Tag Archives: apps

Social media: Identity

Social media use mobile and apps to create highly interactive platforms. Social media allows users to: share; co-create; discuss and modify content. Social media members have, intentional or unintentional, online identities.

Identity on social media

Essentially we use social media to broadcast who we are, what we believe in, as well as, displaying elements of our personality. Motives cause social media use. LinkedIn, for example, is usually set up by users with the motive to promote oneself. Twitter user’s are largely motivated by communication.

Indirectly social media communicates to other users. Age, race and gender can all be indirectly gathered from a LinkedIn portrait photo. Many social media identities are indirectly communicated.

Social media identity can be explicit through, say, user profiles, or implicitly expressed by sharing personal tweets. Social media identity is influenced by the choice of media. LinkedIn, for example, influences real life names rather than encouraging nick names on Tumblr or a blog.

Marketer Michiel Gaasterland looks at the social media affect. Social media is like touching still water and developing ripples from contact. Seeing a newspaper article, for example, means a story will be seen by lots of unique visitors. This story, if catchy and interesting, will be blogged about by popular blogs who will also have their article blogged about by smaller bloggers. Another ripple could be people sharing a headline on Twitter, for instance. These shares will get likes and retweets which allows other people to spread articles.

Viral marketing uses the social media affect to spread a message to a lot of people on social media websites within a specified time frame.

In a social network the nodes are the individuals and the links correspond to relationships — who is talking to whom, who is communicating with whom on a regular basis.
(Papacharissi 2011)

All approved, or unapproved, online data can be collected. Writing about yourself and your life and sharing this information as an uploaded picture, for instance, defines you for many people. Active social media users create online identities.

The affect of social media on small businesses.

Social media and small business. Source: Dean Meyers.

Social media demographic tools*

Social Report
Social Report’s paid analytical program can help you gather a range of social media demogrphic data including, for instance, gender; education level and employment. You can also compare data between social media accounts to spot interesting differences and find out how you can maximise different social media accounts by knowing your audience.
Cyfe
A dashboard-led interface allows paying user’s to monitor and examine historical data. Cyfe can help understand your social media users.
Google Analytics
Setting up Google Analytic goals allows you to monitor social media activity and conversions. This is useful if you want to evaluate the success of a social media special promotion campaign, for example.

*Modified from Hines (2013: online) who also states that social media analytic tools can also improve engagement, marketing decisions and bottom line profits. Social media identity is very powerful.

Social media and identity

  • Why social media use apps? Mobile apps increase interactivity.
  • Our identity depends upon the actual social media account created. This explains why LinkedIn users are different from, say, Google+ or Facebook users.
  • The social media affect influences social media buzz’s.
  • All social media data can be collected and analysed. This is why person’s can be brought into a legal court for breaking national laws.
  • There are some paid for social media tools that allow users to know and understand their audience.

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References

  1. Claypoole, T. and Payton, T. (2012) Protecting your internet identity: Are you naked online? Rowman & Littlefield Publishers Inc: Plymouth, United Kingdom.
  2. Hines, K. (2013) 4 tools that improve your social media analytics. [Online] [Accessed on 31st October 2013]
  3. Kietzmann, J.H. Hermkens, K. McCartney, I.P. and Silvestre, B.S. (2011) Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons. 2011(54) pp. 241 — 251
  4. Papacharissi, Z. (2011) A networked self: Identity, community, and culture on social network sites. Routledge: New York.
  5. Turner, J. and Oakes, P. (1986) The significance of the social identity concept for social psychology with reference to individualism, interactionism and social influence. British Journal of Social Psychology. 25 (3): 237–252.
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Mobile marketing: Why bother?

Mobile marketing covers many devices, for instance, PDAs, smartphones, digital music players and laptops. These devices are easy consumed, since mobiles can be simply used anytime, anywhere, anyplace and their rapid growth is well understood. This post will look at mobile marketing because it has greater access to customers compared to traditional marketing.

GroupOn’s communication success

Two-way communication is the best form of marketing. If your company pushes text messages to a customer it is a good idea to get the customer to text back making it two-way, effective communication, GroupOn is an excellent example because customer’s get an e-mail which allows them to ‘buy’ a coupon rather than simply including the coupon to the original e-mail. Two-way communicative marketing is successful since GroupOn is a very profitable business.

Mobile technology enhances marketing*

Location specificity
Locations are usually obtained by GPS, however, this raises privacy concerns.
Portability
Means users are almost constantly at hand to communicate.
Wireless
Usage is promoted; thus marketers have increased marketing opportunities.

*Adapted from (Shankar and Balasubramanian 2009:119) illustrating that mobile technology can enhance marketing campaigns. The future of digital marketing is creating good relationships with technology, marketing and the user’s of these devices.

Mobile marketing and communication.

Photo showing types of mobile communications.

SMS and “offer ends” viewpoint

If you are thinking about using mobile marketing it is important to note mobile trends. SMS messaging, for example, may have reached its maturity stage of the product life cycle which suggests that SMS messages are declining as online-based messaging apps become the new SMS message. This is useful to know since your resources could be targeted for online-based message apps to get access to a greater number of active customers.

Well-written mobile marketing is understood compared to, say, face-to-face or telephone dialogues but mobile marketing can result in delayed response times. This explains why effective campaigns use deadlines, such as, offer ends Monday, for instance. It is also a good idea to be critical when writing campaigns. Offer ends Monday 05th August 2013 is more clear than “offer ends Monday”.

B2B vs B2C

B2B, business-to-business, is different from B2C, business-to-consumer, because perceptions are completely different. Branding, an example of a perception, for B2B has only recently become a competitive tool whereas B2C has always been about competition. Fragmented markets further complicate marketing. B2B customers are more rational than B2C which means that brands have less of a role for B2B consumers.

Other forms of mobile marketing

Social media has many channels to enable mobile marketing. LinkedIn, YouTube and Google+ are examples of other forms of mobile marketing. Marketing is implemented everywhere. Next time you are on YouTube, which is an everyday activity for 78 per cent of people, look at the adverts around the screen, you will see banners, pictures, movie-style ads before and after a video starts. Advertising, therefore, uses multiple formats to get a message across.

Older YouTube interface showing that adverts were always popular.

Older YouTube interface showing that adverts were always popular.

So why bother with mobile marketing? You can access a greater number of people, often for a reduced cost, which is specific to your target audience. One campaign can make use of multiple formats and, therefore, audiences. The more specific people you can reach means your enterprise will maximise profits.

Posted by Gerald Murphy

References

  1. Arthur, C. (2012) Text messages turns 20 – but are their best years behind them? [Online] [Accessed on 01st August 2013]
  2. Beverland, M. Napoli, J. and Lindgreen, A. (2007) Industrial global brand leadership: A capabilities view. Industrial Marketing Management. 36(8) pp. 1082 — 1093.
  3. Lindgreen, A. Beverland, M.B. and Farrelly, F. (2010) From strategy to tactics: Building, implementing, and managing brand equity in business markets. Industrial Marketing Management. 29(2010) pp. 1223 — 1225
  4. Shankar, V. and Balasubramanian, S. (2009) Mobile Marketing: A synthesis and prognosis. Journal of Interactive Marketing. 23[no issue number] pp. 118 — 129
  5. Web Video Marketing. (2013) The Power of Online Video – The Stats 2013. [Online] [Accessed on 01st August 2013]