Digital marketing as a means of communication – Information – Communications – Technology
The aspects or forms of digital Marketing
SOCIAL MEDIA AS A KEY ASPECT OF DIGITAL MARKETING
INTRODUCTION TO SOCIAL MEDIA
BRIEF HISTORY
*INTERACTION AS KEY
Communication
Communication is an act of transmitting messages. It is a process whereby information is exchanged between individuals using symbols, signs or verbal interaction.
Previously people communicated through signs or symbols, performing drama and poetry. With advent technology, these ‘older’ forms communication are less utilised as compared to the use of internet, E-mail or video conferencing.
Communication is important in order to gain knowledge. With knowledge, we are more confident in expressing our thoughts and idea.
There are two types of communication strategies in ICT. They are
1 Synchronous Communication
2 Asynchronous communication
Synchronous communication
This means direct communication, where all parties involved in the communication are present at the same time (an event) is a form of synchronous communication. Examples are:
- Online Chat >{text based e.g. Google Talk} >{Audio e.g. MSN, Yahoo Messenger} >{Video e.g. Skype}
- Video conferencing
- Mobile Technology
Asynchronous Communication
This does not require that all parties involved in the communication need to be present and available at the same time. Examples are:
- Discussion forum
- Blogs
- E-Groups
- Wiki-it is a freely expandable collection of interlinked web pages a system for storing and modifying information database.
- Mobile Technology {SMS, MMS} {podcasting – Digital audio programs that can be subscribed to and downloaded by users}
THE TIERS OF SOCIAL MEDIA COMMUNICATION
Definition to social media communication
We already know what communication is, from the aforementioned heading, but for clarity we will define it again.
Communication is an act of transmitting messages. It is a process whereby information is exchanged between individuals using symbols, signs or verbal interaction.
Now we know what communication is, we then define media and social.
Media is the collective communication outlets or tools that are used to deliver information or data.
Social is relating to activities in which you meet and spend time with other people.
Putting all three words together we then define social media communication as;
Computer mediated online tools that allows people, companies and other organizations, including non-profit organizations and governments, to create, share, or exchanged information, carrier interest, idea and pictures/videos in virtual communities and networks.
SOCIAL MEDIA
Audience brand content
- Audience: This has to do with the listeners to an event. They are the readers to a product {text, books, magazine or written posts etc.} For example I make a video post on face book and I received 20 likes, that is to say I have 20 active audience. Those 20 people that saw and liked my video are my audience.
- Brand: This is a set of marketing and communication methods that helps to distinguish a company from competitors and create a lasting impression in the minds of customers. The key components that form a brand’s identity(such as logos and trademarks) Also Brand is a name, term, design, symbols or other features that distinguishes one seller’s products from another.
- Content: This is a general name given to all post that are to be uploaded. Post could be in the form of pictures, videos, text (doc format, pdf format, ppt format even in excel).
It is the essence of a communicated message or discourse as comprehended or received by its intended audience.
I sometimes called content as that glue that makes a web site sticky to visitors, makes them return, and keeps them from leaving.
So as a social media analyst you have to make your content capturing to ‘stick’ your audience to your products.
The type of content to make and to post depends on the kind of brand used. This is because your brand defines who you are. For example you are involved in the sales of gadgets and you are using fruits and live stocks pictures as your cover photo and profile picture instead of using stuff like mp3 players, CCTV cameras, desktop, and ICT concerned images.
So as content is determined by the type of brand so is audience is determined by the kind of brand. This is because you do not want to be selling ideas and information to the wrong people. Now if you want to market on agriculture you should get to the farmers associations and those involved or interested in farming not to people who are interested in toys and funfair.
So this tells us that all three tiers of social media is very important and essential to the disposal of whoever is wishes to use it.
SOCIAL MEDIA PLATFORMS
Evolution of social media platform: This is tells us all about how several social media platforms started till date. But we will mention a few and talk about their history and function.
Here are some social media platforms;
FACE BOOK
It was founded by Mark Zuckerberg and some of his friends at Harvard University {Eduardo Saverin, Andrew McCollum, Dustin Moskovitz and Hughes Chris.
It was founded 4th February 2004 and it was launched September 2005
At first it was opened to students of Harvard only but latter opened to the world 26th September 2006.
It was first called ‘THE FACEBOOK’ latter to ‘FACEMASH’ then to the well-known ‘FACEBOOK’ we know today.
Face book is available in 140 languages.
It was founded in the year 1998 September
It was founded by Larry Paige Sergey Brin
It has features like;
- Online productivity software (Google Doc)
- E-mail (G-mail)
- Cloud storage service (Google drive)
- Social networking service (Google talk)
- Desktop product, application for web browsing (Google Chrome)
- Organizing and editing photo (Google photo)
- Instant messaging and video chat (Hangout)
It was founded 14th December 2002 and launched 5th may 20003
Founded by Jack Dorsey, Evan Williams, Noah Glass, BB stone.
Founded 24th February 2009 and fully launched January 2010
Founded by Jan Koum Brian Acton
Pintrest
Founded March 2010 founded by Paul Sciarra, Evan sharp, Ben Silbermann.
Visual discovery collection and storage tool
Snapchat
Founded September 2011
Founded by Evan Speigel, Bobby Murphy, Reggie Brown
Skype
Founded 29th August 2005
Founded by Niklas Zennstrom Janus Fris
