Social Media Marketing Exam 1

The Millennial Generation

especially those born in the 1990s, grew up using social network sites to interact in ways that closely paralleled the culture and exclusively commonly found on both high school and university campuses.

Capabilities

The capabilities of a network should be considered. Remember that people participate primarily to connect with friends, not to search new products. If messages are engaging and valuable, they will be welcomed, and draw in new customers.

custom targeting

That allows the marketer to upload his own data, an email list, for example

Examples of microblogging sites

Twitter, Tumblr, Posterous

Examples of publishing tools

WordPress, Blogger, Squarespace

Cultural differences

depending on their culture as well as personal preferences, different people have varying standards to contact and familiarity with other met through social media. To avoid misunderstandings, be friendly but not passive when seeking contacts.

SMM plan

details an organization's social media goals and the actions necessary to achieve them. Key among these actions is the understanding of corporate and marketing strategies and the creation of promotional strategies.

Don't be a dirty spammer

don't send people in a network unwanted messages without their permission

Identifying the target audience (market)

done by pinpointing the location, behavior, tastes, and needs of the target audience. Careful choice of target audience for a SMM campaign enables a company to organize its marketing strategies to efficiently reach those most perceptive and likely to become customers and even brand advocates.

once a target audience for a campaign has been fully identified

all the teams working on the campaign- and there are several- must be fully briefed on the nature of the target audience.

Pages

allow users to follow or become fans of a company without giving access to their personal information as would occur from friending a profile.

Advantages marketing of social media networks has on firms

allows them to find talent, build brand awareness, find new customers, and help conduct brand intelligence and market research.

Social network site

an online service on which members can establish relationships based on friendship, kinship, shared interests, business advantage or other reasons. They facilitate these interactions by letting members build a public or private profile, specify who can connect with them, and share their connections with others.

owned media

corporate websites, campaign microsites, blog, brand community, facebook fan page, mobile, etc.

SMM Planning Cycle

creating a social media plan is a continuous process. skilled social media marketing constantly monitor the progress of the plans actions elements, modify them to improve results, and test alternative approaches. It is important to methodically carry out all steps when constructing a social media plan.

Many businesses struggle with social media because they lack a

definite plan

common characteristics used to identify and profile target markets

demographics, geographics, and lifestyle or psychographics. •Identifying and segmenting the target market is a key marketing activity. •A target market is comprised of market segments. •Digital marketing allows for fine-tuning of targeting to the market segments.

Use social media channels as intended

failing to follow site specific conventions is one of the quickest ways to get unfollowed or called out on social media sites

Social media users are

fickle and inconsistent

Virtual community

focuses on building relationships using discussion boards to converse about topics of shared interest.

Most social networks make it easy

for members to make, share, or become fans of a brand. Emphasis must be "share-worthy" content. Focus on places where people share most time (now, facebook.)

2 of the most important steps in the planning process

goal setting and strategy determination

A consequence of of online social networks

has been to blur lines between business and personal life. With contacts overlapping between business, family, school, and so on, keeping private life out of the public is increasingly difficult. Previously, only celebrities and politicians could expect public scrutiny of their actions, now much personal information can be found on the internet.

Niche social networks

have survived and thrived by catering to specific interests.

Campaign-specific and platform-specific social media marketing objectives

helps to understand objectives as a cascade. -business objectives -marketing objectives -social media marketing objectives -campaign specific, platform specific objectives

look-alike targeting

identifies people like the ones who have been successful targets in the past

Selecting platforms and channels

identifies the path on the web by which content will be transmitted to the target audience.

Media scheduling

includes comparing the demographics of the audience to the target market of the product or service being advertised.

media mix

includes the social platforms that will be used in the campaign. Also includes other online media like email or online advertising as will as traditional offline media.

Setting goals

involves conducting an analysis to determine an organizations strengths and weaknesses and the opportunities and threats in the competitive environment (SWOT).

Deception

is NOT a long term strategy. Strategies that are deceptive or lack authenticity run the serious risk of being outed because they are easy to spot.

permission-based marketing model

The budget is less important than the solid strategy combined with passion and compelling personalities. Evens the playing field and allows new talent to compete more effectively against large, entrenched brands.

Platform proficiency

is essential, but being an effective social media marketer requires more. It requires being able to translate business or marketing goals and objectives into the execution of social media strategy.

The content of interruption ads

is focused around selling a product or service that provides value to the target market. The goal of the ads is to showcase the product, highlight its benefits, reduce information search costs, and create a persuasive case for someone to make a purchase.

social mean profiles are not billboards

it is best to engage in discussions without doing overt marketing unless it is directly on topic.

Napster

Developed in 1999, allowing users to quickly share files such as music and video with each other.

contribute

content to build repulation and become a valued member, helping to improve the community.

CTA (call to action)

"the behavior you want the potential customer to exhibit"

Persona Development Cycle

(1) identify persona rules, listing all relevant personas by role (2) list needs & situational triggers from personas' perspectives, defining concerns, symptoms, & problems (3) create messaging objectives suited to each persona's needs that you have the expertise to address

The WELL

(Whole Earth 'Lectronic Link) created in 1985 starting out as a dial up bulletin board system (BBS).

SMM positions include:

-Blogger -Community manager -Digital media manager -Director, social media marketing -Engagement manager -Interactive media associate -Social media account executive

Steps in targeting SMM campaigns

-Define target audience and segments -create personas for each segment -develop media plan for each targeted segment -optimize media schedule and posts

Principles that apply to SMM ethics

-Honesty -Privacy -Respect -Responsibility

Marketers should be able to answer the followign questions

-How do people feel about a company, product, service, person, or issue? -How are competitors using social media platforms? -Which media platforms appear to be the most viable in order to achieve SMM goals? -Where does a company's target audience hang out? -How can this information be used to identify strategic opportunities?

Steps in SMM Planning Cycle

-Listening -Setting goals -Defining strategies -Indetifying a target audience (market) -Selecting tools -Selecting platforms and channels -Implementing -Monitoring -Tuning

Tips that benefit all job seekers

-Stay on top of social media trends -Be prepared to think and act quickly. -Be comfortable with analytics. -Learn to write for social media. -Establish and maintain your social media presence. -In all you do, show yourself to be an effective user of social media.

Secondary objectives include

-achieving a desired brand postioning -producing new product ideas -being prepared to handle reputation management in a crisis -supporting public relations and advertising campaigns

Using big data, marketers can engage in:

-behavioral targeting -connection targeting -interest taregting -look alike targeting -custom targeting -location targeting

Examples of consumers consent to being marketed:

-opting into an email newsletter -following an account on twitter -signing up for text message alerts

The 8 C's of strategy development

1) Categorize 2) Comprehend 3) Converse 4) Collaborate 5) Contribute 6) Connect 7) Community 8) Convert

Best practices of SMM

1. Begin with a strategy backed by a SMM plan. 2. Be honest and transparent in all your social media efforts. 3. Identify your target audience and understand its media behavior before you begin. 4. Welcome participation and feedback from your audience. 5. Remember that what you know today may not be valid tomorrow. SMM changes with the speed of technology.

2 sides of Credibility

1. Building a reputation for knowledge and expertise in a field. 2. Building a brands trustworthiness.

A firm that wishes to market social networks must:

1. Decide on goals and objectives 2. Develop a solid plan 3. Know the target audience and where to find them

2 types of engagement on social media:

1. Passive 2. Active

13 types of social media platforms:

1. Social networking sites 2. Microblogging sites 3. Publishing tools 4. Collaboration tools 5. Rating/review sites 6. Photo sharing sites 7. Video sharing sites 8. Personal broadcasting tools 9. Virtual worlds 10. Location based services 11. Widgets 12. Social bookmarking and news aggregation 13. Group buying

Best Practices for Developing a Social Media Strategy

1. Start with a road map (your SMM plan): a. Identify your target audience & characteristics b. How will you interact with them? c. How will you measure the success or failure of your activities? d. How will you adjust to stay on track to meet your objectives? 2. Listen before you start interacting; listen strategically 3. Welcome audience participation, feedback and collaboration. 4. Give the strategy an adequate amount of time to be built, and for resources to become successful. 5. Be flexible; Social media itself is constantly evolving.

People spend time online for 3 basic reasons

1. To connect with people 2. To get information 3. To be entertained

Important aspects of SMM are

1. creating buzz, videos, tweets, or blogs that may become viral. 2. building ways that enable fans of a brand to promote a message themselves. 3. based around online conversations. 4. part of a larger media ecosystem of owned, paid and earned media used in marketing.

When looking at types of targeting, there are two important warnings:

1. not all platforms offer all types of targeting 2. advertisers receive new targeting options first; brand pages receiving them later.

the seven myths of SMM

1. social media is just a fad 2. social media is just for the young 3. there is no return on investment on SMM. 4. SMM isnt right for this business 5. SMM is new 6. social media is too time consuming 7. social media is free

two definitions of Persona

1.A persona is a composite sketch of a key segment of your audience. (Kevan Lee) 2.A persona is an imaginary version of your prospects, customers and the public that contain in-depth, lifelike character traits, to help develop content and marketing. (Heidi Cohen) Purpose: Once a social media marketer knows what information a buyer will need before making a purchase, it is possible to design a social media strategy that provides a buyer with the relevant information, making the individual more likely to buy the product.

3 key ways to limit the time investment in SMM

1.Look for underutilized employees who can spend some of their time on SMM. 2.Leverage efficiency tools, such as Hootsuite, TweetDeck, and CoTweet, which make managing social media easier. 3.Use mobile devices to boost efficiency in SMM.

comprehend

1.the rules of the road on the platform by listening and learning how to behave, successfully spark conversation, and engage and energize the participants.

Listen and observe: the 5 stages

1: Listen to conversations about a brand or company. 2: Listen to what people say about the competitors. 3: Listening to what people say about the industry or category. 4: Listening for the tone of the community. 5: Listening to different social media platforms and channels.

Examples of rating/review sites

Amazon ratings, Angie's List

Credible

A powerful way for an organization to earn its audiences trust is by being credible.

interest targeting

Based on self-reported interests and page-related behaviors like search.

connection targeting

Based on the type of connection to your brand page, a Facebook fan, for example

Authentic

Being authentic is vital for success. The internet spreads information faster than any other means of human communication. Authenticity is more than telling the truth; it also implies conversing without forced attitudes or a false demeanor. Interactions should be professional, but they should also be personable at the same time. Honest responses will earn goodwill and trust.

Resourceful

Being resourceful means providing the audience with helpful information and giving the audience a genuinely useful resource is a powerful method for earning trust and gaining attention. Solving customer service question or dealing with complaints is a way a firm can become a resource online.

Examples of personal broadcasting tools

Blog Talk radio, Ustream, Livestream

Participatory

Brands that are successful are participatory. They interact with the community, answer questions and thank those who respond. Brands may create their own communities, but in most cases, there are existing communtities whose trust can be earned by showing interest and participating. Respond to blog comments, tweets or FB posts that mention the brand, participating in dialog will eventually bring results.

Trust-based credibility

Businesses have to be ready to share information and explain rationale behind decisions to customers or potential customers. When problems emerge, businesses can gain credibility by admitting their mistakes, by asking the community for understanding or support, and by taking action to remedy the situation.

Marketing goal: Brand building

Call for action: -watch videos -click on links -read content -fan/friend/follow brand -sign up for a news letter

Marketing goal: Lead generation

Call to action: -sign up for a webinar -call for consultation -complete form for consultation

Examples of location based services

Check-ins, Facebook places, Foursquare, Yelp

Determining strategies

Defining strategies must be done on a case-by-case basis, using all available pertinent information. Strategies must be adapted to each organizations unique: -Strengths -Weaknesses -Opportunities -Threats

Examples of social bookmarking and news aggregation

Digg, Delicious

Privacy

Do NOT collect or distribute personal information without consent. Obtaining data should be balanced against protecting user privacy. Violations of users privacy can destroy a sites reputation and severely damage a company. It is best to employ passive approaches to allow the user to input data voluntarily.

Wikipedia

Established in 2001 and continues to be the leading source of relevant user contributed information.

How to avoid confusing your global audience

Expressions, proverbs, or folksy saying that are clichés to a domestic audience may be unfamiliar to an international one. Avoid making jokes or references overly dependent on popular culture, puns, domestic sporting events, etc. This does NOT mean to dumb down information for international audiences but rather adapt to different cultural contexts. To avoid confusion, it is best to make messages polite, concise, and direct.

there is no return on SMM

FALSE. Measuring the return requires planning, execution, monitoring, and the discipline to analyze and gain business insight.

social media is just a fad

FALSE. Social media continues to grow by virtually any measure you use. the foundations are built on old age concepts: Community, socialization, and WOM marketing.

SMM is new

FALSE. The technology is new, but the principle is NOT. Most of the marketing principles, based on social, behavioral, and economic concepts, have been around for years. The newest aspect of social media is the technology that enables open and transparent online conversations.

Social media is free

FALSE. While most sites do not have a fee for usage, social media is not free. 1.There is a cost in terms of personnel time and resources. 2.There is a cost to producing and creating content. 3.Many businesses engaging in social media invest in a guide or consultant to help them through the process.

social media is just for the young

FALSE. older users are among the fastest growing demographics on most social media sites.

SMM is not right for this business

FALSE. the greatest benefits tend to occur in the sales cycle, not at the point where purchases are being made or sales are being closed.

Social media is too time consuming

FASLE. Does require CONSISTENT time commitment, but does not have to be time consuming when done right.

Examples of Social networking sites

Facebook, LinkedIn, Google+, Cafemom, Gather, Fitsugar

Examples of photo sharing sites

Flickr, Instagram, Pinterest

Examples of group buying

Groupon, Living Social, Crowdsavings

Ecosystem of media

Includes paid media, owned media, and earned media.

Observing social media etiquette

Lesson #1: Use different accounts or profiles for your professional and personal communications. Lesson #2: Don't post pictures and videos of people without their permission. Lesson #3: Don't play the game of the Internet trolls. Lesson #4: Don't react too quickly. Lesson #5: At all costs, avoid the drunken post. Lesson #6: Don't post anything anywhere on the Internet that you would not want a potential employers, your boss, a current customer, or a potential client to read.

Responsibility

Mistakes or errors will inevitably occur during a SMM campaign. When customers have a valid complaint, a technical problem arises, or some other crisis looms, there are 3 steps to take: - Acknowledge: find out what the problem is, and take responsibility for the situation. - Apologize: If someone is angry, first attempt to calm her or him down. Apologize, and determine what would give the individual resolution. - Act: implement promised changes or make other restitution. Inform complainant that the problem is being addresses.

PARC

Participatory, Authentic, Resourceful, and Credible

Examples of widgets

Profile badges, like buttons

Best practices for social media platform marketing

Rule #1: Develop clear objectives. Rule #2: Understand and monitor metrics. Rule #3: Know the audience. Rule #4: Communicate with your audience in the most appropriate way. Rule #5: Keep search in mind.

Honestly

SMM marketing is based largely on personal interactions. The "spin" of traditional advertising is NOT expected. Social media messages are exposed to public view, so expect a high degree of scrutiny: facts will be checked and promises must be kept.

Passive strategy

Search, listen, and respond. This approach links back to the first step of the SMM cycle: listening. To implement, seek out mentions of your business, its competitors and the category of industry and spend time listening to what people are saying. After achieving familiarity with the conversations, response can begin. Simply saying thank you and answering questions is a great first step.

Examples of virtual worlds

Second Life, World of Warcraft, Farmville

Active strategy:

Second stage in SMM. The marketer creates content and engages in conversations through different media channels. This stage involves actively listening and building social media profiles, connecting with key influencers, and starting or participating in conversations.

Have a personality

Sharing some personality helps build common ground and trust

SMM ethics

The same code of ethics that applies to traditional marketing can be applies. However, due to its highly interactive as well as long distance nature, social media brings its own set of challenges and complications.

Careers in SMM

There was virtually nothing until 2003, now it measures in the billions. From billions of users to billions of dollars in sales influenced by social media. That growth has fueled the number of jobs in the field.

paid media

Traditional advertising - print, television, radio, display, direct mail, paid search, retail/channel

the importance of targeting in SMM

What is targeting in SMM? -The right person to get -the right content -at the right place -at the right time -in the right format -in the right language -on the right advice

Examples of collaboration tools

Wikipedia, WikiTravel, Wikibooks

Examples of video sharing sites

Youtube, Vimeo, Viddler

USENET

a conglomeration of separate surveys run by different organization or internet service providers (ISPs) which exchange articles and threads with each other.

Influence

a reasonably intuitive term that describes the ability affect attitudes and behavior

Advocacy

a term long used in traditional promotion, especially in the attempt to understand the effect of word of mouth.

Engagement

a term popularized by social media marketers and its exact definition is hostly debated. Most often measured as some variant of time spent on the piece of content.

by reducing time spent gathering information about a product,

ads make the real cost of purchasing the product lower, increasing both company revenue and customer satisfaction. Ads also serve as a signaling function, because it is most profitable to advertise high quality product.

White Label Social Network

an online service that shares many, if not most of the characteristics of a public social network like Facebook, with the key difference being white label is privately run by a corporation or nonprofit organization. Sometimes referred to as a corporate, private, or internal social network.

Organic social media

another term for permission marketing

behavioral targeting

based on purchase behavior or behaviors that convey intent like search behaviors

location targeting

based on the location provided in the user's profile or by geo targeting data, which determines the user's current location

Rules of engagement for SMM

being a successful social media marketer requires more than marketing and technical skills, it requires a knowledge of the rules of the road in social media and understanding of the appropriate way to communicate on social platforms. The general rules of engagement provide a guidance on how to avoid a costly mistake by behaving properly on the social web.

Basic rule of permission marketing

both a blessing and a curse: money is enough to buy the way in. Effective permission marketers earn the attention of their audience. People tend to choose brands that are authentic, transparent, show care and empathy, respect consumers time and opinions, and have a human presence online. But firms cannot rely solely on permission marketing, interruption must be included

personas

bring life to the bear bones of audience statistics and they are useful for everyone from web designers to graphic artists.

converse

by acknowledging and responding to other users of the platform, always remembering to be a contributor, not a promoter.

social media marketing objectives

can be stated as goals to be achieved over a similar planning period of perhaps a year.

Network theory

can be used to show how telecommunications networks, networks of friends, and even nodes on the internet can be connected. Explains how traditional word-of-mouth (WOM) marketing, became eWOM marketing and therefore allowed for information to be transmitted rapidly on the internet.

The best marketing with social networks

comes from the customer or fan base, not the firm.

Setting goals and objectives

it is important to keep in mind that goals must be flexible in the light of new developments while engaging in social media. Sometimes, unintended benefits from social media engagement are discovered. Key objectives include: -customer service -brand awareness -building brand preference -acquisition of new customer leads -loyalty programs

Assumer people don't care about the product

just because someone follows friends a company page does not mean they want to endlessly hear about that business. Consider: what is in it for them? why would they care?

When selecting a social media platform,

marketers should consider the characteristics of the target audience, such as: - Is the target consumers and professionals? - Where do they hang out? - Is my product visual? - Are my consumers content oriented? - Do they like to collaborate? - Are product demonstrations needed?

SMM is a unique combination of

marketing creativity and technology

Idea of the central node of network

means that some people are more influential than others online because they are central to groups sharing information.

Defining strategies

must be done on a case by case basis, using all available pertinent information. Provides guidelines to help an organization reach its marketing goals.

Online sharing

of popular interests is highly valuable to a social media marketer.

community

participation (and creation) can elicit valuable consumer suggestions for improving products and innovative suggestions for new products or service

Problem with interruption marketing

people are already bombarded by ads (5,000/day)

underlying premise of social media

people are social and want to connect with other people.

Be nice

politeness costs nothing, but it can make a huge difference in the responses that a SMM campaign receives.

Knowledge-based credibility

referred to as demonstrating thought leadership; by showcasing original thoughts and ideas related to the product or industry in general.

Brand intelligence

refers to information that businesses can collect about their customers, from basic demographics to topics of discussion to detailed feedback.

Social Media Marketing (SMM)

refers to the process of gaining website traffic or attention through social media sites.

social media

refers to websites and applications that enable users to create and share content or to participate in social networking.

permission based marketing

relies on attention being earned from the audience, is when customers consent to being marketed. This form of marketing may add value to consumers lives, causing them to welcome and request certain marketing messages.

Being a successful social media marketer

requires a combination of personal and technical characteristics. •Good communication skills •Able to engage with a diverse group •Being a good listener •Good writing skills •Working knowledge of computers and the Internet •Programming not required •Knowledge of search marketing desirable •Proficiency on at least 3 leading social platforms: •Facebook, Twitter and LinkedIn for example

Large networking sites

set social media trends and thus are worth developing a presence on.

Respect

showing respect for people means treating them as equals, as reasonable individuals with goals and lives of their own. Do NOT present manipulative messages, create false identities for testimonials, or hijack user profiles for promotional purposes.

Social network services

simplify the process of sharing information's, such as interest, events, status, and pictures, within individual networks.

Selecting tools

social media marketing has spawned a plethora of tools to assist with virtually every other activity in the planning cycle. There are tools to track post, brand and hashtag mentions, help prepare images for posting, assist with search engine optimization, shorten links.

categorize

social media platforms by target audience relevancy

In order to be profitable

social networks must rely on the advertising (Facebook) or subscription (LinkedIn).

SMART acronym

standard for judging the quality of goals and objectives at any level -Specific -Measurable -Achievable -Realistic -Time delimited

When building your network,

start small and confine connections to those who know or to whom you are introduced.

convers

strategy execution into desired outcomes such as brand building, increasing customer satisfaction, driving word of mouth recommendations, producing new product idea, generating leads, handling crisis reputations management, integrating social media marketing with PR and advertising, and increasing search engine ranking and site traffic.

ARPANET

the Advanced Research Projects Agency Network, a core of what would become the internet.

Be transparent

the access to information means that companies have to be upfront with their information.

Tuning

the constant and continuous process of adjusting and improving the elements of the action plan and its implementation to maximize the chances of success.

Impact

the effect on the business results

Big Data

the massive amount of date available for the digital clickstream has broadened to include audio and video files.

Exposure

the opportunity to see and/or hear a piece of content in any channel.

Monitoring

the process of tracking, measuring, and evaluating an organizations SMM initiatives.

Implementing

the process whereby the goals, strategies, target market, and platforms are taken into consideration in creating actionable social media platform specific marketing tactics

Without integrated strategies and solid SMM pans

there is little chance of successfully executing SMM

Linking Goals with a Call to Action

this process will help design and measure social media campaigns more effectively. In order to measure success you need to clearly define what someone's desired action would be- your "call to action". With a clean measurable call to action, it's possible to measure actual conversations due to a SMM campaign. •Getting to the sale is the final step. Other steps can be: •Click on blog post from Twitter or Facebook •Sign up for email newsletter •Sign up for webinar (collect contact info) •Have salesperson call •Purchase •Convert the customer to a brand advocate

Valid Metrics Framework

this progression may parallel the purchase journey itself. -exposure -engagement -influence -impact -advocacy

interruption marketing

traditional marketing relies heavily on this. When using, companies purchase the right to interrupt people and demand their attention. Tv advertisings, magazine ads, billboards, popups, radio ads, and so on are all created to interrupt the viewer at what he or she is doing and make that person view or listen to a marketing message.

Listening

what people are saying about a company or brand enables the organization to determine its social media presence, which in turn guides the setting of social media goals and strategies to achieve them.

Enterprise social networks

what white label social networks are now known as.

Talk about the topic

when joining the discussion, focus on what the conversation is about, not just do self-promotion.

provide context when seeking connections

when sending a request to connect with someone provide context for the connection. What is the reason for connecting with someone?

collaborate

with platform members as a means of establishing a mutually beneficial relationship with the platform participants

connect

with the influencers so that you can enlist them to help shape opinions about your product or service

earned media

word of mouth, facebook comments, twitter (@ mentions, @ replies), vine, blogs, forums, review sites. also the most valuable of all medias in the ecosystem. people spread the word with no additional effort for the marketer. Digital WOM confers much credibility on the brand.

First, start an account; do not create a profile

•Create a page that will represent the business. •Allows users to follow or become fans without giving access to personal information (like friending a profile). •Customize the page to reflect the company's style and values, but provide some content distinct from the firm's primary website. •Update frequently with new content, but not more than three times per day. •Quality, not quantity; relevant and engaging •Check the pages of your competitors; what are they doing? •To gain viewers for a page, put links to it on other websites and email signatures, business card and outgoing communications. •Use shorter "vanity" URLs; Run contests or offer discounts •Consider FB Places which allows users to check in. •FB ad tool can be specified for demographics.

Self-Promotion vs. Building an Army of Advocates

•Creating advocates is the final element in the Valid Metrics Framework. •Brand advocates will talk to their friends because they are truly passionate about the business and want to tell the world. •WOM (word of mouth) is the leading purchase influence in four different countries.

Why SMM is different

•Distinguish SMM from traditional marketing (Promotion): 1.Control (traditional) vs. contributions (SMM) 2.Trust building; be earnest, down-to-earth. •Trust is slow to earn, but easy to lose.