WHAT IS SOCIAL MEDIA?
Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media uses Internet and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). It supports the democratization of knowledge and information, transforming people from content consumers into content producers.
Social media can be said to have three components;
- Concept (art, information, or meme).
- Media (physical, electronic, or verbal).
- Social interface (intimate direct, community engagement, social viral, electronic broadcast or syndication, or other physical media such as print).
Common forms of social media;
- Concepts, slogans, and statements with a high memory retention quotient, that excite others to repeat.
- Grass-Roots direct action information dissemination such as public speaking, installations, performance, and demonstrations.
- Electronic media with 'sharing', syndication, or search algorithm technologies (includes internet and mobile devices).
- Print media, designed to be re-distributed.
Social media marketing is a term that describes use of social networks, online communities, blogs, wikis or any other online collaborative media for marketing, sales, public relations and customer service.
“Social media marketing is the process of promoting your site or business through social media channels and it is a powerful strategy that will get you links, attention and massive amounts of traffic.”
Social media marketing has three important aspects:
- Creating buzz or newsworthy events, videos, tweets, or blog entries that attract attention, and become viral in nature. Buzz is what makes social media marketing work. It replicates a message through user to user contact, rather than the traditional method of purchasing of an ad or promoting a press release. The message does not necessarily have to be about the product. Many successful viral campaigns have gathered steam through an amusing or compelling message, with the company logo or tagline included incidentally.
- Building ways that enable fans of a brand or company to promote a message themselves in multiple online social media venues. Fan pages in Twitter, MySpace of Facebook follow this model.
- It is based around online conversations. Social media marketing is not controlled by the organization. Instead it encourages user participation and dialogue. A badly designed social media marketing campaign can potentially backfire on the organization that created it. To be successful SMM campaigns must fully engage and respect the users.
What do we mean by “Social Media Channels”;
Videos about Social Media Market;
A social network is a social structure made of individuals (or organizations) called "nodes," which are tied (connected) by one or more specific types of interdependency, such as friendship, kinship, financial exchange, dislike, sexual relationships, or relationships of beliefs, knowledge or prestige.
A blog is a personal diary. A daily pulpit. A collaborative space. A political soapbox. A breaking-news outlet. A collection of links. Your own private thoughts. Memos to the world.
Search Engine Optimization (SEO) is often considered the more technical part of Web marketing. This is true because SEO does help in the promotion of sites and at the same time it requires some technical knowledge – at least familiarity with basic HTML.
FROM CLASSIC MEDIA TO SOCIAL MEDIA
Here are some reasons why you should consider using social media:
- It’s natural. Not only do you get natural links without any discernible pattern, your website is exposed to large groups of people in a spontaneous fashion. This differs from paid advertising which has overt commercial overtones.
- It’s defensible. Once successfully mastered, social communities can be a great source of web traffic on top of any traffic you are already receiving from search engines. While you can’t easily increase your search engine traffic, social media traffic can be very easily controlled through strategic marketing.
- It’s low-cost/high returns. If done by yourself, costs are limited to only time and perhaps the expenses involved in hiring a freelance programmer/designer. The benefits will often exceed the cost. It would take you thousands of dollars to buy many links; social media has the ability to give you that for free.
- It complements other efforts. Social media optimization and marketing is usually community-specific. It doesn’t interfere with any other methods of getting traffic to your website. It can and will fit perfectly with an advertising campaign targeting other websites or search engines.
Media is a source in which people gain information, education, News etc. by electronic media, Printmedia. Social media are distinct from industrial media, such as newspapers, television, and film. While social media are relatively inexpensive and accessible tools that enable anyone (even private individuals) to publish or access information, industrial media generally require significant resources to publish information. Examples of industrial media issues include a printing press or a government-granted spectrum license.
"Industrial media" are commonly referred to as "traditional," "broadcast" or "mass" media.
One characteristic shared by both social media and industrial media is the capability to reach small or large audiences; for example, either a blog post or a television show may reach zero people or millions of people. The properties that help describe the differences between social media and industrial media depend on the study. Some of these properties are:
- Reach - both industrial and social media technologies provide scale and enable anyone to reach a global audience.
- Accessibility - the means of production for industrial media are typically owned privately or by government; social media tools are generally available to anyone at little or no cost.
- Usability - industrial media production typically requires specialized skills and training. Most social media do not, or in some cases reinvent skills, so anyone can operate the means of production.
- Recency - the time lag between communications produced by industrial media can be long (days, weeks, or even months) compared to social media (which can be capable of virtually instantaneous responses; only the participants determine any delay in response). As industrial media are currently adopting social media tools, this feature may well not be distinctive anymore in some time.
- Permanence - industrial media, once created, cannot be altered (once a magazine article is printed and distributed changes cannot be made to that same article) whereas social media can be altered almost instantaneously by comments or editing.
In his 2006 book The Wealth of Networks: How Social Production Transforms Markets and Freedom, Yochai Benkler analyzed many of these distinctions and their implications in terms of both economics and political liberty. However, Benkler, like many academics, uses the neologism network economy or "network information economy" to describe the underlying economic, social, and technological characteristics of what has come to be known as "social media".
Andrew Keen criticizes social media in his book The Cult of the Amateur, writing, "Out of this anarchy, it suddenly became clear that what was governing the infinite monkeys now inputting away on the Internet was the law of digital Darwinism, the survival of the loudest and most opinionated. Under these rules, the only way to intellectually prevail is by infinite filibustering."
There are various statistics out now that account for social media's usage and effectiveness for individuals worldwide. However, some of the most recent statistics are as follows:
Social networking now accounts for 11 percent of all time spent online in the US.
A total of 234 million people age 13 and older in the U.S. used mobile devices in December 2009.
Twitter is as of December processing more than one billion tweets per month. January passed 1.2 billion, averaging almost 40 million tweets per day.
One in four (25%) US Internet page views occurred at one of the top social networking sites in December 2009, up 83% from 13.8% in December 2008.
Marketers need to be flexible, able to adjust, and most importantly able to provide pertinent and timely information when, where and how customers/potential customers need/want it. Social media allows for that across all areas of marketing (product, pricing, promotion and distribution).