整合社交媒体与社会化营销:四步法

#研究分享#【整合社交媒体与社会化营销:四步法】1、描述目标受众,确定哪个受众群是社会化营销和社交媒体的焦点;2、要明确希望受众参与的目的是什么?3、规划一个精准战略,吸引用户参与,并实现上述已确认的目的;4、基于用户群的喜好,选择合适的社交媒体应用。

【文章说明】“分享”译自文中主体部分内容,如需进一步了解,请参读全文。其中“2”希望受众参与的目的包括,一是倾听用户对产品、服务、行为乃至公司本身的反馈及建议;二是鼓励用户与其朋友或亲友谈论相关产品或服务;三是挖掘忠实用户,并邀请其参与宣传;四是为用户之间相互支持提供通路和渠道;五是招募用户参与设计产品和服务。

【文章全文】Integrating Social Media and Social Marketing: A Four-Step Process

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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 fourstep process.

Keywords: audience; social marketing; health communication; social media

【文章作者】Rosemary Thackeray, Brad L. Neiger, Heidi Keller

【文章来源】Social Marketing and Health Communication

【文章链接】http://hpp.sagepub.com/content/13/2/165


1 条评论

  1. wangxintong说道:

    感谢 分享http://weibo.com/1711479641/B8mgygbdk?ref=



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