Introduction to Social Media Management
- 1. Introduction to Social Media Management COMM 399 Social Media Management Department of Communications The University of Tennessee at Martin Fall 2013 | Dr. Tracy Rutledge
- 2. Introduction to Social Media Management Social Media Defined • Social media are platforms and applications that allow people to connect, exchange information, and engage in communication.
- 3. Introduction to Social Media Management Social Media Networking Defined • Social media networking is the process of connecting, communicating, and building relationships using social media.
- 4. Introduction to Social Media Management Traditional Communication Model Model from Launch! Advertising and Promotion in Real Time by Michael Solomon, Lisa Duke Cornell, Amit Nizan
- 5. Introduction to Social Media Management New Interactive Model Model from Launch! Advertising and Promotion in Real Time by Michael Solomon, Lisa Duke Cornell, Amit Nizan
- 6. “A squirrel dying in front of your house may be more relevant to your interests right now than people dying in Africa.” –Mark Zuckerberg, Facebook
- 7. Introduction to Social Media Management Social Media Myth #1 Adapted from from Likeable Social Media • Social media can “fix” a bad product, company, or organization.
- 8. Introduction to Social Media Management Social Media Myth #2 • Using social media results in instant success and ROI.
- 9. Introduction to Social Media Management Social Media Myth #3 • Social media are free.
- 10. Introduction to Social Media Management Social Media Myth #4 • Social media use the same message strategies as traditional IMC media.
- 11. Introduction to Social Media Management Traits of “Likeable” Social Media Adapted from from Likeable Social Media • Careful listening • Transparent communication • Responsive communication • Authentic communication • Interesting storytelling • Engaging content
Editor's Notes
- #6: If we understand the communications model, we appreciate how messages affect people, how people make purchase decisions, and what influences these choices. These issues can help advertisers understand why people accept some messages while they ignore others.