Social Media: Technology Enabling Business

Success

Angela Hausman, PhDHoward University and MarketingThatWorks.TV202-806-1676

What is Social Networking ?COMMUNITYReal community is dying (Putnam)

◦Increased isolation◦More time in electronic worlds◦Busier

Uses a variety of social platforms◦Traditionally text based◦Pictures◦Video

Allows fluidity in self-presentation

What is Social Media? Relies on customer sharing in social platforms

to spread commercial message to social graph◦ Individuals share messages because it builds

celebrity and status◦ A social graph changes its attitudes, behaviors or

shares messages based on social capital Influence assessed by Klout and PeerIndex Social capital -- respect,authority, trust, and reciprocity Social capital = personal brand

Similarity between individuals in the social graph

Social Platforms - FacebookBenefits

◦Large number of users◦Easy sharing from 1 consumer to another◦Commercial operations

Shopping - 1800 Flowers Relationship building – Dell; Oreos Fan generated fanpages -Coke Contests – Levis Causes - The Body Shop

Drawbacks◦Difficult to build connections◦May not appear on newsfeed

Social Platforms – Twitter -coke

Benefits◦Growing faster of all platforms◦Corporate presence◦Easy to build connections◦Searchable via #

Drawbacks◦140 character limit◦Lack of temporal permanence◦Vast number of Tweets

Social Platforms - LinkedIn

Professional focusNew! Company profilesGroupsCreating ConnectionsSharing messagesAttempts to increase engagement

Social Platforms – Foursquare and other location-based apps - PaneraBenefits

◦Fun and challenging for consumers◦Gives consumers a voice◦Helps consumers relate to friends◦Helps companies build relationships◦Helps local companies spread the word

Drawbacks◦Counterfeit check-ins◦Spreads negative sentiments

How to Put it All Together

Linking social networksCoordinating online and offline activitiesSharing across multiple platforms

◦Unique requirements, limitations, and opportunities of each

◦Timing◦Consistency◦Planning◦Hootsuite

Increased difficulty in monitoring and listening

iGoogleigoogle

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