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0:00
Hello and welcome to
the session on social
media marketing.
My name is Hanne
Knight and I teach
marketing at the University
of Plymouth in the UK.
Some of the content
is taken out of
my textbook Digital
Marketing in Practice,
how to design, implement, and
measure effective campaigns.
0:19
In this session, we
will be looking at
social media marketing
and we'll be
covering six steps
that help when
planning a successful social
media marketing campaign.
0:29
Social media has allowed
both consumers and
businesses to find new ways
of communicating
with each other.
With over 4.5 billion social
media users in the world,
the opportunities to
connect seem endless.
Consumers are using social
media channels to
chat with each other,
learn about new products,
and share content they deem
interesting or
relevant to others.
Dollarhide provides the
following definition:
"The term social media refers to
a computer-based technology that
facilitates the
sharing of ideas,
thoughts, and information
through virtual networks
and communities.
1:04
The two most
important aspects of
social media seem to
be the importance of
user-generated content as well
as connectivity
between the users.
Li, Larimo
and Leonidou establish
that social media
has changed the marketplace
in three fundamental ways.
First, social media
allows businesses and
customers to connect in
ways that have not been
possible in the past.
Second, social media
has changed how
firms and customers interact
and influence each other.
Third, the amount of
data created through
social media has made it
progressively possible
for businesses
to improve the management of
customer relationships
and enable
informed decision-making
in business.
