chapter 18: social media and marketing

social media
any tool or service that uses the Internet to facilitate conversations
social commerce
a subset of e-commerce that involves the interaction and user contribution aspects of social online media to assist online buying and selling of products and services
crowdsourcing
using consumers to develop and market products
owned media
online content that an organization creates and controls
earned media
a public relations term connoting free media such as mainstream media coverage
paid media
content paid for by a company to be placed online
blog
a publicly accessible Web page that functions as an interactive journal, whereby readers can post comments on the author’s entries
corporate blogs
blogs that are sponsored by a company or one of its brands and maintained by one or more of the company’s employees
noncorporate
independent blogs that are not associated with the marketing efforts of any particular company or brand
microblogs
blogs with strict post length limits
social networking sites
Web sites that allow individuals to connect—or network—with friends, peers, and business associates
media sharing sites
Web sites that allow users to upload and distribute multimedia content like videos and photos
social news sites
Web sites that allow users to decide which content is promoted on a given Web site by voting that content up or down
location-based social networking sites
Web sties that combine the fun of social networking with the utility of location-based GPS technology
review sites
Web sites that allow consumers to post, read, rate, and comment on opinions regarding all kinds of products and services
social media monitoring
the process of identifying and assessing what is being said about a company individual, product, or brand