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Social Media: Technology Enabling Business Success

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Hausman and Associates
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Social Media: Technology Enabling Business Success Angela Hausman, PhD Howard University and MarketingThatWorks.TV 202-806-1676
What is Social Networking ? COMMUNITY Real community is dying (Putnam) Increased isolation More time in electronic worlds Busier Uses a variety of social platforms Traditionally text based Pictures Video Allows fluidity in self-presentation
What is Social Media? Relies on customer sharing in social platforms to spread commercial message to social graph Individuals share messages because it builds celebrity and status A social graph changes its attitudes, behaviors or shares messages based on social capital Influence assessed by Klout and PeerIndex Social capital -- respect, authority, trust, and reciprocity Social capital = personal brand Similarity between individuals in the social graph
Social Platforms - Facebook Benefits Large number of users Easy sharing from 1 consumer to another Commercial operations Shopping - 1800 Flowers Relationship building – Dell; Oreos Fan generated fanpages -Coke Contests – Levis Causes - The Body Shop Drawbacks Difficult to build connections May not appear on newsfeed
Social Platforms – Twitter -coke Benefits Growing faster of all platforms Corporate presence Easy to build connections Searchable via # Drawbacks 140 character limit Lack of temporal permanence Vast number of Tweets
Social Platforms - LinkedIn Professional focus New! Company profiles Groups Creating Connections Sharing messages Attempts to increase engagement
Social Platforms – Foursquare and other location-based apps - Panera Benefits Fun and challenging for consumers Gives consumers a voice Helps consumers relate to friends Helps companies build relationships Helps local companies spread the word Drawbacks Counterfeit check-ins Spreads negative sentiments
How to Put it All Together Linking social networks Coordinating online and offline activities Sharing across multiple platforms Unique requirements, limitations, and opportunities of each Timing Consistency Planning Hootsuite Increased difficulty in monitoring and listening
iGoogle igoogle
Resources Page Facebook Hootsuite Twitter LinkedIN

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Social Media: Technology Enabling Business Success

  • 1. Social Media: Technology Enabling Business Success Angela Hausman, PhD Howard University and MarketingThatWorks.TV 202-806-1676
  • 2. What is Social Networking ? COMMUNITY Real community is dying (Putnam) Increased isolation More time in electronic worlds Busier Uses a variety of social platforms Traditionally text based Pictures Video Allows fluidity in self-presentation
  • 3. What is Social Media? Relies on customer sharing in social platforms to spread commercial message to social graph Individuals share messages because it builds celebrity and status A social graph changes its attitudes, behaviors or shares messages based on social capital Influence assessed by Klout and PeerIndex Social capital -- respect, authority, trust, and reciprocity Social capital = personal brand Similarity between individuals in the social graph
  • 4. Social Platforms - Facebook Benefits Large number of users Easy sharing from 1 consumer to another Commercial operations Shopping - 1800 Flowers Relationship building – Dell; Oreos Fan generated fanpages -Coke Contests – Levis Causes - The Body Shop Drawbacks Difficult to build connections May not appear on newsfeed
  • 5. Social Platforms – Twitter -coke Benefits Growing faster of all platforms Corporate presence Easy to build connections Searchable via # Drawbacks 140 character limit Lack of temporal permanence Vast number of Tweets
  • 6. Social Platforms - LinkedIn Professional focus New! Company profiles Groups Creating Connections Sharing messages Attempts to increase engagement
  • 7. Social Platforms – Foursquare and other location-based apps - Panera Benefits Fun and challenging for consumers Gives consumers a voice Helps consumers relate to friends Helps companies build relationships Helps local companies spread the word Drawbacks Counterfeit check-ins Spreads negative sentiments
  • 8. How to Put it All Together Linking social networks Coordinating online and offline activities Sharing across multiple platforms Unique requirements, limitations, and opportunities of each Timing Consistency Planning Hootsuite Increased difficulty in monitoring and listening
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  • 11. Resources Page Facebook Hootsuite Twitter LinkedIN