Businessweek article review
Aaker, David. (2012). Secrets of social media revealed in 1966. Businessweek. Retrieved: http://www.businessweek.com/managing/content/jun2011/ca20110617_657629.htm According to the article "Secrets of social media revealed in 1966" by David Aaker in Businessweek, many of the current principles embodied in Internet marketing were known amongst savvy persuaders even before the current technological age. A 1966 study by Ernest Dichter revealed that word-of-mouth persuasion was one of the most important motivational factors in brand choice. Internet marketers clearly understand this, given the degree to which they try to use online review websites such as Yelp and bloggers to convince people to buy products. This is often seen as more effective in reaching a cynical audience base than standard types of advertising. Dichter found that there were four motivations for a person to communicate about brands. "The first (about 33% of the cases) is because of product-involvement. The experience is so novel and pleasurable that it must be shared. The second (about 24%) is self-involvement. Sharing knowledge or opinions is a way to gain attention, show connoisseurship, feel like a pioneer, have inside information, seek confirmation of a person's own judgment, or assert superiority. The third (around 20%) is other-involvement. The speaker wants to reach out and help to express neighborliness, caring, and friendship. The fourth (around 20%) is
Word-of-mouth is the major factor to help people make decisions on buying high-involvement products (Gu, Park, & Konana 2012, p. 182).
The use of social media marketing has become a standard way in which organizations advertise their products or services. Social media marketing allows consumers to have immediate access to other consumers reviews or to post a review about a product or service. There is engagement between the company and the consumer (Evans, Dave 2010). Social Media emerged in the late 1980’s when websites such as Prodigy, Compuserve and America Online. Prodigy was first of it’s kind and was known as a ”consumer online service”. Half of the page is devoted to advertising. Facebook, Twitter, Myspace, Hi5, Bebo and Orkut are all social media platforms that are utilized as platforms today.
This source is a Journal of the Academy of Marketing Science. The author speaks about how Social media marketing is the use of social media to market a product or service.
Brene Brown (The Gifts of Imperfection, 2010, p.19) stated: “I define connection as the energy that exists between people when they feel seen, heard, and valued; when they can give and receive without judgement.” Being able to communicate information, and discover information, without being judged or questioned, is one of the defining features about your product that entices such a large audience. Through some of your other products, such as Google+ and YouTube, your market also satisfies their need to feel valued within a massive online
This novel was extremely helpful for my knowledge in the public relations field. I learned many facts that I thought the opposite of before reading it. For an example, although I was not exceedingly familiar with the idea of word of mouth, I would have never expected the percentage of social media in word of mouth to be so low (Berger 2013). After reading about word of mouth I began realizing how much I spoke about products on a day to day basis. The best part about this novel was the immense amount of examples. Berger utilized facts and experiments to
5. Pages 443, 445, text, social movements. Write about Facebook, other social networking sites and their impact on society.(good and bad)
With the influence of online websites and social media, marketers are able to endorse their creation
When any consumer likes a Facebook page, monitors a brand via Twitter or relates with a brand's existence on various social media networks like YouTube, Google+ or Twitter, a connection forms between the brand and the customer (Hennig-Thurau, et al., 2010). 19% of customers buy "often," and twenty nine percent of the customers buy “sometimes” due to their bonding with the brand. “There is a definite correlation between a customer liking a brand online and consumer's possibility to buy that brand," according to Social Vibe CMO John Capano. "People often follow brands on social media sites not because they find them adorable but because they want to acquire something," pointed Lieb. All Likes may not be equal (Libai, et al., 2010).
All around the world people are shamed. Even you’ve been shamed. Shaming is an action that makes another person feel ashamed or humiliated. Shaming can be used for good and it can be used as a way to hurt someone. In an article called, “Internet Shaming” by Eric Posner, Posner argues that shaming can be harnessed for good and can be used as an alternative way to resolve small crimes. There is a short film produced by CBS called, “How Social Media Led to a Renaissance’ of Public Shaming”. It explains how you can prevent shaming and how you can stop yourself from being shamed. In another article called, “The Psychology of Humiliation” By Neel Burton, Burton explained the difference from humiliation and embarrassment, shame, and
The social network is a product of our time and a timely comment on how we live now.
“Social networks are successful because they offer widespread participation, but at the same time, they open their users up to unnecessarily dangerous exposure.” (Herring, Mark Y.. Social Media and the Good Life: Do They Connect? Jefferson NC: McFarland, 2015. ProQuest ebrary. Web. 10 September 2016.). Social media (sometimes defined as social network/networks) can be used to promote your ideas. Promoting your ideas through social media is a great way your voice to be heard by millions of other users using the same social media you use every day. Promoting may get you discovered by celebrities/authors/people who are looking for good marketing. However, some ideas/opinions you choose to express may cause an uproar of cyberbullying and may cause negative attention to be directed towards you, which nobody wants to deal with. Communication is also a great advantage that social media
In today’s business world, social media is being discussed on a daily basis. This phenomenon has taken over the marketing and advertising industries and has changed the way they handle their efforts to attract customers. There is a big misunderstanding that social media are only popular networking sites such as Facebook and Twitter, but as defined by the Merriam-Webster dictionary, social media are “forms of electronic communication (as Web sites for social networking and micro blogging) through which users create online communities to share information, ideas, personal messages, and other content (as videos).” The rise of these online communities has given companies an opportunity to engage in conversations with their customers. This in
Over the last several years the process of reaching out to customers has been continually changing. Part of reason for this is because more people are turning to the Internet as a way to be able to promote their products and communicate to a larger audience. A good example of this can be seen with the election of Barack Obama in 2008, with him using this medium as a way to gain support and funding for his campaign. This allowed him to utilize this new technology to effectively connect with and inform voters about key issues. Over the course of time this helped his campaign to gain momentum. Once this occurred is when he was able to stand out against his rivals through effectively utilizing these tools. (Miller, 2008)
Buzz marketing is all about word of mouth, and leverages, “not simply the power of the trendsetter, but also “the power of wanting to be the trendsetter”. (Walker,2004). Marketers activate buzz marketing as an effective, perceived unbiased message to gain trust and loyalty among consumers. Tremor feels that “buzz marketing is the most effective way for a message to travel through networks of real people communicating with others. ”(Walker, 2004).
The important role of e-WOM has and has been acknowledged as the most important communication source between consumers .At its core, WOM is a process of personal influence, in which interpersonal communications between a sender and a receiver can change the receiver's behavior or attitudes . The role that interpersonal communication plays in influencing opinions has also long been acknowledged by sociologists, who identified the importance of “opinion leaders” in this process. The ability of individuals to influence other people's opinions is of particular interest to organizations seeking to market