Mar 3023 Lecture Notes - Lecture 13: Social Media Measurement, Sentiment Analysis, White Paper
Document Summary
Chapter 13: digital and social media marketing: fa(cid:272)e(cid:271)ook"s legal a(cid:374)d ethi(cid:272)al trou(cid:271)les privacy and politics. Facebook mobile has your call log and how long you talk to them. Facebook is the least trusted in 40% range, amazon is the most trusted in 70% range. Yahoo is 2nd lowest: digital marketing, social media, mobile computing gives social media a sense of immediacy, societal implications of an always-connected consumer. Facebook has become much more than a social network. Fomo fear of missing out (cid:862)(cid:374)e(cid:448)er lea(cid:448)e ho(cid:373)e (cid:449)ithout it(cid:863) social media impact on individuals and society: three categories of media investments. Owned media: (cid:449)e(cid:271) properties, do(cid:374)"t (cid:449)ant democracy. Earned media: sharing: brand democratization- company-controlled brand management fading away; brands belong to the people who choose to buy them. Customers have significant impact on brand management b/c of social media: professor uses american airlines, more competitors + more channels = more noise. Learn, have fun, socialize, express oneself, advocate, do business, shop.
