Social Media Marketing

Marketing in Islamic Finance

by Bashir Jaman

What is Islamic Marketing? What should Islamic banks should do to promote equity finance? What is Islamic Marketing? What should Islamic banks should do to promote equity finance?

Persuasive brand management: How managers can influence brand meaning when they are losing control over it

by Oriol Iglesias

Iglesias, O. and Bonet, E. (2012) Journal of Organizational Change Management, Vol. 25 Issue 2, pp. 251 165

Purpose – The purpose of this paper is to build a conceptual framework that enables an improved comprehension... more
Purpose – The purpose of this paper is to build a conceptual framework that enables an improved comprehension of how brand meaning is constructed.

Design/methodology/approach – Conceptual implications are drawn from an analysis and discussion of the literature in the fields of brand management, meanings, rhetoric, and narratives.

Findings – Brand managers are progressively losing control over the multiple sources of brand meaning. Brand meaning is co-created during the consumer-brand relationship and the customer-perceived brand meaning is re-interpreted at each touchpoint that a consumer has with a managerially determined brand interface, a brand employee, or an external stakeholder.

Originality/value – “Persuasive brand management” is presented as a new approach to brand management. It considers that the main activities of managers regarding brand strategy decisions involve processes of interpreting and creating meanings; as well as persuading a wide diversity of internal and external stakeholders.

A Typology of Social Media Crises

by Ashwin Malshe

This is more for practitioners rather than academicians. I propose a new typology for categorizing social media crises. It should help managers to craft responses to the crises accordingly.

Recasting Social Media Users as Brand Ambassadors: Opening the Doors to the First ‘Social Suite’

by Avery Holton

Co-authored with Mark Coddington, University of Texas at Austin. Published in Case Studies in Strategic Communication, 2012.

Professional sports teams have struggled to incorporate social network sites into their existing branding and media... more Professional sports teams have struggled to incorporate social network sites into their existing branding and media strategies, wrestling with issues of access and trust. This case study examines an innovative effort by one organization, Major League Baseball’s Cleveland Indians, to create a physical space for online discussion about their team. In that space, called the “Social Suite,” local social media users were given exclusive access to watch the team’s games from a suite, along with access to team staff and information. Through in‐depth interviews and participant observation this study found suite users saw themselves not as members of the media, but as active participants in the team’s own online marketing efforts. This self‐perception corresponded with team executives’ goal to use the suite as a way to reverse negative online discussion about the team by creating a network of influential “brand ambassadors” who spread positive perceptions about the organization. This novel approach—one that illustrates the changing landscape of media and communication
practice and theory—may serve as a model for other sports teams and businesses as they work to integrate the public into their digital and online efforts.

Ethical Frameworks in Business and Their Application to Social Media Marketing

by Matt Lievertz

Cultura e Internet: il patrimonio culturale siciliano e la sua visibilità sul web

by Elisa Bonacini

StrumentiRes Anno IV | n° 1 | Febbraio 2012; ISSN  2279-6851

Si presentano i risultati dell'indagine sulla visibilità online del patrimonio culturale siciliano (realizzata nel... more Si presentano i risultati dell'indagine sulla visibilità online del patrimonio culturale siciliano (realizzata nel volume "La visibilit@ sul web del patrimonio culturale siciliano. Criticità e prospettive attraverso un survey on-line con Guida multimediale ai musei siciliani sul web"), soffermandosi sulle principali criticità e illustrando le potenzialità non adeguatamente sfruttate della comunicazione culturale sul web.

Social Media in Higher Education: A Literature Review and Research Directions

by Charles H.F. Davis III

CITATION

Davis III, C.H.F., Deil-Amen, R., Rios-Aguilar, C., & González Canché, M.S.Social media and higher education: A literature review and research directions. Report printed by the University of Arizona and Claremont Graduate University.


This research was supported by funding from the Bill & Melinda Gates Foundation.

Social media [technology] has become a growing phenomenon with many and varied definitions in public and academic use.... more Social media [technology] has become a growing phenomenon with many and varied definitions in public and academic use. For our purposes, the term social media technology (SMT) refers to web-based and mobile applications that allow individuals and organizations to create, engage, and share new user-generated or existing content, in digital environments through multi-way communication. Despite the widespread use of SMT, little is known about the benefits of its use in postsecondary contexts and for specific purposes (e.g., marketing, recruitment, learning, and/or student engagement). It is critical to begin to examine if and how higher education institutions are incorporating the use of SMT. This review of existing literature on the use of SMT in higher education will provide a baseline sense of current uses nationally, providing a descriptive overview of the phenomenon.

Connecting Small and Medium Enterprises to the New Consumer: The Web 2.0 as Marketing Tool

by Efthymios Constantinides

Constantinides E., 2010, Global Perspectives on Small and Medium Enterprise, IGI Global, Hershey, Pennsylvania

This chapter explains the nature, effects and current standing of the new generation of Internet applications,... more This chapter explains the nature, effects and current standing of the new generation of Internet applications, commonly known as Social Media or Web 2.0, reviews their role as marketing instruments and identifies opportunities for SMEs for engaging them as part of their marketing strategy. The chapter defines and analyses the Social Media phenomenon, identifying the main approaches corporations follow in engaging Web 2.0-based applications in order to that support, complement or improve their traditional and online marketing activities. These approaches aim at using the social Internet as source of market intelligence, communicating with customers, efficiently develop-, market- and distribute products and also improve customer relations and retention. The chapter proposes a classification of the main Social Media -based applications and their roles as passive or active marketing instruments.
Based on the experience of pioneering firms the chapter identifies the main conditions and options for SMEs willing to utilize the Web 2.0 as commercial tool in order to advance their marketing operations and connect to the new consumer in the virtual and physical marketplace. While field experience so far indicates that large corporations rather than SMEs are more likely to engage in Social Media marketing the low cost, potential and apparent popularity of Social Media among customers make the domain extremely attractive for SMEs.

Tripadvisor.com e destinazione Sicilia: un'indagine nel mondo del Travel 2.0

by Ylenia Naspi

Fight Fire With Fire: Reputation management for governments. Strategies for countering negative publicity and protests on social media channels.

by Monica Guy

This chapter is part of a social media handbook created during Quinnipiac University’s Interactive Communications: Social Media course under Prof. Alexander Halavais.

Advice for governments on how to counter criticism on social
media: either think like a dictator, or think like a... more Advice for governments on how to counter criticism on social
media: either think like a dictator, or think like a marketer
protecting the reputation of their brand. This chapter is aimed at governments, politicians, dictators, prominent individuals, and political organizations whose reputations are under attack on social media channels. It aims to help these individuals and governments develop effective strategies to:
• counter criticism of policies or individuals on social media
• dampen the spread of civil unrest through social media channels
• prevent activists from organizing protests on social media
• present a rosy picture of potentially unstable civil situations to the world's media

Revealing the Rot: How to use social media to expose corruption and mismanagement at both local and national levels

by Monica Guy

This chapter is part of a social media handbook created during Quinnipiac University’s Interactive Communications: Social Media graduate course under Professor Alexander Halavais.

This chapter covers the steps you must consider when crafting a strategy for exposing corruption andmore This chapter covers the steps you must consider when crafting a strategy for exposing corruption and
mismanagement through social media. Along with practical advice and thought-provoking questions, it
examines several case studies which throw light upon how social media has been and is being used to
expose corruption around the world.

«Aux Sources Du Marketing Viral»

by Kevin Mellet

Welcome to the "Social Trade"

by Jake Aull

By now, we've all heard that what makes social media "different" are such elements as essential two-way... more By now, we've all heard that what makes social media "different" are such elements as essential two-way dialogues, grassroots-driven growth and that whole "community" element... There have been books all about "social currency," "social capital," "digital exchange," etc. - they have given us this "collaborative" outlook on social media. Not forgetting such essential lessons, I want to now focus back on the end consumer benefits - the "WiiFMs."

Social Media Marketing and SEO

by Oleg Ilin

There are indicators that search engines begin to wise up and search for the methods to prevent this new spam. Easy... more There are indicators that search engines begin to wise up and search for the methods to prevent this new spam. Easy days for black hat SEO in social networking are almost over. The same happened with blog and ping technique. It was like a traffic mantra a few years ago. Now this tactic is less efficient in search engines.

In addition, social networks became more accurate in estimating the actual popularity of the posts and bookmarks.

The Difference between Social Media Marketing and Online Marketing

by Oleg Ilin

Whereas we can say that online marketing and internet marketing are synonyms, the same statement won’t be true for... more Whereas we can say that online marketing and internet marketing are synonyms, the same statement won’t be true for social media marketing.

Social media marketing is an area of marketing dedicated to marketing products and services through social media in its entirety.

Building Wine Brand Communities with the Use of Social Media: A Conceptual Model

by Lin Humphrey

Presented at the 2011 Academy of Wine Business Research conference in Bordeaux, France.

Purpose: This contribution to the wine marketing literature explores how marketers can use social media to build brand... more Purpose: This contribution to the wine marketing literature explores how marketers can use social media to build brand community, specifically we explore brand characteristics, relational factors, and community characteristics that influence brand community.

Design/methodology/approach: Theoretical model that in future research will be tested using structural equations modelling.

Findings: To build brand community the brand must be perceived as competent as consumers will want to identify with a brand. Brand characteristics, brand identification, relational factors and community characteristics are considered.

Practical implications: The wine industry has new, low-cost ways to build brand community.

Key words: Social Media, Brand Community, Brand Identification, Facebook

The Viral Green: The IT Industry and Green Web Marketing

by Jake Aull

Collaborative value Co-creation in crowd sourced communities

by Andrew Whalley

Social TV. Il futuro è nelle conversazioni

by Emanuela Zaccone PhD

A short paper about Social TV and its evolution for the Telecom Italia's "Working Capital" blog.
Published on July 4th 2011

What is Social TV?
How does it affect Social Media Marketing for audiovisual products? What is Social TV?
How does it affect Social Media Marketing for audiovisual products?

"AUDIOVISIVI E SOCIAL NETWORKS: IL TESTO E I MODI DELL’ESPERIENZA 2007-2010"

by Emanuela Zaccone PhD

This is my PhD thesis

The doctoral research project "Audiovisuals and Social Networks: Text and Experiences 2007-2010" is mainly... more The doctoral research project "Audiovisuals and Social Networks: Text and Experiences 2007-2010" is mainly based on the analysis of the international audiovisuals landscape and of the promotional strategies of these products in Social Networks environment.
The aim is to understand what kind of changes we can find about the concept of "text", users and marketing.
The thesis is focused not just on Social Network marketing but also on new media development, such as Social TV and mobile.