Lecture notes Social media marketing (880478-M-6)

Social media marketing
Anouk de Groot


Inhoud
Lecture 1: Introduction...........................................................................................................................2
Articles lecture 1.................................................................................................................................6
Lecture 2: Motives of social media users & social community...............................................................8
Articles Lecture 2..............................................................................................................................16
Seminar 1: Introduction + Motives of social media users.....................................................................17
Articles Seminar 1.............................................................................................................................19
Lecture 3: Persuasive intent & social influencers..................................................................................21
Articles Lecture 3..............................................................................................................................30
Seminar 2: Persuasive intent & social influencers.................................................................................31
Lecture 4: Interactivity, personalization & social entertainment..........................................................33
Lecture 5: Social media marketing effects............................................................................................41
Q&A lecture..........................................................................................................................................51
Lecture 1...........................................................................................................................................51
Lecture 2...........................................................................................................................................51
Lecture 3...........................................................................................................................................53
Lecture 4...........................................................................................................................................55
Lecture 5...........................................................................................................................................55

,Lecture 1: Introduction
Social media marketing: introduction
A short history of social media

Social media marketing
 Transition of traditional marketing to social media
 Social media
o Enable firms to communicate with their customers
o Allow customers to communicate with each other (user-generated content)
 Goal
o Build brand loyalty
o By: increasing brand awareness, brand recognition, brand recall

Campaign example
Dove: the face of 10
 Very realistic
 Discuss the trend of young girls that get into skincare
 Nostalgia
 Recognize own youth
 Storytelling
 Authenticity
 People share things with this hashtag

User-generated content (UGC)
 Internet as a source of information about products/services
 Consumers share experiences with products/services among each other
 Consumers trust other consumers (more than brands speaking about own stuff)
  WOM and eWOM are forms of UGC

E.g. Ryanair
 Funny/entertaining stuff works
 Involving the community
 Important campaign elements
o Inexpensive and highly scalable
o Allows Ryanair to piggyback on the success of other people’s videos
o Complements Ryanair’s reputation for affordability and no-frills service
o Enables Ryanair to shift the narrative when people make negative comments

Real-time marketing
 Jump on something that is actually going on (April 1st, inhakers)

Haul trends: Shein
 Shein on the road
 Join them on a tour in the factory

,  This narrative to prove we are an ethical brand  backfired
 Influencers got hate and still suffer from this
 Crisis response lessons from shein’s failed influencer trip
 Immediate apology, the CEO regretted it
UGC
 People still talk about this trip
 Van Dijck, 2009: six groups of UGC participants
o Active creators (13%; post video’s, comments, actively create and post)
o Critics (19%; respond and are critical, evaluations, reviews)
o Collectors (15%; e.g. reddits)
o Joiners (19%; join community, but don’t need to post, like on reddit)
o Passive spectators (33%; look, but don’t post)
o Inactives (52%; may have made a profile sometimes, but don’t use it anymore)

The impact of social media
 Negative comments on the Shein campaign
 The positive impact of social media
o LA fire victims
 Connect donations, share, and give, also shared by a lot of celebrities
o Molly Rose foundation
o Boosting donations via social media

What is/are social media?
Social media platforms
 TikTok
o Challenges
 The importance of audio
o Audio advertising is redefining marketing in 2025
 In-car ad placements: listening to podcasts  ads
 Contextual targeting: nice song you like  ad  happy mood
 Dynamic creative optimization (DCO): does use personal data,
optimization of content based on your own history and preferences
 Table for differences DCO vs. contextual targeting





Social media use in the Netherlands research (Newscom, 2025)
 The use of social media remains high, but the Dutch are becoming more critical of
which platforms they use daily

,  X is losing users significantly, with a decline of nearly half a million users. Bereal use is
also declining.
 The number of daily users is increasing on (virtually) all major platforms
 Dutch people increasingly perceive social media as negative for their well-being, and
parents are more often concerned about social media and their child
 Following Austalia’s example, we see that nearly 6 out of 10 Dutch people support a
social media ban for children under 16

Theory
Social media definitions
 Weinberg (2009): more web-based
 Kaplan & Haanleid (2010): Web 2.0, UGC
 Tuten & Solomon (2018): networks of people, mobility
So? Social media =
 Internet applications
 For social interaction
 Where users can add content to share, inform, create
Mass media vs. personal media
 Mass media are capable of reaching many people through communication
o Tv, radio, newspaper
 Personal media are channels through which interaction is possible but on smaller
scale
o Email, telephone, chat, FTF
 Social media can be both: it allows for one-on-one communication as well as reaching
a large number of people

Social media marketing (SMM)
 We use the following definition: Van Noort & Antheunis (2011)
 SMM on the basis of 5 characteristics
o 1. All marketing communications
o 2. Initiated by a marketeer/organization/firm
o 3. In order to influence a target audience
o 4. By means of creating a process of sharing the communicated message
o 5. By users of a social medium

Brands on social media
 Restaurants
 Communities created by fans
 Influencers
 Shein on TikTok

Active presence of brands on SM
 Banners/paid ads
o On FB, Instagram (timeline + stories)
o Banners are the sponsored posts on Insta for instance
o The ads
 Social campaigns