SlideShare une entreprise Scribd logo

Chapter 6 (social publishing)

Chapter 6 of Social Media Marketing

1  sur  22
Télécharger pour lire hors ligne
SOCIAL
PUBLISHING
6
Zone 2: Social Publishing
Social Media Marketing, 2e©
©Tracy L. Tuten and Michael R. Solomon 2015
6-2
Types of Content
 Blog posts
 Feature articles
 Microblog posts
 Press releases
 White papers* and
case studies
 Newsletters
*A white paper is an authoritative report or guide helping
readers understand an issue, solve a problem, or make a
decision
 Videos
 Webinars
 Presentations
 Podcasts
 Photos
 More
Social Media Marketing, 2e©
©Tracy L. Tuten and Michael R. Solomon 2015
6-3
What is Authentic?
 Editorial
 Commercial
 Consumer-generated
 Organic content
 Incentivized content
 Consumer-solicited content
 Sponsored content
 Bloggers who post sponsored conversations as their
sole reason to contribute to a conversation are known
as spokesbloggers.
 Counterfeit conversations occur when an organization
plants content that masquerades as original material an
actual consumer posted.
Social Media Marketing, 2e©
©Tracy L. Tuten and Michael R. Solomon 2015
6-4
Editorial Calendar
 Schedule for publication and helps bloggers
and other content producers to forecast the
time needed to manage the content
development process, including
researching topics, creating content, and
promoting the content using social
publishing strategies.
Social Media Marketing, 2e© 6-5
Figure 6.3 A Content Value
Ladder
Social Media Marketing, 2e©
©Tracy L. Tuten and Michael R. Solomon 2015
6-6
Publicité

Recommandé

Chapter 5 (social community)
Chapter 5 (social community)Chapter 5 (social community)
Chapter 5 (social community)Jawad Chaudhry
 
Chapter 10 (social metrics)
Chapter 10 (social metrics)Chapter 10 (social metrics)
Chapter 10 (social metrics)Jawad Chaudhry
 
Social Media Marketing (Tuten & Solomon) - Chapter 2 PPT
Social Media Marketing (Tuten & Solomon) - Chapter 2 PPTSocial Media Marketing (Tuten & Solomon) - Chapter 2 PPT
Social Media Marketing (Tuten & Solomon) - Chapter 2 PPTTracy Tuten
 
Chapter 3 (social consumers)
Chapter 3 (social consumers)Chapter 3 (social consumers)
Chapter 3 (social consumers)Jawad Chaudhry
 
Chapter 6 Social Publishing
Chapter 6 Social PublishingChapter 6 Social Publishing
Chapter 6 Social Publishingjoshua abraham
 
Chapter 9 (social media for consumer insights)
Chapter 9 (social media for consumer insights)Chapter 9 (social media for consumer insights)
Chapter 9 (social media for consumer insights)Jawad Chaudhry
 
Chapter 8 (social commerce)
Chapter 8 (social commerce)Chapter 8 (social commerce)
Chapter 8 (social commerce)Jawad Chaudhry
 

Contenu connexe

Tendances

Social Media: Chapter 1 (horizontal revolution)
Social Media: Chapter 1 (horizontal revolution)Social Media: Chapter 1 (horizontal revolution)
Social Media: Chapter 1 (horizontal revolution)Jawad Chaudhry
 
SMM 2e (Tuten & Solomon) - Chapter 1
SMM 2e (Tuten & Solomon) - Chapter 1SMM 2e (Tuten & Solomon) - Chapter 1
SMM 2e (Tuten & Solomon) - Chapter 1Tracy Tuten
 
Chapter 2 (social media marketing strategy)
Chapter 2 (social media marketing strategy)Chapter 2 (social media marketing strategy)
Chapter 2 (social media marketing strategy)Jawad Chaudhry
 
Chapter 7 (social entertainment)
Chapter 7 (social entertainment)Chapter 7 (social entertainment)
Chapter 7 (social entertainment)Jawad Chaudhry
 
Media planning and Buying
Media planning and BuyingMedia planning and Buying
Media planning and BuyingHimmat Patel
 
What is Social Media Marketing
What is Social Media MarketingWhat is Social Media Marketing
What is Social Media MarketingSW SOFTTECH
 
Social media strategy
Social media strategySocial media strategy
Social media strategyOmar Mostafa
 
Types of digital advertising
Types of digital advertisingTypes of digital advertising
Types of digital advertisingJackM29
 
Social Media 101
Social Media 101Social Media 101
Social Media 101Kemal Brown
 
Introduction to Social Media Marketing
Introduction to Social Media MarketingIntroduction to Social Media Marketing
Introduction to Social Media MarketingNikki Little
 
Why Social Media Marketing is Important
Why Social Media Marketing is ImportantWhy Social Media Marketing is Important
Why Social Media Marketing is ImportantJessica Pavona
 
Branding Your Business with Social Media Presentation
Branding Your Business with Social Media PresentationBranding Your Business with Social Media Presentation
Branding Your Business with Social Media PresentationIllinois workNet
 

Tendances (20)

Social Media: Chapter 1 (horizontal revolution)
Social Media: Chapter 1 (horizontal revolution)Social Media: Chapter 1 (horizontal revolution)
Social Media: Chapter 1 (horizontal revolution)
 
SMM 2e (Tuten & Solomon) - Chapter 1
SMM 2e (Tuten & Solomon) - Chapter 1SMM 2e (Tuten & Solomon) - Chapter 1
SMM 2e (Tuten & Solomon) - Chapter 1
 
Chapter 2 (social media marketing strategy)
Chapter 2 (social media marketing strategy)Chapter 2 (social media marketing strategy)
Chapter 2 (social media marketing strategy)
 
Chapter 7 (social entertainment)
Chapter 7 (social entertainment)Chapter 7 (social entertainment)
Chapter 7 (social entertainment)
 
Media planning and Buying
Media planning and BuyingMedia planning and Buying
Media planning and Buying
 
Social Media Marketing
Social Media MarketingSocial Media Marketing
Social Media Marketing
 
Social media marketing
Social media marketingSocial media marketing
Social media marketing
 
What is Social Media Marketing
What is Social Media MarketingWhat is Social Media Marketing
What is Social Media Marketing
 
Creating a digital marketing strategy
Creating a digital marketing strategyCreating a digital marketing strategy
Creating a digital marketing strategy
 
Social media strategy
Social media strategySocial media strategy
Social media strategy
 
Types of digital advertising
Types of digital advertisingTypes of digital advertising
Types of digital advertising
 
Social media marketing
Social media marketingSocial media marketing
Social media marketing
 
Role of social media in marketing
Role of social media in marketingRole of social media in marketing
Role of social media in marketing
 
Social Media Strategy
Social Media StrategySocial Media Strategy
Social Media Strategy
 
Social Media 101
Social Media 101Social Media 101
Social Media 101
 
Social Media Marketing plan
Social Media Marketing planSocial Media Marketing plan
Social Media Marketing plan
 
Introduction to Social Media Marketing
Introduction to Social Media MarketingIntroduction to Social Media Marketing
Introduction to Social Media Marketing
 
Why Social Media Marketing is Important
Why Social Media Marketing is ImportantWhy Social Media Marketing is Important
Why Social Media Marketing is Important
 
Video Marketing Presentation
Video Marketing PresentationVideo Marketing Presentation
Video Marketing Presentation
 
Branding Your Business with Social Media Presentation
Branding Your Business with Social Media PresentationBranding Your Business with Social Media Presentation
Branding Your Business with Social Media Presentation
 

Similaire à Chapter 6 (social publishing)

9B17E009 TECH TALK CREATING A SOCIAL MEDIA STRATEGY
 9B17E009 TECH TALK CREATING A SOCIAL MEDIA STRATEGY  9B17E009 TECH TALK CREATING A SOCIAL MEDIA STRATEGY
9B17E009 TECH TALK CREATING A SOCIAL MEDIA STRATEGY MargaritoWhitt221
 
9B17E009 TECH TALK CREATING A SOCIAL MEDIA STRATEGY .docx
 9B17E009 TECH TALK CREATING A SOCIAL MEDIA STRATEGY .docx 9B17E009 TECH TALK CREATING A SOCIAL MEDIA STRATEGY .docx
9B17E009 TECH TALK CREATING A SOCIAL MEDIA STRATEGY .docxaryan532920
 
Social Media 101: The Search and Social Landscape for Small Businesses, by Ro...
Social Media 101: The Search and Social Landscape for Small Businesses, by Ro...Social Media 101: The Search and Social Landscape for Small Businesses, by Ro...
Social Media 101: The Search and Social Landscape for Small Businesses, by Ro...Rob Garner
 
Social media marketing Strategy
Social media marketing StrategySocial media marketing Strategy
Social media marketing StrategyTecmoz Solutions
 
Driving Traffic to State Tax/Budget Policy Websites
Driving Traffic to State Tax/Budget Policy WebsitesDriving Traffic to State Tax/Budget Policy Websites
Driving Traffic to State Tax/Budget Policy Websitesnelsonjs
 
Driving Traffic
Driving TrafficDriving Traffic
Driving Trafficnelsonjs
 
Search Engine Marketing Presentation
Search Engine Marketing PresentationSearch Engine Marketing Presentation
Search Engine Marketing PresentationPaul Clark
 
9B17E009 TECH TALK CREATING A SOCIAL MEDIA STRATEGY .docx
9B17E009 TECH TALK CREATING A SOCIAL MEDIA STRATEGY .docx9B17E009 TECH TALK CREATING A SOCIAL MEDIA STRATEGY .docx
9B17E009 TECH TALK CREATING A SOCIAL MEDIA STRATEGY .docxpoulterbarbara
 
14 Ways to Increase Your Website Traffic in 2023
14 Ways to Increase Your Website Traffic in 202314 Ways to Increase Your Website Traffic in 2023
14 Ways to Increase Your Website Traffic in 2023DennisMcCurdy1
 
Learn24 SEO & Social Media Presentation
Learn24 SEO & Social Media PresentationLearn24 SEO & Social Media Presentation
Learn24 SEO & Social Media PresentationDerek Edmond
 
Brian massey socialconversion-mccombs-alumni-conf
Brian massey socialconversion-mccombs-alumni-confBrian massey socialconversion-mccombs-alumni-conf
Brian massey socialconversion-mccombs-alumni-confmstcaa
 
Integrating social media and search strategies
Integrating social media and search strategiesIntegrating social media and search strategies
Integrating social media and search strategiesJasmine Sandler
 
HSMAI2011 west web-strategiesthatwork
HSMAI2011 west web-strategiesthatworkHSMAI2011 west web-strategiesthatwork
HSMAI2011 west web-strategiesthatworkMarcel Media
 
M. alfie ridwan seo sosmed
M. alfie ridwan seo sosmedM. alfie ridwan seo sosmed
M. alfie ridwan seo sosmedAlfie Ridwan
 

Similaire à Chapter 6 (social publishing) (20)

Link Value of Social Media
Link Value of Social MediaLink Value of Social Media
Link Value of Social Media
 
Mkt 380 week 7
Mkt 380 week 7Mkt 380 week 7
Mkt 380 week 7
 
Social Media And Seo
Social Media And SeoSocial Media And Seo
Social Media And Seo
 
Social Media And Seo
Social Media And SeoSocial Media And Seo
Social Media And Seo
 
9B17E009 TECH TALK CREATING A SOCIAL MEDIA STRATEGY
 9B17E009 TECH TALK CREATING A SOCIAL MEDIA STRATEGY  9B17E009 TECH TALK CREATING A SOCIAL MEDIA STRATEGY
9B17E009 TECH TALK CREATING A SOCIAL MEDIA STRATEGY
 
9B17E009 TECH TALK CREATING A SOCIAL MEDIA STRATEGY .docx
 9B17E009 TECH TALK CREATING A SOCIAL MEDIA STRATEGY .docx 9B17E009 TECH TALK CREATING A SOCIAL MEDIA STRATEGY .docx
9B17E009 TECH TALK CREATING A SOCIAL MEDIA STRATEGY .docx
 
Social Media 101: The Search and Social Landscape for Small Businesses, by Ro...
Social Media 101: The Search and Social Landscape for Small Businesses, by Ro...Social Media 101: The Search and Social Landscape for Small Businesses, by Ro...
Social Media 101: The Search and Social Landscape for Small Businesses, by Ro...
 
Social media marketing Strategy
Social media marketing StrategySocial media marketing Strategy
Social media marketing Strategy
 
Driving Traffic to State Tax/Budget Policy Websites
Driving Traffic to State Tax/Budget Policy WebsitesDriving Traffic to State Tax/Budget Policy Websites
Driving Traffic to State Tax/Budget Policy Websites
 
Driving Traffic
Driving TrafficDriving Traffic
Driving Traffic
 
Search Engine Marketing Presentation
Search Engine Marketing PresentationSearch Engine Marketing Presentation
Search Engine Marketing Presentation
 
9B17E009 TECH TALK CREATING A SOCIAL MEDIA STRATEGY .docx
9B17E009 TECH TALK CREATING A SOCIAL MEDIA STRATEGY .docx9B17E009 TECH TALK CREATING A SOCIAL MEDIA STRATEGY .docx
9B17E009 TECH TALK CREATING A SOCIAL MEDIA STRATEGY .docx
 
Off page seo PPT.pptx
Off page seo PPT.pptxOff page seo PPT.pptx
Off page seo PPT.pptx
 
Off page seo PPT.pptx
Off page seo PPT.pptxOff page seo PPT.pptx
Off page seo PPT.pptx
 
14 Ways to Increase Your Website Traffic in 2023
14 Ways to Increase Your Website Traffic in 202314 Ways to Increase Your Website Traffic in 2023
14 Ways to Increase Your Website Traffic in 2023
 
Learn24 SEO & Social Media Presentation
Learn24 SEO & Social Media PresentationLearn24 SEO & Social Media Presentation
Learn24 SEO & Social Media Presentation
 
Brian massey socialconversion-mccombs-alumni-conf
Brian massey socialconversion-mccombs-alumni-confBrian massey socialconversion-mccombs-alumni-conf
Brian massey socialconversion-mccombs-alumni-conf
 
Integrating social media and search strategies
Integrating social media and search strategiesIntegrating social media and search strategies
Integrating social media and search strategies
 
HSMAI2011 west web-strategiesthatwork
HSMAI2011 west web-strategiesthatworkHSMAI2011 west web-strategiesthatwork
HSMAI2011 west web-strategiesthatwork
 
M. alfie ridwan seo sosmed
M. alfie ridwan seo sosmedM. alfie ridwan seo sosmed
M. alfie ridwan seo sosmed
 

Plus de Jawad Chaudhry

Amul daily (camel milk launch in india)
Amul daily (camel milk launch in india)Amul daily (camel milk launch in india)
Amul daily (camel milk launch in india)Jawad Chaudhry
 
Advertisement wars pappa john vs. pizza hut
Advertisement wars pappa john vs. pizza hutAdvertisement wars pappa john vs. pizza hut
Advertisement wars pappa john vs. pizza hutJawad Chaudhry
 
Chapter 7 (leveraging secondary branda ssociations to build brand equity)
Chapter 7 (leveraging secondary branda ssociations to build brand equity)Chapter 7 (leveraging secondary branda ssociations to build brand equity)
Chapter 7 (leveraging secondary branda ssociations to build brand equity)Jawad Chaudhry
 
Chapter 6 ((integrating marketing communications to build brand equity)
Chapter 6 ((integrating marketing communications to build brand equity)Chapter 6 ((integrating marketing communications to build brand equity)
Chapter 6 ((integrating marketing communications to build brand equity)Jawad Chaudhry
 
Chapter 5 (designing marketing programsto build brand equity)
Chapter 5 (designing marketing programsto build brand equity)Chapter 5 (designing marketing programsto build brand equity)
Chapter 5 (designing marketing programsto build brand equity)Jawad Chaudhry
 
Chapter 4 (choosing brand elements)
Chapter 4 (choosing brand elements)Chapter 4 (choosing brand elements)
Chapter 4 (choosing brand elements)Jawad Chaudhry
 
Chapter 3 (brand positioning)
Chapter 3 (brand positioning)Chapter 3 (brand positioning)
Chapter 3 (brand positioning)Jawad Chaudhry
 
Chapter 2 (customer based brand equity)
Chapter 2 (customer based brand equity)Chapter 2 (customer based brand equity)
Chapter 2 (customer based brand equity)Jawad Chaudhry
 
Chapter 1 (introduction to strategic brand management)
Chapter 1 (introduction to strategic brand management)Chapter 1 (introduction to strategic brand management)
Chapter 1 (introduction to strategic brand management)Jawad Chaudhry
 

Plus de Jawad Chaudhry (20)

Chapter 4
Chapter 4Chapter 4
Chapter 4
 
Chapter 8
Chapter 8Chapter 8
Chapter 8
 
Chapter 7
Chapter 7Chapter 7
Chapter 7
 
Chapter 6
Chapter 6Chapter 6
Chapter 6
 
Chapter 5
Chapter 5Chapter 5
Chapter 5
 
Chapter 3
Chapter 3Chapter 3
Chapter 3
 
Chapter 1
Chapter 1Chapter 1
Chapter 1
 
Apple vs. android
Apple vs. androidApple vs. android
Apple vs. android
 
Apple inc.
Apple inc.Apple inc.
Apple inc.
 
Amul daily (camel milk launch in india)
Amul daily (camel milk launch in india)Amul daily (camel milk launch in india)
Amul daily (camel milk launch in india)
 
Alpienliebe
AlpienliebeAlpienliebe
Alpienliebe
 
Advertisement wars pappa john vs. pizza hut
Advertisement wars pappa john vs. pizza hutAdvertisement wars pappa john vs. pizza hut
Advertisement wars pappa john vs. pizza hut
 
1920 evil returns
1920 evil returns1920 evil returns
1920 evil returns
 
Chapter 7 (leveraging secondary branda ssociations to build brand equity)
Chapter 7 (leveraging secondary branda ssociations to build brand equity)Chapter 7 (leveraging secondary branda ssociations to build brand equity)
Chapter 7 (leveraging secondary branda ssociations to build brand equity)
 
Chapter 6 ((integrating marketing communications to build brand equity)
Chapter 6 ((integrating marketing communications to build brand equity)Chapter 6 ((integrating marketing communications to build brand equity)
Chapter 6 ((integrating marketing communications to build brand equity)
 
Chapter 5 (designing marketing programsto build brand equity)
Chapter 5 (designing marketing programsto build brand equity)Chapter 5 (designing marketing programsto build brand equity)
Chapter 5 (designing marketing programsto build brand equity)
 
Chapter 4 (choosing brand elements)
Chapter 4 (choosing brand elements)Chapter 4 (choosing brand elements)
Chapter 4 (choosing brand elements)
 
Chapter 3 (brand positioning)
Chapter 3 (brand positioning)Chapter 3 (brand positioning)
Chapter 3 (brand positioning)
 
Chapter 2 (customer based brand equity)
Chapter 2 (customer based brand equity)Chapter 2 (customer based brand equity)
Chapter 2 (customer based brand equity)
 
Chapter 1 (introduction to strategic brand management)
Chapter 1 (introduction to strategic brand management)Chapter 1 (introduction to strategic brand management)
Chapter 1 (introduction to strategic brand management)
 

Dernier

Viral Vibes in 2024: How to Elevate Your Business' Social Media Marketing
Viral Vibes in 2024: How to Elevate Your Business' Social Media MarketingViral Vibes in 2024: How to Elevate Your Business' Social Media Marketing
Viral Vibes in 2024: How to Elevate Your Business' Social Media MarketingJomer Gregorio
 
Marketing and trading on the Internet to obtain significant profits
Marketing and trading on the Internet to obtain significant profitsMarketing and trading on the Internet to obtain significant profits
Marketing and trading on the Internet to obtain significant profitsمعا الى الافضل
 
The Most Admired Women Leaders In Mortgage Industry, 2024..pdf
The Most Admired Women Leaders In Mortgage Industry, 2024..pdfThe Most Admired Women Leaders In Mortgage Industry, 2024..pdf
The Most Admired Women Leaders In Mortgage Industry, 2024..pdfwomenworldmagazine
 
How to Use Short-Form Videos to Grow Your Followers
How to Use Short-Form Videos to Grow Your FollowersHow to Use Short-Form Videos to Grow Your Followers
How to Use Short-Form Videos to Grow Your FollowersVbout.com
 
The Most Visionary Women Leaders in HR 2024.pdf
The Most Visionary Women Leaders in HR 2024.pdfThe Most Visionary Women Leaders in HR 2024.pdf
The Most Visionary Women Leaders in HR 2024.pdfwomenworldmagazine
 
KSA Latest digital marketing insights of 2024
KSA Latest digital marketing insights of 2024KSA Latest digital marketing insights of 2024
KSA Latest digital marketing insights of 2024medraradigitals
 
Advertising in Music Genre 2023 - TAM AdEx
Advertising in Music Genre 2023 - TAM AdExAdvertising in Music Genre 2023 - TAM AdEx
Advertising in Music Genre 2023 - TAM AdExSocial Samosa
 
DOES SOCIAL ISSUE ALWAYS REQUIRE CREATIVE SOLUTION?
DOES SOCIAL ISSUE ALWAYS REQUIRE CREATIVE SOLUTION?DOES SOCIAL ISSUE ALWAYS REQUIRE CREATIVE SOLUTION?
DOES SOCIAL ISSUE ALWAYS REQUIRE CREATIVE SOLUTION?Andreas Kennardi Julianto
 
2024 Insights: Role of Social Media Marketing in Business Growth
2024 Insights: Role of Social Media Marketing in Business Growth2024 Insights: Role of Social Media Marketing in Business Growth
2024 Insights: Role of Social Media Marketing in Business GrowthJomer Gregorio
 
5 Benefits of Digital Marketing-Theseo-expertz
5 Benefits of Digital Marketing-Theseo-expertz5 Benefits of Digital Marketing-Theseo-expertz
5 Benefits of Digital Marketing-Theseo-expertzTheseo Expertz
 
SEO In 2024: Top Priorities, Challenges, And Opportunities
SEO In 2024: Top Priorities, Challenges, And OpportunitiesSEO In 2024: Top Priorities, Challenges, And Opportunities
SEO In 2024: Top Priorities, Challenges, And OpportunitiesSearch Engine Journal
 
I'm not Sarah Connor but Focussing on Human Nature Content that Converts.pdf
I'm not Sarah Connor but Focussing on Human Nature Content that Converts.pdfI'm not Sarah Connor but Focussing on Human Nature Content that Converts.pdf
I'm not Sarah Connor but Focussing on Human Nature Content that Converts.pdfPeter Mesarec
 
Mastering Social Media, Mobile Marketing and Digital Strategy
Mastering Social Media, Mobile Marketing and Digital StrategyMastering Social Media, Mobile Marketing and Digital Strategy
Mastering Social Media, Mobile Marketing and Digital StrategyAdriannaBednarz
 
Weekly Media Update_19_02_2024. This document comprises news clips from vario...
Weekly Media Update_19_02_2024. This document comprises news clips from vario...Weekly Media Update_19_02_2024. This document comprises news clips from vario...
Weekly Media Update_19_02_2024. This document comprises news clips from vario...BalmerLawrie
 
The Resurgence of Direct Mail as a Growth Marketing Strategy
The Resurgence of Direct Mail as a Growth Marketing StrategyThe Resurgence of Direct Mail as a Growth Marketing Strategy
The Resurgence of Direct Mail as a Growth Marketing StrategyAggregage
 
New Generative AI technology strategy enables small businesses to level the p...
New Generative AI technology strategy enables small businesses to level the p...New Generative AI technology strategy enables small businesses to level the p...
New Generative AI technology strategy enables small businesses to level the p...Other13
 
Research - Women's Jeans in Colombia (Feb-24).pdf
Research - Women's Jeans in Colombia (Feb-24).pdfResearch - Women's Jeans in Colombia (Feb-24).pdf
Research - Women's Jeans in Colombia (Feb-24).pdfJuan Renteria
 
UAE Latest digital marketing insights of 2024
UAE Latest digital marketing insights of 2024UAE Latest digital marketing insights of 2024
UAE Latest digital marketing insights of 2024medraradigitals
 
Branding doesn’t mean logo - Easy guide to create a powerful branding for you...
Branding doesn’t mean logo - Easy guide to create a powerful branding for you...Branding doesn’t mean logo - Easy guide to create a powerful branding for you...
Branding doesn’t mean logo - Easy guide to create a powerful branding for you...Ahmad El-Saeed
 
Hootsuite Platform Certification Course
Hootsuite Platform Certification CourseHootsuite Platform Certification Course
Hootsuite Platform Certification CourseAdriannaBednarz
 

Dernier (20)

Viral Vibes in 2024: How to Elevate Your Business' Social Media Marketing
Viral Vibes in 2024: How to Elevate Your Business' Social Media MarketingViral Vibes in 2024: How to Elevate Your Business' Social Media Marketing
Viral Vibes in 2024: How to Elevate Your Business' Social Media Marketing
 
Marketing and trading on the Internet to obtain significant profits
Marketing and trading on the Internet to obtain significant profitsMarketing and trading on the Internet to obtain significant profits
Marketing and trading on the Internet to obtain significant profits
 
The Most Admired Women Leaders In Mortgage Industry, 2024..pdf
The Most Admired Women Leaders In Mortgage Industry, 2024..pdfThe Most Admired Women Leaders In Mortgage Industry, 2024..pdf
The Most Admired Women Leaders In Mortgage Industry, 2024..pdf
 
How to Use Short-Form Videos to Grow Your Followers
How to Use Short-Form Videos to Grow Your FollowersHow to Use Short-Form Videos to Grow Your Followers
How to Use Short-Form Videos to Grow Your Followers
 
The Most Visionary Women Leaders in HR 2024.pdf
The Most Visionary Women Leaders in HR 2024.pdfThe Most Visionary Women Leaders in HR 2024.pdf
The Most Visionary Women Leaders in HR 2024.pdf
 
KSA Latest digital marketing insights of 2024
KSA Latest digital marketing insights of 2024KSA Latest digital marketing insights of 2024
KSA Latest digital marketing insights of 2024
 
Advertising in Music Genre 2023 - TAM AdEx
Advertising in Music Genre 2023 - TAM AdExAdvertising in Music Genre 2023 - TAM AdEx
Advertising in Music Genre 2023 - TAM AdEx
 
DOES SOCIAL ISSUE ALWAYS REQUIRE CREATIVE SOLUTION?
DOES SOCIAL ISSUE ALWAYS REQUIRE CREATIVE SOLUTION?DOES SOCIAL ISSUE ALWAYS REQUIRE CREATIVE SOLUTION?
DOES SOCIAL ISSUE ALWAYS REQUIRE CREATIVE SOLUTION?
 
2024 Insights: Role of Social Media Marketing in Business Growth
2024 Insights: Role of Social Media Marketing in Business Growth2024 Insights: Role of Social Media Marketing in Business Growth
2024 Insights: Role of Social Media Marketing in Business Growth
 
5 Benefits of Digital Marketing-Theseo-expertz
5 Benefits of Digital Marketing-Theseo-expertz5 Benefits of Digital Marketing-Theseo-expertz
5 Benefits of Digital Marketing-Theseo-expertz
 
SEO In 2024: Top Priorities, Challenges, And Opportunities
SEO In 2024: Top Priorities, Challenges, And OpportunitiesSEO In 2024: Top Priorities, Challenges, And Opportunities
SEO In 2024: Top Priorities, Challenges, And Opportunities
 
I'm not Sarah Connor but Focussing on Human Nature Content that Converts.pdf
I'm not Sarah Connor but Focussing on Human Nature Content that Converts.pdfI'm not Sarah Connor but Focussing on Human Nature Content that Converts.pdf
I'm not Sarah Connor but Focussing on Human Nature Content that Converts.pdf
 
Mastering Social Media, Mobile Marketing and Digital Strategy
Mastering Social Media, Mobile Marketing and Digital StrategyMastering Social Media, Mobile Marketing and Digital Strategy
Mastering Social Media, Mobile Marketing and Digital Strategy
 
Weekly Media Update_19_02_2024. This document comprises news clips from vario...
Weekly Media Update_19_02_2024. This document comprises news clips from vario...Weekly Media Update_19_02_2024. This document comprises news clips from vario...
Weekly Media Update_19_02_2024. This document comprises news clips from vario...
 
The Resurgence of Direct Mail as a Growth Marketing Strategy
The Resurgence of Direct Mail as a Growth Marketing StrategyThe Resurgence of Direct Mail as a Growth Marketing Strategy
The Resurgence of Direct Mail as a Growth Marketing Strategy
 
New Generative AI technology strategy enables small businesses to level the p...
New Generative AI technology strategy enables small businesses to level the p...New Generative AI technology strategy enables small businesses to level the p...
New Generative AI technology strategy enables small businesses to level the p...
 
Research - Women's Jeans in Colombia (Feb-24).pdf
Research - Women's Jeans in Colombia (Feb-24).pdfResearch - Women's Jeans in Colombia (Feb-24).pdf
Research - Women's Jeans in Colombia (Feb-24).pdf
 
UAE Latest digital marketing insights of 2024
UAE Latest digital marketing insights of 2024UAE Latest digital marketing insights of 2024
UAE Latest digital marketing insights of 2024
 
Branding doesn’t mean logo - Easy guide to create a powerful branding for you...
Branding doesn’t mean logo - Easy guide to create a powerful branding for you...Branding doesn’t mean logo - Easy guide to create a powerful branding for you...
Branding doesn’t mean logo - Easy guide to create a powerful branding for you...
 
Hootsuite Platform Certification Course
Hootsuite Platform Certification CourseHootsuite Platform Certification Course
Hootsuite Platform Certification Course
 

Chapter 6 (social publishing)

  • 2. Zone 2: Social Publishing Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 6-2
  • 3. Types of Content  Blog posts  Feature articles  Microblog posts  Press releases  White papers* and case studies  Newsletters *A white paper is an authoritative report or guide helping readers understand an issue, solve a problem, or make a decision  Videos  Webinars  Presentations  Podcasts  Photos  More Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 6-3
  • 4. What is Authentic?  Editorial  Commercial  Consumer-generated  Organic content  Incentivized content  Consumer-solicited content  Sponsored content  Bloggers who post sponsored conversations as their sole reason to contribute to a conversation are known as spokesbloggers.  Counterfeit conversations occur when an organization plants content that masquerades as original material an actual consumer posted. Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 6-4
  • 5. Editorial Calendar  Schedule for publication and helps bloggers and other content producers to forecast the time needed to manage the content development process, including researching topics, creating content, and promoting the content using social publishing strategies. Social Media Marketing, 2e© 6-5
  • 6. Figure 6.3 A Content Value Ladder Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 6-6
  • 7. Table 6.1 Pillar Content Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 6-7
  • 8. Great Content Provides Value  Content curation refers to developing a valuable form of content that draws from the collection of existing content. Social Media Marketing, 2e© 6-8
  • 9. Social Publishing Strategies  The media plan designates how the campaign’s creative content will be disseminated to the target audience  Using search engine optimization (SEO),the process of modifying content, site characteristics, and content connections to achieve improved search engine rankings, marketers develop and publish content in ways that improve the likelihood that search engines will rank the sites well in response to search queries.  Social media optimization (SMO) is a process that makes it more likely for content on a specific social media platform to be more visible and linkable in online communities. Social Media Marketing, 2e© 6-9
  • 10. Level 1: Social Publishing and Search Engine Optimization  A branded article is an article that is written to promote the writer’s expertise in the field.  Search engine marketing (SEM) refers to a form of online marketing that promotes websites by increasing the visibility of the site’s URL in search engine results, both organic and sponsored. Social Media Marketing, 2e© 6-10
  • 11. How Do People Use Search Results  Pay-per-click are the fees a marketer pays when someone clicks on an online display ad.  On most screens, this means that every user will view the first three search results, but they may or may not scroll down.  Search engine marketers call this space on the screen where listings are virtually guaranteed to be viewed the “golden triangle.” Social Media Marketing, 2e© 6-11
  • 12. How Search Engines Work  Search engines use web crawlers (also known as spiders and bots); these are automated web programs that gather information from sites that ultimately form the search engine’s entries.  The indexed data include tags and keywords derived from site content. Social Media Marketing, 2e© 6-12
  • 13. On-Site Optimization  Off-site indicators are links from other sites.  On-site, coders try to optimize certain site characteristics (called on-site indicators) that the search bots and the search engine index.  The primary on-site variables are keywords embedded in the page’s tags, title, URL, and content.  Meta tags are codes embedded in a web page. 6-13
  • 14. On-Site Optimization  Title tag is an HTML tag that defines the page’s title.  tag is an HTML tag that is used to section and describe content.  The title is your headline—the main indicator of your page’s content, it should be loaded with keywords.  The URL is the website address.  Dynamic URLs are generated from scripts and change over time, making it difficult for people to return to your content later.  Long tail keywords refers to multi-phrase search queries. 6-14
  • 15. Off-Site Optimization  These off-site indicators include the number of links to a website from other sites, the credibility of those sites, the type of site promoting the link, and the link text (called anchor text).  There are two approaches to building links: (1) publish related content and links across other sites; (2) encourage other, unaffiliated sites to link to the brand’s content.  Linkwheels increase the number of links back to a site.  When other sites link back to the content, it’s called a backlink or a trackback. Social Media Marketing, 2e© 6-15
  • 16. Off-Site Optimization  SEO marketers may be white, gray, or black hats:  White hats play by the rules of the system, striving to provide good quality content, with the best use of keywords and tags, and earned links at reputable sites.  Gray hats take some liberties with the system.  Keyword stuffing is the insertion of a superficially large number of keywords throughout a site’s content and tags.  Link exchanges are where sites agree to link with each other. They may also utilize three-way linking which is ensuring that their own sites link to each other in sequence and then back to the original site.  Paid links are considered somewhat unethical in that linking should be the realm of earned media, not paid. Social Media Marketing, 2e© 6-16
  • 17. Off-Site Optimization  Black hats manipulate the system by utilizing several tactics considered unethical in the realm of search engine optimization.  Gateway pages are pages that real visitors are directed past stuffed with keywords.  Cloaking is the display of misleading content to search engines.  Link farms are groups of websites that link to each other and pages with unrelated links solely for the purpose of creating more links to the targeted pages. Social Media Marketing, 2e© 6-17
  • 18. Level 2:Social Media Optimization  Social media optimization (SMO)employs tactics to increase the likelihood that others will share and promote content.These tactics can be on-site and off-site.  On-siteTactics.  On-site tactics include the content and the content needs to be valuable, interesting, or entertaining enough so that someone wants to endorse it.  A power site refers to a site with enormous readership, such as CNN.com.  On-site tactics include title, share tools, and RSS feeds.  Title refers to the title of the content and it is a primary tool for how we can hook people.We choose a hook that increases the likelihood that the intended audience will click.  The resource hook refers to content written with the intent to be helpful to the target audience.  The contrary hook refutes some accepted belief; it is challenging the belief inciting people to read the content if only to argue the point.  The humor hook is designed to show that the content will entertain.The research hook offers a claim about something of interest Social Media Marketing, 2e© 6-18
  • 19. Writing Titles with LinkBait  Resource hook: 5 tips for great grades.  Contrary hook: Lose weight with chocolate.  Humor hook: Obese skunk cuts out bacon sandwiches.  Giveaway hook: Save $50 here.  Research hook: 66% of Americans are overweight. Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 6-19
  • 20. Level 2:Social Media Optimization  Share tools are plug-ins that appear as clickable icons on a website and enable the viewer to bookmark or share the page with many social networking, social news, and social bookmarking sites.  Plug-ins are third-party applications that “plug in” to a main site to add some form of functionality.  RSS feeds are tools to automatically feed new published content to subscribers. Social Media Marketing, 2e© 6-20
  • 21. Off-site Tactics  Social media press releases are announcements that let media know of new developments via social channels.  They should have an optimized title, good keywords and tags, links to the main site landing page, RSS feed options, share buttons, and embeddable multimedia content that can be shared on several networks, in addition to the typical press release content.  Microblogs share headlines. Microblog posts can be useful for reminder communications and ensuring top-of-mind awareness, but they can also provide valuable links, direct traffic, and build credibility and reputation.  Social News and Bookmarking Sites.These filter vast amounts of information into sets that individuals can manage. Social Media Marketing, 2e© 6-21
  • 22. Planning A Social News Campaign  Consider this list of community characteristics when evaluating the desirability of a community target:  What is the community’s focus (general news, specific topics)?  How many active users are involved in the community?What kind of traffic does the site receive?  How active are the top users on the site?  How many comments on average are generated for each new submission?  How many votes are required to earn front page status on the site?  Are stories on the site’s front page recent? How rapid is story turnover?  Are there limitations for branded content in the community’s Terms of Service?  What have others (such as bloggers) said about the social news site? Social Media Marketing, 2e© 6-22