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Lecture 05 - Social Media

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29 views30 pages

Lecture 05 - Social Media

Uploaded by

harshidbv
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Social Media Channels

Harshi Abeyratne
University of Colombo School of Computing
Learning Outcomes
• Explain the importance of social media for businesses

• Analyze different strategic applications of social media to address


business challenges

• Explain how social media is different to traditional media


Social Media

“A group of internet-based applications that build on the ideological and


technological foundations of Web 2.0 and that allow the creation and exchange of
user-generated content” Kaplan and Haenlein, 2010
Social Media
Social media is a computer-based technology that facilitates the sharing
of ideas, thoughts, and information through the building of virtual
networks and communities. By design, social media is Internet-based
and gives users quick electronic communication of content. Content
includes personal information, documents, videos, and photos. Users
engage with social media via a computer, tablet, or smartphone via web-
based software or applications.
Investopedia
Social Media as a Marketing Tool

Social media has changed the world of marketing. Social media is all
about the ways in which businesses create, connect and share
content online, and can be used as an integral part of an online
marketing campaign
Social Media as a Marketing Tool
Social media offers many advantages for businesses such as higher
engagement, sales and lead generation, effective targeting of customers
etc.
The dynamic nature of social media has presented businesses with
many challenges
Those involve strategic planning, reputation management and
integrating social media to core marketing strategy
Social Media as a Marketing Tool
There are several ways that social media has been used in content creation
and sharing. They are
1. Image sharing
2 . Video Sharing
3. Blogging
4. Microblogging
5. Podcasting
SMM Vs. SMM

• Social Media Management and Social Media Marketing are two different
management processes. There are several difference between among them

• To understand these differences it is important to first understand paid search


marketing and organic search marketing.

• Similarly social media marketing is paid effort to make a brand available on


social media platforms. Social media management is the organic approach of
building and post content, engaging with community
SMM Vs. SMM
• With the organic activities increasing its will result in higher number of
followers for the brand on social media. However this requires a long term
effort
• On the contrary social media marketing can make a brand visible in an
instance and generate sales for the company. Hence this is a short term
approach
• From a real business world perspective, both social media management as
well as social media marketing is really important for a business
SMM Vs. SMM
• Whilst a business pay for online space and driving sales it is also
important to engage in enhancing organic presence

• For this it is important to crate and share content and to engage with
customers continuously

• Both of these aspects are important to build the brand as a trustworthy


one on social media
Social Media Channels
There are several differences between traditional media channels such as (TV, Radio,
Newspaper etc.)

1. Interactivity and individualization

Social media enable two interaction between customers and businesses.

As a result of this content creation and sharing that can occur entirely internally (i.e.
employees-to-employees), entirely externally (i.e. consumers-to-consumers or other
external stakeholders), or across organisational boundaries (i.e. consumers-to-
organisation
Social Media Channels
2. Integration of communication and distribution channels
Social Media has brought channels closer and made it convenient for
customers to move between them seamlessly. It has the potential to
have a broad impact on the organisation both within and between
functional areas such as marketing, sales, advertising and IT
Social Media Channels
3. Immediacy
Social media is equipped with monitoring and behavioral tracking
which allows consumer-centric information to be obtained and
disseminated quickly
It empowers customers by providing quick access to information,
facilitating a faster response to marketing activities
The immediacy and digital nature of SM also permits marketers to
quickly and accurately measure the effects of these activities
Social Media Channels
4. Information collection
Social media enable marketers to locate customer generated content
(Eg; comments and reviews)

This enable them to take more informed decision making for marketing
communications specifically and marketing generally
Social Media Strategy
• Social media plays a broader role in the media strategy of an
organization

• From an organization perspective, the strategy is mainly concerned


with the selection of the ideal blend of social media to communicate
with wider stakeholder groups

• Social media is used to manage a whole plethora of business


challenges
Social Media Strategy
Using Social Media to solve challenges in business
Social Media Strategy
1. Communication and outreach
Social media offers brands an effective two-way communication and real-time
broadcast channel
Consumers can communicate with each other, and send messages to businesses and
brands
Businesses and brands can use this medium to communicate with and reach out to
the public
Governments are also using social media to keep interested parties informed
Social Media Strategy
2. Community management
Social media provides a platform to real world communities have a virtual
presence

Businesses can manage such virtual communities and lead relevant


conversation among participants

This type of platforms are important for brand advocates as they follow the
content produced by businesses and engage with those contents
Social Media Strategy
3. Customer support and service
Social media platforms are becoming popular as a customer service channel

This is due to higher engagement of customers with social media and faster
response from businesses to customer queries

There can be situations where customers acting as collaborators, providing


solutions for issues that other customers are having
Social Media Strategy
4. Advertising and awareness
Since customers (current and potential) are spending a significant
amount of time using social media, it has become fertile channel for
advertising
There is the capability of using different psychographic and
demographic details in targeting customers for advertising on social
media
Social Media Strategy
5. Insights and research

Social media provides greater access to customer data and insights

Based on customers comments, reviews etc. a business can measure


customers’ sentiments about a product/service or an advertising campaign

Key words used by customers can also be analyzed to measure customers’


ideas about products and services
Important Considerations on Social Media
Strategy
1. Research your competition
Nature of content, type of channels, identifying new and potential spaces
2. Identifying the Profiles
What are the spaces/channels to venture on?
3. Deciding on the expertise
In-house experts or outsourced?, Full scale ad. agency or social media
expert?, people within the organisation, the willingness to expose
Important Considerations on Social Media
Strategy
4. Research type of content
Video/Audio, Tips and DIY, Augmenting content with external producers, value in
content
5. Creating a posting schedule
Consistency in posting to enhance engagement, define your schedule to suit the
target market
6. Utilize a budget
Random organic appearance alone might not be effective
Important Considerations on Social Media
Strategy
7. Optimize
Change the schedule, content to achieve marketing objectives, Being dynamic based
on analytics
8. Engage
Responding to comments, feedback, queries., Eg; Thanking for sharing, Natural
language and proactive response
9. Return on engagement
Increase sales, brand engagement and ultimately ROI
Social Media Trends
There are several social media trends that industry experts have highlighted that
are necessary for successful implementation of Digital Marketing Strategy
1. Text -first to visual -first
2. Enhanced attention to “Live” content
3. Ephemeral – Short Lived Content
4. Trust and Transparency
5. Trade off between privacy and Personalization
6. AI driven customer service
What are
the brands
popular in
SL?

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