Abstract
There is always this debate going on about what delivers the greater ROI traditional media or social media? Which one delivers greater results? Which one costs more? Which one is worth your time? It appears that traditional media and social media are at war with one another and that’s not the way it should be. Marketing and relationship strategies appear to be fragmented. Traditional and social media are not working together, but they should be.
Old-school marketing techniques don’t work as well as they used to and will never be able to target as precisely as social media marketing. Many marketers are attracted to internet network marketing and social media because of the reduced costs compared to expensive television, radio and newspaper ads. Also, today’s internet users want personal interactions with those they do business with before they make a buying decision. Social media marketing, which taps into a familiar concept called attraction marketing, lets you build relationships with your targeted audience. Social media sites such as Facebook, MySpace and Twitter can help establish your presence in a number of different places on the Web. Just imagine the social media profit you can have in being able to recruit people from different places.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Notes
- 1.
Translator’s note: independent and mostly regional press products of mass appeal that also included advertisements.
- 2.
For more details see: Mühl-Benninghaus and Friedrichsen (2012, 129 ff.).
- 3.
Groß (2011).
- 4.
Langner (2009, p. 14).
- 5.
Allensbach Institute for Public Opinion Research/Infosys Limited (2011, p. 4).
- 6.
See. i.a.: Meredith and Schewe (2002).
- 7.
Busemann and Gescheidle (2011, pp. 360–369).
- 8.
Allensbach Institute for Public Opinion Research/Infosys Limited (2011, 29 ff.).
- 9.
Wellmann (2002).
- 10.
Kneidinger (2010, p. 56).
- 11.
Castells (2001, 408 ff.).
- 12.
Schengber (2011).
- 13.
Nielsen (2006).
- 14.
Fink and Fuchs (2011).
- 15.
Stafford (2004, pp. 259–288).
- 16.
Reichwald and Piller (2009, p. 32).
- 17.
Li and Bernoff (2009, 75 ff.). The authors use the acronym “POST” (people, objectives, strategy, and technology) to refer to the described planning process.
- 18.
Weinberg (2010, 338 ff.).
References
Allensbach Institute for Public Opinion Research; Infosys Limited. (2011). Social Media, IT & Society 2011. Frankfurt/M.
Busemann, K., & Gescheidle, C. (2011). Web 2.0: Aktive Mitwirkung verbleibt auf niedrigem Niveau. Media Perspektiven, 7–8, 360–369.
Castells, M. (2001). Der Aufstieg der Netzwerkgesellschaft. Teil 1 der Trilogie Das Informationszeitalter. Opladen: Leske.
Fink & Fuchs. (2011). Social media governance 2011. Kompetenzen, Strukturen und Strategien von Unternehmen, Behörden und Non-Profit-Organisationen für die online-Kommunikation im Social Web. Retrieved Febraury 26, 2012 from http://www.ffpr.de/de/news/studien/social_media_governance_2011.html
Groß, W. (2011). Erfolgsfaktoren und Weiterempfehlungsanreize bei viralen Spots. Retrieved February 26, 2012 from http://www.mediadesign.de/blog/erfolgsfaktoren-und-weiterempfehlungsanreize-bei-viralen-spots
Kneidinger, B. (2010). Facebook und Co.: Eine soziologische Analyse von Interaktionsformen in Online Social Networks. Wiesbaden: VS Verlag Für Sozialw.
Langner, S. (2009). Viral marketing. Wie Sie Mundpropaganda gezielt auslösen und Gewinn bringend nutzen. Wiesbaden: Gabler.
Li, C., & Bernoff, J. (2009). Facebook, YouTube, XING und Co. – Gewinnen mit Social Technologies. Munich: Carl Hanser.
Meredith, G., & Schewe, C. (2002). Defining markets, defining moments: America’s 7 generational cohorts, their shared experiences, and why businesses should care. New York: Wiley.
Mühl-Benninghaus, W., & Friedrichsen, M. (2012). Geschichte der Medienökonomie. Eine Einführung in die traditionelle Medienwirtschaft von 1750 bis 2000. Baden-Baden: Nomos.
Nielsen, J. (2006). Participation inequality: Encouraging more users to contribute. Retrieved February 26, 2012 from http://www.useit.com/alertbox/participation_inequality.html
Reichwald, R., & Piller, F. (2009). Interaktive Wertschöpfung. Wiesbaden: Gabler.
Schengber, R. (2011). Social media: Einfluss auf das Kaufverhalten im Internet. Eine Studie. Retrieved February 26, 2012 from http://www.dsaf.de/downloads/Studie_-_Social_Media_Einfluss_auf_das_Kaufverhalten_im_Internet.pdf
Stafford, T. S. (2004). Determining uses and gratifications for the Internet. Decision Sciences, 35, 259–288. doi:10.1111/j.00117315.2004.02524.x/full.
Weinberg, T. (2010). Social media marketing. Köln: Strategien für Twitter, Facebook & Co.
Wellmann, B. (2002). Little boxes, globalization, and networked individualism. Retrieved Febraury 26, 2012 from http://homes.chass.utoronto.ca/~wellman/publications/littleboxes/littlebox.PDF
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2013 Springer-Verlag Berlin Heidelberg
About this chapter
Cite this chapter
Mühl-Benninghaus, W. (2013). New Marketing Communication in Social Media Business. In: Friedrichsen, M., Mühl-Benninghaus, W. (eds) Handbook of Social Media Management. Media Business and Innovation. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-28897-5_9
Download citation
DOI: https://doi.org/10.1007/978-3-642-28897-5_9
Published:
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-28896-8
Online ISBN: 978-3-642-28897-5
eBook Packages: Business and EconomicsBusiness and Management (R0)