Chapter Objectives: Rules of Engagement For SMM and Social Media Governance

6/26/2022
Chapter Objectives
• Understand the rules of engagement for SMM
• Distinguish between permission versus interruption marketing
Chapter 4 • Define the elements of a holistic framework for social media marketing
• Explain how an inbound marketing strategy works within the customer
Rules of Engagement for SMM journey
and Social Media Governance • Describe how to effectively interact on social media
• Define SMM ethics and explain the process of making ethical
decisions
• Describe the global perspective of SMM
Debra Zahay | Janna Parker, Social Media Marketing, 3rd Edition. © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or Debra Zahay | Janna Parker, Social Media Marketing, 3rd Edition. © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or
posted to a publicly accessible website, in whole or in part. posted to a publicly accessible website, in whole or in part.
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Basic Rules of Engagement (Etiquette) Discussion Activity

• Act as though you were in a person’s home • List three examples of providing a context for making a connection on
• Build rapport before making a request LinkedIn, that is, not just “barging in.”
• Don’t drop in unannounced or “stalk” • Discuss with a classmate.
• Select one and be prepared to share in class.
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Permission versus Interruption Marketing: Permission versus Interruption Marketing:

Developing the Social Contract (1 of 4) Developing the Social Contract (2 of 4)
• Traditional marketing relies heavily on interruption marketing: • The content of interruption ads is focused around selling a product or
– Firms purchase the right to interrupt people and demand their attention. service that provides value to the target market.
 TV advertising, magazine ads, billboards, pop-ups, radio ads, and so on are – The goal of the ad is to showcase the product, highlight its benefits,
all created to interrupt a viewer and make that person view or listen to a reduce information search costs, and create a persuasive case for
marketing message. someone to make a purchase.
– Marketers in the interruption field don’t have to worry about whether a – Effective placement of the advertising must occur for the advertisement to
consumer wants to see their ads, as firms pay for the right to display them be effective.
regardless. – Media scheduling includes comparing the demographics of the audience
 Viewers realize that ads are part of the cost they pay in order to consume to the target market of the product or service being advertised.
media content.
• The problem: One study puts the number of brand exposures per day
to be 5,000 or more and conventional ads at over 350.
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Permission versus Interruption Marketing: Permission versus Interruption Marketing:

Developing the Social Contract (3 of 4) Developing the Social Contract (4 of 4)
• Permission-based marketing relies on attention being earned. • The basic rule of permission marketing is a blessing and a curse.
– This form of marketing may add value to consumers’ lives, causing them – It requires earning attention from people who have a choice about
to welcome and request certain marketing messages. whether to engage with the marketing campaign.
 Opting into an email newsletter – People tend to choose engagement with brands that are authentic and
 Following an account on Twitter transparent, show care and empathy, respect consumers’ time and
opinions, and have a human presence online.
 Signing up for text message alerts
– Relying on this approach alone no longer works because there is also an
• Permission marketing (organic social media) is an important element interruption component of SMM in the form of sponsored and paid posts.
of SMM.
– See Figure 4.1, DollarShaveClub.com
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Figure 4.1 Shows a Holistic Framework for

Incorporating a Holistic Approach to SMM
Analyzing Social Media Marketing
• Effective SMM requires a strategic approach based on the overall objectives
of the firm and the resources available: a holistic approach.
• Figure 4.1 focuses on four dimensions of social media marketing:
– Scope refers to how social media is used as a communications tool.
– SMM culture is directly related to the overall firm culture and whether
management is conservative or modern and willing to take risks.
– Structure refers to whether decisions regarding the use of social media tools is
based on a highly centralized hierarchy or a network of contributors with
decentralized decision-making authority.
– Governance in SMM refers to the policies that cover employee use of social Figure 4.1 Social Media Marketing Framework by
media, whether it is for official use or on their personal account. Felix, Rauschnabel, and Hinsch
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Figure 4.2 Shows Wendy’s Creative Approach Social Media’s Role in Developing a Successful
Inbound Marketing Methodology (1 of 5)
• People spend time online for three basic reasons: to connect with people, to
get information, or to be entertained.
– A successful social media strategy must associate itself with at least one of these
three reasons.
• Creating buyer personas can assist social media marketers in understanding
how potential customers progress through their journey. A potential customer
journey includes:
– Becoming aware of a problem or need
– Looking for products or brands to consider as a solution for this problem or need
– Making a purchase, which, in some models, may be called conversion or
decision.
Figure 4.2 Wendy’s Roasts McDonalds
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Figure 4.3 Facebook’s Popular Customer Social Media’s Role in Developing a Successful
Journey Model Marketing Methodology (2 of 5)
• Inbound marketing is a methodology that is customer-centric and seeks to help
customers on this journey rather than using a hard-sell outbound marketing
approach.
• The inbound marketing methodology (Figure 4.4) suggests that firms develop
relationships with customers by implementing a set of three strategies:
– Attract strangers to the brand
– Engage them as prospects to turn them into customers
– Delight them as customers so they then become promoters of the brand
Figure 4.3 Facebook Customer Journey Model
• Using the inbound marketing methodology and integrating SMM to engage
prospective customers in meaningful conversations can improve brand
reputation and create networking and collaboration opportunities.
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Figure 4.4 Shows the HubSpot Inbound

Discussion Question
Marketing Methodology
• The HubSpot Inbound Methodology does not include “Closing the
Sale.”
– Why do you think that is?
– Is it appropriate to remove this step?
– What if the engaged person still doesn’t purchase or promote the
product/service?
Figure 4.4 Inbound Marketing Methodology
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Social Media’s Role in Developing a Successful Social Media’s Role in Developing a Successful
Inbound Marketing Methodology (3 of 5) Inbound Marketing Methodology (4 of 5)
• Attract: • Engage:
– When using attracting strategies, brands should provide content that – Engaging strategies focus on developing better relationships with those
prospective customers need and find valuable, such as videos that explain the customers who have shown interest in the brand.
benefits of the product or service.
– Retargeting campaigns is one way firms can use social media remind a
– By using organic posts and paid ads, brands can leverage social media to prospect of the brand, including the specific products they looked at while on
target prospective customers who are in the awareness stage of the customer the firm’s website.
journey.
– Example: The social media team at Wendy’s starts conversations with their
– Example: Walmart’s use of attracting strategies that focused on providing followers by providing information about new menu items in a humorous
information to help customers solve a problem contributed to a 97% increase in manner.
online sales in the second quarter and required Walmart to increase their
scheduling slots by 30% and hire more employees.
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Social Media’s Role in Developing a Successful Figure 4.6 Shows the Isolation Baking Show
Inbound Marketing Methodology (5 of 5)
• Delight:
• Once a prospect becomes a customer, delighting them is a strategy that
builds loyalty and can turn the customer into a promoter of the brand.
– Using social media as a channel to provide customer service and support is one
way to delight these customers.
– Allowing customers to send direct messages to the social media team for
assistance can make them feel important and valued.
– Example: Social media has evolved as an essential tool for customer service,
with 42% of consumers stating they use social media for customer service
problems and expect a response within 60 minutes.
– Example: King Arthur Baking “Isolation Baking Show” (Figure 4.6) Figure 4.6 King Arthur Baking: “The Isolation Baking Show”
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SMM Ethics (1 of 6) SMM Ethics (2 of 6)

• Generally speaking, the same code of ethics that applies to traditional • Principles to apply: Honesty
marketing can be applied to SMM. – SMM is based mostly on personal interactions.
• However, due to its highly interactive nature and the availability of – Social media posts are public, and even direct messages can be
personal information and data of individual users, social media brings screenshotted and shared, so expect a high degree of scrutiny.
its own set of challenges and complications to marketing ethics.
– Keep your promises and expect that facts will be checked.
• Principles to apply: – Building a reputation for honesty is a valuable asset in SMM.
– Honesty
– Honest and transparent communications should be a priority for both
– Privacy ethical and practical reasons.
– Respect
– Responsibility
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• Principles to apply (cont.): Privacy • Principles to apply (cont.): Respect
– Do not collect or distribute personal information without consent. – Showing respect for people means treating them as equals, as
reasonable individuals with goals and lives of their own.
– Obtaining data should be balanced against protecting user privacy.
 More aggressive information-gathering software can be interpreted as – While online interactions can be highly impersonal, there is always
malware, a computer virus, or just an annoyance to users. another person in front of a screen.
 Violations of user privacy can quickly destroy a firm’s reputation and severely – Do not present manipulative messages or create false identities for
damage a company. testimonials.
 When collecting user data, it is best to employ passive approaches that allow – Show respect for online participants rather than attempting to herd them
people to input information voluntarily. with deceptive claims.
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• Observing social media etiquette helps achieve your personal branding
• Principles to apply (cont.): Responsibility goals
– Mistakes or errors will inevitably occur during an SMM campaign. – Lesson #1. Use different accounts for your professional and personal
• When a customer has a complaint, a technical problem arises, or some communications.
other crisis looms, there are three steps to take: – Lesson #2. Provide context when seeking connections.
 Acknowledge: Find out what the problem is and take responsibility for the – Lesson #3. Don’t post pictures and videos of people without their permission.
situation.
– Lesson #4. Don’t play the game of the Internet trolls.
 Apologize: If someone is angry, first attempt to calm the person down.
– Lesson #5. Don’t react too quickly.
Apologize, and determine what would give the individual resolution.
– Lesson #6. At all costs, avoid the drunken post.
 Act: Implement promised changes or make other restitution. Inform the
complainant(s) and keep them updated until the complaint is resolved. – Lesson #7. Don’t post anything anywhere on the Internet that you would not
want a potential employer, your boss, a current customer, or a potential client to
read.
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Making Ethical Decisions Global Perspective (1 of 4)
• This set of ethical principles for SMM should be read as a starting • Cultural Differences
point rather than the final word. – Adapting the message to fit the expected audience was discussed in Chapters 2
– Software tools to mine for user data are becoming more sophisticated, but and 3, but this lesson is especially important when part of the community has an
international background.
so are antiviral, ad-blocking, and anti-cookie programs to combat them.
 Do some research beforehand to determine which regions or nationalities are active
– Deciding which practices to employ will be complex and will be based on on each social media network.
both the tools available and the ethical limits and norms of the online
 Then tailor communications on each platform to reference likely areas of interest or
community. commonalities.
– In a situation in which ethical standards could possibly be breached, it is  Depending on their culture and personal preferences, different people have varying
best to err on the side of caution and avoid a potentially unethical action. standards of contact and familiarity with others met through social media.
 Some will be more eager to participate in social media efforts than others.
 To avoid misunderstandings, be friendly but not invasive when seeking contacts.
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Global Perspective (2 of 4) Global Perspective (3 of 4)
• Legal Differences • How to Avoid Confusing Your Global Audience

– Data privacy and consumer rights vary across the globe. – Expressions, proverbs, or sayings that are clichés to a domestic audience
– Firms with a global social media presence must obtain legal counsel. may be unfamiliar to an international one.
– When any business operates in another country, it is required to comply with  Some may be translated strangely or sound very odd to a foreign audience.
those laws.  Remarks intended as sarcasm or metaphor may not be interpreted as such if
– Consumers have fundamental rights that include the right to object, the right to there is a language barrier.
have data erased, the right to restrict the use of their data, and the right to  Be careful when making jokes or references overly dependent on popular
privacy notices and updates. culture, puns, domestic sporting events, and so on.
– Firms must immediately inform customers of data breaches.  SMM teams need to understand their audience to determine what type of
– While most social media platforms have integrated compliance into their content and tone to use.
platforms, marketers who use SMM are also required to comply.
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Best Practices: Following the Rules of

Global Perspective (4 of 4)
Engagement for SMM (1 of 2)
• Google Translate • Rule #1: Use social media channels as intended.
– Google Translate is one of several popular translation engines. • Rule #2: Don’t be a dirty spammer.
 Becoming familiar with Google Translate (or an equivalent website) is a valuable skill
for SMM.
• Rule #3: Have a personality.
 Translation services can help gather what international audiences are saying about • Rule #4: Respond to negative posts.
different brands.
• Rule #5: Talk about the topic.
– Be careful when using online translations to create new content because
sometimes the results can be rough or lack important context. • Rule #6: Be strategic with the frequency of posts.
 One good way to determine whether a message is likely to be misinterpreted is to
translate that message into several other languages and then back into English. Is the
content still recognizable? If not, revisions might be necessary.
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Best Practices: Following the Rules of

Personal Branding Exercise
Engagement for SMM (2 of 2)
• Rule #7: Be careful with using bots. • Why should you use separate accounts for personal and professional
use?
• Create a script to ask permission before posting pictures and videos
of other people on social media.
• Think of a time when you perhaps reacted too quickly on social
media. What happened and how could you have acted differently?
• Is your current social media profile something that it would not
embarrass you if a potential customer or employer came across it? If
it needs improvement, what should be done?
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Chapter Summary
• Best practices for engagement include applying rules of etiquette to SMM.
• In permission marketing, attention is earned.
• A holistic framework for SMM incorporates corporate goals and culture to
categorize firm plans and structure.
• An inbound marketing strategy can work within the customer journey
elements.
• SMM ethics are similar to those for traditional marketing, but platforms pose
additional challenges.
• A global perspective means to avoid confusing your audience.
• Applying the rules of engagement and etiquette to ourselves results in
effective personal branding.
Debra Zahay | Janna Parker, Social Media Marketing, 3rd Edition. © 2023 Cengage. All Rights Reserved. May not be scanned, copied or duplicated, or
posted to a publicly accessible website, in whole or in part.
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6/26/2022

Basic Rules of Engagement (Etiquette) Discussion Activity

Permission versus Interruption Marketing: Permission versus Interruption Marketing:

Permission versus Interruption Marketing: Permission versus Interruption Marketing:

Figure 4.1 Shows a Holistic Framework for

Figure 4.4 Shows the HubSpot Inbound

Figure 4.4 Inbound Marketing Methodology

SMM Ethics (1 of 6) SMM Ethics (2 of 6)

SMM Ethics (3 of 6) SMM Ethics (4 of 6)

SMM Ethics (5 of 6) SMM Ethics (6 of 6)

Making Ethical Decisions Global Perspective (1 of 4)

Global Perspective (2 of 4) Global Perspective (3 of 4)

• Legal Differences • How to Avoid Confusing Your Global Audience

Best Practices: Following the Rules of

Best Practices: Following the Rules of

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