Integrating Social Media and Social Marketing

Abstract

Social media is a group of Internet-based applications that allows individuals to create, collaborate, and share content with one another. Practitioners can realize social media's untapped potential by incorporating it as part of the larger social marketing strategy, beyond promotion. Social media, if used correctly, may help organizations increase their capacity for putting the consumer at the center of the social marketing process. The purpose of this article is to provide a template for strategic thinking to successfully include social media as part of the social marketing strategy by using a four-step process.

Model of communication usable for small and medium-sized companies for the consumer communication in social media

“…4. Choosing technology which corresponds with the given strategy and also coincides with the choice of socially relevant applications [7], [32]. According to the research company Euromonitor International from 2012, which is a world leader in strategic research for consumer markets, social networking has quickly become a cornerstone of modern life, especially among the modern youth, and the Survey results reflect this trend.…”

Chilean news media coverage of proposed regulations on tobacco use in national entertainment media, May 2011–February 2013

“…Although we analysed the online presence of traditional media, future research should consider social media9 which is increasingly important in advocacy efforts 10. Also, only one coder was used due to the small number of articles, so inter-rater reliability cannot be determined.…”

Determining patient preferences in using social media

“…[12] It is estimated by 2015 over 3 billion people worldwide will have social media accounts. [2] Social media is being increasingly used in healthcare.…”

“…[12] It is estimated by 2015 over 3 billion people worldwide will have social media accounts. [2] Social media is being increasingly used in healthcare. Healthcare providers are now using social media in a number of diverse ways from promoting awareness about cancer screening to providing evacuation routes and shelter locations during natural disasters.…”

“…Healthcare providers are now using social media in a number of diverse ways from promoting awareness about cancer screening to providing evacuation routes and shelter locations during natural disasters. [23] SoMe stands to be a method to strengthen patient–provider relationships, to engage patients, and to help increase patient's knowledge of medical issues. [45] However, there is a dearth of studies examining how patients would like to be engaged using these technologies.…”