Ch 9 notes.pdf - Chapter 9 \u2013 Social Media 1 Section 1 Myth#1 Social Media is free It is literally free but resources still cost money for managing the

Ch 9 notes.pdf - Chapter 9 – Social Media 1 Section 1...

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Chapter 9 Social Media 1 Section 1: Myth #1: Social Media is free It is literally free, but resources still cost money for managing the platforms. Myth #2: Good social media must “go viral” Companies can get huge benefits when one of their sponsored products goes viral as a video or blog post goes viral on the internet. However, the chances of that is very rare. Myth #3: Social media will replace traditional media It is replacing tradition media but in a slow way. Traditional media will still be around at a good period of time. Myth #4: Good social media must reach millions of people The success can’t be measure by volume. Some influencers will millions of followers might only reach a small number of key targets. Company should carefully select their method. Myth #5: A good social media campaign can fix most other problems It is unlikely that one campaign can fix all other problems. Myth #6: Social media should function independently of traditional media The goal is to attract and engage customers. It is better to combine both efforts and make something good together. Section 2: - Social media platforms are constantly changing. - Companies often invent new way to reach customers on social media. Paid, Owned, Earned framework: This framework is useful because it reminds marketers that owned media is key. While both paid and earned media is to bring traffic to owned media to generate revenue. Paid Media Owned Media Earned Media - Social media ad - Display ad - Affiliate marketing - Paid search marketing - Website - Social media platforms - Email marketing - Social media sharing - Direct traffic - SEO - Press coverage
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Loyalty Path: Focus on not only generating a customer but a LOYAL customer. It is good to social media because it reminds social media managers that all content should create opportunities for engagement that generate loyalty to their brand.
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