MKTG 345 Lecture Notes - Lecture 4: Microsite, Jetblue, Social Media Marketing
Document Summary
Social footprint: are the marks a person makes when he or she occupies digital space ex comment on amazon. Lifestreams: time ordered streams of entries and posts, basically organize and schedule post on social media platforms ex facebook, hootsuite penetration rate: percentage of pop w/ internet access. Most popular thing to do online is to send or read email. Second: use a search engine third: look up info bought product you want to buy. 5 factors as to why people may want to participate in online communities. Affinity impulse: social networks enable participants to express an affinity, to acknowledge a liking or relationship with individuals and groups. Prurient impulse: people may feel curious about others and want to feed this interest. Contact comfort and immediacy impulse: people have a natural drive to feel a sense of psychological closeness to others.
