Module 04: Foundation of Social Media Marketing

• Overview
  • Defining social media
  • Exploring social media platforms
  • Defining social media marketing
  • Conceptualization of social networks
  • Identifying influentials on social media
• Lecture Slides
  • Module 04 Presentation
• Lecture Notes
  • Module 04 Lecture Notes
• Lecture Assigned Articles
  • RA1
  • RA2
  • Test on RA1
  • Test on RA2
• Additional Materials
  • Exercise on Social Networks
• Learning Takeaways
  • Social media success relies on the 3 C’s: Connect, Content, and Engagement - Firms must first connect with their audience, provide valuable content, and foster meaningful interaction through engagement before attempting to sell or promote products.
  • Social media enables multi-directional communication - Unlike traditional marketing’s one-way monologue, social media facilitates two-way dialogue and three-way trialogue, creating more authentic and engaging customer interactions.
  • Listen before you act - Successful social media marketing requires patience and observation; firms must understand that consumers view these platforms primarily for personal communication, so marketers should engage thoughtfully rather than intrusively.
  • Networks are fundamental to understanding social media - Social systems can be analyzed through nodes (actors) and their relationships (ties).