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Summary Marketing IIB (Integrated Marketing Communications) Chpt.14 - Social Media
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Themes of Successful Social Media Campaigns, Advantages and Disadvantages, and Comparisons with Traditional Media.
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Integrated Marketing Communications by ProfessorBurgerQueenSocial Media
- websites and applications that enable users to create and share content or to
participate in social networking.
- According to Meltwater, there are 25.8 million active social media users in South
Africa (42.9% of population)
- Main reasons for using social media
- Keeping in touch with friends and family
- Reading news stories
- Seeing what's being talked about
- Finding inspiration for things to do and buy
- Finding content
- Work-related research or networking
- Most used social media platforms
- Tiktok
- FB messenger
Comparisons with Traditional Media
- Reach
- Both offer scale, but traditional media is more centralized, while social media
is decentralized
- Usability
- Traditional media requires specialized skills and training
- Anyone with online access can generate content for social media
- Immediacy
- Traditional media often has long time lags
- Social media can be generated very quickly
- Permanence
- Once created, traditional media cannot be altered
- Changes can be made “on the fly” with social media
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