Question

Topic: E-Marketing

Theoratical Model For Social Media Marking

Posted by Anonymous on 7/21/2010 at 9:37 AM ET 25 Points
Hi there i am Masters student and doing my dissertation on the effectiveness of social media marketing.

I have two questions that needs some assistance.

1. Is there is any theoretical model or theory, which can be applied to see the effectiveness of social media marketing in terms of either branding, promotion or to measure ROI.

2. With regards to the model i have to give an example of the organization as well. So if some body have some advice plz let me know.

I am struck in this part i have to consider the model so i can focus on one aspect branding or promotion or the ROI on social media marketing. It would be great if someone can help with that. Cheers
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  • Posted on 7/21/2010 at 12:35 PM Author
    Thanks Mike for the response but unfortunately i tried to look on both sides and could not find any theoretical model that can support my query. If u think of any other model plz let me know cheers
  • Posted by Gary Bloomer on 7/24/2010 at 8:42 PM Accepted
    Dear Zeeshan,

    The "effectiveness" of social media marketing, eh? Effective for whom? I'm not trying to blast holes in your argument here but the thing is, social media is not a marketing vessel as such and any company that goes (no, scratch that, ALL companies) that go into social media thinking "Yipee! A new way to sell to customers!" is heading for a fall.

    Social media is about relationships FIRST, then it's about dialogue, then it's about reciprocity, and then ... if you're lucky, THEN it's about marketing. But here's the key: it's got to be value-based marketing that's benefit driven and that's customer-centric. If it's all about the sale and what's in it for the marketer I'm afraid you're in for a long, slow death.

    Results in terms of branding are difficult to pin down: people
    are aware of and use brands or they are not and don't. What does the brand promise? What does it deliver? Where does the brand fall flat on its face? Where does it shine like the sun? Where is it grey? Where is it overly or too colourful? How often does the brand rush to the rescue? How often is it the bad guy or the bully boy?
    Perception here is key, and because perception is also reality, the reality that's created, either by accident or design, is vitally important.

    Promotion-wise, what's being promoted? Goods? Services? Products? Feelings? Emotions? Stances? And to whom are these things being promoted? And when, how often, and with what value proposition and towards what end? Awareness? Product launches? Opt ins? The identification of qualified leads? Sales? Continuity?
    Here, you've got to be more strategic and more specific.

    Want to know the biggest reason for the majority of marketing campaigns and plans (and their managers) dropping likes stones?
    Lack of specificity and lack of strategy.

    And as for measuring ROI, return on investment of what? Time? Money? Awareness?

    As for models, here's one: stop using social media to "market".
    Go into social media with the sole intention of marketing to people ands your campaign will be pretty short lived.

    I hope this helps.

    Gary Bloomer
    The Direct Response Marketing Guy™
    Wilmington, DE, USA
  • Posted on 7/26/2010 at 8:41 AM Member
    'Effectiveness of sicial media marketing' , you have to prove/check the effectiveness with some variables or factors. So by studying some articles or analysing quantitative results, you can better able to solve the problem.
    You have some factors /dimensions of social media marketing that you want to study in your master's project, so check the theoratical model according to specific factors on the net. Effectiveness of social media can be measure through customers visits, company repu, band awareness, brand equity, fans/users increases, interactions with users, sales, growth and many other factors. So for getting solution

    Contact me personally at
    [Contact info deleted by staff]
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