Free Trial

Safari Books Online is a digital library providing on-demand subscription access to thousands of learning resources.

  • Create BookmarkCreate Bookmark
  • Create Note or TagCreate Note or Tag
  • PrintPrint
Share this Page URL
Help

Chapter 5: Week 2: The Social Feedback Cycle > Social Media in Marketing

Social Media in Marketing

On the social web, consumers connect, share, and validate thoughts, arriving at consensus over time. Consensus on the social web may be fleeting or scattered—think of fads or small groups of ardent followers for products like a new designer energy drink—or it may indeed manifest as mass popularity around long-standing power brands such as Red Bull, Apple, and Nike, all of which have a strong presence on the social web. Online marketing concepts such as engagement and loyalty morph into their social counterparts like participation and reputation. Why? With traditional and most online media, the interaction is generally one way: The prospective or current customer, for example, gets to watch or play with something that someone in a position of control has put forth. Too often, that’s about as far as it goes. With social media, it’s truly participative: The consumer gets to shape, create, and share the content directly. Through participation and response, social reputations are formed: When the context is marketing, these become the active social expressions of the brand. This participative development of reputation is a direct consequence of collective ac....community. Communities—whether formally built around a specific interest or cause or informally built through more casual connections and the interactions between members—sit at the center of the social web.


  

You are currently reading a PREVIEW of this book.

                                                                                                                    

Get instant access to over $1 million worth of books and videos.

  

Start a Free 10-Day Trial


  
  • Safari Books Online
  • Create BookmarkCreate Bookmark
  • Create Note or TagCreate Note or Tag
  • PrintPrint