Social media marketing is a recent addition to organizations¶ integrated marketing communications plans.

Integrated marketing communications is a practice organizations follow to connect with their target markets. Integrated marketing communications coordinates promotional elements: advertising, personal selling, public relations, publicity, direct marketing and sales promotion.[1] Increasingly, viral marketing campaigns are also grouped into integrated marketing communications. In the traditional marketing communications model, the content, frequency, timing, and medium of communications by the organization is in collaboration with an external agent, i.e. advertising agencies, marketing research firms and public relations firms.[2] However, the growth of social media has impacted the way organizations communicate. With the emergence of Web 2.0, the internet provides a set of tools that allow people to build social and business connections, share information and collaborate on projects online.[3] Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks. A corporate message spreads from user to user and presumably resonates because it is coming from a trusted, third-party source, as opposed to the brand or company itself. Social media has become a platform that is easily accessible to anyone with internet access. Increased communication for organizations fosters brand awareness and often, improved customer service. Additionally, social media serves as a relatively inexpensive platform for organizations to implement marketing campaigns. With emergence of channels like Twitter, the barrier to entry in social media is greatly reduced.

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1 Platforms 2 Software tools 3 See also 4 References

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Social media marketing is known as SMO or Social Media Optimization and benefits organizations and individuals by providing an additional channel for customer support, a means to gain customer and competitive insight, recruitment and retention of new customers/business partners, and a method of managing reputation online. Key factors that ensure its success are its relevance to the customer, the value it provides them with and the strength of the foundation on which it is built. A strong foundation serves as a platform in which the organization can centralize its information and direct customers on its recent developments via other social media channels, such as article and press release publications. Oftentimes, corporate social media platforms are used to offer unique incentives to customers who are willing to engage (i.e. "like" a Facebook Page).

^ http://online. Social media: The new hybrid element of the promotion mix.0 SEO [edit] References 1. which allows the creation and exchange of user-generated content. Indiana University 3. ^ W. Glynn Mangold. David J. ^ W. A common thread running through all definitions of social media is a blending of technology and social interaction for the co-creation of value. Faulds. the free encyclopedia (Redirected from Social Media) Jump to: navigation."[1] Businesses also refer to social media as consumer-generated media (CGM). Popular tools include: y y y Sysomos .html Social media From Wikipedia. Andreas Kaplan and Michael Haenlein also define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2. Social media: The new hybrid element of the promotion mix.com/article/SB122884677205091919. . Glynn Mangold.Inbound social media marketing Klout . The Journal of the Kelley School of Business.Social media monitoring and analytics provider Hubspot . The Journal of the Kelley School of Business. using highly accessible and scalable communication techniques. Indiana University 2.wsj. Business Horizons.Monitoring and analytics [edit] See also y y y y y y Social Media Marketing Internet Marketing Integrated Marketing Communications Web 2. David J.[edit] Software tools Several companies are now providing specialized tools and platform for social media marketing. Business Horizons. Faulds. Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue. search Social media are media for social interaction.0.

and dissemination.[2][3] As one Cairo activist succinctly put it.2 Collaboration/authority building o 3. however. . 2.1 Communication o 3. Twitter to coordinate. and distinguished by multiple points of production and utility. production.4 Reviews and opinions o 3.3 Multimedia o 3. and "social authority" 3 Examples o 3. compared to industrial media. They are relatively inexpensive and accessible to enable anyone (even private individuals) to publish or access information. Marketing. either a blog post or a television show may reach zero people or millions of people. Reach . education. for example. social media tools are generally available to the public at little or no cost. Industrial media." [4] However.Social media may have been integral to the Arab revolutions and revolts of 2011. there is some debate about the extent to which social media facilitate this kind of change.5 Entertainment o 3. which generally require significant resources to publish information. "³We use Facebook to schedule the protests. typically use a centralized framework for organization. and film. whereas social media are by their very nature more decentralized. television..[5] Contents [hide] y y y y y y y 1 Distinction from Industrial media 2 Social media. news. etc. Is social media the most effective way to distribute information? One characteristic shared by both social media and industrial media is the capability to reach small or large audiences. Some of the properties that help describe the differences between social media and industrial media are: 1. less hierarchical. and YouTube to tell the world. Social media are distinct from industrial or traditional media. such as newspapers.both industrial and social media technologies provide scale and are capable of reaching a global audience.the means of production for industrial media are typically government and/or privately owned.6 Brand monitoring 4 Patents 5 See also 6 References 7 Further reading [edit] Distinction from Industrial media People gain information. by electronic media and print media. Accessibility .

In his 2006 book. this feature may not prove distinctive over time.industrial media. "Out of this anarchy. uses the neologism network economy or "network information economy" to describe the underlying economic. as industrial media begin adopting aspects of production normally associated with social media tools. TV and newspapers are run by professionals and some by amateurs. He also cautions against social networks that grow too big and become a monopoly as this tends to limit innovation[7]. 5. the only way to intellectually prevail is by infinite filibustering. Under these rules. writing. internet page views occurred at one of the top social networking sites in December 2009. Conversely. most social media production does not require specialized skills and training. up from 13.[10] Over 25% of U.3. They use both social and industrial media frameworks.[8] A total of 234 million people age 13 and older in the U. Benkler. The Wealth of Networks: How Social Production Transforms Markets and Freedom. Some of the most recent statistics are as follows: y y y y y Social networking now accounts for 22% of all time spent online in the US."[6] Tim Berners-Lee contends that the danger of social networking sites is that most are silos and do not allow users to port data from one site to another. However.[9] Twitter processed more than one billion tweets in December 2009 and averages almost 40 million tweets per day. or requires only modest reinterpretation of existing skills. social. or even months) compared to social media (which can be capable of virtually instantaneous responses.8% a year before. it suddenly became clear that what was governing the infinite monkeys now inputting away on the Internet was the law of digital Darwinism. like many academics. some community radios. There are various statistics that account for social media usage and effectiveness for individuals worldwide. Permanence .[12][13] . the survival of the loudest and most opinionated.[11] Australia has some of the highest social media usage statistics in the world.S. only the participants determine any delay in response). Community media constitute an interesting hybrid of industrial and social media.the time lag between communications produced by industrial media can be long (days. Immediacy .S. However. cannot be altered (once a magazine article is printed and distributed changes cannot be made to that same article) whereas social media can be altered almost instantaneously by comments or editing. 4. and technological characteristics of what has come to be known as "social media". anyone with access can operate the means of social media production.industrial media production typically requires specialized skills and training. Yochai Benkler analyzed many of these distinctions and their implications in terms of both economics and political liberty. weeks. Though community-owned. Usability . In terms of Facebook use Australia ranks highest with almost 9 hours per month from over 9 million users. in theory. Andrew Keen criticizes social media in his book The Cult of the Amateur. used mobile devices in December 2009. once created.

. This may seem counter-intuitive but is the main reason building social authority with credibility is so important. As the 2010 Trust Study indicates. check-ins... "Top of mind awareness" develops and the consumer naturally begins to gravitate to the products and/or offerings of the authority/influencer.y The number of social media users age 65 and older grew 100 percent throughout 2010.. and expertise in a specific area or industry through providing valuable and accurate information on an ongoing basis without a marketing angle overtly associated. In the 2010 Trust Report. thereby becoming an influencer in that field or area. views. If this can be done.) Social media ROI pyramid[15] One of the key components in successful social media marketing implementation is building "social authority". the majority switched to 64% preferring their information from industry experts and academics. Marketing. support response. [14] [edit] Social media.) Social media analytics (share of voice. [17] However. Someone performing a "marketing" role within a company must honestly convince people of their genuine intentions. [16] It is through this process of "building social authority" that social media becomes effective. and of. In the Edleman Trust Barometer report in 2008.) Engagement Data (clicks. using social media as a form of marketing has taken on whole new challenges. knowledge. reputation. [20][21] . This person or organization becomes a thought leader and value provider . That is why one of the foundational concepts in social media has become that you cannot completely control your message through social media but rather you can simply begin to participate in the "conversation" in the hopes that you can become a relevant influence in that conversation. "This loss of trust. it is most effective if marketing efforts through social media revolve around the genuine building of authority. the recipient of that information ± and that message itself ± begins to develop naturally. they are even more resistant to direct or overt marketing through social media platforms. seems to be coinciding with the rise of social media and networks. trust with.. A marketer can generally not expect people to be receptive to a marketing message in and of itself. Technology's Brent Leary. According to Inc.setting themselves up as a trusted "advisor" instead of marketer.. resonation. so that one in four people in that age group are now part of a social networking site."[18][19] Thus. the majority (58%) of the respondents reported they most trusted company or product information coming from "people like me" inferred to be information from someone they trusted. Social authority is developed when an individual or organization establishes themselves as an "expert" in their given field or area. fans. followers. and the accompanying turn towards experts and authorities. this conversation participation must be cleverly executed because while people are resistant to marketing in general. and "social authority" Business metrics (revenues.

Orkut. Open Diary. video. Ning. wallpostings. Hi5. Diaspora.ca Nasza-Klasa. providing valuable content through social networks on platforms such as Facebook and Twitter. and virtual social worlds. including Internet forums. Bebo. Hyves. Foursquare. Identi. weblogs. Plurk. consumers are as likely ± or more likely ± to make buying decisions based on what they read and see in platforms we call "social" but only if presented by someone they have come to trust. The Hotlist Social networking: ASmallWorld. IRC Events: Eventful. virtual game worlds. and providing fact-based answers on "social question and answer sites" such as EHow and Yahoo! Answers. social blogs. Twitter. picture-sharing. article writing and distribution through sites such as Ezine Articles and Scribd. Google Buzz. Yammer. media richness) and social processes (self-presentation. Plaxo. Facebook places. This made Stoppelenburg one of the first people online who used the online media on a social and effective manner. TypePad. MySpace. content communities. photographs or pictures.Of course. Upcoming Information Aggregators: Netvibes.[23] [edit] Examples The Dutch man Ramon Stoppelenburg traveled around the world for free. and voice over IP. without spending any money. self-disclosure) Kaplan and Haenlein created a classification scheme for different social media types in their Business Horizons article published in 2010. email. Xanga Microblogging: FMyLife. Posterous. As a result of social media ± and the direct or indirect influence of social media marketers ± today. podcasts. Geoloqi. music-sharing.[22] This is why a purposeful and carefully designed social media strategy has become an integral part of any complete and directed marketing plan but must also be designed using newer "authority building" techniques. [edit] Communication y y y y y y Blogs: Blogger. ExpressionEngine. vlogs. LiveJournal. crowdsourcing. to name a few. there are many ways authority can be created ± and influence can be accomplished ± including: participation in Wikipedia which actually verifies user-generated content and information more than most people may realize. Many of these social media services can be integrated via social network aggregation platforms. wikis. Gowalla.com. Qaiku. instant messaging. His website was his profile with which he created his own necessary network of online offered places to stay for the night. According to Kaplan and Haenlein there are six different types of social media: collaborative projects. By applying a set of theories in the field of media research (social presence. Twine (website) . Jaiku. Facebook. Cyworld. reports have shown organizations have been able to bring back dissastisfied customers and stakeholders through social media channels. from 2001 to 2003. Meetup.pl Location-based social networks: Foursquare. Additionally. LinkedIn. rating and social bookmarking. Tagged. XING . WordPress. Tumblr. Vox. thanks to his blog on Letmestayforaday. blogs and microblogs.com. The Hotlist. social networking sites. microblogging. Technologies include: blogs. Social media can take many different forms.

Plone Document Managing and Editing Tools: Google Docs. Waze [26] Content Management Systems: Wordpress. Nico Nico Douga. Bandcamp. WikiAnswers.com Collaboration: Central Desktop [edit] Multimedia y y y y y Photography and art sharing: deviantArt. Yahoo! Answers. YouTube. The Hype Machine. Vimeo. SmugMug. Quora [edit] Entertainment y y y Media and entertainment platforms: Cisco Eos Virtual worlds: Active Worlds. RuneScape Game sharing: Kongregate.tv. oovoo Music and audio sharing: ccMixter. Yelp. World of Warcraft. MySpace Music.Soundclick. StumbleUpon. Dailymotion. Pandora Radio.tv.com. Presentation sharing: scribd.y Online Advocacy and Fundraising: Causes. Newgrounds. Sysomos. Forterra Systems. Armor Games [edit] Brand monitoring y Social media measurement: Attensity.com. Ustream. Wikispaces Social bookmarking (or social tagging):[24] CiteULike. Flickr.com Business reviews: Customer Lobby. Statsit. Groove Shark. EHow. Livestream. ReverbNation. folkd Social Media Gaming: Empire Avenue[25] Social news: Digg. blip. Miniclip. NowPublic. Skype. The Sims Online. Wikimedia. SlideShare [edit] Reviews and opinions y y y Product reviews: epinions.com. Stickam.fm. Metacafe. Reddit. Stack Exchange. Diigo. ShareTheMusic. Wikia. Syncplicity. Openfilm Livecasting: Justin. Community Q&A: Askville. Viddler. SoundCloud. Photobucket. Newsvine Social navigation: Trapster. Zooomr Video sharing: sevenload. Vocus [edit] Patents . Dropbox. Docs. Kickstarter [edit] Collaboration/authority building y y y y y y y y Wikis: PBworks. Drupal. Mixx. Picasa. Second Life. Wetpaint. Delicious. Inc. Google Reader. OpenCU. MouthShut. Last.imeem.

largely due to the multi-year backlog in examination of business method patents[29] [edit] See also y y y y y y y y y y Brand infiltration Citizen media Connectivism (learning theory) Human impact of Internet use#Internet and political revolutions Metcalfe's law MMORPG Networked learning New media Online research community Participatory media [edit] References Digital media From Wikipedia. however. The number of published applications has been growing rapidly over the past five years. There are now over 250 published applications. the free encyclopedia Jump to: navigation.Number of US social network patent applications published per year and patents issued per year[27] There has been rapid growth in the number of US patent applications that cover new technologies related to social media.[28] Only about 10 of these applications have issued as patents. search .

communication. a form of digital media. Digital Media Alliance Florida. science. It can refer to the technical aspect of storage and transmission (e. hard disk drives or computer networking) of information or to the "end product". social interaction and education".g. technology and business for human expression.hard drives store information in binary form and so are considered a type of phyiscal digital media Augmented reality. Contents [hide] y y y y y 1 Data conversion 2 Data processing 3 Examples 4 Art 5 Companies . Florida's digital media industry association. augmented reality or digital art. playing on an iPhone Digital media is a form of electronic media where data is stored in digital (as opposed to analog) form. There is a rich history of non-binary digital media and computers. such as digital video. defines digital media as "the creative convergence of digital arts.

(July 2008) Main article: digital signal processing As opposed to analog data. [edit] Data processing This section may require cleanup to meet Wikipedia's quality standards. digital data is in many cases easier to manipulate and the end result can be reproduced indefinitely without any loss of quality. The talk page may contain suggestions. digital video. Other views might lead to different lists. The foundations of operation on digital information are described in digital signal processing. [edit] Examples The following list of digital media is based on a rather technical view of the term media. Therefore. television versus digital television). y y y y y y y y y Cellular phones Compact discs Digital video Televisions e-books Internet Video games e-Commerce Game consoles . According to information theory. Mathematical operations can be applied to arbitrary digital information regardless of its interpretation (you can add "2" to the data "65" and interpret the result either as the hexadecimal number "43" or the letter "C"). Please improve this section if you can. sampling is a reduction of information.y y y y 6 See also 7 References 8 Further reading 9 External links [edit] Data conversion Main article: Analog-to-digital converter The transformation of an Analog signal to Digital information via an Analog-to-digital converter is called sampling. it is possible to use the same compression operation onto a text file or an image file or a sound file. Most digital media are based on translating analog data into digital data and vice-versa (see digital recording.

Such art can be an image. For instance. As our culture becomes increasingly digitized. the medium itself is considered the artwork. Many traditional disciplines are now integrating digital technologies and. Nevertheless. Often. As a result. as a result. animation. video. defining computer art by its end product can thus be difficult. In doing so the culture is also reflected in the artwork as is the artist's personal vision. digital artists are leading the way in exploring and defining this new culture. what centuries of artists have always done by exploring and adopting a culture's new technology toward the making of a personal imagery. videogame. DVD-ROM. an artist may combine traditional painting with algorithm art and other digital techniques. Comic book artists in the past would generally sketch a drawing in pencil before going over the drawing again with India ink.y y Computers Interactive media [edit] Art Main article: Digital art Picture produced by Drawing Machine 2 Digital art is any art in which computers played a role in production or display of the artwork. web site. Currently. this type of art is beginning to appear in art museum exhibits. acrylics or oils. using pens and brushes. simply. Magazine illustrators often worked with India ink. the lines between traditional works of art and new media works created using computers has been blurred. sound. Digital artists do. Digital . performance or gallery installation. algorithm. an increasing number of artists are now creating digital artwork. CD-ROM.

digital art may be exchanged and appreciated directly on a computer screen in gallery situations or simultaneously in every place on the globe with access to the web. lenses or other tools that traditional artist use to shape their materials. these electronic brushes and tools allow an artist to translate hand motions. In addition. and what were formerly chemical dark room techniques into the mathematical changes that effect the arrangement of screen pixels and create a picture. Taken as a whole an image consisting of pure light is the feedback devise that tells an artist what is being made and simultaneously stored on the computer's hard drive. cutting and pasting. prominent names being: y y Publicis McCann Erickson Companies offering training in Digital Media: y y y y Digital Media Academy Giant Campus John Lennon Educational Tour Bus Sterling Ledet & Associates [edit] See also y y y y y y y y y y Analog-to-digital converter Content delivery Digital asset management Digital signal processing Media psychology Electronic publishing New Media Cybertext Digital Billboards Category:Information technology education .Artists use a medium that is nearly immaterial. [edit] Companies Several design houses are active in this space. Digital Art is created and stored in a non-material form on the computer's memory systems and must be made physical. Rather than manipulating digital code directly as math. Digital Artists employ many types of user interfaces that correspond to the wide variety of brushes. that being binary information which describes the color and brightness of each individual pixel on a computer screen. Being immaterial has its advantages and with the advent of high quality digital printing techniques a very traditional long lasting print of this artwork can also be produced and marketed. usually in the form of prints on paper or some other form of printmaking substrate.