Health Sciences 3090A/B Chapter Notes - Chapter 4: Social Media Marketing
20 Jan 2016
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Reading 4: increasing the roi of social media marketing. By following a 7-step process to identify and recruit potential brand ambassadors in online social networks, an ice cream retailer substantially improved the effectiveness of its social media marketing. Social media and wom (word of mouth) is very important in every marketers job. Transitioning from one-way advertising messages to two-way dialogues with consumers via social media. Select an appropriate form of social media to communicate. Analytical capabilities to analyze the reach, spread and impact. Influencers on social media exhibit high levels of engagement in 3 aspects: (1) message spread (forwarding) (2) influence (forwarded to friends) (3) social impact (number of comments). Effect (cie: locate those potential influencers who have interests relevant to the. Campaign- need to get those who are interested in the company"s category of goods and services. Hockey pokey is a super-premium ice-cream retailer in india.
