Abbey Klaassen (Editor)'s Advertising Age - 21 March 2011 PDF

By Abbey Klaassen (Editor)

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Social-network identity is just that—it is one’s identity in the context of the network itself. While virtual worlds may be supported by sales of goods and services, fees for virtual land and property rentals, sales of tangible goods, and advertising revenue, ad revenue is the primary source of financial support for social networks. Social-Community Campaigns: Promotional Possibilities Social-media marketing is rich with potential branding opportunities. Social media is touted for its engagement potential, but brands with many objectives can find social-media marketing appropriate.

In the following chapters, we’ll take a closer look at each of these social-media branding opportunities. 3 Friendvertising Advertising and Brand Building with Social Networks Social media encompass communication possible throughout all of the forms of social communities online. Social-media communities include forums, virtual worlds, social news organizations, social opinionsharing sites, and social networks. Social networks are built around site platforms that enable members to develop identity profiles, interact with other members, and participate in various site activities.

There are no standardized definitions for gross rating points in the world of social media. 4 Joseph Jaffe, a marketing consultant who advises clients on virtual opportunities, had this to say about objectives for social-media Socialcentricity and the Emergence of Social-Media Marketing 29 marketing, ‘‘This is not about reach anymore. This is about connecting. ’’5 His belief is reiterated in a comment made by Mike Donnelly, the Director of Global Interactive Marketing for Coke. Donnelly emphasized that the objective for Coke’s Virtual Thirst social-media marketing campaign was not to sell more cans of Coke.

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Advertising Age - 21 March 2011 by Abbey Klaassen (Editor)


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