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Syllabus Social Media Marketing Spring 2011

Syllabus Social Media Marketing Spring 2011

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Published by Ashwin Malshe
This is the syllabus for my Social Media Marketing course. Feel free to share it with others. Just acknowledge the source--me!
This is the syllabus for my Social Media Marketing course. Feel free to share it with others. Just acknowledge the source--me!

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Published by: Ashwin Malshe on Feb 08, 2011
Copyright:Traditional Copyright: All rights reserved


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Ashwin Malshe
MKTG 480FSpring 2011
Table of Contents
Conversations are usWords are aplenty but inept Encrypted in each whisper is a message And thousands in a fleeting glimpse
When was the last time you conversed with someone? About anything...that new song youheard on the radio or the semester that is ahead of you
? Anywhere…on the phone, in person,on Facebook? With anyone…friends, parents, siblings, or that random guy on the
elevator?Perhaps you are conversing even now while reading this text!Conversations are fundamental to our existence. As human beings, we tried hard to achievethe ability to converse. We invented languages
thousands of them
in order to improve the
efficiency of our communication (Then we decided that words were too easy: “Talk is Cheap”).We continued to converse. That’s how we share
d our stories with others
those who matter as
well as those who don’t.
 The conversations are already happening for age
by hand gestures, sounds, and writtensymbols. We evolved from meeting personally to writing letters to making phone calls tosending emails. And then we evolved again. We created the Internet and online socialnetworks.This is the latest and the most evolved medium for conversations. This is the social medium.You and I are already here. Now the firms want to join us too. They were part of ourconversations. Now they want to
part in these conversations. The question is
Will theyadd value to our lives?
Remember that it is not us who are entering their world; it is thebusinesses that are knocking on the doors of our social networks.As future employees, you will usher into the corporate world that is desperately trying tounderstand the conversations of its consumers. Their focus on social media is not just a fad ora spark in the pan. There is serious money riding on it. The businesses that ride this trend willsurvive or even thrive. The ones left behind will die. You want to join the living, thriving ones.Embracing social media for businesses is not just a shift in the communication strategy. It is apart of the fundamental change in the corporate culture that is antiquated. It demands
transparency. The consumer doesn’t want to be treated lik
e a king, rather just a human being.But treating people like, say people, is the toughest task for the businesses. Their current
marketing strategies are influenced by industrial manufacturing practices. “If the goods can be
grouped together,
why can’t be
the people?” ask
the marketers. They then segment the humanrace
into “homogenous groups”—
each person in the segment is the same as the other. Theyposition their brands in our minds
every consumer looks at the brand the same way.This has to change. The businesses have to be more than just legal entities
nexus of contracts.They are run by people for the people. It is high time we bring out the human elements withinthe businesses in order to converse with the consumers. Remember the consumers have a

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