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Social Media Marketing


What Is Social Media Marketing?

  • Social media is best defined in the context of the previous industrial media paradigm. Traditional media, such as television, newspapers, radio, and magazines, are one-way, static broadcast technologies. For instance, the magazine publisher is a large organization that distributes expensive content to consumers, while advertisers pay for the privilege of inserting their ads into that content. Or you’re sitting down, watching your favorite sitcom, and suddenly you’re interrupted by commercials (luckily, you have a DVR, so you can fast-forward through them). If you disagree with something you read in the newspaper, you can’t send thee editorial staff instant feedback. And good luck connecting with your morning radio on-air personality.

  • New irown content. A blog post, tweet, or YouTube video can be produced and viewed by millions virtually for free. Advertisers don’t have to pay publishers or distributors huge sums of money to embed their messages;now they can make their own interesting content that viewers will flock to. 
  • Social media comes in many forms, but for our purposes, I’ll focus on the eight most popular: blogs,
    micro blogs (Twitter), social networks (Facebook, LinkedIn), media-sharing sites (YouTube, Flickr), social bookmarking and voting sites (Digg,Reddit), review sites (Yelp), forums, and virtual worlds (Second Life).

Big Brands and Social Media 

  • IBM owns more than 100 different blogs, a dozen islands in the virtual world of Second Life, several
    official Twitter accounts, and a popular forum called developer Works. It publishes a machinima series(a cartoon video made in Second Life) on YouTube, and several employees upload presentations to the media-sharing site Slide Share. 
  • Dell has tapped the power of social media with its hugely popular IdeaStorm website, where users add ideas for new product lines and enhancements, vote them up or down, and comment on submissions. Because of the site, Dell has started to ship computers with Linux installed, and has added community support. Starbucks has also started to use this model to some success with its My Starbucks Idea site. 

 
Blendtec’s “Will It Blend” series was a social media hit.


Social Media and You 

  • Whether you are part of a small, medium, or giant business, or are an individual entrepreneur, your customer sear using social media, and there’s no reason you shouldn’t be, too. It costs almost nothing, it’seasy to get started, and it can have an enormous financial impact on your business.
  • This book will teach you everything you need to know to pick the right tools and get started. While writing this book, I spoke with some of the most brilliant social media pioneers, including people from Flickr,Yelp, Mashable, WebmasterWorld, Second Life, and Scout Labs. They shared their wisdom on how you can—and should—be working with social media. 

History

  • People have been keeping journals for thousands of years (an example is Roman Emperor Marcus
    Aurelius), and have been able to write them online since 1994. Justin Hall, a student at Swath more
    College, was one of the first web diarists when he started writing about video games and gaming conventions in the mid-1990s. Originally, these journals were nothing more than parts of regular sites that were updated regularly, by hand, in HTML. The technical knowledge this required prevented the average person from starting an online diary.
  • In December 1997, the word weblog, a combination of the words web and log, was born; eventually,
    weblog was shortened to just blog. This is probably one of the least understood and most ridiculed
    words on the Web; I’ve heard people who should know better explain it as having come from a bunch of ridiculous origins (including business log). 
  •  Blogging didn’t start to blossom until 1999, when LiveJournal (see Figure 2-1) and Blogger were
    launched, the latter by Evan Williams (who went on to create Twitter). Users could sign up to one of
    these two sites and start their own blogs for free, with no technical ability required. By the end of 2008, 346 million people were reading blogs, and 184 million had started one of their own.


 Mashable’s “God List” posts took a long time to make, but resulted in thousands of visitors and links.


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