Chapter Objectives: The Role of Social Media Marketing

6/26/2022
Chapter Objectives
• Define what SMM is and explain why it is important.
• Explain the Seven Myths of SMM
Chapter 1 • Relate a brief history of SMM
• Explain how SMM differs from traditional offline marketing
• Identify positions and careers in SMM
The Role of Social Media
• Discuss the characteristics of a successful social media marketer
Marketing
• Best practices for 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.
1 2
What Is SMM? Discussion Question (1 of 2)

• Social media marketing (SMM) refers to the process of gaining • What is your favorite social media site and why?
website traffic or attention through social media sites: • How much time do you spend on that site?
1. Creating buzz or newsworthy events, videos, tweets, or blog entries that • What do you do there?
attract attention and have the potential to become viral in nature.
2. Building ways that enable fans of a brand or company to promote a
message themselves in multiple online social media venues.
3. It is based around online conversations.
4. Social media is part of a larger media ecosystem of owned, paid, and
earned media, which represents a way for marketers to leverage their
own brand efforts.
3 4
Figure 1.1 Illustrates the Power of Social Media Figure 1.2 Explains the Different Types of Media
https://www.youtube.com/watch?v=5YGc4z
Oqozo
What is your reaction to this video?

Have you seen anything similar?
How does social media make it possible
to challenge large companies?
Figure 1.1 Dave Carroll with His Guitar
Figure 1.2 Paid, Owned, and Earned Media
5 6
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Figure 1.3 Most Popular Social Networks

The Seven Myths of SMM Worldwide as of April 2020 (ranked by number
1. Social Media Is Just a Fad of active users)
2. Social Media Is Just for the Young
3. There Is No Return on SMM
4. SMM Isn’t Right for This Business
5. SMM Is New
6. Social Media Is Too Time-Consuming
7. Social Media Is Free
Figure 1.3 Most Popular Social Networks Worldwide as of April 2020

(ranked by number of active users)
7 8
Figure 1.4 Shows Which Platforms Are Favored Figure 1.5 Illustrates Social Media Use Across
by Type of Marketer All Age Categories
Figure 1.4 Social Media Platforms Used by B2C and B2B Marketers
Figure 1.5 Social Media Usage by Age,
Demographics
9 10
Figure 1.7 Illustrates SMM Has Benefits Beyond

Figure 1.6 Suggests SMM Can Influence Sales
Sales
Figure 1.7 Benefits of SMM

Figure 1.6 Marketers Who Agree or Strongly Agree That SMM Source: Statista, “Leading Benefits of Using Social Media for Marketing Purposes Worldwide as of January 2020,”
https://www.statista.com/statistics/188447/influence-of-global-social-media-marketing-usage-on-businesses.
Helped Them Improve Sales
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The History of SMM Figure 1.8

• Social media has reached critical mass. Figure 1.8 A Social Media Timeline
• 79% of adults in the United States have a profile on a social network.

• See the timeline in Figure 1.8.
– ARPANET
– USENET
– WELL
– MySpace, Delicious, Second Life, Facebook
– Flickr, YouTube
– Twitter
– TikTok
13 14
Why SMM Is Different Figure 1.9

• Several aspects distinguish SMM from traditional marketing:
• Control (traditional) versus contributions (SMM)
• Trust building; be earnest
– Trust is slow to earn, but easy to lose.
• SMM is a unique combination of marketing creativity and technology.
Figure 1.9 Richard Sherman Tweets to Order a

Domino’s Pizza
15 16
Careers in SMM (1 of 2) Careers in SMM (2 of 2)

• From virtually nothing in 2003, social media now measures in billions. • Many positions available, including these:
• That growth has fueled the number of jobs in the field. – Blogger
– Community Manager
– But numbers hard to come by, as many SM marketers have transitioned
from other jobs in their firms, and because many work part time. – Content Marketing Manager
– Digital Media Manager
– Director, Social Media Marketing
– Engagement Manager
– Interactive Media Associate
– Social Media Account Executive
– And many more
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What Are the Characteristics of a Successful

Discussion Question (2 of 2)
Social Media Marketer? (1 of 2)
• What career path do you see yourself taking in social media • Good communication skills
marketing? – Able to engage successfully with diverse groups of people
• Why is it attractive?
– Being a good listener
• How would you get started?
– Good writing skills
• Working knowledge of computers and the Internet
– Programming not required
• Knowledge of search marketing desirable
• Proficiency on at least three leading social platforms: Facebook,
Twitter, and LinkedIn
19 20
What Are the Characteristics of a Successful

Best Practices for SMM
Social Media Marketer? (2 of 2)
• Tips for jobseekers: 1. Begin with a strategy backed by an SMM plan.
– Stay on top of social media trends. 2. Be honest and transparent in all your social media efforts.
– Be prepared to think and act quickly. 3. Identify your target audience and understand its media behavior
– Be comfortable with analytics. before you begin.
– Learn to write for social media. 4. Welcome participation and feedback from your audience.
– Establish and maintain your social media presence. 5. Remember that what you know today may not be valid tomorrow.
– In all you do, show yourself to be an effective user of social media. SMM changes with the evolution of technologies and of audiences.
21 22
Personal Branding Exercise Chapter Summary

• Social media marketing involves using social media to achieve marketing
• Google your name. goals like website traffic or attention.
• What do you see when you do so? • Social media marketing is not a fad, but is here to stay.
• Does what you see reflect who you are personally and professionally? • Since, evolving from the internet, major social media platforms have been
widely adopted.
• What would you like to change about the search results?
• SMM means the marketer must relinquish complete control over the brand
• How will you go about it? and the customer has a say in the brand identity.
• There are many careers in SMM and picking the right one involves
understanding oneself.
• Successful social media marketers are flexible, write well, understand
analytics, and stay on top of trends.
• Best practices start with a plan, like the one in this book.
• Social media can be used to build a personal brand.
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6/26/2022

What Is SMM? Discussion Question (1 of 2)

What is your reaction to this video?

Figure 1.3 Most Popular Social Networks

Figure 1.3 Most Popular Social Networks Worldwide as of April 2020

Figure 1.7 Illustrates SMM Has Benefits Beyond

Figure 1.7 Benefits of SMM

The History of SMM Figure 1.8

• 79% of adults in the United States have a profile on a social network.

Why SMM Is Different Figure 1.9

Figure 1.9 Richard Sherman Tweets to Order a

Careers in SMM (1 of 2) Careers in SMM (2 of 2)

What Are the Characteristics of a Successful

What Are the Characteristics of a Successful

Personal Branding Exercise Chapter Summary

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