Social Media Marketing
Summary
TLDR本视频深入探讨了社交媒体在营销领域的意义,以及如何分类不同的社交媒体平台。视频首先定义了社交媒体的核心——利用数字技术促进信息和想法的创造、分享与交换。接着,根据Tracy Tooten的2018年社交媒体营销书籍,将社交媒体分为社交社区、社交出版、社交商务和社交娱乐四大类,并详细讨论了每类的特点和营销策略。视频还强调了社交媒体营销的即时性、个性化和一致性,以及企业在社交媒体上的活跃参与和诚实性的重要性。
Takeaways
- 😀 社交媒体在营销中的意义不仅仅是创建和分享信息,它还涉及到如何分类不同类型的社交媒体以及这对营销人员的影响。
- 📚 维基百科对社交媒体的定义强调了其通过数字技术促进信息和想法的创造、分享和交换的核心功能。
- 🔍 社交媒体平台可以根据其功能被分类为社交社区、社交出版、社交商务和社交娱乐四种类型。
- 🤝 社交社区网站侧重于建立和维护有共同兴趣的人之间的关系,例如Facebook和LinkedIn。
- 📢 社交出版平台更侧重于个人创作内容,如YouTube,内容创作者通过这些平台发布内容并与观众互动。
- 💰 社交商务渠道专注于促进商业交易,例如Facebook Marketplace和TripAdvisor,这些平台适合进行商业交流和交易。
- 🎮 社交娱乐平台则专注于娱乐内容的创作和分享,如游戏网站,这些平台不适合进行销售推广。
- 📈 选择社交媒体平台时,需要考虑内容的性质、自我呈现的程度以及媒体的丰富性,这将影响平台的选择和内容的创作。
- 💬 在社交媒体上运营时,需要使用消费者的语言和沟通方式,避免过于正式的商业语言,保持个人化和亲切感。
- ⏰ 社交媒体的即时性要求24/7的响应,因此在开设社交媒体渠道前,需要考虑是否能够满足这种即时响应的需求。
- 🔗 社交媒体营销并非免费,尽管开设账户免费,但创建有价值内容需要大量的时间和努力,这是许多组织容易忽视的。
- 📊 社交媒体策略应与整体营销计划相一致,确保所有社交媒体活动都能支持整体的营销目标。
- 🤔 在社交媒体上,企业应选择适合其需求的平台,并确保所有员工都能参与内容创作和社交媒体运营,以实现更好的整合。
- 📝 社交媒体上的内容创作应真实、有趣,并鼓励互动,避免过度商业化或不专业的行为。
Q & A
社交媒体在营销中的作用是什么?
-社交媒体在营销中的作用是通过数字化技术促进信息和想法的创造、分享和交换。它可以帮助企业与消费者建立和维护关系,发布内容,促进商业交易,并提供娱乐内容。
根据维基百科,社交媒体的定义是什么?
-维基百科将社交媒体定义为使用数字化技术来促进信息和想法的创造、分享和交换的方式。
Tracy Tooten在她的书《社交媒体营销》中是如何分类社交媒体平台的?
-Tracy Tooten将社交媒体平台分为四类:社交社区、社交出版、社交商务和社交娱乐。
社交社区网站是如何定义的?
-社交社区网站是基于建立和维护有共同兴趣或共同点的人们之间的关系的网站。例如,Facebook和LinkedIn可以用于保持联系和更新。
社交出版平台的特点是什么?
-社交出版平台更注重个人创作内容,例如YouTube,内容创作者可以发布视频内容供他人观看,并在课堂上进行讨论。
社交商务渠道与其它类别有何不同?
-社交商务渠道主要与促进商业交易有关,例如Facebook Marketplace、TripAdvisor等,这些平台是社交互动的空间,但与商业交易有关。
社交娱乐平台的目的是什么?
-社交娱乐平台的目的是生产和分享娱乐内容,不应包含任何销售宣传,例如游戏网站。
Kaplan和Halen是如何根据媒体的丰富性和自我呈现水平对社交媒体进行分类的?
-Kaplan和Halen根据媒体的丰富性(即媒体的当前性和多媒体资源的使用)和自我呈现或披露的水平(即内容生产者的重要性)对社交媒体进行分类。
在社交媒体上运营时,有哪些关键观察点?
-在社交媒体上运营时,关键观察点包括使用消费者的语言和沟通方式,保持个人化而非正式的商业语言,确保24/7的即时响应,避免发布新闻稿和企业网站内容。
为什么说社交媒体营销并不是免费的?
-尽管在社交媒体上设立账户可能是免费的,但创建有价值内容需要大量的时间和努力,这些资源是有成本的。
Kaplan和Helen在他们的文章中给出了哪些关于在社交媒体上表现的建议?
-Kaplan和Helen建议企业在社交媒体上要活跃、引领、建立关系、有趣,并倾听他人的声音。他们还强调要诚实、专业,并学会如何使用平台。
Outlines
📚 社交媒体在营销中的角色
本段介绍了社交媒体的基本概念及其在营销中的重要性。社交媒体被定义为利用数字技术促进信息和想法的创造、分享和交换。作者提到了维基百科对社交媒体的定义,并强调了内容创造和分享的重要性。通过引用特蕾西·图滕(Tracy Tooten)在其2018年的社交媒体营销书籍中的观点,将社交媒体平台分为四类:社交社区、社交出版、社交商务和社交娱乐。这些分类有助于营销人员理解不同平台的特点和适用场景。
🔍 社交媒体平台的分类与应用
本段深入探讨了不同社交媒体平台的分类及其在营销中的应用。社交社区平台如Facebook和LinkedIn,侧重于建立和维护人际关系。社交出版平台如YouTube,侧重于个人内容创造和分享。社交商务平台如Facebook Marketplace和TripAdvisor,专注于促进商业交易。社交娱乐平台则专注于娱乐内容的生产,如游戏网站。作者还提到了卡普兰和海伦(Kaplan and Helen)基于媒体丰富度和自我呈现水平对社交媒体进行的分类,并强调了在选择社交媒体平台时需要考虑内容的性质和目的。
💼 社交媒体营销的策略与实践
本段讨论了社交媒体营销的策略和实践。作者指出,社交媒体营销并非免费,尽管创建账户免费,但创造有价值的内容需要投入大量时间和努力。强调了在社交媒体上保持一致的声音和形象的重要性,并建议社交媒体策略应基于企业内部员工的需求,而不是自上而下地强加。同时,作者提醒企业在选择社交媒体平台时需谨慎,确保平台的选择与企业的营销计划相一致,并能够满足消费者的期望。
🤔 社交媒体营销的建议与反思
本段提供了关于如何在社交媒体上进行有效营销的建议。作者引用了卡普兰和海伦的观点,强调了在社交媒体上活跃、建立关系、创造有趣内容的重要性。同时,提醒企业在社交媒体上保持诚实,避免过度商业化或不专业的行为。建议企业在社交媒体上要主动倾听、允许他人参与,并在必要时承认错误。作者还鼓励观众思考如何将这些建议应用到实际的社交媒体营销中,并提出可能的反思和讨论点。
Mindmap
Keywords
💡社交媒体
💡数字媒介技术
💡社交社区
💡社交出版
💡社交商务
💡社交娱乐
💡自我呈现
💡媒体丰富性
💡内容创作
💡战略实施
💡社交媒体营销
Highlights
社交媒体是利用数字技术来促进信息和想法的创造、分享和交换。
社交媒体的分类包括社交社区、社交出版、社交商务和社交娱乐。
社交社区网站基于建立和维护有共同兴趣的人之间的关系。
社交出版平台更注重个人创造内容,如YouTube。
社交商务渠道专注于促进商业交易,如Facebook Marketplace。
社交娱乐平台仅用于娱乐内容的生产,不涉及销售。
社交媒体的内容生产应考虑媒体的丰富性和自我呈现的程度。
社交媒体营销需要考虑内容的类型和平台的选择。
社交媒体的运营需要24/7的响应能力。
社交媒体不是免费的,需要大量的时间和努力来创造有价值的内容。
社交媒体策略应基于业务需求,而不是自上而下的命令。
社交媒体的沟通应保持一致性,无论消费者连接到哪个平台。
社交媒体的使用应选择性地开始,并观察消费者在特定平台上的行为。
社交媒体策略应与更大的营销计划相整合。
社交媒体的运营应为所有人提供访问,并由所有员工共同负责。
社交媒体上的互动应活跃、领导、建立关系并有趣。
在社交媒体上应保持诚实,不应编辑关于自己业务的帖子以误导他人。
Transcripts
we all use social media uh various forms
and many types of social media and we
all have a
general understanding of of what it is
and what it does
uh but in this video uh we're going to
explore a little bit more about what it
means
in marketing terms and how we can
classify different types of social media
and how that has implications for us
as marketers
so the wikipedia page for social media
is actually quite informative and i like
the way that
the page has been edited to say that
social media
is a way that to to use
digitally mediated technologies uh to
facilitate
creation and and sharing and exchange of
information and ideas which is really
really at the core of what
social media is so it it really like if
for you to call it social media it has
to be
uh it has to be related to creating
content
and sharing and exchanging of that
content so it's what
uh it's what we used to call uh web two
zero
uh well now we're talking about web
three four five and six
zero so that term is a bit uh redundant
in this sense but
uh but further on in this special so it
gives a lot of uh
of examples of different types of of
social media which i'm sure you're all
familiar with now tracy tooten gives
a fairly good overview of how we can
classify
different social media platforms in her
2018
social media marketing book so dividing
it up to social communities social
publishing social commerce and social
entertainment so let's have a look at
these four categories in a bit more
detail
firstly social community sites are sites
that are
are based on building and maintaining
relationships
amongst people that have common
interests or have stuff in common so for
example in this course we use
facebook and we use linkedin
to to to stay up to date and to keep
everyone
studying in this course connected
now social publishing platforms are
slightly different because they are
based on more
uh they're more centered on the person
creating the content so
like youtube for example being an
example there
uh and and you so well the video that
you're watching now for example is
is um is published on youtube because i
create content and i put it on there for
you
for you to watch uh and then we can have
a
discussion in class uh at a later stage
so it's more a channel for disseminating
uh content so when you are doing your
assignment one
uh you need to think about to what
extent you want to disseminate content
so when you build your your strategic or
deciding strategic
implementations do you want to
disseminate and publish content
or do you want to have an ongoing
dialogue
and a relationship with
with your audiences and that should help
you guide which type of these platforms
you should use
a social commerce channels are again
quite
different from the from the other
categories we discussed above
because they really have to do that
really has
have to do with facilitating uh
commercial transactions and it is a
super great idea to keep these separated
so that you don't talk about
facilitating commercial or asking people
to buy stuff
if if the consumers and the buyer are in
a different space and are not really
interested in making purchases that just
want to have
communications with you so there's
yeah some examples of that up here as
well
but i think as a yeah facebook
especially facebook marketplace but but
also tripadvisor
or or other types of uh of rating pages
even now you you rate
most things on on google as well
especially on google maps
and and these are you know spaces for
uh for social interactions so it's still
social media
uh but it has to do with uh with
commercial exchange and it's good
practice to keep those uh separate
now the final category is uh social
entertainment category
platforms uh and using those type of
platforms means you like you you produce
content
for entertainment purposes only so
any type of of uh sales pitches
really should not uh be featured on on
those type of channels because they are
purely focused on
entertainment so gaming sites is a is a
typical example
of that now you may look at the examples
here
second life myspace and say well perhaps
they are a little bit outdated but hey
there's a good opportunity for you to
write
a blog post about what are the
uh contemporary social entertainment
platforms
uh that you can use for social
entertainment purposes where you should
really keep
commerce out of it so that could be a
really good thing to blog about
now i know tracy titan got her idea of
her classification of different types of
social media from kaplan and halen's
super classic article
where they classified the different
types of social media based on
how rich the media is and and also
uh like versus the level of self
presentation or disclosure of the
the person behind it and these things
really matter so so let me just quickly
go through this so when we talk about
self-presentation or self-disclosure
it's really about
on this platform in this social media
how much does it matter
who's producing the content is it about
the person
producing the content or is it about the
content in itself
so in on wikipedia for example it's
about the content
and so is it quite often on on youtube
although we will see some some
variations to that but mainly it's about
what content is being produced
while when the self presentation or
disclosure is high
then it's more about the person
producing it so in in a blog like in
your
personal blogs in this course for
example uh
who you are and uh and your opinions
become
becomes then more important uh and when
the media richness
or the social presence is higher which
means that it's more
it's more current it's more happening
right now
using more multimedia resources
uh so in in social networking sites for
example
such as facebook or instagram or
linkedin uh it's
what the content that's being produced
is very much about
the producer and it's also very much
about using more
uh or richer types of media in
in producing that so when you decide
on what platform to use for your uh
for your assignment one if you're going
to suggest
doing implementations using social media
you need to think about
what type of content am i producing does
it require
a high level of of disclosure or
presentation is it really about
business or you presenting the content
or is it more about
the nature of the content itself and
that should help you guide what type of
platform you should use
so in terms of how to operate on social
media there are some some
some key areas or some some key
observations
uh that were discovered quite a a while
ago but
people are still making mistakes in
these areas so so let's look at these
as part of the additional readings for
this week so let's look at these four
categories about
like learnings from early travelers on
social media
to a very large extent the old way of
thinking about community engagement is
about
engaging the community on your terms so
you
provide them to the community as a
business and then people will engage
with you but
on social media it's it's the consumer's
space so you need to use
their language and communication so you
need to sit there and observe how the
platform works before you use it and
then communicate
accordingly and it's also really good
practice to be personal
rather than use formal business language
and there's there's always businesses
that get gets this really
wrong and no one pays attention because
they
use language that are way too formal
another thing that's super important to
always keep in mind that it's immediate
and it requires 24 7 availability so
before you even open a channel on social
media
you need to think about well if you are
there
then people expect you to respond
immediately like let's say for example
that i opened
a whatsapp group for this course
you would be messaging me on there 24 7
because well it's whatsapp i'm
communicating with my friends on there
all the time
and so i would expect course coordinator
to be there
uh all the time as well which is part of
the reason why i'm not
opening a whatsapp group for this course
uh and also it's this is no place for
uh for press releases and corporate
websites
so now we're talking about like social
networking sites in particular
if you want to produce press releases
corporate websites then you know a blog
maybe a better forum
for that than a social networking site
now for organizations small or large
social media can be used for a whole
range of of different
purposes so even if you're working for a
small
business as as you may well do in in
assignment one and two
it may be uh if it hasn't been
established already to develop
a social media channel through signal or
telegram or whatsapp
for internal communication as well
between uh staff members
uh but but to move this to a strategic
level it really should be
uh bottom-up it should be based on the
needs of the people working in the
business rather than
being top down but what is important as
well
for platforms that are available and
visible to the public is that you
develop a consistent voice so that
if you have various social medias across
different platforms then
it shouldn't matter which platform
consumers are
connecting to they should be receiving
the same message and have a consistency
in
in the communication you provide now
this is a point that we keep coming back
to
again and again and again and again
social media
and social media marketing it is not
free
yes it's free to set up a facebook
account
but it takes an enormous amount of time
and effort
to create valuable content on that
platform
someone's got to sit there and do that
and it's not free
their time is valuable and they need to
be
consistently involved in order to make
an impact and to make an effort
or or to make or to create value for
for the consumers rather and it requires
more more input and effort than most
organizations anticipate so when you
consult a small business you really need
to
to put this in perspective and keep this
in mind so
you cannot you know suggest that this
small business you
should produce and create an enormous
amount of content when they have
a finite amount of resources and it's
also the expectation
from consumers that when you're on this
channel you will be available 24 7
so you need to to make sure that someone
is there to
respond to inquiries when
when they pop up when you open up a
channel
now kaplan and helen also in their
article give some advice for
for companies that are that are using
social media
and and i think like the first one there
is is about
choosing carefully so it's really a good
idea to
start observing what consumers are doing
on a particular platform before you
actually open up so going back to the
point i made earlier about
expecting 24-hour access for example if
you can't meet that demand
and if that's what people expect on the
platform perhaps you shouldn't be on
that platform
and that goes into the second piece of
advice there so that you you choose
carefully you
when and when you pick your app or you
pick an application that is out there
or if that doesn't serve the purpose
then you may also make your own or host
it on your own website
uh as as we've talked about in other
slides as well
uh you've got to ensure that there is an
alignment and that your part
that you plan is integrated into your
bigger
marketing plan and another key
important area here is that social media
and when you are operating on social
media it should really be an access for
all and for all employers it shouldn't
be up to
some people to create all the content
and doing all the social media stuff
while the other one is just
going ahead with with business as usual
it's
social media for and through a business
works absolutely works best when it's
uh it's integrated into the business so
that everyone is responsible
uh for it and that's only achieved
uh by producing a good strategic plan
which is your assignment one
now finally for this video kaplan and
healing also gives some advice
about how to be social on social media
they say that you you should be active
you should lead you should create
relationships
uh you should be interesting uh which
include that you should listen
and enable other people to contribute so
you're not
interesting if you flog them with uh
things that you care about
and you also got to be humble and learn
how to use the platform
admit mistakes and so forth which
also relates to being unprofessional uh
and and sort of so be be more personal
and fun in that sense now that's
you know a great opportunity to write
another blog post
uh look at businesses that have taken
that piece of advice too far and been
been too unprofessional uh or perhaps
also look at some
some businesses that are not being
unprofessional
enough but yeah you can you can
play with that and write a good a good
blog post uh
be honest is another important area
uh and and for like for example
wikipedia is not advertising so you
don't go in there and edit
posts about your business to make it
sound like something that
uh that it's not uh and there's another
thing that you could
you could potentially blog about
businesses that are not being honest on
social media and the potential backlash
that comes
from that alright that's all i have for
this video
and i'll see you in the next one
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