Q5 Social Media Flashcards
Social media traits (3) and influenced by (4)
- transforms its participants from content consumers (1.0) to content channels and producers (2.0).
- meaning brand developing can become shared among people instead of being owned by a company.
- brand image and reputation becomes a shared/multifaceted creation influenced by many as opposed to being soloed shaped by companies/organisations.
- influenced by: > consumer experiences > consumer perceptions > consumer to consumer interactions > consumer to brand interactions
Social media is used by business too (7)
1) interact with and develop new relationships with customers, partners and suppliers, and maintain relationships.
2) seek input from customers on product development - need to listen to the right customers.
3) improve customer service.
4) accelerate problem solving
5) facilitate innovation through collaboration, both customers and key stakeholders
6) manage their brand and reputation, stay engage in online conversations
7) interaction with/between employees in new ways.
Social media from a consumer knowledge sharing perspective
- points
- 3 aspects
- social media is not a commercial space is it an online space for social interaction.
- key elements in consumer to consumer social media interactions are knowledge sharing and gaining social capital.
1) self identity
2) self enhancement
3) personal factors
Social media definition, key difference between 1.0&2.0, and distribution (4)
1) definition
- a group of internet based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user generated content.
2) key difference
- created through easily accessible and user friendly web based publishing techniques
3) distributors
- blogs, microblogs, social networking sites, content sharing sites.
Self enhancement definition +4 points
- self enhancement: key motive for sharing online content.
- when consumers perceive an online advert to be consistent with their own self-concept they are more likely to share it with others.
- knowledge sharing consumers use e-WOM to obstruct and expresses their own online identity
- eWOM: the transmittal of information from one person to another via electronic communication.
- self enhancement is achieved through knowledge and entertainment sharing that attains kudos in the eyes of others.
Personal factors - 2 definitions
- self efficiency: the ability and confidence to do something within social media settings.
- social outcome expectations: strength of social ties and network sizes.
Tying it all together - social media from a knowledge sharing perspective (3)
- consumers go online because of structural factors, content factors and socialisation factors.
- they share knowledge if they have the competence to do so and if they perceive the outcomes of doing this to be favourable.
- this outcome often relates to their self identity and whether knowledge sharing will add to their social capital online.
Social media from a consumer/brand engagement perspective (3)
- engagement: the forming of social relationships by customers with brands.
- customer engagement: customers and stakeholders are active participants rather than just being viewers of content.
Effective social media content -> customer relevance
Customer relevance -> heightened engagement
Positive engagement -> loyalty -> advocacy (in extreme cases)
Circles of engagement - Circles explanation
1) middle circle: feel - engagement
2) outer circles:
- choose: choosing to engage in Social media sites, lead to a liking
- share: leave a positive experience, and sharing this knowledge.
- commit: mentally committing to revisiting the site on a continual basis and sharing their knowledge.
Prominent social media platforms (6)
1) Facebook
2) LinkedIn
3) Instagram
4) blogs
5) Twitter
6) eWOM
Connecting with consumers via Facebook (2)
- the most basic way to incorporate Facebook into a brands digital strategy is to develop a brand page.
- tips for success:
1) prompt visits through other IMC media (visit us on Facebook links)
2) frequent posting of content (fresh and up to date)
3) ensure content is both relevant and entertaining
4) respond quickly to comments
5) encourage visitors to like the brand
Advertising on Facebook (2)
- brands can use targeted advertising to connect with consumers (e.g. Location, demographics, key words)
- Facebook Ad Exchange uses realtime bidding technology to enable brands to compete in automated auctions for the rights to show their display ads to individual users.
Blogs (2)
- blogs are internet based journals, with commentary arranged in reverse chronological order, designed to encourage interaction through computer mediated communication.
- blogs ah e been classified in terms of their orientation. They can be personal views vs. topical, or a community blog vs. individual blog.
Bloggers (2)
1) they blog for 5 reasons:
- self expression
- life documentary
- commenting
- forum participation
- information seeking
2) some bloggers write about products and brands. Most write organically.
Implication of blogs (4)
- blogs represent an expression of people’s view points
- blogs can be a two edged sword
- blogs can be very influential on their audience as seen as independent and unbiased.
- important that companies monitor the blogosphere and intervene to dispel any untruths that might be circulating plus listen to criticisms and learn from them.
