Social Media Marketing Strategies

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ISM UNIVERSITY OF MANAGEMENT AND ECONOMICS
MANAGEMENT AND BUSINESS ADMINISTRATION PROGRAMME
BACHELOR STUDIES

ASG Working Group
Giedrius Puzas
Paulius Kūdakas
Edita Lelytė
Mantas Riauba

What’s Your Social Media Strategy?
Case study

VILNIUS, 2011

TABLE OF CONTENT
Įvadas3
Predictive practitioner approach4
The “social media champion.” 6
The “social media transformer”9
Creative Practitioner Approach11
Concept of Social Media 13
The Source15

Social media is a phrase being tossed around a lot these days, but it can sometimes be difficult to answer the question of what is social media. If MySpace is a social media site, and Mag.nolia is a social media site, and Wikipedia is a social media site, then just what is social media? The best way to define social media is to break it down. Media is an instrument on communication, like a newspaper or a radio, so social media would be a social instrument of communication. In Web 2.0 terms, this would be a website that doesn't just give you information, but interacts with you while giving you that information. This interaction can be as simple as asking for your comments or letting you vote on an article, or it can be as complex as Flixster recommending movies to you based on the ratings of other people with similar interests. Think of regular media as a one-way street where you can read a newspaper or listen to a report on television, but you have very limited ability to give your thoughts on the matter. Social media, on the other hand, is a two-way street that gives you the ability to communicate too. It is easy to confuse social media with social news because we often refer to members of the news as "the media." Adding to the confusion is the fact that a social news site is also a social media site because it falls into that broader category. But social news is not the same thing as social media anymore than a banana is the same thing as fruit. A banana is a type of fruit, but fruit can also be grapes, strawberries, or lemons. And while social news is social media, social networking and wikis are also social media.

How these things work:
* Social Book marking. (Del.icio.us, Blinklist, Simpy) Interact by tagging websites and searching through websites bookmarked by other people. * Social News. (Digg, Propeller, Reddit) Interact by voting for articles and commenting on them. * Social Networking. (Facebook, Hi5, Last.FM) Interact by adding friends, commenting on profiles, joining groups and having discussions. * Social Photo and Video Sharing. (YouTube, Flickr) Interact by sharing photos or videos and commenting on user submissions. * Wikis. (Wikipedia, Wikia) Interact by adding articles and editing existing articles.

Predictive practitioner approach
Years ago it was common practice that customer service was held through the company’s website by writing the email to the adequate manager of support department. Looking from nowadays perspective it is not that convenient. The reason of inconvenience the respond time. Usually it takes more than a week or no answer at all. And here comes social network which strongly effected companies support politics. Reason? Control was no longer in the hands on these companies since people who were unhappy about the product of service started posting complaints about the companies in public, this includes famous social network websites like: Facebook, Tweeter, LinkedIn, etc. Stories and complaints were the most powerful tool to reinforce changes. It is known that word of mouth is a strong phenomenon which strongly effect company’s reputation. This social network turn made companies change their customer service strategy and also enter social network websites and track not only “likes”, fans, followers, etc. Social media (form of electronic communication through which users create online communities to share information, ideas, personal messages, and other content) has changed...
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