Social Media

JOMC 272.003

Joe Bob Hester / @joebobhester

What are Social Media?

Text says "communications formats where the users publish the content."

A better definition?

Social Network Sites | boyd & Ellison (2007)


Web-based services that allow individuals to:

  • construct a public or semi-public profile within a bounded system,
  • articulate a list of other users with whom they share a connection, and
  • view and traverse their list of connections and those made by others within the system.

What is the potential role of social media in a marketing mix?

Is marketing in social media FREE?

For marketing companies that want to quickly increase sales and market share, what is the most promising fundamental strategic marketing role of social media? Explain.

Do social media hold advertising advantages over traditional media? Explain.

Do traditional media offer advantages over social media? Explain.

Which social media applications are most consistent with “brand building”? Explain.

Exercise 1

Facebook currently has the largest number of users among social media of its type. Suppose you represent a healthy fast food company (assume there is such a thing) with a tiny marketing budget.

How could you use Facebook to generate new customers?

Exercise 1.1

Same situation: Suppose you represent a healthy fast food company with a tiny marketing budget.

How could you use Twitter to generate new customers?

Exercise 1.2

One more time: Suppose you represent a healthy fast food company with a tiny marketing budget.

What other social media service would you recommend, and how could you use it to generate new customers?

Exercise 2

You represent a political campaign with an underdog budget that cannot afford to buy television. How can you use You Tube to get the word out for your client?

Exam II

Monday, October 26