PBL 9 (8.4.)

PROBLEM
How to benefit from social media?

Learning objectives

1. Social media channels

• How can we define social media and social media channel?

According to Tuten and Solomon (2013) social media "are the online means of communication, conveyance, collaboration and cultivation among interconnected and interdependent networks of people, communities and organizations enhances by technological capabilities and mobility."

According to Oxford dictionaries it is "websites and applications that enable users to create and share content or to participate in social networking."

• What social media channels, platforms and tools do we have?

According to Tuten and Solomon (2013) there are media vehicles such as Facebook, YouTube, Twitter, Flickr and Instagram. 

Source: http://www.blackballonline.com/wordpress/wp-content/themes/defaultwide/images/Social-Media-Landscape.jpg

• What is important for selection?

According to Jenny Frances (2014) Ii is important to know your client. Some attributes that you should know are age, gender, income and buying habits.

1. Your budget

2. How much time do you have to invest in social media? Will you outsource it or do it in-house?

3. Quality over quantity

4. Have a clear social media strategy

5. Stay focused

6. Keep calm

2. Social media strategies

According to Tuten and Solomon (2013) when making a social media plan, you should ask the following questions:

1. What are the campaign goals and/or communication tasks?

2. How is the brand positioned? What is unique and special about its position in the marketplace?

3. Who is the target audience?

4. Is there another group of people who can persuade the target audience to follow them?

5. What are the existing creative assets? How can the brand's creative foster a social experience?

6. How can we integrate with other branded media being used by the organization, and how long do we have to execute?

7. What experiences are possible given target market needs and motives, the available channels and the creative assets? How can we design these experiences to maximize device portability and access?

8. What content will be needed?

9. How will experience engagement be extended and shared throughout the social channels?

According to Tuten and Solomon you can for example build your brand reputation and image, get more customers and involve them and build positive brand attributes which definitely makes it useful to get involved in social media.

Source: https://techknowtools.files.wordpress.com/2010/09/sm-strategy-image.jpg

3. Measurement of social media

According to Tuten and Solomon you can measure how effective messages sent through social media are. These can be measured by measuring reach, frequency, relative pull, clickthroughs, sales conversions and viewthroughs. 

Sources:

http://www.oxforddictionaries.com/definition/english/social-media

http://www.socialmediatoday.com/content/how-do-you-choose-right-social-media-platform-your-business

Tuten, T.L, Solomon M.R. Social Media Marketing. 2013. Pearson Education.