rules of engagement for social media
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CHAPTER 4: RULES OF ENGAGEMENT
FOR SOCIAL MEDIA
BY: GINA LAMPASONA
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SOCIAL MEDIA MARKETING
Interruption Marketing Interrupt people and
demand their attention TV Advertising
Magazine Ads Billboards Pop-ups Radio Ads
Permission Marketing Costumers consent to being
marketed Opting into email newsletter
Following an account on Twitter
Sign Up for Text Message Alerts
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You are Running for Office!The mailings, handouts, TV ads, and radio promos. A ton of interruption marketing that seems to be synonymous with election time.Is it worth it? Over 6 billion dollars have been spent nationwide in the past elections.
If you were running for office, how would you promote yourself? Ideally, you would want to make sure your voice was heard, but at what cost?
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PASSIVE VS. ACTIVE
Passive: Search, Listen, Respond New Members of Social Media
Active : Create and Engage Engage in Conversation
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1,518 exposures per day for a family of four 76 noticed exposures 560 whether noticed or not 285 for men, 305 for women117 to 285 for men, 161 to 484 for women600-625 potential exposures (whether noticed or not); 272 are from TV, radio, magazines and newspapers
How many Ad’s are we Exposed to a Day?
American Association of Advertising Agencies
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Participatory Authentic
Resourceful
Credible
PARC
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SOCIAL MEDIA STRUGGLES
Walmart Paid
Bloggers
American Airlines
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Rule 2: Don’t Be a Dirty
Spammer
Rule 3: Assume People Don’t Care about the Product
Rule 4: Have a
Personality
Rule 5: Provide
Context when Seeking
Connections
Rule 1: Use
Social Media as Intended
Rules of Engagement
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Rule 6:Be Transpare
nt
Rule 7: Talk about the Topic
Rule 8: Social Media
profiles are not
Billboards
Rule Be Nice
Share a Coke
Share a Coke Thank You
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ETHICAL SOCIAL MEDIA MARKETING Honesty
Fake Likes on FB
Privacy
Respect
Home Depot
Responsibility Acknowledge Apologize Act
Boston Bombing
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Global Social Media
Avoid Making Native Jokes
Do NOT Dumb Down Material
Use Translation Engines
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Thank You!