Hello, my name is Simone Kurtzke,
and I'm a Lecturer in Digital Marketing
and Social Media
at Robert Gordon University.
And I'm here today to talk to you
about social media marketing,
and I think it's a very valuable
and interesting topic to look at,
because we now have
mainstreaming of social media,
it's been around for 10, 15 years now.
So it's really a good time
to step back and look at that overall,
not just in terms
of the practical application
and the strategy,
but the wider philosophical trends
to really understand
whats happened in last years
and what is likely to happen
in the future.
I start with brief history
of social media
as I said
we were at the really good stage
to look back now and take stock.
I will then place social media
in the wider context
of the age of the customer
or what is also been called
the experience economy,
because there are some underlying
philosophical and theoretical shifts
which it's very difficult
to understand social media.
I will then move on
to talk more specially
about the aspects
of social media marketing strategy
that brands and companies
really need to focus on.
I then draw some conclusions that sum up
where we are right now
and, of course,
I hope that this will be relevant
for the next few years,
which is why I said
I really wanted to draw
at some of the underlying themes
and philosophical themes as well,
and not just talk about tactics
or what's specifically it is
we need to do.
A brief history of social media.
In this section, I want to talk
about the term Social Media in itself,
because it's a very, very
recent new phenomenon.