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Mid-Atlantic Penturners Gathering 2016

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Social media marketing is defined as the process of gaining website traffic or attention through social media sites or when a consumer gains media (information) from a trusted, third-party source, as opposed to paid media from the company (advertising). The process can be broken down into three components: create content, attract attention, and encourage sharing.

Social Media provides an electronic word of mouth, which means any statement consumers share via the Internet (e.g., web sites, social networks, instant messages, news feeds) about an event, product, service, brand or company. This can create a viable organic source of pubic relations for your business.

For more information and demographics on social media, please review this Fact Sheet by Pew Internet.

Why do people share?

The top five reasons for sharing are:

  • - Relevance to those sharing information with
  • - Humor
  • - Relevance to oneself
  • - Importance/worthiness of information
  • - Unusual/unique information

The Network Effect...

The application of Metcalf's Law further defines your return for developing social media more in depth. The value of a network increases much faster than the number of nodes in the network. The Six Degrees of Separation also states everyone and everything is six or fewer steps away, by way of introduction, from any other person in the world, so that a chain of "a friend of a friend" statements can be made to connect any two people in a maximum of six steps. You can electronically increase the value of your network of friends of friends organically through social media.

Benefits of Social Media Marketing

Outside Perspective - discipline of listening

Respond - connect with customers

Enable - make it easy to share

Amplify - connect customers together

Change - revise your marketing strategy

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