SOCIAL MEDIA MARKETING – BOOK SUMMARY
CHAPTER 1 – THE SOCIAL MEDIA ENVIRONMENT (college 1)
CHAPTER SUMMARY
What are social media? How are social media similar to, yet diferent from, traditonal media?
Social media are the online means of communicatonn conveyancen collaboratonn and cultvaton among
interconnected and interdependent networks of peoplen communitesn and organizatons enhanced by
technological capabilites and mobility. Like traditonal median social media include several channelsn and
within each channel there are specifc vehicles. For examplen television is a broadcast media and is a vehicle
within the medium of television. Social communites are a channel of social media and LinkedIn is a vehicle.
How does the Social media Value Chain explain the relatonships among the Internet, social media channels,
social software, and the Interneteenalled deiices we use for access and partcipaton?
The Social media Value Chain explains that social media are made up of core actvites and supportng
components. The core actvites include the things people do with social media such as conversen sharen postn
tagn upload contentn commentn and so on. The support components include the Web 2.0 infrastructuren social
media channelsn social sofwaren and the devices we use to interact with social media.
What are the major zones of social media that make up channels, modes, and iehicles for social media
partcipaton?
The major channels of social media include social communitesn social publishingn social entertainmentn and
social commerce. Each channel incorporates networkingn communicaton functonalityn and sharing among
connected peoplen but they each have a diferent focus. Communites are focused on relatonships. Publishing
features the sharing and promoton of content. Entertainment channels are geared to fun and shared uses of
social media. Commerce addresses the shopping functonality of social media applicatons.
What is social media marketng? What marketng oljecties can organizatons meet when they incorporate
social media in their marketng mix?
Social media marketng is the use of social media to facilitate exchanges between consumers and
organizatons. It is valuable to marketers because it provides inexpensive access to consumers and a variety of
ways to interact with and engage consumers at diferent points in the purchase cycle.
There are several marketng objectves achievable utlizing social media marketng techniques. Branding and
promotonn researchn and customer service and relatonship management objectves are all viable using social
media.
GREETINGS, DIGITAL NATIVE
Social media the online means of communicatonn conveyancen collaboratonn and cultvaton among interconnected
and interdependent networks of peoplen communitesn and organizatons enhanced by technological capabilites and
mobility.
Digital natve = born in an era in which digital technology has always existed. Grew up wired in a highly networkedn
‘always on’ world.
Living a social (media) life
Social utlity = a social media network that ofers synchronous interactons (occur in real tmee and asynchronous
interactons (don’t require all partcipants to respond immediatelye
Social behavior and the philosophy of partcipaton
Social media enable actve partcipaton in the form of communicatngn cratngn joiningn collaboratngn workingn sharingn
socializingn playingn buying and sellingn and learning within interactve and interdependent networks.
,THE INFRASTRUCTURE OF SOCIAL MEDIA
The Social Media Value chain the core actvites of social media partcipants ant he components that make those
actvites possible
The web as platorm
Web 1.0 = network of connected informaton
Web 2.0 = networks of people
Web 3.0 / The Semantc web = (expected next stagee makes it possible for people and machines to collaborate
social media will eventually serve to support collectve intelligence
Network efect = Each additonal user in the network of networked communites partcipate ad consumersn creators
and co-creators who adds value for all users
Crowdsourcing = a process that harnesses the collectve knowledge of a large group of people to solve problems and
complete tasks
Social software
Social sofware = computer programs that enable users to interactn createn and share data online encompasses
applicaton service sites that we call social services = social sofware exists to facilitate all social media channels.
Apps / widgets = types of social media sofwaren usually downloadable or embeddable
Chatbot = artfcial intelligence computer sofware program that simulate s intelligent conversaton via writen or
spoken text using a chat interfacen such as Facebook messenger of WeChat
Algorithms = complex mathematcal formulas which social sites use to personalize the content we see in our news feed
Devices
Devices = pieces of equipment we use to access the Internet and the range of actvites in which we partcipate online
Wearables = smart devices that can be carried or worn on one’s body. They measure and capture data which can then
be storedn sharedn and further processed (e.g. Fitbite
Internet of Things (IoTe = paradigm in which all the objects around us could be connected anytme and anywhere
Ultmatelyn social connecton among machines will transform them from passive data-collectng devices into actve
members of a thriving digital ecosystemn capable of creatng social connectonsn solving problemsn and ofering services
THE ZONES OF SOCIAL MEDIA
The zones of social media a review of the social channels and related vehicles in and through which social media
partcipaton takes place
Media (means of communicatone)
- Mass media reach a large number of individuals (e.g. broadcastn printn digital channelse
- Personal media channels capable of two-way communicaton on a small scale (e.g. emailn telephonee
social media cross the boundaries of mass- and personal media
,Medium / channel = used for travelling communicaton (word-of-mouthn televisionn internetn …e
Vehicle = within the mediumn to broadcast the message (e.g. a television series or magazinee
Zone 1: Social community
E.g. Twitter Factbookr LinktdInr Googet Peus
Social communites = channels of social media that focus upon relatonships and the common actvites people
partcipate in with others who share the same interest or identfcaton. feature two-way and mult-way
communicatonn conversatonn collaboratonn and the sharing of experiences and resources.
All social media channels are built around networked relatonshipsn but for social communites the interacton and
collaboraton for relatonship building and maintenance are the primary reason people engage in these actvites.
The channels in the social community zone include social network sitesn message boardsn forums and wikis. All
emphasize individual contributons in the context of a communityn communicaton and conversatonn and
collaboraton.
Social network sites (SNSe = online hosts that enable site members to construct and maintain proflesn identfy other
members with whom they are connectedn and partcipate by consumingn producingn and/or interactng with content
provided by their connectons.
- Profles enhance the ability of members to develop a social identty when they add a profle picturen basic info
about themselves and other customizable optons
- Members maintain a social presence in the community that may indicate their availabilityn moodn friend listn
and status
- Connectonsn whom we might call friendsn followers or fansn communicate and share content in a variety of
ways including direct messagesn wall postsn and chat or instant messaging optons
SNS ofer both synchronous and asynchronous forms of communicatonsn and the content may be permanent or
temporary.
Zone 2: Social publishing
E.g. Beoggter YouTubtr Picasar SeidtShaet
Social publishing = the producton and issuance van content for distributon via social publishing sites. They aid in the
disseminaton of content to an audience by hostng content while also enabling audience partcipaton and sharing.
While social networks met the need for online communitesn social publishing made it possible to share their contentn
user-generated contentn without barriers and gatekeeping of traditonal publishing and broadcast models.
it is a key reason we associate social media democracy in that social publishing democratzed content
producton and disseminaton
Social publishers)
, - Individual users
- Independent professionals
- Professionals contributors associated with organizatons such as news media
- Brand) use social publishing as a distributon and/or promoton mode in content marketng campaigns
Channels of social publishing)
- Blogs = websites that host regularly updated online content. Blogs are social because they ofer social share
toolsn and they are partcipatory because they include the opton for readers to leave comments that can
result in threaded discussions related to specifc topics
- Micro sharing sites / microblogging sites = work much like blogs except that there is a limit to the lengths of
the content you an post (e.g. Twitere
- Media sharing sites = like blogsn host content but also typically feature videon audion photosn and presentatons
and documents rather than text of a mix of media. They host content searchable by the massesn but within
each vehicle are optons for following content posted by specifc people. (e.g. blogging) WordPressn Video)
YouTuben Photo) Instagramn Music) Soundcloudn Presentatons/documents) SlideSharee
- Social bookmarking services) sharing links to other sites
Social publishing sites enable partcipaton and sharingn just as social communites do. They diference between these
two zones is the primary orientaton. The orientaton of social communites is networking while that of social
publishing is knowledge-sharing.
Zone 3: Social entertainment
E.g. MySpactr Zyngar uGamt
Social entertainment = eventsn performancesn and actvites designed to provide the audience with pleasure and
enjoymentn experienced and shared using social media.
The distncton between the zones of social publishingn and social entertainment is the orientaton) knowledge sharing
vs. entertainment sharing.
Social games are the most advanced channel in the social entertainment zone. These are hosted online and include
opportunites for interacton with members of player’s network as well as the ability to statuscast (post updates to
one’s statuse.
Zone 4: Social commerce
E.g. Factbookr Geouponr TeipAdvisoe
Social commerce = the use of social media in the online shoppingn buying and selling of products and services.
thus social commerce enables peoplen both networks of buyers and sellersn to partcipate actvely in the
marketng and selling of products and services in online marketplaces and communites
Social shopping = the actve partcipaton and infuence of others on a consumer’s decision-making processn typically in
the form of opinionsn recommendatonsn and experiences shared via social media. Channels include reviews and
ratngsn deals sites (e.g. Grouponen deal aggregators (aggregate deals into personalized deals feedsen social shopping
markets (online mails featuring user-recommended productsn reviewsn and the ability to communicate with friend
while shoppingen social storefronts (online retail stores that sometmes operate within a social site like Facebook with
social capabilitesen community marketplaces (peer-to-peer sitesen and social networks with sales conversaton
functonality.
Organizatons can socially enable aspects of their traditonal e-commerce websites by using tools such as Facebook
Connect and share applicatons.
MONETIZATION AND SOCIAL MEDIA
How do organizatons earn revenue if many of the platorms are free to use?
Business models and monetiaton
Social media providers need a monetzaton strategy how a business earns revenue. Part of a company’s overall
business model the strategy and format it follows to earn money and provide value to its stakeholders.
CHAPTER 1 – THE SOCIAL MEDIA ENVIRONMENT (college 1)
CHAPTER SUMMARY
What are social media? How are social media similar to, yet diferent from, traditonal media?
Social media are the online means of communicatonn conveyancen collaboratonn and cultvaton among
interconnected and interdependent networks of peoplen communitesn and organizatons enhanced by
technological capabilites and mobility. Like traditonal median social media include several channelsn and
within each channel there are specifc vehicles. For examplen television is a broadcast media and is a vehicle
within the medium of television. Social communites are a channel of social media and LinkedIn is a vehicle.
How does the Social media Value Chain explain the relatonships among the Internet, social media channels,
social software, and the Interneteenalled deiices we use for access and partcipaton?
The Social media Value Chain explains that social media are made up of core actvites and supportng
components. The core actvites include the things people do with social media such as conversen sharen postn
tagn upload contentn commentn and so on. The support components include the Web 2.0 infrastructuren social
media channelsn social sofwaren and the devices we use to interact with social media.
What are the major zones of social media that make up channels, modes, and iehicles for social media
partcipaton?
The major channels of social media include social communitesn social publishingn social entertainmentn and
social commerce. Each channel incorporates networkingn communicaton functonalityn and sharing among
connected peoplen but they each have a diferent focus. Communites are focused on relatonships. Publishing
features the sharing and promoton of content. Entertainment channels are geared to fun and shared uses of
social media. Commerce addresses the shopping functonality of social media applicatons.
What is social media marketng? What marketng oljecties can organizatons meet when they incorporate
social media in their marketng mix?
Social media marketng is the use of social media to facilitate exchanges between consumers and
organizatons. It is valuable to marketers because it provides inexpensive access to consumers and a variety of
ways to interact with and engage consumers at diferent points in the purchase cycle.
There are several marketng objectves achievable utlizing social media marketng techniques. Branding and
promotonn researchn and customer service and relatonship management objectves are all viable using social
media.
GREETINGS, DIGITAL NATIVE
Social media the online means of communicatonn conveyancen collaboratonn and cultvaton among interconnected
and interdependent networks of peoplen communitesn and organizatons enhanced by technological capabilites and
mobility.
Digital natve = born in an era in which digital technology has always existed. Grew up wired in a highly networkedn
‘always on’ world.
Living a social (media) life
Social utlity = a social media network that ofers synchronous interactons (occur in real tmee and asynchronous
interactons (don’t require all partcipants to respond immediatelye
Social behavior and the philosophy of partcipaton
Social media enable actve partcipaton in the form of communicatngn cratngn joiningn collaboratngn workingn sharingn
socializingn playingn buying and sellingn and learning within interactve and interdependent networks.
,THE INFRASTRUCTURE OF SOCIAL MEDIA
The Social Media Value chain the core actvites of social media partcipants ant he components that make those
actvites possible
The web as platorm
Web 1.0 = network of connected informaton
Web 2.0 = networks of people
Web 3.0 / The Semantc web = (expected next stagee makes it possible for people and machines to collaborate
social media will eventually serve to support collectve intelligence
Network efect = Each additonal user in the network of networked communites partcipate ad consumersn creators
and co-creators who adds value for all users
Crowdsourcing = a process that harnesses the collectve knowledge of a large group of people to solve problems and
complete tasks
Social software
Social sofware = computer programs that enable users to interactn createn and share data online encompasses
applicaton service sites that we call social services = social sofware exists to facilitate all social media channels.
Apps / widgets = types of social media sofwaren usually downloadable or embeddable
Chatbot = artfcial intelligence computer sofware program that simulate s intelligent conversaton via writen or
spoken text using a chat interfacen such as Facebook messenger of WeChat
Algorithms = complex mathematcal formulas which social sites use to personalize the content we see in our news feed
Devices
Devices = pieces of equipment we use to access the Internet and the range of actvites in which we partcipate online
Wearables = smart devices that can be carried or worn on one’s body. They measure and capture data which can then
be storedn sharedn and further processed (e.g. Fitbite
Internet of Things (IoTe = paradigm in which all the objects around us could be connected anytme and anywhere
Ultmatelyn social connecton among machines will transform them from passive data-collectng devices into actve
members of a thriving digital ecosystemn capable of creatng social connectonsn solving problemsn and ofering services
THE ZONES OF SOCIAL MEDIA
The zones of social media a review of the social channels and related vehicles in and through which social media
partcipaton takes place
Media (means of communicatone)
- Mass media reach a large number of individuals (e.g. broadcastn printn digital channelse
- Personal media channels capable of two-way communicaton on a small scale (e.g. emailn telephonee
social media cross the boundaries of mass- and personal media
,Medium / channel = used for travelling communicaton (word-of-mouthn televisionn internetn …e
Vehicle = within the mediumn to broadcast the message (e.g. a television series or magazinee
Zone 1: Social community
E.g. Twitter Factbookr LinktdInr Googet Peus
Social communites = channels of social media that focus upon relatonships and the common actvites people
partcipate in with others who share the same interest or identfcaton. feature two-way and mult-way
communicatonn conversatonn collaboratonn and the sharing of experiences and resources.
All social media channels are built around networked relatonshipsn but for social communites the interacton and
collaboraton for relatonship building and maintenance are the primary reason people engage in these actvites.
The channels in the social community zone include social network sitesn message boardsn forums and wikis. All
emphasize individual contributons in the context of a communityn communicaton and conversatonn and
collaboraton.
Social network sites (SNSe = online hosts that enable site members to construct and maintain proflesn identfy other
members with whom they are connectedn and partcipate by consumingn producingn and/or interactng with content
provided by their connectons.
- Profles enhance the ability of members to develop a social identty when they add a profle picturen basic info
about themselves and other customizable optons
- Members maintain a social presence in the community that may indicate their availabilityn moodn friend listn
and status
- Connectonsn whom we might call friendsn followers or fansn communicate and share content in a variety of
ways including direct messagesn wall postsn and chat or instant messaging optons
SNS ofer both synchronous and asynchronous forms of communicatonsn and the content may be permanent or
temporary.
Zone 2: Social publishing
E.g. Beoggter YouTubtr Picasar SeidtShaet
Social publishing = the producton and issuance van content for distributon via social publishing sites. They aid in the
disseminaton of content to an audience by hostng content while also enabling audience partcipaton and sharing.
While social networks met the need for online communitesn social publishing made it possible to share their contentn
user-generated contentn without barriers and gatekeeping of traditonal publishing and broadcast models.
it is a key reason we associate social media democracy in that social publishing democratzed content
producton and disseminaton
Social publishers)
, - Individual users
- Independent professionals
- Professionals contributors associated with organizatons such as news media
- Brand) use social publishing as a distributon and/or promoton mode in content marketng campaigns
Channels of social publishing)
- Blogs = websites that host regularly updated online content. Blogs are social because they ofer social share
toolsn and they are partcipatory because they include the opton for readers to leave comments that can
result in threaded discussions related to specifc topics
- Micro sharing sites / microblogging sites = work much like blogs except that there is a limit to the lengths of
the content you an post (e.g. Twitere
- Media sharing sites = like blogsn host content but also typically feature videon audion photosn and presentatons
and documents rather than text of a mix of media. They host content searchable by the massesn but within
each vehicle are optons for following content posted by specifc people. (e.g. blogging) WordPressn Video)
YouTuben Photo) Instagramn Music) Soundcloudn Presentatons/documents) SlideSharee
- Social bookmarking services) sharing links to other sites
Social publishing sites enable partcipaton and sharingn just as social communites do. They diference between these
two zones is the primary orientaton. The orientaton of social communites is networking while that of social
publishing is knowledge-sharing.
Zone 3: Social entertainment
E.g. MySpactr Zyngar uGamt
Social entertainment = eventsn performancesn and actvites designed to provide the audience with pleasure and
enjoymentn experienced and shared using social media.
The distncton between the zones of social publishingn and social entertainment is the orientaton) knowledge sharing
vs. entertainment sharing.
Social games are the most advanced channel in the social entertainment zone. These are hosted online and include
opportunites for interacton with members of player’s network as well as the ability to statuscast (post updates to
one’s statuse.
Zone 4: Social commerce
E.g. Factbookr Geouponr TeipAdvisoe
Social commerce = the use of social media in the online shoppingn buying and selling of products and services.
thus social commerce enables peoplen both networks of buyers and sellersn to partcipate actvely in the
marketng and selling of products and services in online marketplaces and communites
Social shopping = the actve partcipaton and infuence of others on a consumer’s decision-making processn typically in
the form of opinionsn recommendatonsn and experiences shared via social media. Channels include reviews and
ratngsn deals sites (e.g. Grouponen deal aggregators (aggregate deals into personalized deals feedsen social shopping
markets (online mails featuring user-recommended productsn reviewsn and the ability to communicate with friend
while shoppingen social storefronts (online retail stores that sometmes operate within a social site like Facebook with
social capabilitesen community marketplaces (peer-to-peer sitesen and social networks with sales conversaton
functonality.
Organizatons can socially enable aspects of their traditonal e-commerce websites by using tools such as Facebook
Connect and share applicatons.
MONETIZATION AND SOCIAL MEDIA
How do organizatons earn revenue if many of the platorms are free to use?
Business models and monetiaton
Social media providers need a monetzaton strategy how a business earns revenue. Part of a company’s overall
business model the strategy and format it follows to earn money and provide value to its stakeholders.
