o It is good business or owner “resume”o It is a good place for LOTS of contento It doesn’t have to be updated as ofteno You can say good things here that you can’t really say elsewhere Social responsibility/community partners- The guidelines to engage fans on Facebooko Make it familiar, but with a twisto Keep it fresho Let users get engaged and guide content- Figure 16-3 – How brand managers can use four social networks in developing their marketing strategies o Facebook: promote business and awareness for their product, service or brand within Facebook. Info is generally public, so anyone can find it.o Twitter: can’t expect extensive comments but can write a quick blurb to get their brand, product, or service out into the world on an official twitter business pageo LinkedIn: Business-to-business (B2B) networking with industry-related groups. Brandmanagers can also use it go find sales leads and vendors and to organize focus groupso YouTube: use a video to produce and show a video that explains the benefits of a complex product- Performance measures linked to outputs or revenues of social mediao Fans: the number of people who have opted into a brand’s messages through a social media platform at a given timeo Share of voice: the brand’s share or percentage of all the online social media chatterrelated to, say, its product or a topico Page views: the number of times a Facebook page is loaded in a given time periodo Visitors: The total number of visitors to a Facebook page in a given time period; if someone visits three times in one day, she is counted three timeso Unique visitors: The total number of visitors to a Facebook page in a given time period; if someone visits three times in one day, he is counted only onceo Average page views per visitor: page views is divided by visitors in a given time periodo Interaction rate: The number of people who interact with a post (“like,” make a comment, and so on)o Click-through rate (CTR): Percentage of recipients who have clicked on