Social Media

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

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©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Social Media

©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Chapter Objectives

After reading this chapter you should be able to:1. Describe what exactly is meant by “social media.”2. Discuss the advantages of social media compared

to traditional media choices.3. Explain some of the major social media categories

and different social media brands (e.g., Facebook, Twitter, Google+, LinkedIn) within those categories (e.g., Communication-social networking).

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Chapter Objectives (cont’d)

4. Provide examples of some successful social media campaigns and how these were integrated into a company’s IMC efforts.

5. Explain the privacy issues and other major concerns with social media.

6. Understand how social media effectiveness is best measured and what metrics are used.

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Is Facebook Becoming Passé?

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Social Media

•Social media: web-based and mobile technology used to turn communication into interactive dialogue.• Integrates technology and social interactions

to create value for users• Helps to solve consumer problems by

establishing communication

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Figure 14.1: Social Media Landscape

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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

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Social Media Advantages and Disadvantages

FlexibilityReachConsumer engagementTwo-way dialogueIntegrationImproved metricsCost effectiveness

Privacy and censorshipLost productivity, addiction, and fatigueMeaningless commentsHackers and fraudsNegative comments

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Ranking of Social Media Sites by Alexa

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Facebook • Social network service and website launched in 2004• Over 1 billion active users (2012); 182 million in the U.S. (In comparison, the 2012

Super Bowl audience was 111 million.)• $3.7 billion in revenue• “Write the Future” video initially launched 5/20/10 only on Facebook – 9 million

views; > 21 million views on YouTube• Engagement ads live on the right side of the Facebook page, footnoted by names of

friends who have “liked” or interacted with the ad. If a member “likes” the brand, future company ads/messages might appear insider the member’s newsfeed at no extra cost to the advertiser.

• One-half of Facebook users check their site every day. Yet, click-throughs on Facebook ads are only .1% (vs. Google - up to 10%). However, if a user sees a friend “likes” an ad, they are 30% more likely to recall the ad’s message.

• Privacy issues – Facebook Places, appsSee Stone, Brad (2010), “Sell Your Friends (How Facebook Sells You),” Bloomberg Businessweek, Sept. 27, pp.

64-72.

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Figure 14.2: Share of Time Spent on Facebook.com by Content Section

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Twitter • Website established in 2006 offering social networking and

micro-blogging, enabling users to send tweets – text-based posts up to 140 characters and displayed on the user's profile page. Users may subscribe to other author tweets – known as a following and subscribers known as followers. • $140 million in revenue (2010); 500 million visitors (monthly) (April

2012)• Late in 2009, Twitter changed their prompt from “What are you

doing?” to “What’s Happening?

• Advertising: While Twitter does not display advertising, advertisers can target users based on their history of tweets and may quote tweets in ads directed specifically to the user. Promoted tweets show up in Twitter search results; users can retweet ads at no extra cost to the advertiser. 12


Twitter Content

•Tweet contents: Content of 2,000 U.S. Tweets according to Pear Analytics (Aug. 2009):• Pointless babble — 40%• Conversational — 38%• Pass-along value — 9%• Self-promotion — 6%• Spam — 4%• News — 4%

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Successful Social Media Campaigns: Blendtec’s “Will It Blend”?

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Successful Social Media Campaigns: Burger King’s “Subservient Chicken”

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Successful Social Media Campaigns: Old Spice

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Successful Social Media Campaigns: Common Objectives and Themes

•Sharing humor and creativity with consumers

•Deals and contests•Causes, sponsorships, and events•Interactive games, virtual worlds, and

avatars•Consumer-generated stories and content

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What Makes a Social Media Campaign “Work” and Why

Encourage storytelling about the brand

• Co-produce messages and meanings with consumers

“Step into the real world”

• Connect and engage with customers through empathy, understanding, and openness

Evolve with your customers in being social and human

• Admit mistakes and accept criticism

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Privacy and Other Concerns• Privacy

• General Privacy Principles• Notice• Consent• Access• Security

• Facebook Privacy Policy• Critics have voiced concern over Facebook’s privacy policy including the

use of location services, third-party data tracking, and allowing advertisers to republish user posts

• Other Concerns• Addiction• Age of users

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Social Media Measurement:comScore’s 2-million Social Essentials Panel

Impressions/Unique Exposed Fans= Frequency

Total U.S. Reach x Frequency = Total U.S. GRPs


Unpaid Brand Impressions on FacebookcomScore Example

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