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 @DanoLadik www.dignuggetville.com [email protected] [email protected] June 19 th , 2012
Feb 25, 2016
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
[email protected]@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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