New Media in Social Marketing

Technology has fundamentally changed our lives by bringing us closer together and connecting us in ways that make the world seem smaller. As higher education diversity professionals step into the foray of social marketing and continue to enhance their presence, it becomes even more important that they understand how to leverage important messages of equity, diversity, and inclusion in ways that promote an inclusive society and foster global equality. In order to carry out effective social media campaigns surrounding EDI issues, it is necessary to foster activity online and offline. This chapter is a guide for EDI professionals on how to use social media to foster equality. It includes a discussion on the Internet and the evolution of social media, review of new media technologies alongside emerging trends, and highlights why social marketing messages are important for diversity professionals. It also proposes a framework for understanding social media marketing, by providing tips, recommendations, and examples showcasing how to use social media to advance social justice.

Download Full-text

Integrating Public Relations and Social Marketing

Reputation Management Techniques in Public Relations - Advances in Logistics, Operations, and Management Science ◽

10.4018/978-1-5225-3619-2.ch013 ◽

2017 ◽

pp. 254-279

Author(s):

Saadet Uğurlu

Keyword(s):

Social Media ◽

Health Education ◽

Mass Media ◽

New Media ◽

Public Relations ◽

Social Marketing ◽

Focal Point ◽

Theoretical Research ◽

Shopping Malls ◽

The Right

This chapter discusses how new media turns individuals into medium, the changing face of brand communication, and works as a handmaiden in producing the right content for mass media with data management. A theoretical research with a qualitative analysis is conducted by analyzing the content methods used in new and social media in various sectors (such as construction, tourism, shopping malls, retail, health, education, etc.), from 1991 to 2015, while the focal point will be to emphasize how reputation can be managed online.

Download Full-text

Integrating Public Relations and Social Marketing

Social Marketing Quarterly ◽

10.1177/1524500412450489 ◽

2012 ◽

Vol 18 (2) ◽

pp. 135-151 ◽

Cited By ~ 2

Author(s):

Beth Sundstrom

Keyword(s):

New Media ◽

Public Relations ◽

Behavior Change ◽

Social Marketing ◽

Communication Function ◽

Health Organization ◽

The Relationship ◽

Depth Interviews

This study examined the relationship between public relations and social marketing in a nonprofit health organization. A case study was conducted, in which internal and external organizational documents, archival records, and artifacts were analyzed and four in-depth interviews were completed. Evidence showed that public relations and social marketing were integrated into the organization’s communication function. Findings provided evidence for a tactical paradigm of public relations, which emphasizes publicity and promotion, as well as a situational approach to messaging and communication functions. The organization engaged the new two-way model of symmetry through cultivating relationships and two-way dialogue. These findings suggest the importance of social marketing approaches to behavior change and relationship cultivation strategies. This case study highlights the success of social marketing initiatives, and the opportunity for social marketing and public relations to evolve together in a new media context.

Download Full-text

Pemanfaatan Media Sosial Dalam Pemasaran Sosial Bagi Remaja

Jurnal Komunikasi ◽

10.24912/jk.v12i1.6654 ◽

2020 ◽

Vol 12 (1) ◽

pp. 64

Author(s):

Resti Sri Elwani ◽

Firman Kurniawan

Keyword(s):

Social Media ◽

New Media ◽

Social Marketing ◽

Sampling Technique ◽

Communication Strategy ◽

Marketing Communication ◽

Marketing Theory ◽

Literature Study ◽

Purposive Sampling ◽

Use Of Social Media

Adolescent face very vulnerable period of transition from childhood to adulthood. Because adolescents do not have enough knowledge and awareness to get through this transition, adolescents often experience various kinds of problems. Genereasi Berencana Program (GenRe) is one of the interventions to overcome this problem. The high intensity of adolescents in using social media is the foundation of the GenRe program choosing this new media as one of their communication channels. The use of social media is considered as a communication strategy that is relevant and appropriate for adolescents. This study aims to examine how social media is used in social marketing for adolescents and how create an effective message on social media to increase adolescent awareness. The research was conducted through a descriptive qualitative approach to explain how social media is used as a channel for social marketing communication and how to create effective message on social media. Three informans were selected based on purposive sampling technique. Data collection was carried out by interview and literature study. The data analysis technique used in this study refers to Miles & Hubberman which consists of three subprocesses, namely data reduction, data presentation and drawing conclusions or verification. Social marketing theory is used for analysis to answer the problems in this study. The results showed that social media can be utilized as a social marketing communication channel for adolescent.But,low engagement of substance content compared to non-substance is a challenge faced by GenRe programs on social media. Frequency, consistency and involvement of influencers are some of the strategies that can be implemented to overcome these problems. Remaja mengalami periode yang sangat rentan yaitu masa transisi dari masa anak-anak menuju masa dewasa. Karena remaja tidak memiliki pengetahuan dan kesadaran bagaimana melewati masa transisi ini mengakibatkan remaja seringkali mengalami berbagai macam masalah. Program Generasi Berencana (GenRe) adalah salah satu intervensi untuk mengatasi masalah tersebut. Tingginya intensitas remaja dalam mengakses media sosial menjadi landasan program GenRe memilih media baru tersebut sebagai salah satu saluran komunikasi mereka. Penggunaan media sosial dianggap sebagai strategi komunikasi yang relevan dan sesuai bagi remaja. Penelitian ini bertujuan untuk mengkaji bagaimana media sosial digunakan dalam pemasaran sosial bagi remaja dan bagaimana strategi pengemasan pesan yang efektif di media sosial untuk meningkatkan kesadaran remaja. Penelitian dilakukan melalui pendekatan kualitatif yang bersifat deskriptif untuk menggali informasi secara mendalam dari narasumber agar mendapatkan penjelasan bagaimana media sosial digunakan sebagai saluran komunikasi pemasaran sosial bagi remaja dan bagaimana strategi pengemasan pesan yang efektif di media sosial. Tiga narasumber dalam penelitian ini dipilih berdasarkan teknik purposive sampling. Pengumpulan data dilakukan dengan wawancara dan studi literatur. Teknis analisis data yang digunakan dalam penelitian ini mengacu pada Miles & Hubberman yang terdiri dari tiga subproses, yaitu reduksi data, penyajian data dan penarikan kesimpulan. Teori pemasaran sosial digunakan untuk analisis dan membantu menjawab permasalahan dalam penelitian ini. Hasil penelitian menunjukkan media sosial dapat dimanfaatkan sebagai saluran komunikasi pemasaran sosial bagi remaja. Namun media sosial tidak dapat berdiri sendiri sehingga pemilihan omni-channel adalah strategi yang lebih efektif. Rendahnya engagement konten substansi dibanding nonsubstansi adalah tantangan yang dihadapi pemasaran sosial program GenRe di media sosial. Frekuensi, konsistensi dan pelibatan influencer adalah beberapa strategi yang dapat diimplementasikan untuk mengatasi permasalahan tersebut.

Download Full-text

Kampanye Sosial Istana Belajar Anak Banten dalam Pembangunan Pendidikan di Era Digital

Jurnal Komunikasi Pembangunan ◽

10.46937/17201926851 ◽

2019 ◽

Vol 17 (2) ◽

pp. 205-215

Author(s):

Tri Susanto ◽

Leonard Dharmawan ◽

La Dono ◽

Irvan Roberto

Keyword(s):

New Media ◽

Social Marketing ◽

Public Awareness ◽

Communication Strategy ◽

Marketing Communication ◽

Digital Era ◽

The Social ◽

Research Findings ◽

Communication Approach ◽

And Behavior

Social campaigns are carried out to increase public awareness and behavior of various issues faced by a country. The development of the digital era now demands that campaigns be enjoyed and seen through online media. One of the social campaign activities was the Banten Children's Learning Palace (ISBANBAN), which involved young Bantenese in contributing to education in the area by using new media. This study aims to find out and describe the ISBANBAN social campaign communication strategy with the social marketing communication approach. This research is a qualitative research with a case study strategy that takes campaign activities through new media. The main data obtained through in-depth interviews and observations. The research findings provide an overview of the social marketing communication strategy carried out by ISBANBAN that connects offline interactions, namely teaching activities in remote Banten with online interaction, namely social media as the main channel in social marketing that aims to build brand awareness for donations, through new media information that gives more broad so it is expected to reach further adopter target targets. Target adopters of multiplayer donations that not only contribute funds but also energy and thought in an effort to advance education in remote Banten.

Download Full-text

Social marketing at the right place and right time with new media

Journal of Social Marketing ◽

10.1108/20426761211243964 ◽

2012 ◽

Vol 2 (2) ◽

pp. 130-137 ◽

Cited By ~ 21

Author(s):

Jay M. Bernhardt ◽

Darren Mays ◽

Amanda K. Hall

Keyword(s):

New Media ◽

Social Marketing ◽

The Right

Download Full-text

Usability and effectiveness of new media in agricultural learning and development: a case study on the southern states of India

Journal of Social Marketing ◽

10.1108/jsocm-11-2019-0203 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Payel Das ◽

Deepika Pradip

Keyword(s):

New Media ◽

Social Marketing ◽

Social Transformation ◽

Behavioural Change ◽

Agricultural Practices ◽

Content Type ◽

South Indian ◽

E Learning ◽

The Government ◽

Agrarian Crisis

Purpose Despite a lot of agricultural initiatives by the government in a regionally diversified country like India, agriculture is poor, and farmer suicide cases are rampant. This study aims to socially transform and bring behavioural change among the farmers of southern India through the usage of new media. The research has gauged the factors that affect new media accessibility and usability, hindrances in the process and change of farmer’s behaviour through online social marketing bringing social transformation. Design/methodology/approach The study is action participatory in nature, and the data is triangulated by conducting a survey at the first level using the Delphi technique among 184 rural south Indian farmers who are smartphone users use new media, and at the next level, the farmers were requested to use WhatsApp for agricultural new sharing, and in the last stage, personal interview with entrepreneurs and farmers has been conducted to understand their new media adoption, e-learning and online social marketing. Findings New media is the best way to transform agricultural practices socially. It is a forum where all the farmers of the country can get together and address the issue of the agrarian crisis. Online social marketing (OSM) through WhatsApp is one of the best methods of behavioural change because different farmers can share their experiences and emotion for the crisis and give an appropriate solution to a problem. And, one of the most important features of OSM is it removes third parties from miscellaneous issues be it selling, buying or seeking and sharing information. Research limitations/implications Despite trying to cover different hindrances in the way of social marketing of agriculture, the study is not free without its limitations. Language was a barrier, and this study require a lot of time to perceive the changes and adoption. Also, due to time constraint, the authors have categorically clubbed innovators, early adopters and early majority in the same layer opinion leaders and adopters of innovation. These could be analyzed separately in five layers, as suggested by Rogers (1995). Practical implications From the managerial perspective, the government should extend services that teach the agriculturists, farmers the use of new media. The marketers and makers of apps and software can tap into this business for launching products for farmers. We need apps designed only for farmers, where agricultural and farming practitioners all over the country and globe can interact about their products, conditions of agriculture and give solution to issues arising in agriculture and farming. Originality/value The researchers posit that there are hardly any studies that provide strategies to the agricultural and farming sectors in a regionally diversified country like India. The study is one of its first kind to propose new media strategies to reach out to the farmers of different regions and segmentation for a behavioural change and adoption of new media for better and sustainable agriculture. It has gauged into the factors that affect new media accessibility and usability among farmers and simultaneously gave strategy for behavioural change.

Download Full-text