Digital Marketing Mark Burgess Rutgers University

Zones of Social Media
Social Community (Twitter/Insta)
Social Publishing (Blog)
Social Commerce (groupon)
Social Entertainment (Zynga)
Social Media Definition
the online means of communication, conveyance, collaboration, and cultivation among interconnected and interdependent networks of people, communities, and organizations enhanced by technological capabilities and mobility.
Social Media Marketing
the utilization of social media technologies, channels, and software to create, communicate, deliver, and exchange offerings that have value for an organization’s stakeholders.
LARA Framework
Listen to customer conversations
Analyze conversations
Relate information within enterprise systems
Act on customer conversations
Where Does SMM Planning Fit?
Business plan >
Marketing plan >
IMC plan >
SMM plan
Stages of Social Media Marketing Maturity
Trial Phase
Transition Phase
Strategic Phase

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