Chapter 19 Marketing

Differences between social media and traditional media

-Ability to Reach Both Large and Niche Audiences-both can reach either a mass or specialized segment- good execution needed for both, but audience size not guaranteed -Expense and Access- traditional media are expensive to produce, social media is accessible everywhere (just need a phone) and can be produced cheaply -Training and Number of People Involved- traditional media requires a team of people to produce with specialize skills, posting messages requires less skills than developing TV ads, but production value on social going up -Time to Delivery- traditional media can be time consuming to produce and time lag from when produced to when aired, social posting can be instantaneous -Permanence- traditional media once produced is hard to change, constant editing on social, and comment back in comments is instantly altered (less permanent) -Credibility and Social Authority- credibility of the influencer, not the brand/company more impactful to consumers.

Self-Disclosure

-Achieve Favorable Image -Greater Self-Disclosure Likely to Increase Influence -The greater the self-disclosure the greater the ability to influence others reached. -Transparency/authenticity

Media Richness

-Acoustic, Visual, Personal Contact -Greater richness in a one-on-one conversation vs. telephone or email communication -The greater the quality of images, content, the greater the influence that communication can have on a person's behavior

Traditional Media

-Genuine online conversation, more authentic, more real -Often times called consumer generated media -Traditional and social media complement each other -Passive Receivers

Social Media

-began as interactive web marked by a high degree of interactivity among users with UGC- content created and uploaded by the very users -User generated content (UGC) consists of the various forms of online media content that are publicly available and created by end users. -3 key criteria for UCG: 1. Published on a publicly accessible website- not emailed 2. Significant degree of creative effort 3. Created by an individual outside of a professional organization- without a commercial market in mind -Web 3.0 will move to personalization and customization based on location, interest, needs and will integrate things like big data, cloud computing, security solutions and privacy protection. -Social media consist of online media where users submit comments, photos, and videos—often accompanied by a feedback process to identify "popular" topics. -Run the gamut in terms of what is a social network -Genuine conversation among people about a subject of mutual interest built on personal thoughts/experiences- sharing -Some are virtual worlds/ games any social network connects people interacting with each other