principles & guidelines of social media - rules of the game
DESCRIPTION
A great reference for building enduring relationships with your customers online. Prepared and Presented by: Shawn Bhasin Social Media Marketing Dr. R. V. Kozinets Schulich School of Business Toronto, CanadaTRANSCRIPT
social networks
community
fear
deceptioncontrol
belonging
freedom
trust
virtual community
“capacity to challenge the existing political hierarchy’s monopoly on powerful communications media, and perhaps thus revitalize citizen-based democracy”Rheingold 1993
participation
engagementvoice
freedom
empowerment
rules of the game
1. participate
be part of the community
2. be humble
respectacknowledge
3. play fair
don’t be controllingno bullying
4. Add value
Serve- then sell
5. authenticity
operate with integrity
re-capparticipation
humility
fairness
value
authenticity
sources Block, Peter. (2008). Community: The structure of belonging. USA: Berrett-Koehler.
Deighton, J., & Kornfeld, L. (2010). United breaks guitars. Harvard Business School, MA: Harvard Business School Publishing.
Gossieaux, F., & Moran, E. K. (2010). The Hyper-social organization: eclipse your competition by leveraging social media. USA: McGraw-Hill.
Kaplan, A.M., & Haenlein, M. (2009). Users of the world, unite! The challenges and opportunities of social media. Indiana: Kelley School of Business.
Rheingold, Howard. (1994). The Virtual Community: Homesteading on the electronic frontier. Canada: HarperCollins.