article critique - 750 words
BluSkyy757
Tuten3e_PPT06.pptxSocial Media Marketing
Tracy L. Tuten & Michael R. Solomon
Social Community
Chapter 6
Learning objectives
How do social networking communities enable user participation and sharing?
In what ways can brands utilize social networking communities for branding and promotion?
How can brands reach consumers organically using social network sites? What characteristics do brand fans exhibit?
What forms of paid media can be used in social communities? Why is paid media important to social media marketers?
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Figure 6.1 The social community zone
Characteristics of social networking sites
Social networking sites typically vary in terms of three important dimensions:
Audience and degree of specialization
The social objects that mediate the relationships among members
Degree of decentralization or openness
Marketing applications in the social community zone
Social presence
1
Earned media
2
Paid media
3
Social presence: Brands as relationship nodes
Brands create a brand profile within selected social networking communities. In this way, the brand acts as a node in the network’s social graph.
The fan base (friends/followers) is an indicator of the brand’s success in establishing a known presence within a community.
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Determining the brand’s social media character
What are the brand’s core values?
What social objects illustrate the values?
What has the brand promised?
What are the aspirational attributes?
What traits are associated with the brand?
What opportunities exist?
What stories bring the brand to life?
Figure 6.2 Why people friend brands on social media
Figure 6.3 Why people unfriend brands
Characteristics of social fans
Emotional engagement
1
Self-identification
2
Cultural competence
3
Auxiliary consumption
4
Production
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Friendvertising and the 3M model for FGC
Megaphone
Magnet
Monitor
Brands talk
@menshumor: This morning I gave birth to a food baby and I think @tacobell is the father.
@tacobell: I want a DNA test.
Real-time marketing
Contests and requests for UGC
Visit Philly maintains a gallery of photographs submitted by fans and tourists of Philadelphia.
f11photo / Shutterstock.com
Characteristics of brand community engagement
Cohesive social channel strategy
Active community management
Content mission, quality, and storytelling
Engagement and community relationship building
Collaboration with influencers
Amplification efforts
Figure 6.7 Relationships among types of media
Why paid media? Figure 6.4 Understanding organic reach
Paid media in social communities
Social ads are online display ads that incorporate user data in the ad or in the targeting of the ad and enable some form of social interaction within the ad unit or landing page.
A social engagement ad contains ad creative (image and text) along with an option to encourage the viewer to engage with the brand (e.g., clickable “Like” button).
A social context ad includes ad creative, an engagement device, and personalized referral content from people in the viewer’s network.
Organic social ads are shared on a person’s activity stream following a brand interaction (such as liking the brand).
Figure 6.5 Advertising options on social networks
Figure 6.5 Advertising options on social networks
Figure 6.6 Elements of Facebook ad design
Native advertising
Paid advertising based on a form unique to
the vehicle within which it is placed.
Table 6.1 IAB native advertising evaluative framework
For reflection: Facebook live
How does the placement of a brand message near other offensive posts influence the audience perception of the brand?
Mini-case study: Tito’s Vodka
Embedded brand communities
The brand presence stays true to its hand-crafted image and love of dogs (e.g., #vodkafordogpeople).
UGC invited with campaigns like “Fresh Start.”
Credit: ohrim / Shutterstock.com
Recap and questions
How do social networking communities enable user participation and sharing?
In what ways can brands utilize social networking communities for branding and promotion?
How can brands reach consumers organically using social network sites? What characteristics do brand fans exhibit?
What forms of paid media can be used in social communities? Why is paid media important to social media marketers?
