Social media includes web-based and mobile based technologies which are used to turn communication into interactive dialogue among organizations, communities, and individuals.
Andreas Kaplan and Michael Haenlein define social media as “a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content.” Social media is ubiquitously accessible, and enabled by scalable communication techniques.
Classification of social media
Social media technologies take on many different forms including magazines, Internet forums, weblogs, social blogs, microblogging, wikis, social networks, podcasts, photographs or pictures, video, rating and social bookmarking. By applying a set of theories in the field of media research (social presence, media richness) and social processes (self-presentation, self-disclosure) Kaplan and Haenlein created a classification scheme for different social media types in their Business Horizons article published in 2010.
According to Kaplan and Haenlein there are six different types of social media: collaborative projects (e.g., Wikipedia), blogs and microblogs (e.g., Twitter), content communities (e.g., YouTube), social networking sites (e.g., Facebook), virtual game worlds (e.g., World of Warcraft), and virtual social worlds (e.g. Second Life).
Technologies include: blogs, picture-sharing, vlogs, wall-postings, email, instant messaging, music-sharing, crowdsourcing and voice over IP, to name a few. Many of these social media services can be integrated via social network aggregation platforms. Social media network websites include sites like Facebook, Twitter, Bebo and MySpace.
The following infographic highlights some of the key elements around Social Media ROI, including:
- How other businesses measure ROI, including: Followers, Traffic, Mentions, Leads and Sales
- Examples of specific campaigns (and the returns): Jimmy Choo, Joie de Vivre Hotels, Foiled Cupcakes and more
- How Google Analytics measures “Social Value”
- The best ways to get Facebook Fans
- How content creation helps you get Twitter followers and Facebook fans (and which kind of content)
- Social Media activities that are hard to measure (but which help your brand), including: Customer Support, Brand Equity, Market Research
- What’s your take on Social Media ROI? Let me know in the comments below
Infographic brought to you by the InventHelp marketing team
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