Social Media: users create social networks to exchange information, ideas, personal messages, and other content through methods of electronic communication.
Social Media Myths:
- social media is free
- good social media must go viral
- social media will replace traditional media
- good social media must reach millions of people
- a good social media campaign can fix most other problems
- Social media should function independently of traditional media
There are many different forms of social media such as Facebook, Twitter, Instagram, Yelp, Youtube, Pinterest, LinkedIn, etc
Facebook- founded by Mark Zuckerberg. There are 2.23 billion monthly active users and 1.47 billion daily active users as of June 2018. 85% of daily active users are outside the US and Canada 92% are mobile users.
- Target group is 18-50 and slightly more women than men.
In the news feed
- Content posted by friends
- Action by friends
- Content posted by subscribed pages
- Paid content
Facebook advertising
- a post,
- a website
- A Facebook page
- An app
- A local business
- An offer
Twitter- a public message board that people follow other people and brands. Hashtags (#) and (@) are used to tag words and accounts.
- Slightly younger audience than facebook, genders are balanced
- You can share links, images, and videos
- Promoted tweets are purchased to reach a wider group of users
Instagram- photo-sharing application that was acquired by Facebook in 2012. This app allows users to edit and upload photos and short videos.
- Younger audience than Facebook
- More females than males
- Facebook bought Instagram in 2012 for 1billion
- Brought the @ and # symbols to a new level
- An Instagram profile can be a brand equity building opportunity
Pinterest- known as digital scrapbooking. You see your friend’s recent pins in your feed, organized in multiple columns.
- Businesses can create a profile and post information
- Insert a pin button on your own website
- Use paid advertising: Promoted Pins
- Slightly more female users
Snapchat- messaging app that lets users exchange pictures and videos
- Has the youngest audience
- Can use advertisements in a snap
- Geofilters that are available in a specific location
- Sponsored lenses
Youtube- app consists of mostly videos rather than a “social” aspect
- Ad revenue pays for YouTube
- Is owned by Google
- Ads only appear on videos where monetization is enabled
Advantages of video ads
- Video ads are a good format for informing and educating
- Search engines like video
- Videos convey huge amounts of information in a short time
- People share videos
- Video ads convert to sales/conversions (people can click on
- them for more info)
- Video ads are cheaper than TV ads target
