"What is Social Media"

Social media involves a natural, genuine conversation between people about something of mutual interest, a conversation built on the thoughts and experiences of the participants. It is about sharing and arriving at a collective point, often for the purpose of making a better or more-informed choice. Beginning with this simple focused concept, this chapter will explore social media in more detail. First, I'll defi ne it more precisely (and demonstrate something about social media in the process) and then move into how you can use social media to complement the marketing activities you are using in your current campaigns.

Social Media - Chapter 3Social Media, a form of media that does not require an interruption to get its message across.

The Main Points

• Social media is defined as: Participatory online media where news, photos, videos, and podcasts are made public typically accompanied with a voting process to signal items considered popular.
• Social media is an effective guidepost. Social media can be used to gather valuable information about how your product, service, and brand are perceived in the marketplace.
• The basic application of social media is as a consideration phase tool that connects post-purchase experiences with potential customers progressing from awareness to purchase.
• Social media is an activity that is based on the notion of influence.
• Planning and implementing channels associated with social media fits well with the concepts of integrated marketing.

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