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Lecture notes: Introduction to social media marketing (MKT3012 Digital Marketing)
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Lecture notes introducing the social media environment and social media marketing.
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Introduction to social media environment and social media marketingWhat are social media?
“Social media are the online means of communication, conveyance, collaboration, and cultivation
among interconnected and interdependent networks of people, communities, and organizations
enhanced by technological capabilities and mobility.”
Built on philosophy of participation (5th P)
Social media value chain framework – 5 basic components under value chain
1st component = Web 2.0 – first component of the social media infrastructure.
Web 1.0 was the era of cognition in which a network of data producers served information to
primarily passive consumers. Web 2.0 marked major shift by connecting networks of people in
addition to networks of information. Web 2.0 offered a cost effective solution that provides access
to rich data, access to micro markets, software operating on multiple platforms and beyond.
Web 2.0 = foundation of social media
2nd component = social media channels.
3rd component = social software – these are computer programmes that enable users to interpret
and share data online
4th component = Devices – devices used to access the internet. Expanded recently to include smart
watches
5th element = People- participation and sharing from people. E.g. bloggers sharing and creating
content.
, The zones of social media:
Social community – focuses on relationships. Social networking sites, construct and maintain
profiles. Social identity or avatars, maintain a social presence in a community. Also known by
connections such as followers, fans and friends. Messaging, forums, online community.
Social commerce – online buying and selling of products and services, review sites, social shopping
markets.
Social publishing – blogs, micro sharing sites.
Social entertainment – opportunities for play and enjoyment, interaction between players, activities
and gaming accomplishments.
Zones of social media and examples:
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