social media marketing cm2074 | ibcom ba year III - term III (2021-2022) [by gycc]
SOCIAL MEDIA MARKETING (SMM)
(literature notes)
Chapter 1 | page 1 - 12 compulsory literature;
Chapter 2 | page 13 - 20 ‘Social Media Marketing’
Chapter 3 | page 21 - 28 by Tuten & Solomon (2020)
Chapter 4 | page 29 - 37
Chapter 5 | page 38 - 43
Chapter 6 | page 44 - 51
Chapter 7 | page 52 - 61
Chapter 8 | page 62 - 72
Chapter 9 | page 73 - 81
PART I: FOUNDATIONS OF SOCIAL MEDIA MARKETING
Week I | 07.02.2022 - intro to social media marketing
Chapter 1 ‘The Social Media Environment’
❖ What are social media? How are social media similar to, yet different from, traditional
media?
❖ How does the Social Media Value Chain explain the relationships among the Internet,
social media channels, social software, and the Internet-enabled devices we use for
access and participation?
❖ What are the major zones of social media that make up the channels, modes, and
vehicles for social media participation?
❖ What is social media marketing? What marketing objectives can organisations meet
when they incorporate social media in their marketing mix?
1.1 it’s a social world
Digital native → originating from Marc Prensky, are those born in an era in which digital
technology has always existed; they grew up ‘wired’ in a highly networked, always-on world.
Nowadays, the Internet is the backbone of our society. Widespread access to connected
(personal) devices ensures that consumers who live in virtually any part of the world can
create and share content. Most internet users are active on at least one social network.
Information doesn’t just flow from big organisations down to the rest of us; information also
flows across people as huge numbers of people communicate with each other.
Social media → the online means of communication, conveyance, collaboration, and
cultivation among interconnected and interdependent networks of people, communities, and
organisations enhanced by technological capabilities and mobility.
1
, social media marketing cm2074 | ibcom ba year III - term III (2021-2022) [by gycc]
● Everyday, influence of social media expands as more people join online communities
● Social media services are often social utilities that offer:
○ Synchronous interactions → occurs in real time, such as when you text back
and forth with a friend
○ Asynchronous interactions → doesn’t require all participants to respond
immediately, such as emailing
○ Example. Facebook is called a social utility - a community that got its start as
a social network, offering functionality far beyond basic relationship building
● People aren’t just joining social communities, they are contributing too!
○ Example. Youtube users often upload videos besides just watching
● When is comes to social media, it’s difficult to fully capture the realm due to its
expansive nature of sites, services, and behaviours that are part of this rapidly
expanding digital universe
● Moreover, social media is the way that digital natives live a social life
○ A culture of participation
→ communicating, creating, joining, collaborating, sharing, buying and
selling, and learning within interactive and interdependent networks
○ The ability to freely interact with others
○ Open access to venues with freedom of interaction
● Social media is pervasive and ubiquitous
○ Intersects with websites, platforms and media devices
○ Consequently, people today live in an omnisocial world
1.2 the infrastructure of social media
Social media value chain → organises the
complex environment that is the techno-social
system of social media; illustrates the core
activities of social media participants and the
components that make those activities possible.
● Infrastructure → the pieces that make up
the social web; think of real life roads or
rails and the trained people to operate and maintain these structures
The web is the foundation for social media. Initially, the web (1.0) was a network of
connected information. Web 1.0 was a network of data producers that served
information to primarily passive consumers. Web 2.0 connected networks of people
in addition to networks of information. It offered a cost-effective solution that
provides access to rich data, while featuring user control, freedom and dialogue.
2
, social media marketing cm2074 | ibcom ba year III - term III (2021-2022) [by gycc]
These advances blossomed the ‘social web’ and an era of communication, in which
networked communities have members who participate as consumers, and
(co-)creators. This caused the network effect → each additional user adds value. For
instance, you feel more comfortable with a place that 1k diners recommend on Yelp
than one that only ten users rate. Network effects also enable organisations to leverage
the value of crowdsourcing → a process that harnesses the collective knowledge of a
large group to solve solutions and complete tasks.
● (social) Channels/hosts → the networks and platforms that support social media
functionality and connections; think of the web, the social channels and vehicles
!! SEE 1.3 FOR MORE INFORMATION !!
● Supporting social software and services → computer programs that enable users to
interact, create, and share data online; the programming in order to carry out activities
○ Examples. Wedding ideas/notes? Use evernote.com or pinterest
○ Social software facilitate interaction, creation, sharing, syndicating, saving,
analysing, filtering, sorting, and searching data online
○ Currently more than 1.2 billion apps are available through digital stores
■ Apps are also known as widgets and are types of social software
○ Social software also encompasses application services sites → social services
○ Social software exists to facilitate all social media channels
■ These apps largely enable mobile connectivity to our social spaces and
activities
■ In addition, open application programming interfaces (APIs) have
enabled countless third-party websites to integrate with social network
sites
○ A more recent development is the chatbot → an AI computer software
program that stimulates intelligent conversation via written or spoken text
using a chat interface
○ Social software also operates behind the scenes; social sites use complex
mathematical formulas called algorithms to personalise the content you see in
your feed, recommendations, and more.
● Devices → pieces of equipment used to access the Internet and the range of activities
in which we participate online, such as social media access
○ Connected hardware devices like tablets, smartphones, smartwatches, games
consoles, laptops and desktops, televisions, etc.
○ However, today’s smart devices also include fridges, thermostats and cars
○ Wearables → smart devices that can be carried or worn on one’s body
■ Measure and capture data, which can be stored, shared and processed
3
, social media marketing cm2074 | ibcom ba year III - term III (2021-2022) [by gycc]
○ Devices that aren’t ‘smart’ on their own can become so by using an Internet
of Things (IoT) gateway → a paradigm in which all objects can be connected
anytime and anywhere
■ Gateways are devices that can facilitate connection for objects without
network capabilities (e.g. connected lighting; light is from origin not
something connectible)
■ The first step in the evolution toward connecting machines as users,
ultimately becoming capable of creating social connections, solving
problems and offering services
● (participants) → the people and organisation whose contributions provide content
○ Social media only work when participate, create, and share content
○ Journalists, editors, and publishers matter in social media, but so do everyday
individuals
○ Other participants include businesses and brands, government organisations,
community groups, media companies, content producers, etc.
1.3 channels: the zones of social media
Media → means of communication | two types:
● Mass media → reaches a large number of individuals
● Personal media → channels capable of two-way communication on a small scale
Communication travels using a medium (or channel) such as word of mouth, TV, radio,
magazine, Internet, or telephone. Within each medium, marketeers choose specific vehicles to
place a message. For instance, with TV, marketers can choose Strangers Things as one
vehicle to broadcast their message. When it comes to the magazine, Cosmopolitan and Fast
Company are examples of vehicles.
Part of the complexity of social media is due to the sheer quantity of channels and vehicles.
These options are easier to compare and contrast if similar channels are grouped together,
also known as the four zones of social media channels. Note that some areas might overlap
two or more zones. This is based on the principles of shared participation.
I. SOCIAL COMMUNITY
→ channels of social media that
focus upon relationships and
the common activities people
participate in with others who
share the same interest or
identification
It features both two-way and
multi-way communication. All
social media channels are built around networked relationships, but for social
4
SOCIAL MEDIA MARKETING (SMM)
(literature notes)
Chapter 1 | page 1 - 12 compulsory literature;
Chapter 2 | page 13 - 20 ‘Social Media Marketing’
Chapter 3 | page 21 - 28 by Tuten & Solomon (2020)
Chapter 4 | page 29 - 37
Chapter 5 | page 38 - 43
Chapter 6 | page 44 - 51
Chapter 7 | page 52 - 61
Chapter 8 | page 62 - 72
Chapter 9 | page 73 - 81
PART I: FOUNDATIONS OF SOCIAL MEDIA MARKETING
Week I | 07.02.2022 - intro to social media marketing
Chapter 1 ‘The Social Media Environment’
❖ What are social media? How are social media similar to, yet different from, traditional
media?
❖ How does the Social Media Value Chain explain the relationships among the Internet,
social media channels, social software, and the Internet-enabled devices we use for
access and participation?
❖ What are the major zones of social media that make up the channels, modes, and
vehicles for social media participation?
❖ What is social media marketing? What marketing objectives can organisations meet
when they incorporate social media in their marketing mix?
1.1 it’s a social world
Digital native → originating from Marc Prensky, are those born in an era in which digital
technology has always existed; they grew up ‘wired’ in a highly networked, always-on world.
Nowadays, the Internet is the backbone of our society. Widespread access to connected
(personal) devices ensures that consumers who live in virtually any part of the world can
create and share content. Most internet users are active on at least one social network.
Information doesn’t just flow from big organisations down to the rest of us; information also
flows across people as huge numbers of people communicate with each other.
Social media → the online means of communication, conveyance, collaboration, and
cultivation among interconnected and interdependent networks of people, communities, and
organisations enhanced by technological capabilities and mobility.
1
, social media marketing cm2074 | ibcom ba year III - term III (2021-2022) [by gycc]
● Everyday, influence of social media expands as more people join online communities
● Social media services are often social utilities that offer:
○ Synchronous interactions → occurs in real time, such as when you text back
and forth with a friend
○ Asynchronous interactions → doesn’t require all participants to respond
immediately, such as emailing
○ Example. Facebook is called a social utility - a community that got its start as
a social network, offering functionality far beyond basic relationship building
● People aren’t just joining social communities, they are contributing too!
○ Example. Youtube users often upload videos besides just watching
● When is comes to social media, it’s difficult to fully capture the realm due to its
expansive nature of sites, services, and behaviours that are part of this rapidly
expanding digital universe
● Moreover, social media is the way that digital natives live a social life
○ A culture of participation
→ communicating, creating, joining, collaborating, sharing, buying and
selling, and learning within interactive and interdependent networks
○ The ability to freely interact with others
○ Open access to venues with freedom of interaction
● Social media is pervasive and ubiquitous
○ Intersects with websites, platforms and media devices
○ Consequently, people today live in an omnisocial world
1.2 the infrastructure of social media
Social media value chain → organises the
complex environment that is the techno-social
system of social media; illustrates the core
activities of social media participants and the
components that make those activities possible.
● Infrastructure → the pieces that make up
the social web; think of real life roads or
rails and the trained people to operate and maintain these structures
The web is the foundation for social media. Initially, the web (1.0) was a network of
connected information. Web 1.0 was a network of data producers that served
information to primarily passive consumers. Web 2.0 connected networks of people
in addition to networks of information. It offered a cost-effective solution that
provides access to rich data, while featuring user control, freedom and dialogue.
2
, social media marketing cm2074 | ibcom ba year III - term III (2021-2022) [by gycc]
These advances blossomed the ‘social web’ and an era of communication, in which
networked communities have members who participate as consumers, and
(co-)creators. This caused the network effect → each additional user adds value. For
instance, you feel more comfortable with a place that 1k diners recommend on Yelp
than one that only ten users rate. Network effects also enable organisations to leverage
the value of crowdsourcing → a process that harnesses the collective knowledge of a
large group to solve solutions and complete tasks.
● (social) Channels/hosts → the networks and platforms that support social media
functionality and connections; think of the web, the social channels and vehicles
!! SEE 1.3 FOR MORE INFORMATION !!
● Supporting social software and services → computer programs that enable users to
interact, create, and share data online; the programming in order to carry out activities
○ Examples. Wedding ideas/notes? Use evernote.com or pinterest
○ Social software facilitate interaction, creation, sharing, syndicating, saving,
analysing, filtering, sorting, and searching data online
○ Currently more than 1.2 billion apps are available through digital stores
■ Apps are also known as widgets and are types of social software
○ Social software also encompasses application services sites → social services
○ Social software exists to facilitate all social media channels
■ These apps largely enable mobile connectivity to our social spaces and
activities
■ In addition, open application programming interfaces (APIs) have
enabled countless third-party websites to integrate with social network
sites
○ A more recent development is the chatbot → an AI computer software
program that stimulates intelligent conversation via written or spoken text
using a chat interface
○ Social software also operates behind the scenes; social sites use complex
mathematical formulas called algorithms to personalise the content you see in
your feed, recommendations, and more.
● Devices → pieces of equipment used to access the Internet and the range of activities
in which we participate online, such as social media access
○ Connected hardware devices like tablets, smartphones, smartwatches, games
consoles, laptops and desktops, televisions, etc.
○ However, today’s smart devices also include fridges, thermostats and cars
○ Wearables → smart devices that can be carried or worn on one’s body
■ Measure and capture data, which can be stored, shared and processed
3
, social media marketing cm2074 | ibcom ba year III - term III (2021-2022) [by gycc]
○ Devices that aren’t ‘smart’ on their own can become so by using an Internet
of Things (IoT) gateway → a paradigm in which all objects can be connected
anytime and anywhere
■ Gateways are devices that can facilitate connection for objects without
network capabilities (e.g. connected lighting; light is from origin not
something connectible)
■ The first step in the evolution toward connecting machines as users,
ultimately becoming capable of creating social connections, solving
problems and offering services
● (participants) → the people and organisation whose contributions provide content
○ Social media only work when participate, create, and share content
○ Journalists, editors, and publishers matter in social media, but so do everyday
individuals
○ Other participants include businesses and brands, government organisations,
community groups, media companies, content producers, etc.
1.3 channels: the zones of social media
Media → means of communication | two types:
● Mass media → reaches a large number of individuals
● Personal media → channels capable of two-way communication on a small scale
Communication travels using a medium (or channel) such as word of mouth, TV, radio,
magazine, Internet, or telephone. Within each medium, marketeers choose specific vehicles to
place a message. For instance, with TV, marketers can choose Strangers Things as one
vehicle to broadcast their message. When it comes to the magazine, Cosmopolitan and Fast
Company are examples of vehicles.
Part of the complexity of social media is due to the sheer quantity of channels and vehicles.
These options are easier to compare and contrast if similar channels are grouped together,
also known as the four zones of social media channels. Note that some areas might overlap
two or more zones. This is based on the principles of shared participation.
I. SOCIAL COMMUNITY
→ channels of social media that
focus upon relationships and
the common activities people
participate in with others who
share the same interest or
identification
It features both two-way and
multi-way communication. All
social media channels are built around networked relationships, but for social
4
