Ask a question about what your colleague had to say regarding what makes social media messaging effective or about the examples they included.
Respond to two or more of your colleagues’ posts in one or more of the following ways: ( Respond 150 words or more Each Colleague)
Offer an insight you gained from your colleague’s examples, including your reaction to their thoughts on what makes the examples positive and negative.
Ask a question about what your colleague had to say regarding what makes social media messaging effective or about the examples they included.
Return to this Discussion in a few days to read the responses to your initial posting. Note what you have learned or any insights you have gained as a result of the comments your colleagues made.
1st Colleague to Respond to:
For anyone on the internet, social media influence happens whether we like it or not. On the ideal side of things, social media seeks to inform, entertain, and educate us. The challenge comes when choosing what content to interact with and which content to avoid. There are some tools and examples of situations when it has been helpful and when to use caution with internet marketing.
Positive social media influences
Social media can fuel social movements to take place or increase sales when done correctly. For example, Coors gave free beer to an over 90-year-old woman during covid (Referral Rock, 2021). This provided connection, an emotional aspect, and the generosity of a brand to establish connection and engagement. Something positive for a grandma asking for a beer can support an entire company.
Negative social media influences
Negative aspects to social media influences are focused on trust. Can the person receiving the content trust the content? While there can be an attempt to educate persons, there is a percentage of content aimed as misinformation. Misinformation can lead to fear, mistrust and increased in sharing inaccurate information (Drake, 2021). The goal would be to create content that could be shared and trusted. “In social media, it is all too common for someone to use a single source to make or back up an argument while disregarding all the other facts. That in turn leads to such a spread of misinformation,” (Sucio, 2020). Walden University even wrote a document with a link to an article about false claims of a Wisconsin voter fraud situation (Walden, 2022). Trust in content can lose followers.
Social media effectiveness
To make social media messaging effective, the user needs to first engage with it. We learned that video content allows a user to have two learning styles involved, visual and audio (Ahrefs, 2020). Appealing to multiple learning styles and skills can allow the consumer to feel more connected. Video can provide more learning faster and making a personal connection (Aherefs, 2020).
The other main topic would be to clearly define the target audience. This has been the focus for marketing from the beginning. However, for digital marketing you need to focus the target audience as video and social media populations. This population can help with the big three topics or objectives of (Ahrefs, 2020):
Brand awareness
Educational/Tutorial
Entertainment
Depending on the focus or guide, the duration of the video needs to be varied. For example, entertainment focus of engagement relies on longer content that uses the “tease the solution” aspect (Ahrefs, 2020). This makes me think of the advertisement from the ring doorbell. In this advertisement in August of 2015 the problem was burglary, and the solution was the ability to video with the person attempting to break in (Ring, 2015). This ad also makes me realize my own connection to brand relationship as we had this at our old house not the google doorbell. It was my familiarity with this product that made me select this advertisement versus the google option as an example for this class. The connection to a brand on any level I think is something that advertisers and marketing teams cannot overlook.
References
Ahrefs. (2020, February 19). How to use marketing to grow your business [Video]. YouTube.
https://www.youtube.com/watch?v=QCgDIhvFkCM
Drake, K. (2021, October 6). How has social media affected mental health during the pandemic. Retrieved from https://www.medicalnewstoday.com/articles/how-has-social-media-affected-mental-health-during-the-pandemic#Social-media-and-health-misinformation
Ring. (2015, August 10). Powerful whole-home security. Retrieved from https://www.youtube.com/watch?v=RX3sYOtqe2Q&t=30s
Parrack, D. (2022, June 30). 7 Positive Effects Social Media Is Having on Society. Retrieved from https://www.makeuseof.com/tag/positive-impact-social-networking-sites-society-opinion/
Referral Rock. (2022). 21 Social Marketing Campaigns that show you how it’s done. Retrieved from https://referralrock.com/blog/social-marketing-campaigns/
Sucio, P. (2021, August 2). Spotting misinformation on social media is increasingly challenging. Retrieved from https://www.forbes.com/sites/petersuciu/2021/08/02/spotting-misinformation-on-social-media-is-increasingly-challenging/?sh=7df42fab2771
Walden University. (2022). Examples of fake news. Retrieved from https://academicguides.waldenu.edu/library/fakenews/examples
