Week 4- Planning


My reaction to this slide show is positive. I think it agrees with the sources that Professor Zellers posted as it shows the four P’s in a different way. The four P’s are product, price, place, and promotion. In this slideshow, it shows social media marketing involves five core steps: what- the content, who- the audience, where & when- the platforms, how- the conversations & interactions, and why- the benefits for your product and brand.

I think this compares to the four P’s by:
Product: what- the content
Price: who- the audience
Place: where & when- the platforms
Promotion: how- the conversations & interactions, and why- the benefits for your product and brand

I think that it also agrees with the other sources posted because of all the focusing you need to do when creating a marketing plan. You need to focus on the content, the audience, the platforms (when using social media), the conversations & interaction, and the benefits for your product and brand.

There are three things I would add onto/change the semester project marketing plan format.

1. Add in: addition to target audience groups: Identify personas to help you identify potential character traits, personalities, habits, and attitudes of your target. This helps you create a social media plan of ideal scope and size.

2. Add in: Ask questions when creating objectives: How does information flow in my industry? Where do people get their information? How do consumers act in my industry? Do they hang out in networks? What influences my customers?

3. Change: Put the project in the format of who, what, when/where, why and how. It makes things so much more organized.

I think that’s it’s a good idea when a professor wants to solicit ideas about changing assignments from students, because I think that other people could have opinions on ways to make things better. However, I think it’s a difficult task to accomplish when the professor has already touched on the majority of the points already. For example, for this project, there aren’t too many things that I could find to add on the project. Everything I found is already listed.


Week 3- A few words about Marshall McLuhan- “The Medium is the Message”

Marshall McLuhan states in one of his famous quotes, “The medium is the message” because it is the “medium that shapes and controls the scale and form of human association and action.” (Understanding Media, NY, 1964, p. 9)

McLuhan predicted that we would become technology dependent based on new inventions in communication technology. McLuhan also predicted that this would change our culture. Inventions in technology did change our culture.

I remember our generation as children, we would spend hours on the phone with our friends. When the Internet had evolved, we started instant messaging for hours, which allowed us to talk to more than one friend at the same time. However, this generation of children is different. This generation mostly uses text messages, where phone calling is a thing of the past. I think that as a culture we are evolving as well, making plans with friends via texting instead of phone calling or email. My family and friends are guilty of it too. We don’t want to “bother” making that extra personal touch of a phone call. We of a generation and our children’s generation have become so technology dependent and too busy in our daily lives to take that extra personal step. This is shown in an article supporting Marshall McLuhan, titled, The Medium is the Message, by Jason Gross. He states that “how we communicate with each other defines who we are and constitutes so much of what a culture and an individual.” http://www.smashingmagazine.com/2011/07/04/the-medium-is-the-message/

This is also shown in another article titled, Technological Determinism of Marshall McLuhan, where it is stated that “the communications theory of Technological Determinism was molded by Marshall McLuhan. The basic idea behind the theory is that changes in the way humans communicate is what shapes our existence. McLuhan feels that our culture is molded by how we are able to communicate. To understand this, there are a few main points you must comprehend. First, inventions in communication technology cause cultural change. Secondly, changes in modes of communication shape human life. Thirdly, as McLuhan himself puts it, “We shape our tools, and they in turn shape us”. Technological Determinism is distinctly a humanistic theory.” http://www.allsands.com/potluck2/potluck2/technologicalde_ubp_gn.htm This also shows how McLuhan predicted that we would become technology dependent and that technology would change our culture.

I think that how we communicate via the Internet, text messages, emails, or talking to one another can give a different meaning to the message that we are trying to get across. If you are talking to someone, they can hear inflection in your voice and perceive the true meaning of your words. However, through a text, email, or instant message, no one can hear the inflection in your voice, and can perceive the meaning of your words different. This is shown in Jason Gross’ article, where he also states, “The central theory behind “the medium is the message” is that the medium through which content is carried plays a vital role in the way it is perceived.” http://www.smashingmagazine.com/2011/07/04/the-medium-is-the-message/

My thoughts on McLuhan’s tetrad:

“Each medium, independent of the content it mediates, has its own intrinsic effects which are its unique message.” I think this means that each medium, whether it’s a text message, through a social network, or through a telephone call, can produce a different meaning of a message to come across. I think this is true. If you’re talking on the telephone, you can hear inflection in someone’s voice. Where as through a text message, you can’t hear someone’s voice and you may take a meaning of a message differently. Through a social network is even harder, because everything you post can get comments on it as well as other people’s opinions, which could get out of hand if someone takes the meaning of your message differently.

“The message of any medium or technology is the change of scale or pace or pattern that it introduces into human affairs. The railway did not introduce movement or transportation or wheel or road into human society, but it accelerated and enlarged the scale of previous human functions, creating totally new kinds of cities and new kinds of work and leisure. This happened whether the railway functioned in a tropical or northern environment, and is quite independent of the freight or content of the railway medium.” (Understanding Media, NY, 1964, p. 8) I think this means that all technology evolves and as it evolves, it affects the world around us, which I find this true as well. For example, with the use of cellular phone technology, we use text messages and facebook comments (mobile media) to make plans now that technology has evolved to allow us to do so. We do this now instead of calling each other on the phone.

Week 2- General guidelines for what makes for effective social media marketing

  1. Gear your content towards your customers/potential client base.

    According to an article titled 10 Content Marketing Tips from Social Media Experts, on http://www.radian6.com/blog/2012/09/10-content-marketing-tips-from-social-media-experts/, “Make customers the hero in your content. They saved the day, came up with solution, reaped the reward” (Goldasich). What this means, is to gear your content towards your customers. If you think they want to see a video of a specific product, then make that video.

  2. Create posts that allow users to stay on the site they’re on, so they don’t have to log out or leave the social media site. It is a convenience to users.

    The Sandusky Register is a newspaper that has a facebook account in addition to their main site at www.sanduskyregister.com. Here they post breaking news, videos, photos, articles, blogs, and links to their site. This attracts users to their facebook page, as more than half of facebook users log on every day – that is more than 400 million people, according to the site: http://www.socialmediaexaminer.com/26-promising-social-media-stats-for-small-businesses. Because the users are already logged into facebook, it makes it easy to get their news right there daily; they don’t have to even leave the facebook site, which is a big convenience to users.

  3. Offer coupons, deals or steals to your social media followers.

    According to Garrison Marketing Solutions, “There are many ways to make use of social media to engage your customer base. First, you should regularly post Twitter and Facebook updates. You can let people know about discounts and sales being offered by your business. You can offer coupons or limited time deals available only to your social media followers.” This is posted on the site: http://www.garrisonmarketing.com/social-media-expert/social-media-marketing-portland-oregon. The more coupons you offer available only to your social media followers, the more followers you may get, as followers will share the coupons with their “friends.”

  4. Share video, photos, and examples of the products/services your business offers.

    I think that because Etsy posts all these examples on their social media marketing pages, they get a bigger client base. In an interview with Professor Mike Zellers of LCCC, when asked what makes effective social media marketing, Sally Whitwell states, “Sharing of audio and video has been very effective, also personal interactions with Tumblr followers and Facebook fans.” This shows how sharing examples of your products/services and also connecting with your client base can affect your business.

  5. Be available on more than one social media site.

    Etsy is a good example of using all different kinds of social media to promote their business. They are marketing themselves on 5 different social media websites. These include facebook, twitter, tumblr, youtube, and pininterest. Etsy is a business that sells homemade products. It is very popular for those who are looking to purchase handmade goods, especially things like pottery, jewelry, and costumes. On all of their social media pages, they have pictures, video and examples of their products. Because they have a lot of social media pages on different sites, they have a large customer base. It also allows users to share Etsy products with other users, so they end up with even more social media followers.

Week 1- An overview of Social Media Networking

According to Wikipedia, Social Media Networking takes on many different forms including forums, blogs, and social networks. It doesn’t just include being online on a computer, but it also includes the mobile network as well.

Also, according to Wikipedia, Web 2.0 is the new revolution of the Internet. It allows users to interact and collaborate with each other where social media is concerned. This includes web sites like facebook, twitter, linkedin, youtube, etc…

Instantshift shows a list of top social media networking sites. Among them is facebook, twitter, linkedin and youtube as well.

50% of facebook users log onto facebook every day. The average user spends 700 minutes on facebook every month. Every 60 seconds on facebook, there are 510,000 posted comments, 293,000 status updates, and 136,000 uploaded photos. Twitter has over 225,000,000 users who send 1736 tweets per second. Linkedin has 135,000,000 users. Every second, 2 new users sign up for Linkedin. Youtube has 490,000,000 unique visitors. 35 hours of video is uploaded every second. I think that these results and statistics are astounding! I didn’t know that all these people use social media on a day to day basis. You can view these statistics and more at:

In this next video, you can see the revolution of social media networking, and how quickly it evolved. It shows that to reach 50 million users, it took the radio 38 years, television 15 years, Internet 4 years, and iPod users 3 years. It took facebook just 1 year to reach 100 million users. 1 in 6 higher education users are enrolled in online classes. The U.S. Department of Education released a study in 2009 stating that online students did better in online classes than those receiving face-to-face instruction. This year, in 2012, 80% of companies are using linkedin to find potential employees. I think that the most astonishing fact to me in this video is that it took facebook just 1 year to reach 100 million users, where as television it took 15 years to reach half that amount of users. Also, the fact that 80% of companies are using linkedin to find potential employees is amazing too. The Internet has come a long way from just posting your resume to being able to connect with potential employers/employees. You can view these statistics and more at:

A company called the Credit Assistance Network uses social media to promote their business. This is a common thing that a lot of companies are starting to do. In the following video, it shows that you can connect with them in a variety of different ways to obtain information about their company/services, or keep in contact them using common social networking sites.

Nordstorm has an attractive facebook page.  It has 1,609,280 likes, 35,734 talking about it, and 120,215 were on their page today. It shows new arrivals, deals, sales, and catalog photos. Users here can “like” things on the page, which in turn shows up on their friends’ news feeds as “so and so likes a photo.” It’s like free advertising for the company. According to their facebook page, Nordstrom also has a twitter and a youtube account.

I think that organizations are effective when using social media for promoting their business and products. Once you reach one user that likes a product and they share that product with all the people in their network, it’s like free advertising for the company. The more sharing of a product or service, the more people are aware of that product or service, the more likely you get more customers to buy that product or service.