Summary Marketing IIB (Integrated Marketing Communications) Chpt.14 - Social Media

Integrated Marketing Communications by ProfessorBurgerQueen



Social Media

- websites and applications that enable users to create and share content or to
participate in social networking.

- According to Meltwater, there are 25.8 million active social media users in South
Africa (42.9% of population)

- Main reasons for using social media
- Keeping in touch with friends and family
- Reading news stories
- Seeing what's being talked about
- Finding inspiration for things to do and buy
- Finding content
- Work-related research or networking

- Most used social media platforms
- Whatsapp
- Facebook
- Instagram
- Tiktok
- FB messenger


Comparisons with Traditional Media

- Reach
- Both offer scale, but traditional media is more centralized, while social media
is decentralized

- Usability
- Traditional media requires specialized skills and training
- Anyone with online access can generate content for social media

- Immediacy
- Traditional media often has long time lags
- Social media can be generated very quickly

- Permanence
- Once created, traditional media cannot be altered
- Changes can be made “on the fly” with social media