Social Media Marketing

Learning Outcome: By the end of this lesson, you will be able to explain what a micro-community is in a marketing context, why brands are shifting attention toward them, and how to engage with one without damaging its trust. What Is a Micro-community? A micro-community is a small, tightly focused group of people connected by…

Learning Outcome By the end of this lesson, you will be able to explain how social networks are structured, identify the sources of power that make an influencer effective, and describe how word-of-mouth cascades through a network. How Do Ideas Actually Travel Through Social Media? A brand can post the same message on the same…

Learning Outcome By the end of this lesson, you will be able to explain the difference between social media monitoring and listening, describe why brands bother doing either, and identify the main sources of error that can quietly bias social media research. What’s the Difference Between Social Media Monitoring and Listening? Tuten and Solomon (2018)…

Learning Outcome By the end of this lesson, you will be able to describe the three phases of social media marketing maturity and apply the seven-step strategic planning process to a social media campaign. Why Does a Social Media Strategy Need a Plan at All? It is tempting to treat social media as the one…

Learning Outcome By the end of this lesson, you will be able to explain the four steps of Tuten and Solomon’s DATA framework for measuring social media performance and describe the three types of metrics marketers use to judge whether a campaign is working. What Is the DATA Framework? Tuten and Solomon (2018) argue that…

Learning Outcome By the end of this lesson, you will be able to explain the five tactical questions — why, who, where, what and how — that turn a social media strategy into a working content and posting plan. What Is a Social Media Tactical Plan? A strategic plan sets the destination: objectives, target segments,…

Learning Outcome By the end of this lesson, you will be able to describe the channels of the social commerce zone and explain why reviews and ratings have become one of the most influential forces in online buying decisions. What Is the Social Commerce Zone? Tuten and Solomon (2018) define social commerce as a subset…

Learning Outcome By the end of this lesson, you will be able to describe how brands build a social presence in the social community zone and explain why most of any online audience never posts at all. What Is the Social Community Zone? Tuten and Solomon (2018) identify the social community zone as the first,…

Learning Outcome By the end of this lesson, you will be able to describe the four channels of the social entertainment zone and explain how brands use social games, from simple ad placements to fully branded experiences. What Is the Social Entertainment Zone? Tuten and Solomon (2018) define the social entertainment zone as events, performances,…

Learning Outcome By the end of this lesson, you will be able to explain how marketers segment social media users, describe the motives that drive participation, and apply Forrester’s Social Technographics ladder to a target audience. Who Is the Social Media Consumer? Before a business chooses a platform, a posting schedule or a tone of…

Learning Outcome By the end of this lesson, you will be able to define social media marketing, explain the Social Media Value Chain, and identify the four zones that structure how businesses actually use social media. What Is Social Media Marketing? Social media are internet-based applications that build on the technological and ideological foundations of…

Learning Outcome By the end of this lesson, you will be able to identify the main channels of the social publishing zone and explain how the content value ladder distinguishes low-value filler from genuinely high-value content. What Is the Social Publishing Zone? Tuten and Solomon (2018) define social publishing as the production and distribution of…