CHAPTER 4:

RULES OF ENGAGEMENT

FOR SOCIAL MEDIA

BY: GINA LAMPASONA

SOCIAL MEDIA MARKETING

Interruption Marketing

Interrupt people and demand

their attention

TV Advertising

Magazine Ads

Billboards

Pop-ups

Radio Ads

Permission Marketing

Costumers consent to being

marketed

Opting into email newsletter

Following an account on

Twitter

Sign Up for Text Message

Alerts

You are Running for Office!The mailings, handouts, TV ads, and radio promos. A ton of interruption marketing that seems to be synonymous with election time. Is it worth it? Over 6 billion dollars have been spent nationwide in the past elections.

If you were running for office, how would you promote yourself? Ideally, you

PASSIVE VS. ACTIVE

Passive: Search, Listen, Respond

New Members of Social Media

Active : Create and Engage

Engage in Conversation

1,518 exposures per day for a family of four

76 noticed exposures

560 whether noticed or not

285 for men, 305 for women

117 to 285 for men, 161 to 484 for women

600-625 potential exposures (whether

noticed or not); 272 are from TV, radio,

magazines and newspapers

How many Ad’s are we Exposed to a Day?

American Association of Advertising Agencies

Participatory Authentic

Resourceful Credible

PARC

SOCIAL MEDIA STRUGGLES

Walmart

Paid

Bloggers

American Airlines

Rule 2: Don’t Be a

Dirty Spammer

Rule 3: Assume People Don’t Care about the Product

Rule 4: Have a

Personality

Rule 5: Provide Context when

Seeking Connections

Rule 1: Use Social Media as Intended

Rules of Engagement

Rule 6:Be Transparent

Rule 7: Talk about the

Topic

Rule 8: Social Media profiles are

not Billboards

Rule Be Nice

Share a Coke

Share a Coke Thank You

ETHICAL SOCIAL MEDIA

MARKETING

Honesty

Fake Likes on FB

Privacy

Respect

Home Depot

Responsibility

Acknowledge

Apologize

Act

Boston Bombing

Global Social Media Avoid Making Native

Jokes

Do NOT Dumb Down

Material

Use Translation Engines

Thank You!