BU352 Lecture Notes - Lecture 19: Social Media Marketing, Content Strategy, Target Market
Document Summary
What is the most important social network for marketers: depends on. 3 characteristics: social interactivity, openness and flexibility, fast-paced flows of information. What is social media marketing: the utilization of social media technologies, channels and software to create, communicate, deliver and exchange offerings that have value for an organizations stakeholders. The interruption model of communication: marketer: talks to the consumer through one-way communication. Maximizes reach, frequency and impact on low cpm: consumer. The social media model of communication: marketer: talks with consumers through two-way communication. Creates opportunities for brand co-creation digital self-expression community. Maximize receptivity and engagement: consumers: talk amongst themselves. Brand authors : brand: shared, taken for granted brand stories, images, and associations, the company, popular culture, non-company influencers, consumers/customers. The age of connectedness: brands are connected to users. Predict user behavior and your friends behavior. Rely on networks to make content contagious: data driven targeting.
