Social Media 101:
The Good, The Bad, and The Weird
Daniel M. Ladik, Ph.D.,
Associate Professor of Marketing
Stillman School of Business
Seton Hall University
@DanoLadik
www.dignuggetville.com
daniel.ladik@shu.edu
dignuggetville@gmail.com
June 19th, 2012
The Weird?
• The Wild World of Social Media
– http://www.youtube.com/watch?v=ZQzsQkMFgH
E
• Social Media Explained in one Instagram
– http://authentic.ly/social-media-explained-in-oneinstagram/
Breaking Down Social Media
• Social:
– marked by or passed in pleasant companionship
– the two-way interaction of the individual and the
group; the formation of cooperative and
interdependent relationships
• Media:
– the means of communication, as radio and
television, newspapers, and magazines, that reach
or influence people widely
Social Media
• Social media are the means of communication based
on interdependent relationships and cooperation
among friends and associates
– Enhanced by the anytime, anywhere benefits of the Web
and mobile technologies
– Built around online communities
Social Media Marketing
• Social media marketing is the utilization of social
media technologies, channels, and software to
create, communicate, deliver, and exchange
offerings that have value for an organization’s
stakeholders.
A Brief History (Video) of Social Media
Note: The following video can be found on iTunes U.
Search for the University of South Florida – select Social
Media – select the “Socially Digital” show – watch to the 3:30 min
mark
Pros and Cons of Key Advertising Media
EXHIBIT
Type of Media
PROS
CONS
Television




Combines multimedia
Appeals to multiple senses
Works for both mass coverage or selected markets
Infomercial option





Radio




Quick placement and high message immediacy
Easy selectivity by market and station programming
Low cost
Geographic flexibility
 Audio only
 Short shelf life
 Din of competing ads
Newspapers
 Flexible
 Timely
 Highly credible medium




Magazines
 Many titles, offers high geographic, demographic,
and lifestyle selectivity
 Good reproduction quality and color
 High pass-along rate
 Long lead time for ad placement due to production
 Final location of ad within the publication often
cannot be guaranteed
Outdoor




 Space and structure limits creative execution
 Sometimes requires longer than desired
commitments to a location
 Public discontent over environmental clutter
Direct Mail
 High audience selectivity
 Creates feel of one-to-one marketing
 Flexible
 Overuse and “junk mail” image
 Too many competing ads
 Relatively high cost
Electronic/web




 Reader in control of exposure (click-through)
 SPAM
 Variations in connectivity speed and computers
Repeat exposure in heavy traffic areas
Relatively low cost
Fewer competing ads
Easy geographic targeting
Interactive capabilities (2-way communication)
Flexible
Timely
Low cost per exposure
Impressions are fleeting
Short shelf life
Din (clutter) of competing ads
TiVo effect – cutting out ads
High cost
Short shelf life
Big city and national papers can be very costly
Poor reproduction quality, especially in color
Low pass-along rate
Shifting to Social Media
Source: David Armano, Logic + Emotion, Online: darmano.typepad.com
The Realm of Social Media
http://www.mirnabard.com/2010/02/15-categories-of-social-media/
Zones of Social Media
Exemplar Channels
The GOAL!
• In my eyes, the main goal is to BUILD a user
community
• It is cheaper to market to existing customers than it
is to find new customers
• New customers tend to buy less than repeat
customers
• Repeat customers do more pro-social behaviors such
as positive word-of-mouth
• Social Media is an excellent means to accomplish
these objectives (ROI)
How can I be helpful?