Social Media 101 : The Good, The Bad, and The Weird

Social Media 101: The Good, The Bad, and The Weird

Daniel M. Ladik, Ph.D.,

Associate Professor of Marketing Stillman School of Business

Seton Hall University

@DanoLadikwww.dignuggetville.com

daniel.ladik@shu.edudignuggetville@gmail.com

June 19th, 2012

The Weird? • The Wild World of Social Media

– http://www.youtube.com/watch?v=ZQzsQkMFgHE

• Social Media Explained in one Instagram– http://authentic.ly/social-media-explained-in-one-

instagram/

Breaking Down Social Media • Social:

– marked by or passed in pleasant companionship – the two-way interaction of the individual and the

group; the formation of cooperative and interdependent relationships

• Media:– the means of communication, as radio and

television, newspapers, and magazines, that reach or influence people widely

Social Media• Social media are the means of communication based

on interdependent relationships and cooperation among friends and associates– Enhanced by the anytime, anywhere benefits of the Web

and mobile technologies– Built around online communities

Social Media Marketing• Social media marketing is the utilization of social

media technologies, channels, and software to create, communicate, deliver, and exchange offerings that have value for an organization’s stakeholders.

A Brief History (Video) of Social Media Note: The following video can be found on iTunes U. Search for the University of South Florida – select Social Media – select the “Socially Digital” show – watch to the 3:30 minmark

Pros and Cons of Key Advertising MediaEXHIBIT

Type of Media PROS CONS

Television Combines multimediaAppeals to multiple sensesWorks for both mass coverage or selected marketsInfomercial option

Impressions are fleetingShort shelf lifeDin (clutter) of competing adsTiVo effect – cutting out adsHigh cost

Radio Quick placement and high message immediacyEasy selectivity by market and station programmingLow costGeographic flexibility

Audio onlyShort shelf lifeDin of competing ads

Newspapers FlexibleTimelyHighly credible medium

Short shelf lifeBig city and national papers can be very costlyPoor reproduction quality, especially in colorLow pass-along rate

Magazines Many titles, offers high geographic, demographic, and lifestyle selectivityGood reproduction quality and colorHigh pass-along rate

Long lead time for ad placement due to productionFinal location of ad within the publication often cannot be guaranteed

Outdoor Repeat exposure in heavy traffic areasRelatively low costFewer competing adsEasy geographic targeting

Space and structure limits creative executionSometimes requires longer than desired commitments to a locationPublic discontent over environmental clutter

Direct Mail High audience selectivityCreates feel of one-to-one marketing Flexible

Overuse and “junk mail” imageToo many competing adsRelatively high cost

Electronic/web Interactive capabilities (2-way communication)FlexibleTimelyLow cost per exposure

Reader in control of exposure (click-through)SPAMVariations in connectivity speed and computers

Shifting to Social Media

Source: David Armano, Logic + Emotion, Online: darmano.typepad.com

The Realm of Social Media

http://www.mirnabard.com/2010/02/15-categories-of-social-media/

Zones of Social Media

Exemplar Channels

The GOAL!• In my eyes, the main goal is to BUILD a user

community• It is cheaper to market to existing customers than it is

to find new customers• New customers tend to buy less than repeat customers• Repeat customers do more pro-social behaviors such

as positive word-of-mouth• Social Media is an excellent means to accomplish

these objectives (ROI)

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