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SaleS, marketing, and communicationS practice
Marketing leadership council®
p  s Ms
Reinal BrienLnn9 Febrary 2010
 
copieS and copyright
As always, members are welcme t an nlimite nmber  cpies  te materials cntaine witin tis ant. Frtermre, members may cpy any rapic erein r teir wninternal prpse. Te Crprate Exective Bar Cmpany reqests nly tat members retain te cpyrit mar n all paes prce. Please cntact yr Member Spprt Centerat +1-866-913-6451 r any elp we may prvie.Te paes erein are te prperty  Te Crprate Exective Bar Cmpany. Beyn te membersip, n cpyrite materials  Te Crprate Exective Bar Cmpany maybe reprce witt prir apprval.
legal caveat
Te Maretin Leaersip Cncil as wre t ensre te accracy  te inrmatin it prvies t its members. Tis reprt relies pn ata btaine rm many srces, wever,an te Maretin Leaersip Cncil cannt arantee te accracy  te inrmatin r its analysis in all cases. Frtermre, te Maretin Leaersip Cncil is nt enae inrenerin leal, accntin, r ter pressinal services. Its reprts sl nt be cnstre as pressinal avice n any particlar set  acts r circmstances. Members reqirinsc services are avise t cnslt an apprpriate pressinal. Neiter Te Crprate Exective Bar Cmpany nr its prrams are respnsible r any claims r lsses tat mayarise rm a) any errrs r missins in teir reprts, weter case by te Maretin Leaersip Cncil r its srces, r b) reliance pn any recmmenatin mae by te MaretinLeaersip Cncil.
 
Frm te MARkETINg LEAdERShIP CouNCIL® te SALES, MARkETINg, ANdCoMMuNICATIoNS PRACTICEwww.mlc.exectivebar.cm
© 2010 The Corporate Executive Board Company.All Rights Reserved.
MLC5462310SYN
3
WHAT IS SOCIAL MEDIA?
“Social media” is a typeo computer-mediatedcommunication targetedat three outcomes.
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ts s b b w  — ,b b,  .
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S  s s b  ss.
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t s bs   s  s   s  ws w .
Examples oSocial MediaOutcomes Sought ThroughSocial MediaMotivators or Social MediaParticipation
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Connect—
Pt peple in cntact witeac ter t sare.
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Collaborate—
Enable peple t wrteter.
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Inorm/Convince—
Cnveyinrmatin r ieas; cane peple’smins.
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Altruism—
I eel  tat I elpeimprve smetin I care abt.
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Narcissism—
I eel special t seemysel in a pblic rm.
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Recognition—
I eel  tatmy wr/iea/inpt was vale/recnize.
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Armation—
I eel  t ave myieas/ientity arme.
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Belonging—
I eel  t be part a rp wit sare interests.
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