🧠 What Can You Do With Social Media?
🔍 What is Social Media?
Online means of communication, collaboration, and cultivation among networks of people and organizations, enhanced by technology and mobility. 通过技术和移动性增强的人与组织网络之间的在线交流、协作和培养方式。
📖 类型：
- 同步互动（Synchronous）：实时，如短信聊天
- 异步互动（Asynchronous）：非实时，如电子邮件
🛠 Social Media is a Tool, not a Strategy
社交媒体是工具，需要与品牌战略协同使用。
📌 Social Media Use Cases
- 使用视频分享和记录活动
- 一边看电视，一边在社交媒体上讨论节目内容
- 创建博客，分享喜爱的食谱
- 组织读书俱乐部会议，并协商图书购买价格的团体折扣
- 动员一群人抗议一项不受欢迎的政策（不要试图在校园里实施☺）
- 与朋友发送即时消息或语音聊天，进行同步在线对话
- 与朋友分享信息图
- 根据其他素食者的评价，找到你首次造访的城市中最好的素食餐厅
- 制作你自己的动画视频并分享
- 记录你的海外旅行日记，包括照片、视频、日记条目和目的地评分
- 为慈善机构筹款，甚至为初创公司寻找愿意资助你部分费用的支持者
- 找到你以前认识的人并与他们重新联系
- 用简短的社交游戏来娱乐自己和朋友
- 以及更多……
📈 Participation and Value Chain
- 文化参与感（Culture of Participation）是社交媒体的核心
- 用户通过社交平台进行分享、协作、评论、创建等多种互动
🔗 Social Media Value Chain
社交媒体参与者的核心活动以及使这些活动成为可能的组成部分。
用户活动 + 技术支持构成价值链
案例2：零售商的客户生命周期营销接触点摘要
🧱 Key Concepts
| 概念 | 定义 |
|---|---|
| Media | Means of communication, ranging from mass media to personal media |
| Personal Media | Channels capable of two-way communication on a small scale – e.g. email, surface mail, telephone, and face-to-face conversations |
| Medium (Channel) | The various categories of delivery systems, including broadcast and print media – e.g. WOM, television, radio, newspaper, magazine. |
| Vehicles | The specific carrier within a medium category – e.g. within magazine, Vogue, Better Homes and Gardens |
The Zones of Social Media
- Social media is complex as there are multiple channels and vehicles, with new one emerging periodically
| 概念 | 定义 |
|---|---|
| Social Community | Social communities describe the channels of social media that focus on relationships, featuring two-way and multi-way communication, conversation, collaboration, and sharing experiences. |
| Social Publishing | Social publishing refers to the production and issuance of content for distribution via social publishing sites. |
| Social Entertainment | Social entertainment encompasses events, performances, and activities designed to provide the audience with pleasure and enjoyment, experienced and shared on social media. |
| Social Commerce | Social commerce refers to the use of social media in the onlineshopping, buying, and selling of products and services. |
🎯 Marketing & Social Media
- Marketing: The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
- Advertising: Advertising is a paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take some action, now or in the future.
- Digital Marketing: Online or digital means of transmitting marketing communications.
- Social Media Marketing: The utilisation of social media technologies, channels and software to create, communicate, deliver and exchange offerings that have value for the organisation's stakeholders.
📌 SMM 常见营销目标
- 提高认知
- 激发欲望
- 鼓励试用
- 促进购买
- 建立品牌忠诚
- 弥补服务失败
🧾 POEM: Paid, Owned, Earned Media
| 类型 | 描述 |
|---|---|
| Paid | 付费，如广告、赞助 |
| Owned | 自有，如网站、博客 |
| Earned | 用户生成，如评价、分享 |
💼 Careers in Social Media
📌 典型岗位
- Social Media Marketing Manager
- Social Media Assistant
- Social Media Specialist
- Social Media Insights Analyst