MARK20100 Lecture 28: lecture 28
Document Summary
Chapter 19- using social media to connect with consumers. Social vs traditional media: ability to reach large and niche audiences, expense and access- newspapers and tv are expensive to produce and have restricted access by individuals. Seek to maintain a conversation with their fans. Can target promotional offerings to its best customers. Keep it updated via privacy settings, ads on phones, customizing news feed, hash tags. Can also see what people are saying about product if it is mentioned in a tweet (negative and positive), and with competitors. Mainly for business to business image building and networking. Can use to recruit employees, and site will make recommendations for potential job candidates. Brand manager can produce and show a video that explains the benefits of a complex product. Small businesses can buy and manage key words for their video ads, and their videos will appear when someone searches that word.
