Social Media Strategy

*Question (Lab 10): Develop a social media strategy for ___ company along the dimensions of low-
costs Vs differentiation and meet Vs friend solution.
4 barriers cause Social Failure
 What is Social Failure? unmet social needs (e.g. 未必問個 super handsome guy 拎 contact,
grandparent 同 grandchildren 有 generation gap so not talk much)
 Breadth: no opportunity to meet other people (e.g. 讀男校難識女朋友)
 Display: not display personal info to others. 自己--X->人哋
 Search: not get information from others 人哋--X->自己
 Communication: information to each other. (e.g. 外國人, language barrier)

How Social Media (online-dating web) provide solutions to Social Failure / address the 4 barriers?
OKcupid eHarmony
Breath More young people, Less young people
Barrier? So More effective [but young people needs online dating
MORE than older people]
Less shorter people More taller people,
[but shorter people needs online- So more effective to reduce Breadth
dating web MORE than taller people] barrier.
Display “Voluntary” to provide own “Mandatory” to provide demographic
Barrier? demographic information, information, so provide more
[display own Less effective to address display information about yourself,
information to barrier --> eHarmony more effective to
others?] reduce display barrier
Search Allow to search and freely browse Send you <7 every day, restrictive,
Barrier? [seems more effective] +
[search for But, shorter men receive fewer views same for different height group
other people?] than taller man [more opportunity for shorter guy]
--> eHarmony more effective
Communicatio Not know who she/he is Know the other person well before
n barrier? the conversation,
So women more likely to respond,
--> eHarmony more effective
Solution to Social Failure? Friend Solution and Meet Solution
 Meet Solution: new friend / help people to meet new people
 Friend Solution: reconnect old friend / to strengthen relationship with existing friends

Low-cost and Differentiation