Social Media Marketing: An Hour a Day

Part II: Chapter 04 “Web 2.0: The Social Web”

This chapter offers specifi c examples of social media (a.k.a. "Web 2.0") tools and applications. In it, I pull out a few examples that are being used in business now. Each day, you'll spend an hour or so looking at the selected examples and applications so that by the end of the chapter you'll have worked through a range of social media applications, and seen fi rst-hand how they fi t together and can be used in a business context.

  • Social media derives its value simultaneously from the collective and the individual, not the mass. This is a reversal of traditional marketing and creative models where a single message is crafted and pushed out to a mass audience.
  • Network value -- that is, how efficiently it supports sharing and collaboration -- is determined by the way in which members are connected. Networks that follow Reed's Law -- where members are free to form groups and connections between themselves and these groups -- are the types of networks of most interest to social media marketers.
  • The touchpoint map and social feedback cycle are central to the successful application of social media.
  • RSS allows content to be scheduled for delivery. This is much better than having to go and check on it. RSS powers much of the Social Web.
  • Social networks are part of, but not the same as, social media and the Social Web.