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social media management midterm
Terms in this set (28)
4 primary objectives of social media
information, communication, community, collaborative work
"read only web" , brick and mortar thinking applied to the digital space. can buy online and in person.
a change where users co-create value of platforms like Google, Amazon, etc. in a community of connected users.
"ideal" direction the web could go in: a new wave of decentralized person to person networking technologies. To return the internet into the hands of the users, pro-privacy, anti-monopoly, human-centered.
people who interact together to share common culture
tendency to associate or form social groups
tending to form cooperative and interdependent relationships with others
Maslow's Heirarchy of Human Needs
physiological (food, water), safety (shelter), belonging (social), self-esteem, self-actualization
profit rate formula for social media
P = S / (C + v1 + v2) profit rate = surplus value / (constant capital + variable capital for employees + variable capital for users)
create a commodity
use the commodity created by producers
they both use and produce commodities, sometimes simultaneously (ex) watching YouTube video and commenting
a person's attention to your content is now a commodity (i.e.) paying to get their attention
involvement of users, audiences, consumers, and fans in creation of culture and content
big data commodity
commodity of user data which is produced by internet prosumer's digital labor
why should a business use social media?
gain customer insights, increase brand awareness and loyalty, build relationships with customers
why do relationships matter?
it costs 5-8x more money to pick up new customers than to maintain existing ones. CVL (customer lifetime value): the money that a loyal customer will give to a company throughout their lifetime. (Mac example)
the identity of your business
Group Split, Workzone
benefits + primary problem
unique selling proposition
needs met + secret sauce
vision, values, behavioral, emotional, tone of voice
logo, setting, subject
primary needs met + emotional response
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