Posted by: Jenny Ta | November 22, 2009

12/01/09 Critical Questions

Chapter 11 – The groundswell inside your company

Since college students always have questions, why don’t universities embrace the groundswell to help connect students with one another?

Chapter 12 – The future of the groundswell

If a company embraced the groundswell full fledged, what are the negative implications? How might this affect a company’s privacy?

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Posted by: Jenny Ta | November 21, 2009

11/24/09 Critical Questions

Chapter 10 – How connecting with the groundswell transforms your company

If I work at a company that feels strongly about traditional advertising, how might I encourage them to embrace the groundswell?

Posted by: Jenny Ta | November 18, 2009

11/19/09 Critical Questions

Chapter 12 – How to write to your buyers

How can companies write effective marketing for those who aren’t native English speakers?

Chapter 13 – How web content influences the buying process

I hardly look at email subscriptions/newsletter from companies after I purchase an item. How effective are they?

The Tipping Point Reading Guide

Doesn’t marketing have the stickiness factor? What are the implications of those stickiness for children?

Posted by: Jenny Ta | November 16, 2009

11/17/09 Critical Questions

Chapter 10 – You are what you publish: Building your marketing and PR plan

Creating buyer personas are essential. Are there exceptions where focus on products is more important than a buyer’s persona?

Chapter 11 – Online thought leadership to brand your organization as a trusted resource

What is the significance of e-books for marketers? Why don’t we see many companies create e-books to market their company?

Wikinomics, Chapter 1

With the growing accessibility of technologies (internet specifically), are we steering away from the label “an individualistic country” ?

Posted by: Jenny Ta | November 15, 2009

11/12/09 Critical Questions

I’m So Totally, Digitally Close to You

If Facebook feed did not exist, would Facebook still be as popular?

Facebook Attracting More of an Older Crowd

Why does Facebook constantly change its design/functionality?

The Message is the Message

How can an average citizen absorb a specific policy when Obama uses many media outlets to deliver information?

You Might Not Love the New Facebook, But Brands Should

Given the growing trend of advertisements on Facebook, will there be a decrease of Facebook users in the future?

New Facebook Pages: A Guide for Social Media Marketers

If Facebook users leave negative comments on Facebook pages, what can companies due to regulate it?

Posted by: Jenny Ta | November 9, 2009

Response Paper

Jenny Ta
Comm 491 – S. Meraz
11/08/09

Chapter 19 – Social Networking Sites and Marketing

Before the increase in popularity of social networking sites, advertising products to a large audience by using traditional marketing methods was costly and time consuming. Not only do social networking sites allow people to create personal profiles and share photos, journals, and music with a network of friends, companies can also utilize them to their advantage by marketing their products to people in their virtual network, at no cost. The benefits of using social networking sites are essentially what created the phenomenon of social networking sites, whether for personal use or for marketing purposes.

David Meerman Scott’s chapter 19 in “The New Rules of Marketing & PR” discusses how marketers can utilize social networking sites as a marketing vehicle to advertise their products to consumers. Although there are probably more social networking sites that are beneficial to marketers than what was mentioned in the chapter, Myspace, Facebook, Squidoo, Second Life, and Twitter were the few social networking sites that were discussed.

On MySpace, some companies such as Volkswagen create an interesting approach to advertising on their MySpace profile page. Helga, the German character who appears in some of company’s TV commercials, had her own page with information showing her likes and dislikes and had options where users could download ringtones, images of Helga, and short audio clips of Helga’s strong German accent. When a MySpace user adds her as a friend, he or she will be able to associate her with Volkswagen. Not only do big brand companies create a profile, nonprofit organizations and political candidates also create pages as well.

Facebook is an important marketing tool for marketers because it allows them to create a profile/page to communicate to their consumers directly. If a company or any person wants to market their products, there are three approaches to deliver information and ideas to a network of people effectively: friend-to-friend communication, groups, and applications. When a Facebook user posts something on his/her personal profile (like a product), he or she is already updating and delivering it to friends. The feature of Facebook groups allow people to join whatever they are interested in, so it is not like they will be forced to read information unwillingly. Participants of those groups can communicate with each other, thus taking an active part in the brand. Lastly, since Facebook is an open platform, anyone can create applications at no cost. If someone wants to promote and advertise his or her product, this feature is a great way to build a brand.

Squidoo is another social networking site that allows marketers to build an online presence. Squidoo is based on people’s expertise in a niche subject, which allows people to make topics (or lenses) to share their knowledge of a particular subject with everyone. For example, a professional automotive technician named Vince Ciulla uses Squidoo to help with the trouble shooting of vehicles. Nonprofit organizations such as Global Action Foundation (GAF) also use Squidoo to spread word and encourage people to contribute.

Second Life is a 3-D online world built and owned by its residents. Residents can explore, meet other residents, socialize, and participate in individual and group activities, to name a few. Although this may seem like a game, companies utilize this social networking site to create products or offices that resembles their own, allowing residents to buy, sell, and trade with other residents.

Finally, Twitter is an important marketing tool because it allows marketers to inform and alert their followers and other Twitterers of their products. For example, JetBlue updates their status when they are running airfare specials. Since writing a status is constrained to only 140 characters, status updates have to be concise and informational.

David Meerman Scott stresses the importance of creating a social networking site that does not have overt commercial messages. This is interesting to me because we are bombarded with advertising each day, and we all hate obvious advertising. So, the key to marketing on social networking sites is to create pages of information that we, the Internet users, want to absorb, and not what companies think we want to absorb. There is a difference between participating/engaging with consumers and obvious spamming. Ultimately, it is the consumers’ choice in what they want to consume, so it is important for marketers to create content that targets the right audience for their products.

Posted by: Jenny Ta | November 9, 2009

11/10/09 Critical Questions

Chapter 19 – Social Networking Sites and Marketing

With many social networking sites (SNS), how will marketers know which one will be BEST suited for their marketing needs?

Posted by: Jenny Ta | November 4, 2009

11/05/09 Critical Questions

A Brief History of the Status Message

I have heard of IRC but not too many people I know use it. Why isn’t it popular?

The Battle for Your Social Status: Facebook Builds Network Around Your Activity

Facebook allows third parties to create applications. Will twitter eventually have an open source?

Into the Statusphere, A.D.D Creates Opportunities for Collaboration and Education

“Twitter Search is poised to replace Google Blogsearch” what does he mean by this?

Beyond Blogs: The Conversation Has Moved Into the Flow

If blogs add a section where people can write their status instead of writing an “entry”, will this benefit blogs?

The Inside Word: On the Web, “Streams” Are Replacing Pages

If more people start using Twitter, FaceBook, etc. for information, what are the implications for traditional search engines?

Posted by: Jenny Ta | November 2, 2009

11/03/09 Critical Questions

Chapter 7 – Energizing the groundswell

Aside from ratings/reviews, communities, and ambassador programs, what else can companies implement to energize their customers?

Chapter 8 – Helping the groundswell support itself

Is it as important for online clothing stores to have forums as it is for online electronics stores?

Posted by: Jenny Ta | October 17, 2009

10/20/09 Critical Questions

Iran, Citizen Media, and Media Attention

Do citizens find reporting events in social media as a more credible source for obtaining information?

Let’s Not Get Carried Away by Twitter’s Role in Iran’s Demonstrations

“I’ve found it more noise than signal in understanding the Iranian upheaval.” What does the author mean?

Can Media Profit from Twitter’s Big Week

If information that is leaked on social media sites isn’t factual, how will traditional news organization address this?

Is Twitter the CNN of the New Media Generation?

If journalists tweet news coverage in only 140 characters each, how will ordinary citizens find the news reports in greater detail?

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