Social media marketing

Published on February 19, 2015 Updated on October 31, 2016   46 min

Other Talks in the Series: Hot Topics

0:00
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.
0:38
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 perhaps without 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.
1:33
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.
1:45
As we can see on this slide here, social media as a term only really became into the mainstream or grew, perhaps from 2009 onwards and it has really now, of course, reached mass popularity. So it's important to remember that this is a very recent area and a very recent phenomenon.
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Social media marketing

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