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Social Media: Marketing Public Relations’ New Best Friend (Information…
Social Media: Marketing Public Relations’ New Best Friend
Information
Social media
Social media as the term commonly given to websites, online tools, and other interactive communication technologies which allow users to interact with each other in some way, either by sharing information, opinions, knowledge, or interests (CIPR)
Social media is often characterized as sites where participants can produce, publish, control, critique, rank, and interact with online content (Tuten).
Examples include: blogs and micro-blogs, video sharing, bookmarking applications, wikis, forums, and opinion sites as well as social networks(Giannini, 2010
Social media requires that companies need to interact and engage with their audience but also realized that their customers are now the main drivers of conversations (Brown)
Consumer-generated marketing
Sources of online information that are created, initiated, circulated, and used by consumers intent on educating each other about products (Blackshaw & Nazzaro)
Marketers are realizing is that social media gives the power to consumers to move from spreading the word about brands from a one-to-one basis to a one-to-hundreds, or even one-to-thousands.
Companies are looking to establish a long term relationship rather than once-off sale relationship or one-way communication which most websites may be confined to
The Web 2.0, or Marketing 2.0, is a powerful mix of new and traditional marketing tactics where it allows people to share,collaborate, participate, and co-create forming relationships (Weber, 2007;Tomlinson, 2008; Carter).
The way 21 century communicate is significantly different with how they used to communicate in the last century
A billion people have Internet access and subsequently
communicate instantly with others
Enabled by Internet-driven new media consumers have become intermediaries and have the power to filter the message
Finally, managers must learn to talk with their customers rather than talking at them which has been the case with traditional media (Mangold & Faulds, 2009)
Consumers are turning away from traditional elements of the promotion mix, by reducing the reliance on advertising as a source of information
Goals
Problem
It is assumed that traditional marketing practices as we know it is phasing out as Internet implementation in the marketing process is more efficient
it may also be assumed that they are not necessarily phasing out, but are rather supported by social media
Objective
Identify and discuss the growing popularity of social media and explore its potential impact on marketing practices and especially marketing public relations
Results / Contribution
Traditional marketing has changed
Endorsements are now passed from trusted customers and other third party sources to prospects
A development in the way that marketers now communicate with their audience
Terrminologies
Consumer-generated media
Social networks
Facebook
MySpace
Relationship building
Gummesson (2008) relationship building is the inter-action in networks of relationships
MARKETING PUBLIC RELATIONS
Public relations activities designed to support marketing objectives (Harris, 1993)
Essence of MPR is that it requires the marketer to hand over his or her promotional message to an intermediary in order to reach the ultimate customer
Marketer shows up in a social network can create a negative reaction among its members. Firms that wish to make a presence in a social network must focus their efforts on creating an interesting content, fostering a community,and engaging with their customers in a more direct, casual, and personal way
Non-media connectors
Either be a professional in a specific field or simply a consumer with a love for a brand, product, or organization
NMC can be used by organizations to createa buzz, to spread the word, to create excitement through conversations,blogs, live events, and social media (Voight, 2007)