Chapter 16: Using social media to connect with consumers. In this chapter, you learned to: Define social media and describe how they differ from traditional advertising media, identify the four major social networks and how brand managers integrate them into their organizations’ marketing actions, describe the differing roles of those receiving messages through traditional media versus social media and the factors brand managers use to select a social network,. | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Define social media and describe how they differ from traditional advertising media. Identify the four major social networks and how brand managers integrate them into their organizations’ marketing actions. LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 16, YOU SHOULD BE ABLE TO: LO2 LO1 16- Describe the differing roles of those receiving messages through traditional media versus social media and the factors brand managers use to select a social network. Explain how social media can produce sales revenues for a brand and compare the performance measures linked to inputs or costs versus outputs or revenues. LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 16, YOU SHOULD BE ABLE TO: LO4 LO3 16- Describe how the convergence of the real and digital worlds affects the future of social media. LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 16, YOU SHOULD BE ABLE TO: LO5 16- . | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Define social media and describe how they differ from traditional advertising media. Identify the four major social networks and how brand managers integrate them into their organizations’ marketing actions. LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 16, YOU SHOULD BE ABLE TO: LO2 LO1 16- Describe the differing roles of those receiving messages through traditional media versus social media and the factors brand managers use to select a social network. Explain how social media can produce sales revenues for a brand and compare the performance measures linked to inputs or costs versus outputs or revenues. LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 16, YOU SHOULD BE ABLE TO: LO4 LO3 16- Describe how the convergence of the real and digital worlds affects the future of social media. LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 16, YOU SHOULD BE ABLE TO: LO5 16- CONNECTING WITH TODAY’S COLLEGE STUDENTS USING FACEBOOK AND TWITTER 16- How Social Media Came About Web Blog Defining Social Media User Generated Content (UGC) UNDERSTANDING SOCIAL MEDIA WHAT ARE SOCIAL MEDIA? LO1 16- Classifying Social Media Media Richness Self-Disclosure UNDERSTANDING SOCIAL MEDIA WHAT ARE SOCIAL MEDIA? LO1 16- FIGURE 16-1 Social media classified by media richness and self-disclosure 16- Ability to Reach Both Large and Niche Audiences UNDERSTANDING SOCIAL MEDIA COMPARING SOCIAL AND TRADITIONAL MEDIA LO1 Expense and Access Training and Number of People Involved Permanence Credibility and Social Authority Time to Delivery 16- Facebook: An Overview Keep It Fresh FOUR IMPORTANT SOCIAL NETWORKS FACEBOOK LO2 Facebook in a Brand Manager’s Strategy Facebook Pages: Generate Awareness Let Users Get Engaged and Guide Content Make It Familiar, But with a Twist 16- FIGURE 16-2 The Bitter Girls Facebook Page shows elements of .
