Chapter 19
Comparing Social and Traditional Media
1) *Ability to reach both large and niche audiences.* Both have the ability to reach both large and niche audiences. 2) *Expense and access* Traditional media is generally more expensive to produce than social media and have restricted access by individuals; whereas social media are generally accessible everywhere to those with smartphones, computers, and tablet devices and can be produced cheaply. 3) *Training and number of people involved.* Producing traditional media typically requires specialized skills and training and often involves teams of people. 4) *Time to delivery.* Traditional media can involve days or even months of continuing effort to deliver the communication, and time lags can be extensive. In contrast, individuals using social media can post virtually instantaneous content. 5) *Permanence.* Traditional media, once created, cannot be altered. For example, once a magazine article is printed and distributed, it cannot be changed. But social media message content can be altered almost instantaneously by comments or editing. 6) *Credibility and social authority.* Individuals and organizations can establish themselves as "experts" in their given field, thereby becoming "influencers" in that field. For example, The New York Times has immense credibility among newspaper media. But with social media, a sender often simply begins to participate in the "conversation," hoping that the quality of the message will establish credibility with the receivers, thereby enhancing the sender's influence. 7) *Privacy* Social media users have much less privacy and anonymity.
Considerations when selecting social media network for marketing purposes
1) The number of users or unique visitors 2) The characteristics of the visitors to the website
Social network
A single social media site with millions of users interacting with each other, like Facebook, Twitter, and LinkedIn
Recommendations for brand managers facing a crisis in the social media environment
Have a crisis plan in place before an actual crisis erupts and try to communicate directly with "key influencers"
Self-disclosure
In any type of social interaction, individuals want to make a positive impression to achieve a favorable image with others. This favorable image is affected by the degree of self-disclosure about a person's thoughts, feelings, likes, and dislikes—where greater self-disclosure is likely to increase one's influence on those reached.
Users/members (Performance measures linked to OUTPUTS or REVENUES)
Individuals who have registered on a social networking site by completing the process involved, such as providing their name, user ID (usually an e-mail address), and password, as well as answering a few questions (date of birth, gender, etc.).
Classifying social media
Media richness and self-disclosure
Average Page views per visitor (Performance measures linked to OUTPUTS or REVENUES)
Page views divided by visitors in a given time period.
Click-through rate (CTR) (Performance measures linked to OUTPUTS or REVENUES)
Percentage of recipients who have clicked on a link on the Page to visit a specific site.
Share of voice (Performance measures linked to OUTPUTS or REVENUES)
The brand's share or percentage of all the online social media chatter related to, say, its product category or a topic.
Web 3.0
The next-generation web that will include new functionalities that are customized to each individual and his or her location, activity, interests, and needs.
Fans (Performance measures linked to OUTPUTS or REVENUES)
The number of people who have opted in to a brand's messages through a social media platform at a given time.
Interaction rate (Performance measures linked to OUTPUTS or REVENUES)
The number of people who interact with a Post ("like," make a comment, and so on) divided by the total number of people seeing the Post.
Page views (Performance measures linked to OUTPUTS or REVENUES)
The number of times a Facebook Page is loaded in a given time period.
Unique visitors (Performance measures linked to OUTPUTS or REVENUES)
The total number of unique visitors to a Facebook Page in a given time period; if someone visits three times in one day, he is counted only once.
Visitors (Performance measures linked to OUTPUTS or REVENUES)
The total number of visitors to a Facebook Page in a given time period; if someone visits three times in one day, she is counted three times.
Media richness
This involves the degree of acoustic, visual, and personal contact between two communication partners—face-to-face communications, say, being higher in media richness than telephone or e-mail communications. The higher the media richness and quality of presentation, the greater the social influence that communication partners have on each other's behavior.
Fan source (Performance measures linked to OUTPUTS or REVENUES)
Where a social network following comes from—with fans coming from a friend being more valuable than those coming from an ad.
Web 2.0
_________ does not refer to any technical update of the World Wide Web, but identifies functionalities that make possible today's high degree of interactivity among users. Examples are Wikis and blogs.
a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople.
Smart system
a computer-based network that triggers actions by sensing changes in the real or digital world.
a social network where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and "likes" with them. Of the four major social media, Facebook has the greatest number of users and 3 times more market share than the closest competitor, YouTube. Users are 58 percent female and 42 percent male.
YouTube
a video-sharing website in which users can upload, view, and comment on videos. Best for sharing complex info about products. Users are 58 percent male and 42 percent female.
Blog
a web page that serves as a publicly accessible personal journal and online forum for an individual or organization.
a website that enables users to send and receive tweets, messages up to 140 characters long.
Wiki
a website whose content is created and edited by the ongoing collaboration of end users—such as generating and improving new-product ideas
Cost per click (Performance measures linked to INPUTS or COSTS)
gives the rate the advertiser pays, say to Facebook, every time a visitor clicks on the ad and jumps from that page to the advertiser's website. Measure links costs to interest in a product.
Market share
indicates the use of the website (social network) relative to the other sites
Number of users
measure of the site of the audience
Social media
online media where users submit comments, photos, and videos—often accompanied by a feedback process to identify "popular" topics. Interchangeable named "Web 2.0" or "user-generated content". Examples: Online conversations, games, and virtual worlds. Successful social media want "Active Receivers" and marketers hope to reach "influentials"
User-generated content (UCG)
refers to the various forms of online media content that are publicly available and created by end users. 1) It is published either on a publicly accessible website or on a social media site, so it is not simply an e-mail. 2) It shows a significant degree of creative effort, so it is more than simply posting a newspaper article on a personal blog without editing or comments. 3) It is consumer-generated by an individual outside of a professional organization, without a commercial market in mind.
Apps
small, downloadable software programs that run on smartphones and tablet devices.
Mobile Marketing
the broad set of interactive messaging options that are used to communicate through personal mobile devices. Important apps: Price-comparison searches, location-based promotions, loyalty programs. The clear point of difference in mobile marketing is its unique ability to empower users by connecting with them individually and continuously—learning about their likes and personal characteristics and sharing this information with online friends and (often) marketers selling products.
Cost per thousand (Performance measures linked to INPUTS or COSTS)
the number of times the ad loads and a user might see it—but not whether the user has actually reacted to it. Measure is tied only to costs.
Media
the plural form of medium
Cost per action (Performance measures linked to INPUTS or COSTS)
ties loosely to actual sales—for example, paying $5 for every purchase that originates from an ad, say, on the Facebook site. Measure links sales revenue generated to the social media ad or action.
