Discussion responses for Marketing in 24 hours

Respond to two or more of your colleagues’ posts in one or more of the following ways: ( Respond 150 words or more Each Colleague)

· Offer an insight you gained from your colleague’s examples, including your reaction to their thoughts on what makes the examples positive and negative.

· Ask a question about what your colleague had to say regarding what makes social media messaging effective or about the examples they included.

Return to this Discussion in a few days to read the responses to your initial posting. Note what you have learned or any insights you have gained as a result of the comments your colleagues made.

1st Colleague to Respond to:

For anyone on the internet, social media influence happens whether we like it or not. On the ideal side of things, social media seeks to inform, entertain, and educate us.  The challenge comes when choosing what content to interact with and which content to avoid. There are some tools and examples of situations when it has been helpful and when to use caution with internet marketing.

 

Positive social media influences

Social media can fuel social movements to take place or increase sales when done correctly. For example, Coors gave free beer to an over 90-year-old woman during covid (Referral Rock, 2021). This provided connection, an emotional aspect, and the generosity of a brand to establish connection and engagement. Something positive for a grandma asking for a beer can support an entire company.

 

Negative social media influences

Negative aspects to social media influences are focused on trust. Can the person receiving the content trust the content?  While there can be an attempt to educate persons, there is a percentage of content aimed as misinformation. Misinformation can lead to fear, mistrust and increased in sharing inaccurate information (Drake, 2021). The goal would be to create content that could be shared and trusted. “In social media, it is all too common for someone to use a single source to make or back up an argument while disregarding all the other facts. That in turn leads to such a spread of misinformation,” (Sucio, 2020). Walden University even wrote a document with a link to an article about false claims of a Wisconsin voter fraud situation (Walden, 2022). Trust in content can lose followers.

Social media effectiveness

To make social media messaging effective, the user needs to first engage with it.  We learned that video content allows a user to have two learning styles involved, visual and audio (Ahrefs, 2020). Appealing to multiple learning styles and skills can allow the consumer to feel more connected. Video can provide more learning faster and making a personal connection (Aherefs, 2020).

The other main topic would be to clearly define the target audience. This has been the focus for marketing from the beginning. However, for digital marketing you need to focus the target audience as video and social media populations. This population can help with the big three topics or objectives of (Ahrefs, 2020):

1. Brand awareness

2. Educational/Tutorial

3. Entertainment

Depending on the focus or guide, the duration of the video needs to be varied. For example, entertainment focus of engagement relies on longer content that uses the “tease the solution” aspect (Ahrefs, 2020).  This makes me think of the advertisement from the ring doorbell.  In this advertisement in August of 2015 the problem was burglary, and the solution was the ability to video with the person attempting to break in (Ring, 2015).  This ad also makes me realize my own connection to brand relationship as we had this at our old house not the google doorbell. It was my familiarity with this product that made me select this advertisement versus the google option as an example for this class.  The connection to a brand on any level I think is something that advertisers and marketing teams cannot overlook.

 

References

 

Ahrefs. (2020, February 19). How to use marketing to grow your business [Video]. YouTube.           

             https://www.youtube.com/watch?v=QCgDIhvFkCM

Drake, K. (2021, October 6). How has social media affected mental health during the pandemic. Retrieved from https://www.medicalnewstoday.com/articles/how-has-social-media-affected-mental-health-during-the-pandemic#Social-media-and-health-misinformation

Ring. (2015, August 10). Powerful whole-home security. Retrieved from  https://www.youtube.com/watch?v=RX3sYOtqe2Q&t=30s

Parrack, D. (2022, June 30). 7 Positive Effects Social Media Is Having on Society. Retrieved from  https://www.makeuseof.com/tag/positive-impact-social-networking-sites-society-opinion/

Referral Rock. (2022). 21 Social Marketing Campaigns that show you how it’s done. Retrieved from https://referralrock.com/blog/social-marketing-campaigns/

Sucio, P. (2021, August 2). Spotting misinformation on social media is increasingly challenging. Retrieved from https://www.forbes.com/sites/petersuciu/2021/08/02/spotting-misinformation-on-social-media-is-increasingly-challenging/?sh=7df42fab2771

Walden University. (2022).  Examples of fake news. Retrieved from https://academicguides.waldenu.edu/library/fakenews/examples

2nd Colleague to respond to:

One of the benefits of social media is its ability to reach a wider audience. It has been observed that nearly 90% of marketers claim that their social media strategies have enhanced the exposure of their businesses, while 75% claim that they have increased traffic (Zeng & Gerritsen, 2014). It is a fantastic approach to maintain contact with your audience and raise brand awareness. Social media platforms are being used more frequently by people to discover more about businesses, including new goods and services, marketing strategies, sales, and promotions. Social media networks can be used to distribute company news, as well as to post pertinent images or links to articles and research in connected disciplines (Boulianne, 2015). Additionally, it builds consumer confidence and introduces itself to a fresh group of potential clients.

This is a benefit of social media, in my opinion, as creating a social media marketing strategy is currently one of the most efficient ways for companies to connect with their target market and provide them with material that is pertinent to their interests. They will be able to target the proper audience if they use data to inform their decisions about their social media marketing strategies. Social media platforms are accessible to everyone, but they also give businesses the ability to keep an eye on the behavior of current or potential clients.

One negative example

One unfavorable instance of utilizing social media to influence is the dissemination of incorrect information. Consumer trust in traditional media has been seriously damaged by the pervasive requests for fake news. Unfortunately, erroneous, deceptive, or confusing online content can harm the reputation of your business, even annoy devoted customers, and put consumers off of your good or service.

The drawback of social media marketing, in my opinion, is that it can be bad for a business's profits, brand value, credibility, and moral reputation. Social media abuse can negatively impact a business's revenue, brand value, trust, commercial reputation, and ethical reputation. Information is available everywhere in the digital era (Ashley & Tuten, 2015). A single click of the mouse can instantly send a message across the ocean. This is largely a wonderful example of human creativity at work. It is now more vital than ever to set up protocols to deal with the threats of fake news due to the exponential expansion of digital information.

 

Identify what makes social media messaging effective. Include at least two examples to support your response. 

This is a crucial component of your business' marketing plan. But social media by itself will not help a firm expand. You may use social media to interact with customers, improve leads and sales, and create brand awareness. It makes no difference if you run a huge international business or a tiny local shop. Social networking is not merely a short-lived trend. As more and more people contact businesses through social media, it offers enormous revenue potential.

Examples include:

Gillette's 'The Best Men Can Be'

Gillette created a social media ad in January 2019 that showcased modern masculinity. In this YouTube-only video, Gillette preaches the demonization of emotional expression, sexual harassment, and bullying while examining numerous situations of men grappling with traditional masculinity. The movie continues by discussing other instances of positive masculinity, like defending others, taking care of family, and more. Undoubtedly, the #MeToo movement has had an impact on the movement (Simeon et al., 2020). The company's Instagram page also showcases admirable male role models, organizers, community leaders, and non-profit leaders, as well as brief anecdotes about their global trips. The business also promises to donate $1 million annually for the following three years to charitable groups that "provide the most compelling and impactful efforts to help men of all ages achieve their personal goals." It was relevant and hotly debated.

Spotify's year wrapped

Spotify started a campaign towards the conclusion of the previous year where users could view the most significant musical moments on their website. Your most popular artists, genres, songs, and other fascinating information are displayed on Spotify Wrapped, a dedicated home page. You can also look at how the songs you heard this year matched up with the occasions in your life. After you've finished all the data analysis, Spotify advises posting these highlights on social media, particularly Twitter and Instagram stories, and tagging your favorite artist of the year (Sandberg, 2022). Each user's unique story is created by the program, which enables him to see how his musical preferences have changed over the course of the year and which songs have been with him throughout his life.

References

Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-27.

Boulianne, S. (2015). Social media use and participation: A meta-analysis of current research. Information, communication & society, 18(5), 524-538.

Sandberg, A. (2022). Can data from Twitter produce useful feature suggestions in the audio streaming service field?-An example of Spotify (Bachelor's thesis, University of Twente).

Simeon, R., Dewidar, O., Trawin, J., Duench, S., Manson, H., Pardo, J. P., ... & Welch, V. (2020). Behavior change techniques included in reports of social media interventions for promoting health behaviors in adults: content analysis within a systematic review. Journal of medical Internet research, 22(6), e16002.

Zeng, B., & Gerritsen, R. (2014). What do we know about social media in tourism? A review. Tourism management perspectives, 10, 27-36.