Chapter 12 Notes

Rise of Social Media

  • Blogs
    • Almost anyone can create a blog. A blog is ideal for a small business or large company
    • Start up cost are often minimal….Free
    • Links can be made to other blogs and Web pages.
    • Material can be updated and changed instantly.
  • MySpace and Facebook
    • Excellent opportunities to make “friends” in several ways.
    • Marketing and Public Relation personnel believe networking sites were vital for
      • Gaining consumer insights
      • Building brand awareness
      • Creating customer loyalty
  • YouTube
    • Popular medium of communication
    • YouTube video’s are:
      • Humorous
      • Entertaining
      • Educational
  • Flickr
    • Allows individuals to share photos with the rest of the world.
    • Primarily used for personal use.
    • Organizations are strongly discouraged from trying to sell products and services, however Public Relation personnel find creative ways to use the social networking aspect of Flickr to build awareness of an organization or brand.
    • Flickr can be used for public relations purposes only of the focus is on generating participation and involvement on the part of consumers and the general public.
  • Texting
    • Broadcast text, companies often use to send a brief message to all employees at the same time.  Example, text may be to remind employees about sign up for something.
    • Subscription, Users sign up to receive text messages from groups or organizations. Example, a reporter may sign up to receive text messages from a company the he or she covers on a regular basis.
    • “One-off,” a cell phone user can send a text message to a source to get an answer to a question.
  • Twitter
    • Another form of text messaging
    • Free social networking and microblogging service.
    • Allows users to post messages of up to 140 characters in length on computers and mobile devices.
  • Wikis
    • A collection of Web pages that enables anyone who accesses it to provide input and even modify the content.
  • Podcasts
    • Digetial media file, or a series of such files, that is distributed over the internet using syndication feeds for playback on portable media players and personal computers.
    • Three major advantages of podcasts
      • Cost-effective
      • Ability of users to access material on a 24/7 basis
      • Portability
    • Organization use podcasts for a variety of purposes, including
      • Provides news about a company
      • In-depth interviews with executives and other experts
      • Features giving customer tips about use of products and services
      • Training material for employees
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